Ross Phelps

Service / UX / Design Leadership

Portfolio

  • Jun 2024 - Dec 2024
  • Hybrid, Chester, UK
  • Agency Contract

Booker (Tesco Group), Product Design Lead

Expanded a past project for Tesco Group partners as part of a digital transformation programme. Led the design team to deliver four customised enterprise tool modules, enhancing efficiency and workforce enablement through a collaborative co-design process with stakeholders.

  • Business Process Analysis
  • Co-Design
  • Design Leadership
  • Design System Application
  • Digital Transformation
  • Enterprise Tool Design
  • End-to-End Mapping
  • Figma
  • High-Fidelity Prototyping
  • Interaction Design
  • Journey Mapping
  • Mentoring
  • Stakeholder Collaboration
  • User Research
  • Virtual Workshops
  • Wireframing
  • Workshop Facilitation (In-Person)
  • Feb 2024 - Apr 2024
  • Hybrid, Neom, Saudi Arabia
  • Agency Contract

NEOM, Service Design Consultant

Delivering global best practices to the world's largest community vision, with an ambition to redefine livability, business, and conservation. Enabling access through permits and passes. Bringing together the world's finest material experts, future prospects, and internal leadership to define a UX strategy and approach for a roadmap extending to 2030.

  • Collaboration Framework
  • Governance Process
  • Industry Best Practices
  • Material Experts
  • NEOM Access
  • Organisational Ethnography
  • Permit Management
  • Research Definition
  • Service Design
  • Service Delivery
  • Service Strategy
  • Stakeholder Engagement
  • Vendor Governance
  • Vision Redefinition
  • Jan 2024 - Feb 2024
  • On-Site, Prague, CZ
  • Client-Side Contract

Gen Digital (Norton AntiVirus), Design Sprint Facilitator

Led a design sprint for a joint venture between the world's largest antivirus provider and a leading global financial aggregator, collectively serving 800 million customers.

  • Collaboration Framework
  • Conceptual Solutions
  • Customer-Centric Focus
  • Design Sprint
  • Discovery Phase
  • Executive Alignment
  • Financial Services
  • Harmonising Stakeholders
  • Ideation
  • Innovation Strategy
  • Iterative Prototyping
  • MVP Development
  • Rapid Experimentation
  • Stakeholder Mediation
  • Testing & Validation
  • User Insights
  • Workshop Facilitation
  • Dec 2022 - Nov 2023
  • Hybrid, London, UK / Edinburgh, UK
  • Client-Side Contract

British Gas, Service Design Consultant

Led a team of 9 designers, instilling design thinking to yield strategic value across the energy portfolio. I defined and executed Service design frameworks facilitating meaningful design outcomes to meet broader organisational goals.

  • AI Interaction Masterclasses
  • Collaboration Framework Design
  • Customer Journey Mapping
  • Design Discovery
  • Design Thinking
  • Executive Presentations
  • Framework Optimisation
  • Innovation Strategy
  • Iterative Prototyping
  • Organisational Strategy
  • Research Synthesis
  • Service Blueprinting
  • Stakeholder Engagement
  • Strategy
  • Team Training
  • User-Centred Design
  • Workshop Facilitation
  • Jan 2022 - Dec 2022
  • Hybrid, London, UK
  • Client-Side Contract

BP, Service Design Consultant

Strategically combined greenfield customer research, business requirements, and best practice to deliver a UX discovery and a global delivery framework for the BP SuperFleet initiative. Coaching the programme in defining the current and future state of an end-to-end conceptual models, feeding multiple product delivery squads and work streams.

  • Audits
  • Business Coaching
  • Conceptual Service Model
  • Customer Research
  • Design Discovery
  • Design Thinking
  • End-to-End Experience
  • Framework Development
  • Future State Mapping
  • Global Delivery
  • Invoicing Systems
  • Notifications Strategy
  • Pricing Models
  • Product Roadmap
  • Self-Service UX
  • Service Blueprinting
  • Stakeholder Engagement
  • System Dashboards
  • User-Centred Approach
  • Workstream Coordination
  • Sept 2021 - Dec 2021
  • Hybrid, London, UK
  • Agency Contract

Chelsea FC, Design Lead

Fulfilled a boyhood ambition of working with the greatest club in football. Initiating and applying design strategy and research throughout the discovery phase of a digital transformation, delivering the definitive best-in-class global fan experience for Web and App iterations. I conducted contextual enquiries with fans from growth markets of Nigeria, South Africa, Ghana, USA, Canada and Spain, as well as running fan forum co-design workshops from Stamford Bridge.

