Ross Phelps

Experience / Service Design

Portfolio

  • Jan 21 - Present
  • Remote
  • Client Side Contract

GFK, Service Design Lead, Data Platforms

Converged a range of complex legacy tools designed to simplify the process and flow of data, from global retailers and manufacturers, to clients. Delivering strategic and tactical design support for a platform generating €480m annually.

Tags:

  • Service Design
  • Universe Studies
  • Qualitative Research
  • MIRO
  • Service Blueprint
  • Shadowing Sessions
  • Senior Stakeholder Management
  • Enterprise Tools
  • Complex Data
  • Design Language
  • Platform Transformation
  • Nov 19 - Dec 20
  • London, UK
  • Client Side Contract

Tesco, UX Design Lead, New Product Development

Defined a strategic enterprise vision that enabled a new product concept or business proposition to transition through Tesco's own brand lifecycle. Defining the needs of 15 core user groups within a decentralised governance process.

Tags:

  • UX
  • Design
  • Enterprise Tools
  • Workshops
  • User Journeys
  • Sketching
  • SAP Scenes
  • Asynchronous Design
  • Animation
  • Wireframes
  • Prototyping
  • Design Discovery
  • User Research
  • Need State Analysis
  • MIRO
  • Remote Workshops
  • May 19 - November 19
  • Borehamwood, UK
  • Client Side Contract

Signet Jewelers, Digital Transformation Lead

Initiated an eCommerce optimisation process, as part of a digital transformation strategy forH. Samuel & Ernest Jones brands. My team was responsible for improving user experience, service design, and data-driven optimisation processes across EMEA.

Tags:

  • Digital Transformation
  • Research Analysis
  • Leadership
  • C-Level Stakeholder Management
  • Team Direction
  • Process Improvements
  • Testing
  • UI
  • UX
  • E-Commerce
  • Checkout Flow
  • Presentation
  • Development Specification
  • May 18 - Apr 19
  • London, UK
  • Client Side Contract

Football INDEX, Consultant

Initiated UX and gamification capabilities for a sports fin-tech hybrid startup. Redesigning native apps and a responsive website to incorporate NASDAQ’s order book framework, creating a positive behavioural change in user engagement habits.

Tags:

  • Fin-Tech
  • Trading Platform
  • Betting
  • UX
  • UI
  • Android
  • iOS
  • Responsive
  • Design Ops
  • Customer Research
  • Usability Testing
  • Prototype
  • Wireframes
  • Leadership
  • Feb 18 - May 18
  • London, UK
  • Client Side Contract

Eurostar, Senior UX Designer

Implementation of self-service terminals for Eurostar's network in multiple languages, located across key European travel hubs. Used by over 9 million customers annually.

Tags:

  • Self-Service Terminals
  • Travel
  • Customer Flow
  • Multi-Language
  • UX
  • Service Design
  • Interaction Design
  • Wireframe
  • Guerrilla Testing
  • May 16 - Nov 17
  • Watford, UK
  • Client Side Contract

Wickes, Senior Experience Manager

Initiated digital transformation for Wickes through CX/UX strategy and platform optimisation. Increasing profits from digital channels by 51% year on year.

Tags:

  • E-Commerce
  • Management
  • Digital Transformation
  • Customer Research
  • Interaction Design
  • Service Mapping
  • UX
  • Branding
  • Conversion
  • Prospect Testing
  • KPI
  • CRO
  • Workshop
  • Analytics Analysis
  • Lean UX
  • Dec 15 - May 16
  • Heathrow, UK
  • Client Side Contract

British Airways, Experience Design Lead

Delivered responsive website for BA through quant/qual data analysis, co-design workshops and UX best practices. Used by 123,000 customers who fly everyday.

