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Kat Cruickshank
Head of Design @Envato
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WORK HISTORY
Head of Design @Envato
Envato is a global marketplace and GenAI platform for creative assets, used by millions of creative professionals worldwide.As Head of Design I have led the design function across product, brand and experience, working closely with the CPO and executive team to shape both near-term delivery and long-term direction. I co-defined the strategy to evolve Envato into a stock-plus-GenAI platform, positioning the business to compete as AI reshapes the creative market, and currently lead one of the product streams driving that strategy forward alongside my Head of Design responsibilities.Previously I initiated and led a full rebrand and redesign of the flagship product, driving a 10% uplift in conversion and shifting user sentiment from \"this isn\'t for me\" to \"this feels made for creatives\" in a survey of over users. I supported the design system as a foundation piece that continues to enable teams to move faster.More recently I originated the product vision for a reimagined creative platform, designed the experience, and led a cross-disciplinary team to rebuild and ship the core experience in three months. We started with a satisfaction score of 2 out of 5, shipped 5+ updates a week, talked directly to customers throughout, and reached 4.8 before full release. On full release cancellation rates were lower and CSAT was at 82%. The pace and focus of that work set the direction for a company-wide strategic refocus.I rebuilt the design team to match business needs: expanding, restructuring, and consolidating over four years. From 18 designers and researchers across 5 product lines to 7 deliberate hires. Hiring specifically for a design engineer, a design systems lead, and a visual specialist, each chosen to expand what the team is capable of. Designers commit PRs regularly, are among the top Cursor users in the company, and build prototypes connected to live AI generation models and search APIs to test real experiences with real customers.
EDUCATION
University of Leeds
Bachelor of Design, Product Design
QUT (Queensland University of Technology)
International Study Abroad Diploma, Industrial Design
University of Leeds
Master of Design, Product Design
ABOUT KAT CRUICKSHANK
Design should be a force not just a function. It should build trust, move fast, and make products feel like they were built for the people actually using them. That is the standard I have held for fifteen years. I am a design leader who operates at both ends, setting strategy and getting into the craft. I do not think you can do one well without the other. I create the conditions for designers to push further than they thought they could, and then raise the bar themselves. At Envato I have led design across over seven years, growing from Lead Designer to Head of Design. In that time I initiated and led a full rebrand and redesign of the flagship product, originated the product vision in response to rapidly changing market circumstances, designed the experience, and led a cross-disciplinary team to rebuild the core product in three months. The rebrand drove a 10% uplift in conversion and shifted user sentiment fundamentally. The rebuild took a satisfaction score from 2 out of 5 to 4.8 through weekly releases and direct customer feedback loops, and set the direction for a company-wide strategic refocus. I have also evolved what a design team can look like and how it contributes. Each member complements the whole: designers who champion craft and quality, commit PRs regularly, and are among the top Cursor users in the company. We build beta prototypes connected to live APIs to test fully working experiences before anything goes into production. Every hire has been deliberate, chosen to expand what the team is capable of.
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