Chris Williams
VP of Design @Builder.Ai
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WORK HISTORY
VP of Design @Builder.Ai
London, GB
As VP of Design at Builder.ai, Chris led the evolution of AI-driven product and brand experiences, overseeing a multidisciplinary team spanning Product Design, Brand, Content, Research, and Customer Experience.Under Chris’s leadership, the team embedded a research-led design approach supported by strong DesignOps foundations. This ensured consistency, scalability, and efficiency across workflows. Deep customer insights uncovered through structured research informed critical design and product decisions across the business. Leveraging tools like the UserTesting platform, the team ran large-scale qualitative and quantitative studies, while live A/B testing provided real-time data to drive continual optimisation and improved conversion.At the heart of his impact was the development of an AI-powered customer journey—a conversational experience that identifies a user’s software needs and automatically generates a full product specification, including feature breakdowns, timelines, and pricing. Chris partnered closely with AI and Engineering teams to define and refine this experience, ensuring it was intuitive, human-centred, and scalable.He also pioneered the automation of early-stage design, co-developing a world-class dynamic design system in collaboration with Figma. This system enabled Builder.ai’s proprietary AI to generate UX and UI designs in real time, accelerating delivery while maintaining design quality and consistency.Beyond the product, Chris led the complete reimagining of Builder.ai’s brand—from strategy to execution. He repositioned the company with a new value proposition, shifting perception from a build-your-own-app tool to a trusted AI-powered software partner. The rebrand spanned live events, product demos, the website, and every digital touchpoint—establishing Builder.ai as a bold, character-rich leader in AI software development.
EDUCATION
Newham College of Further Education
Information graphics / Specialised in Digital design
SKILLS
ABOUT CHRIS WILLIAMS
Chris is an award-winning Design Leader with 25+ years shaping iconic brands, products, and services. His work has earned global recognition from Cannes Lions, Clio Awards, and The One Show, spanning product, brand, and experience innovation across industries.As VP of Design at Builder.ai, Chris led global teams across Product, Brand, Content, Research, and CX, fostering a strong design culture across the organisation. He is known for leading with empathy, building high-trust teams, and actively supporting professional development, mentorship, and craft excellence. He was also responsible for budgeting, planning, and resourcing departmental functions, ensuring teams were structured, funded, and scaled effectively to meet business and product priorities.Partnering closely with AI, Product, and Engineering, he helped design a dynamic system enabling AI to generate UX/UI and full software specifications—transforming how software is defined, designed, and delivered. He also led a bold end-to-end rebrand across all digital, physical, and experiential touchpoints.Chris brings a strong design-thinking and problem-solving approach, specialising in early product definition, complex systems, and translating ambiguity into clear, scalable solutions. He is equally recognised for clear, compelling storytelling, able to communicate design vision, strategic intent, and commercial value to executives, teams, and partners.His experience spans multiple sectors:• Fintech – Led brand, strategy, and experience for Emirates NBD Liv, Dubai’s fastest-growing digital bank; also worked with Lloyds, NatWest, and Monument.• Telecom – Led O2 Priority from concept to 2.5M MAU, the UK’s largest loyalty platform.• Gaming – Led McDonald’s global Happy Studio app with tens of millions of users, partnering with Pixar, Disney, and Universal.• Fashion – Delivered a computer-vision solution for H&M to recommend perfect-fit bras.• Automotive – Created world-first connected products like Fiat eco:Drive and configurators for Ferrari, McLaren, and Aston Martin.• Public Sector & Sports – Designed platforms for the RAF and Royal Navy, and helped shape Formula 1’s digital strategy.Previously, Chris shaped creative vision at Accenture Song, led a 90-strong creative product team at Karmarama / Accenture Interactive, served as Group Creative Director at R/GA, and led automotive innovation at AKQA.Chris believes brand experience is the strongest differentiator in modern business, aligning strategy, culture, and execution to drive growth and lasting impact.
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