Tags:

  • Booking System
  • Travel
  • Google Analytics
  • Multi-Language
  • UX
  • UI
  • Interaction Design
  • Waterfall
  • Guerrilla Testing
  • Wireframes
  • Usability Testing
  • Conversion Rate Optimisation
  • Nov 15
  • London, UK
  • Agency Contract

Philips, Experience Design Lead

Designed a product comparison tool to assist the consumer decision-making process when buying an electric razor. I oversaw the process of product-to-customer-type mapping and app interaction design. Interactive prototypes were then tested in a live omni-channel context.

Tags:

  • Comparrison Tool
  • E-Commerce
  • Customer-to-Product Mapping
  • Multi-Language
  • Guerrilla Testing
  • UX Taxonomy
  • Waterfall
  • Optimisation
  • Rapid Prototyping
  • Interaction Design
  • Information Architecture
  • Oct 15
  • London, UK
  • Client Side Contract

Ernst & Young, Interaction Designer

Produced data visualisation and interaction guidelines for an internal analysis tool, used to compare Surgeons’ success rates within local authorities for NHS England.

Tags:

  • Comparrison Tool
  • Enterprise Tools
  • Data Visualisation
  • Graphs
  • Data Analysis
  • UX
  • Charts
  • Animation
  • Prototype
  • Sept 15
  • London, UK
  • Agency Contract

Facebook, UX Designer

Facebook Friends was a dynamically enabled, multi-channel Digital OOH campaign. I designed the OpenLoop system which moderates photos before they are distributed to Digital OOH networks nationwide.

Tags:

  • Content Management
  • Path Analysis
  • Content Mapping
  • UX
  • Aug 15
  • London, UK
  • Agency Contract

Clarins, UX Designer

Defined a digital app experience for a groundbreaking real-time projection mapping installation that takes users on a journey of ‘a day in the life of your skin’, giving each visitor a personalised sense of how daily environmental stresses affect them. The app projected on to an individual’s facial contours using infrared depth cameras, adaptive facial tracking, and dynamic projection mapping technology.

Tags:

  • Retail
  • Interaction Design
  • Barrier Analysis
  • UX
  • Proof of Concept
  • Usability
  • Projection Mapping
  • Prototype
  • Jul 15 - Aug 15
  • London, UK
  • Agency Contract

Virgin Media, Senior UX Designer

Identified usability issues in the current service experience. Using data analysis and competitive analysis, I designed new and optimised journeys ensuring a better cross-platform experience, improving the information architecture and user interface. Decisions were validated by testing flows and layouts in real-world situations by using targeted prospects.

Tags:

  • E-Commerce
  • Journey Optimisation
  • Data Analysis
  • UX
  • UI
  • Testing
  • Wireframes
  • Competitive Analysis
  • Cross Platform
  • Mobile First
  • Telecommunications
  • Jun 15 - Jul 15
  • London, UK
  • Client Side Contract

Sky, Senior UX Designer

Developed a self-service content hub proposition for NowTV removing the need for a customer Contact Centre. Customer pain points were identified through the research and synthesised into a searchable online hub. My framework is now used by over 15 million customers.

Tags:

  • Self-Service
  • Data Analysis
  • UX
  • UI
  • Content Mapping
  • Research
  • Testing
  • Wireframe
  • Telecommunications
  • Jun 15
  • London, UK
  • Agency Contract

William Hill, UX Design Lead

Envisioned a gamification engine for William Hill's Innovation Lab, using my knowledge of persuasive design I created a service experience that is now used by over 2.5 million customers.

Tags:

  • UX
  • IA
  • Data Analysis
  • Gamification
  • Loyalty
  • Wireframe
  • Innovation
  • Persuasive Design
  • Persona
  • May 15
  • London, UK
  • Agency Contract

Riot Games (League of Legends), UX Design Lead

Delivered a multi-language responsive website for the world's 4th most popular online multi-player game. Establishing user journeys for video on demand, content and ticketing.

Tags:

  • Qualitative Research
  • UX
  • UI
  • Content Mapping
  • Multi-Language
  • User Flow
  • Responsive
  • Workshop
  • Usability Testing
  • Wireframes
  • Nov 14 - May 15
  • Gibraltar, EU
  • Client Side Contract

Coral, UX Design Lead

Research and redesign of Coral's Sports book and casino app suite, creating wireframes, UI and prototypes. Living in the sunshine.