  • Audience Growth
  • Content Strategy
  • Customer Engagement
  • Design Principles
  • Design Strategy
  • Digital Transformation
  • Executive Coaching
  • Fan Research
  • Hypothesis Validation
  • IA Audit
  • Information Architecture
  • International Research
  • Navigation Design
  • Prioritisation Workshops
  • Research Synthesis
  • Stakeholder Interviews
  • Stakeholder Workshops
  • Sitemaps & Blueprints
  • User Experience (UX)
  • UX Architecture
  • Video Engagement Matrixes
  • Workshop Facilitation
  • Jan 2021 - Sept 2021
  • Remote, Nuremberg, DE
  • 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.

  • Complex Systems Analysis
  • Data Flow Optimisation
  • Design Sprints
  • Design Strategy
  • Design System Application
  • Design Thinking
  • Discussion Guides
  • Enterprise Tools
  • Global User Research
  • Information Architecture
  • Machine Learning (ML)
  • Platform Scalability
  • Product Design
  • Prototyping
  • Service Blueprinting
  • Service Design
  • Stakeholder Coaching
  • Strategic & Tactical Design
  • Systems Thinking
  • User Journey Mapping
  • User Research
  • Workflow Simplification
  • Nov 2019 - Dec 2020
  • Hybrid, 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.

  • Agile Delivery
  • Animation
  • Business Storytelling
  • Co-Creation Workshops
  • Concept Development
  • Data-Driven Prototypes
  • Decentralised Governance
  • Design Discovery
  • Design Systems
  • Enterprise Tools
  • How Might We (HMW)
  • Interviews
  • Product Lifecycle Management
  • Microsoft SharePoint UX
  • PACT Framework
  • Product Workflows
  • Strategic UX
  • Usability Testing
  • User Needs
  • User Journey Mapping
  • Wireframing
  • Workshop Facilitation
  • May 2019 - Nov 2019
  • On-Site, 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.

  • Agency Management
  • Data-Driven Optimisation
  • Design System Creation
  • Digital Transformation
  • E-Commerce Strategy
  • End-to-End UX
  • Engineering Collaboration
  • External Partnerships
  • HCI Best Practices
  • E-Commerce
  • Multi-Disciplinary Team Management
  • Prototyping & Testing
  • Research Methodologies
  • Stakeholder Coaching
  • Transformation Strategy
  • User Experience (UX)
  • User Journey Mapping
  • Visual Design Language
  • Wireframing
  • Workflow Optimisation
  • May 2018 - Apr 2019
  • Hybrid, London, UK / Dublin, IRE
  • 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.

  • Atomic Design Library
  • Behavioural Research
  • Decentralised Team Collaboration
  • Design Leadership
  • Design Process Communication
  • Discovery Research
  • Fintech
  • Gamification Strategy
  • Hook Model Implementation
  • Micro-Interaction Design
  • Persuasive Design
  • Responsive UX Design
  • Storytelling
  • Trading Platform Design
  • Usability Testing
  • User Interface Design (UI)
  • User Behaviour Analysis
  • User Experience (UX)
  • User Research
  • UX Prototyping
  • Feb 2018 - May 2018
  • On-Site, 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.

  • Abandoned Basket Analysis
  • Beta Testing
  • Bounce Rate Analysis
  • Gorilla Testing
  • Interaction Design
  • Proof of Concept (PoC)
  • Prototyping
  • Quantitative Research
  • Qualitative Research
  • Self-Service UX
  • Storytelling
  • Ticketing UI/UX
  • Transactional UX
  • User Experience (UX)
  • User Interface (UI)
  • Wireframing
  • Dec 2017 - Mar 2020
  • London, UK
  • Hybrid, London, UK

EDEN Elite Event Staffing, Managing Director

EDEN is an autonomous service exchange platform for luxury hospitality staffing. Leading an organisation that connects 750 international top-tier model staff staff directly with clients including celebrities, fashion brands, hotels, restaurants, and bars.

  • Business Development
  • Client Acquisition
  • Global Team Hiring
  • Leadership
  • Luxury Hospitality
  • Marketplace Platform
  • Operational Scaling
  • Platform Growth
  • Proof of Concept (PoC)
  • Recruitment Strategy
  • Revenue Growth
  • Service Exchange Model
  • Staff Management
  • Startup Leadership
  • Strategic Planning
  • Tech Development Oversight
  • User Onboarding
  • Venture Scaling
  • May 2016 - Nov 2017
  • On-Site, Watford, UK
  • Client-Side Contract

Wickes, Senior Experience Manager

Built, led, and managed a hyper-performing design team for the digital transformation of Wickes using CX/UX strategy, value proposition design, and platform optimisation. Increasing profits from digital channels by 51% year on year.

