I design the quiet parts of complex systems.

I’m Craig, an award winning product and experience designer. I use discovery and research to bring clarity to complex systems, so we build what users love and businesses need.

How I get to simple

Simplicity is the hardest thing to design.

Anyone can add. The skill is knowing what to take away, and that starts with understanding the whole system, not just the screen in front of you.

More about me →

01

Learn fast

I get under the skin of the people, systems and constraints before I put pen to paper.

02

Question everything

Inherited assumptions are where the waste hides. I test them early, with evidence, before anyone commits to a direction.

03

Trace the friction

Upstream to its root cause and downstream to its ripple effects. That’s where the real opportunities are hiding.

04

Build Lego solutions

Flexibility, not finality. Whatever comes next can connect, grow and change without starting again.

Selected work

Case studies

01 · bp · Lead Product Designer · 2022 to 2024

Four products, one ecosystem

A brief to fix one app revealed systemic issues across four. Mapping the whole ecosystem turned stakeholders into partners and shipped everything ahead of schedule with 36% fewer bugs.

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02 · Bank of Ireland · Lead UX Designer · 2016 to 2022

White label, award winning lending platform

Joining mid discovery on a large transformation, I turned scattered insight from brokers, underwriters and call centres into one clear direction. Near zero bugs at handover and 12 Fintech Innovation awards.

12

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Where I fit in

From the first question to the last handover and beyond, I can lead every stage, or slot in exactly where a team needs it most.

  1. 01DiscoverResearch, ecosystem mapping, assumption testing
  2. 02DefineBlueprints, journeys, experience architecture
  3. 03DesignUX and UI, design systems, real logic prototypes
  4. 04DeliverA/B testing, agile delivery, lasting handover
  5. 05SustainMeasurable outcomes, mentoring, iteration
  6. 06LegacySystems built to grow, adapt and outlast the project

Why work with me

I don’t just design interfaces. I design for what comes next.

I find the real problem

I trace friction upstream to its root cause and downstream to its ripple effects. At bp, a brief for one app became a fix for four.

I bring people with me

I turn stakeholders into co creators, not reviewers, and adapt how I communicate so engineers, leaders and partners all feel confident and heard.

I spark genuine excitement

It’s a rare skill and I lean into it. That energy aligns teams quickly, dissolves resistance and builds the momentum complex work needs.

I design like it’s my own money

Same ownership and accountability as if I were investing my own capital. When bp scaled back resource, I agreed a reduced rate to protect the work.

Kind words

What people say

…His ability to distill complex ideas into intuitive, user-centered designs was a key factor in our product’s success.

Ghadir IbrahimLead Product Manager, bp

…what I enjoyed most about working with him was his pragmatism… his goal is to arrive at the best solution rather than defend a particular idea.

Ed WilesLead Software Engineer, bp

One of the best things about Craig is that he can make other people enthusiastic about projects that we are all working on. He is highly skilled in making complex tasks understandable…

David RadulovicUK Digital Programme Manager, Bank of Ireland

Recognition

bp

Certificate of Appreciation, 2024 Play to Win Award, for delivery, business alignment and a one team approach.

Bank of Ireland

12 Fintech Innovation awards, recognising the platform’s impact across the industry.

Organisations I’ve worked with

  • bp
  • Bank of Ireland
  • Sopra Steria
  • EY
  • British Gas

Got a complex problem? Let’s make it simple.

Let’s talk