Tags:

  • Metric Analysis
  • Sportsbook
  • Testing
  • Betting
  • UX
  • UI
  • Responsive
  • Workshop
  • User Flow
  • Wireframe
  • Competitive Audits
  • KPI
  • Content Audit
  • Storyboard
  • Feb 14 - Sept 14
  • London, UK
  • Client Side Contract

Sportingbet (GVC), Senior UX Designer

Redefined the user experience of Casino, Sports and Live products to create an enhanced product architecture and enjoyable interaction experience across mobile, tablet, and web.

Tags:

  • Data Analysis
  • Sportsbook
  • Usability Testing
  • Betting
  • Information Architecture
  • Casino
  • Responsive
  • Workshop
  • Customer Flow
  • UX Strategy
  • UI
  • Wireframe
  • Product Taxonomy
  • Multi-Language
  • Mar 13 - Feb 14
  • London, UK
    Manila, PH
    Montreal, CA
  • Perm

Bovada, Senior UX Designer

Defined a customer-centric betting experience for Asian & North American markets by modelling business propositions to suit customer profiles, specific to cultural needs. The UX process consisted of overseeing research, design production and testing on local markets containing 500 million customers.

Tags:

  • Cultural Analysis
  • Sportsbook
  • Testing
  • Betting
  • IA
  • Casino
  • Responsive
  • Workshop
  • Customer Flow
  • UX
  • UI
  • Research
  • Wireframe
  • Multi-Language
  • Interaction Design
  • Testing
  • Sept 12 - Mar 13
  • London, UK
  • Client Side Contract

The Football League, Senior Creative Consultant

Led the design process for the digital team across EFL multi-channel partnerships. Managing agencies to leverage customer brand engagement via a range of customer-focused experiential and digital touch-points.

Tags:

  • Agency Management
  • Native App
  • UX
  • Customer Flow
  • Mobile First
  • IA
  • Wireframe
  • Workshop
  • UI
  • Jul 12 - Sept 12
  • London, UK
  • Agency Contract

Unite, Consultant

Led the UX process of a customer-centric site experience for the leading provider of student accommodation in the UK, creating and refining requirements through co-design and game-storming workshops. Creating useful artefacts to engage key business stakeholders.

Tags:

  • Responsive
  • Workshop
  • UX
  • IA
  • Wireframe
  • Conversion
  • Customer Flow
  • GameStorming
  • Co-Design
  • Research
  • Stakeholder Management
  • Jun 10 - May 12
  • London, UK
    Montreal, CA
  • Perm

Bodog Europe, Design Lead

Design Leadership across a broad spectrum of channels, disciplines and platforms. Achieved by redeveloping brand guidelines focused for Asian, UK and North American markets, conceptual UI design and creating high profile campaigns for Premier League football clubs.

Tags:

  • Branding
  • Multi-Channel
  • Proof of Concept
  • Workshop
  • UX
  • IA
  • UI
  • Customer Flow
  • Creative Design
  • Campaign Management
  • May 08 - Jun 10
  • London, UK
  • Perm

Gamesys, Interaction Designer

Created engaging interactive customer-first campaigns using intuitive and interactive UI concepts. Designed, tested and developed a loyalty promotion taxonomy to reward players for increased play. The framework contained a fully integrated back-end and visually stunning UI focused around gamification of content.

Tags:

  • Branding
  • Multi-Channel
  • POC
  • Workshop
  • UX
  • Loyalty Engine
  • IA
  • UI
  • Customer Flow
  • Gamification
  • Wireframe
  • Aug 07 - May 08
  • London, UK
  • Perm

Accord Group, Web Developer

Flash development and design, ASP.NET, PHP and SQL. Gained an understanding of agile and waterfall development methodologies.

Tags:

  • Flash
  • PHP
  • SQL
  • Actionscript
  • Agile