  • Cross-Functional Team Building
  • Customer Experience (CX)
  • Conversion Rate Optimisation (CRO)
  • Digital Transformation
  • E-Commerce
  • Executive Communication
  • External Agency Management
  • Hiring & Team Management
  • Internal Process Optimisation
  • Platform Optimisation
  • Stakeholder Engagement
  • Strategic UX Leadership
  • Target Market Research
  • Team Leadership
  • User Experience (UX)
  • User Research
  • Value Proposition Design
  • Workshop Facilitation
  • Dec 2015 - May 2016
  • On-Site, Heathrow / Gatwick, UK
  • Client-Side Contract

British Airways, Experience Design Lead

Led the redesign process of British Airways responsive holidays website, used by 123,000 customers who fly every day. Working with Product and Business Leads, I pursued a quantitative approach to research, design, and validation. Continuously designing, testing, and optimising wireframes across the conversion funnel.

  • A/B Testing
  • Co-Design Workshops
  • Conversion Funnel Optimisation
  • E-Commerce UX
  • High-Fidelity Prototyping
  • Information Architecture
  • Interaction Design
  • Mobile-Centric UX
  • Product Design Strategy
  • Quantitative Research
  • Responsive Web Design
  • Stakeholder Engagement
  • Travel Industry UX
  • Usability Testing
  • User Experience (UX)
  • User Journey Mapping
  • User Research
  • Wireframing
  • Nov 2015 - Dec 2015
  • On-Site, 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.

  • Beta Testing
  • Consumer Decision UX
  • iOS App
  • Multi-Language
  • Omni-Channel Experience
  • Product Comparison
  • Product Taxonomy
  • Prototyping
  • Usability Testing
  • User-Centred Design
  • User Journey Mapping
  • User Needs Analysis
  • Wireframing
  • Oct 2015 - Nov 2015
  • On-Site, London, UK
  • Client-Side Contract

EY (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.

  • Conditional Logic
  • Data Interaction Design
  • Data Visualisation
  • D3.js Integration
  • High-Fidelity Wireframing
  • Information Design
  • Interaction Guidelines
  • Micro-Interaction Documentation
  • NHS
  • Prototyping Complex Systems
  • User Interface (UI)
  • User Interaction Flow
  • Sept 2015 - Oct 2015
  • On-Site, 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.

  • Digital OOH UX
  • Information Architecture
  • Interaction Design
  • Multi-Channel UX
  • OpenLoop System Design
  • Prototyping
  • User Experience (UX)
  • User Flow Mapping
  • Wireframing
  • Aug 2015 - Sept 2015
  • On-Site, 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.

  • Adaptive Facial Tracking
  • App UI Design
  • Dynamic Projection Mapping
  • Facial Contour Interaction
  • Infrared Depth Camera UX
  • Interaction Design
  • Journey Mapping
  • Personalisation
  • Prototyping
  • Real-Time Feedback
  • Scenario-Based UX
  • User Experience (UX)
  • Wireframing
  • Jul 2015 - Aug 2015
  • On-Site, 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.

  • Competitive Analysis
  • Contextual Usability Testing
  • Conversion Funnel Analysis
  • Cross-Platform UX
  • Data-Driven UX
  • Drop-Off Point Analysis
  • Information Architecture (IA)
  • Interaction Design
  • Journey Mapping
  • Pain Point Identification
  • Prototyping
  • Responsive Web UX
  • Service Experience Optimisation
  • Targeted User Testing
  • Usability Best Practices
  • User Flow Testing
  • User Interface (UI)
  • User Interviews
  • Wireframing
  • Jun 2015 - Jul 2015
  • On-Site, London, UK
  • Agency 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.

  • UI Design
  • Content Mapping
  • Customer Pain Point Analysis
  • Data-Driven UX
  • Information Architecture (IA)
  • Interactive Prototyping
  • Journey Mapping
  • Keyword Taxonomy Development
  • Online Search Analytics
  • Self-Service Hub
  • Site Analytics for UX
  • Sitemap Simplification
  • Storytelling
  • User-Centred Design
  • User Flow Optimisation
  • Usability Testing
  • Wireframing
  • Jun 2015 - Jul 2015
  • On-Site, 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.

  • Branded UI Application
  • Comparative Analysis
  • CRM Journeys
  • Customer Segmentation
  • Gamification
  • High-Fidelity Wireframing
  • Interaction Design
  • Motivational Design
  • Persuasive Design Patterns
  • UX Experience Design (UX)
  • User Engagement Strategy
  • May 2015 - Jun 2015
  • On-Site, 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.

