Craig Willers
Principal Ux Ui Designer Digital Experience Lead (Creative Fabrica) @A.Team
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WORK HISTORY
Principal Ux Ui Designer Digital Experience Lead (Creative Fabrica) @A.Team
At Creative Fabrica, I lead UX and product design for Growth — owning the user experience across the entire lifecycle, from first click to long-term retention. I work directly with the CEO and senior leadership to drive strategy and execution across our core funnels — blending UX craft with measurable business outcomes.I helped initiate and co-lead the development of our design system from the ground up, working in close collaboration with our excellent developers and designers. This includes shaping foundational tokens like semantic color, spacing, and type — ensuring the system scales across product surfaces with clarity and consistency.My work lives at the intersection of design, performance, and product — delivering experiences that are not just beautiful, but effective.What I focus on: Designing high-converting experiences that acquire, activate, and retain users Building and scaling a modular design system — from tokens to patterns Establishing semantic color and design logic to drive consistency and accessibility Running experiments with product, data, and engineering to improve KPIs Translating growth goals into fast, frictionless user journeysAbout Creative Fabrica:A rapidly growing e-commerce platform and digital marketplace, serving 4M+ users and 150K+ subscribers with best-in-class design assets for crafters and entrepreneurs alike.I’m here to make sure their experience is not just delightful — but drives results.
EDUCATION
Shephalbury Art College
Foundation Diploma in Art and Design, Graphic Design, Film, Fine Art, Photography, Textiless, Art History
University of Portsmouth
BA(Hons), Communication Design
SKILLS
ABOUT CRAIG WILLERS
I help product teams change how design decisions are made as they scale — so products can…
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