Craig Roby
Product Designer in Atlanta, GA
craigrobydesigns.com
Professional Summary
Product Designer with 15+ years of experience delivering user-centered digital experiences across healthcare, consumer goods, hospitality, travel, entertainment, and sports. I design intuitive interfaces and seamless UX for responsive web and mobile platforms—tailored to the unique needs of B2B and consumer-facing products
At Elevance Health (formerly Anthem), I played a key role in UX strategy and design for platforms including Sydney Health, Broker Plus, and Carelon Behavioral Health—driving a 40% increase in member engagement and $1.8B in profit growth.
Passionate about continuous growth, I’ve completed UX coursework through the Interaction Design Foundation with a focus on accessibility, service design, and leadership.
Experience
Sep 2019 - Jun 2024
Product Designer - Elevance Health (formerly Anthem BCBS)
Contributed to UX strategy and design for platforms supporting care access, patient engagement, and broker tools
Delivered accessible, scalable solutions for B2B and B2C PaaS products: Sydney Health, Broker Plus, and Carelon Behavioral Health
Improved provider lookup accuracy by 30% through EMPI workflow redesign
Partnered with engineers, researchers, and product managers to design UI components integrated with clinical and claims APIs
Applied WCAG and mobile-first design principles to enhance usability and performance
Supported business growth including:
12M+ registered members (+40% YoY)
1.8B in Profit (+8.4% YoY)
32.4B in Q1 2021 revenue (+17.6%)
Jun 2017 - Sep 2019
Product Designer - Global Payments (formerly TSYS)
Designed user-centered, scalable interfaces for multi-tenant PaaS platforms in the fintech space
Delivered responsive, WCAG-compliant UI based on user insights and product analytics
Conducted usability testing and heuristic evaluations to improve clarity and flow
Collaborated with cross-functional teams to align UX with business goals
Sep 2003 - Jun 2017
Designed responsive web and mobile experiences for brands including Disney, Caesars, Miller’s Ale House, and Monster Energy
Led end-to-end UX work from stakeholder discovery and wireframes through visual design and delivery
Prioritized accessibility, performance, and usability across diverse industries
Dec 2013 - Dec 2015
UI UX Designer & Interaction Designer - MarkeTeam, Inc.
Created web, mobile, and email experiences for hospitality brands such as MGM Resorts, IHG, and Royal Caribbean
Developed user flows and interaction patterns that balanced brand identity with overall usability and intuitive user experience
Collaborated with marketing and dev teams to align design with business objectives
Oct 2010 - Dec 2013
Senior Web/Graphic Designer - Curriculum Technology
Developed user flows and interaction patterns that balanced brand identity with usability for law enforcement professionals
Collaborated with curriculum experts and developers to transform dense content into intuitive digital experiences
Introduced reusable UI patterns to improve speed and consistency in development
Feb 2005 - Oct 2013
Web/Graphic Designer - Auto Trader
Enhanced front-end vehicle listing tools across desktop and mobile platforms
Participated in agile sprints and user testing to guide iterative product improvements
Developed scalable design templates that increased efficiency across teams
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