  • Audience Research
  • Cultural UX Considerations
  • Information Architecture (IA)
  • Multi-Language
  • Persona Development
  • Prioritisation Workshops
  • Prototyping
  • Responsive UX
  • Stakeholder Engagement
  • Usability Testing
  • User Behaviour Analysis
  • User Journey Mapping
  • Wireframing
  • Nov 2014 - May 2015
  • On-Site, 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.

  • Content Audit
  • Digital Touchpoint Mapping
  • InVision Prototyping
  • Interaction Design
  • Mobile UX
  • Sportsbook UX
  • Stakeholder Interviews
  • UI Design
  • User Journey Mapping
  • User Research
  • Wireframing
  • Feb 2014 - Sept 2014
  • On-Site, 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.

  • App Design (iOS)
  • Cross-Platform UX
  • Digital Product Architecture
  • Information Architecture (IA)
  • Interaction Design
  • Multi-Language UX
  • Prototyping
  • UI Design
  • User Experience (UX)
  • Wireframing
  • Mar 2013 - Feb 2014
  • On-Site, London, UK / Manila, PH
  • Permanent

Bodog88, Senior UX Designer

Defined a customer-centric betting experience for Asian markets by designing platforms to suit customer profiles, specific to cultural needs. The UX process consisted of overseeing research, design, and testing on local markets containing 500 million customers.

  • Asian Market Localisation
  • Brand UI
  • Conversion-Focused UX
  • Cultural Diary Studies
  • Digital Betting UX
  • Ethnographic Research
  • Expert Interviews
  • Global Team Leadership
  • Market-Specific UX
  • Multi-Continent Collaboration
  • Observation Research
  • Touchpoint Analysis
  • User Behaviour Insights
  • User Experience (UX)
  • Wireframing
  • Sept 2012 - Mar 2013
  • On-Site, 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.

  • Agency Management
  • Creative Pitch Design
  • Customer Brand Engagement
  • Digital Touchpoint Strategy
  • Email Design & Coding
  • Experiential Digital UX
  • Football Sponsorship
  • Multi-Channel UX
  • Partnership Activation
  • Photoshoot Direction
  • Pitch Deck Design
  • Responsive Email UX
  • Sports UX Design
  • UI/UX for White Label Sites
  • User Experience (UX)
  • Video App Wireframing
  • Website Template Design
  • Wireframing & Prototyping
  • Jul 2012 - Sept 2012
  • On-Site, Bristol / 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.

  • Affinity Mapping
  • Audience Identification
  • Card Sorting
  • Co-Design Workshops
  • Customer Journey Mapping
  • Gamestorming Workshops
  • Lab-Based Usability Testing
  • Persona Development
  • Prototyping
  • Requirements Gathering
  • Sitemap Creation
  • Stakeholder Engagement
  • Transactional Website UX
  • User Experience (UX)
  • User Flow Mapping
  • Wireframing
  • Jun 2010 - May 2012
  • London, UK / Montreal, CA
  • Permanent

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.

  • Acquisition & Retention Design
  • Art Direction
  • Betting UX Design
  • Brand Guidelines Development
  • Campaign Design
  • Commercial Sponsorships
  • Creative Direction
  • Cross-Channel Design
  • Data Capture UX
  • Digital & Print Design
  • Email Design
  • Experiential Design
  • Football Sponsorship Activation
  • International Market Branding
  • Location-Based UX
  • Multi-Channel Campaigns
  • Social Media Content
  • Sports Design
  • Stadium Betting UX
  • UI/UX Design
  • Video Content Production
  • May 2008 - Jun 2010
  • On-Site, London, UK
  • Permanent

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.

  • 3D Interaction Design
  • ActionScript Development
  • Adobe Flash
  • Augmented Reality (AR)
  • CRM Campaign Design
  • Customer Retention
  • Engagement Optimisation
  • Form & Interaction UX
  • Gamification
  • Illustration
  • Interactive Marketing
  • Loyalty Programme Design
  • Micro-Site UX
  • Monopoly Play, Collect, Win
  • Motion Design & Animation
  • Promotional Engine Design
  • Retention Design
  • SQL Database Integration
  • Vector Interface Design
  • Webcam-Based AR
  • Aug 2007 - May 2008
  • On-Site, Luton, UK
  • Permanent

Accord Group, Web Developer

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

  • Agile
  • ASP.NET
  • Flash Design
  • Interactive Web Design
  • PHP
  • SQL Integration
  • Travel Industry
  • User Interface (UI)
  • Waterfall Development
  • Web Development