Craig Roby
Product Designer in Atlanta, GA
craigrobydesigns.com
Professional Summary
Product Designer with 16 years creating user-centered, accessible, and scalable digital experiences across B2B, B2C, and PaaS platforms — including zero-to-one (0→1) product launches. Expert in UX strategy, interaction design, and design systems, delivering solutions that improve usability, engagement, and accessibility. Experienced in guiding cross-functional teams to translate complex workflows into intuitive, human-centered experiences, with work recognized through industry awards.
Experience
Sep 2019 - Jun 2024
Elevance Health (formerly Anthem BCBS) | Product Designer
Led UX/UI and end-to-end product design for web, mobile, and PaaS platforms, creating accessible and scalable experiences aligned with WCAG 2.1 AA standards.
Simplified tele-health and provider workflows, reducing friction and making interactions smoother and more intuitive for users.
Built reusable UI components that improved consistency across teams and accelerated product delivery.
Contributed to the Sydney Health chatbot, enhancing self-service support and accessibility for a diverse member base.
Ensured all tele-health platforms complied with HIPAA requirements, protecting sensitive patient information.
Jun 2017 - Sep 2019
Global Payments (formerly TSYS) | Product Designer
Led design of advisor-facing and financial tools, taking ownership of complex workflows to make tasks clearer and more intuitive.
Organized and ran usability sessions, uncovering friction points and guiding refinements that improved the overall experience.
Built responsive, accessible web and mobile interfaces that worked reliably across devices and user scenarios.
Collaborated closely with engineers, product managers, and QA, advocating for user needs while ensuring designs met business and technical requirements.
Dec 2013 - Dec 2015
MarkeTeam, Inc. | UI UX Designer & Interaction Designer
Led the design of responsive web, mobile, and email experiences, creating interfaces that were clear, engaging, and easy for users to navigate.
Ran usability testing and iterated on designs to remove friction and improve the overall user experience.
Partnered closely with developers and marketing teams to implement solutions that were practical, consistent, and aligned with brand goals.
Oct 2010 - Dec 2013
Daytime role
Curriculum Technology | Senior Web/Graphic Designer
Built reusable templates and design patterns, improving consistency and efficiency across digital projects.
Designed accessible educational tools that made learning content easier to navigate and understand for diverse users.
Led visual design for multiple digital projects, translating complex content into clear, engaging experiences.
Feb 2005 - Oct 2013
Evening role
Auto Trader | Web/Graphic Designer
Designed UI, wireframes, and visual assets for vehicle listing experiences, making it easier for users to browse, compare, and find vehicles.
Developed reusable templates and visual systems, improving design consistency and team efficiency.
Partnered with developers throughout implementation and QA to ensure designs were executed accurately and functioned seamlessly.
Awards and Recognitions
Sydney Health App
Webby Award Nominee (2023) - CRM, Data Management/Health, Wellness & Fitness
Webby Award Honoree (2022) - Software and Service Platform
Webby Award Honoree (2021) - Software and Service Platform
Mobile Star Award Winner (2020) - Best Medical Service App/Innovative COVID-19 Mobile Prevention/Innovative Mobile Healthcare Success Story
Broker Plus App
Gold Globee Award (2021) - Mobile App Development
Master Class Certifications
Interaction Design Foundation (IXDF)
Skills
UX & UI
User-Centered Design, UX Strategy, UI Design, Interaction Design, Responsive Design,
Wire-framing, Prototyping, Design Systems, Accessibility (WCAG)
Research & Testing
User Research, Usability Testing, A/B Testing, Journey Mapping, Heuristic Evaluation, Behavioral Analytics (Hotjar, UserTesting)
Coordination & Process
Design Thinking, Agile/Scrum, Product Strategy, Stakeholder Communication, Design Leadership, Cross-Functional Teams
Tools
Figma, FigJam, Sketch, Framer, Adobe CC, Zeplin, Jira, Confluence, Miro, Hotjar, UserTesting
Business Impact
KPI-Driven Design, API Integration, Scalable Systems, Conversion Optimization, UX Metrics & ROI Alignment