William Barraclough

Director of Design

888holdings

Promotion and evolution of role as Group Head of Product Design at 888 Holdings. Part of SLT, I’m accountable for our Global product design team across our portfolio of brands; William Hill, 888 & Mr. Green.

VP Product Design

*This role is an evolution of the position at William Hill under the acquisition of 888 Holdings, the following is a continuation of the Product Design Strategy and team.

Responsible for leadership of 888 Holdings Group Product design team across multiple disciplines, working closely with key areas of the business, particularly Product, Commercial, Engineering and Brand.

I am the COE champion for design and thought leadership, working to embed Design Thinking and User Centred Design approach across the organisation. Together we are creating new ways of working to design, engineer and create compelling customer experiences across physical and digital. My role sees me accountable for global and group design leadership across the entire product portfolio of 888Holdings which includes; William Hill, 888, Mr Green, Sports Illustrated and 777.

My key responsibilities:
• Group team leadership.
• Setting the design principles and design DNA for the business.
• Group practice OKR and KPi setting.
• Mentoring and coaching of Design leadership team.
• Helping grow the business through strategic design best practices.
• COE lead for Product design.

Key Achievements:
• Built a world-class multi-disciplinary design team across x5 geos
• A key stakeholder in the creation of 888 Holdings' new ways of working across design, engineering and product.
• Created a career framework model for Product Design and rolled it out across group teams.
• Raised Peakon score by 300% driving an increase of engagement and team happiness.
• Established a dedicated team we are creating 888 Holdings' first group multi-brand design system called Helix across Product design, Brand, Engineering and product teams.

Im ensuring design plays a progressive role in the organisation to effect positive business and customer impact through measurable outcomes. Accountable for building and leading a 40+ team of leaders, managers, product designers and UX writers, across global locations.

Group Head of Product Design

Fifty

Fifty brings together top design leaders to provide them with a space to expand their support network, the tools to drive change in the design industry and contribute to designing a better world.

http://www.fiftybyfierce.com/

Founding Member

William Hill

Joined to reboot the WilliamHill Product design team, align disparate teams for operational efficiency and improved customer outcomes all through a core focus on customer journeys as the common lens for Product, Commercial, and Engineering planning.

As COE champion for design and thought leadership, I'm embedding Design Thinking and User Centred Design approach across the organisation. Together we are creating new ways of working to design, engineer and create compelling customer experiences across physical and digital.

My role sees me accountable for global design leadership across William Hill and  Mr Green brands.

My key responsibilities:
• Group team leadership.
• Setting the design principles and design DNA for the business.
• Group practice OKR and KPi setting.
• Mentoring and coaching of Design leadership team.
• Helping grow the business through strategic design via CX best practices.
• COE lead for Product design.

Key Achievements:
• Restructured teams bringing International and Mr.Green design team under one global org.
• Hired x15 designers in Q4/Q1 22/23
• A key stakeholder in the creation of William Hill COE for Product and Design creating and driving adoption for new ways of working across design, engineering and product.
• Created a career framework model for Product Design and rolled it out across group teams.
• Raised Peakon score rasied by 300% driving an increase of engagement and team happiness.
• With a small, dedicated team we are creating 888 Holdings' first design system supporting Product design, Brand, Engineering and product teams.

Im ensuring design plays a progressive role in the organisation to effect positive business and customer impact through measurable outcomes. Accountable for building and leading a 25+ team of leaders, managers, product designers and UX writers.

Global Director of Product Design

Design Leadership Forum

Design Leadership Forum Member

Tide

From Jan 2020 to March 2022 scaled and hired a 30+ multidisciplinary team of awesome product designers, researchers, writers and brand designers across the, UK, E.Europe and India.

• Leading and defining the design strategy for the global practice, scaling by 400% in 24 months and introducing new disciplines, UX Research & Design Ops.
• Working with business verticals and leadership teams to maximise the capability of design with product
• Innovation workshops, product visioning and testing to provide ideation around the future of the Tide platform
• Award winning ATL campaign for tide, Silver #CMA 20/21
• Providing Creative Direction to all our outwards facing channels, as well as collaboration with our agency partner on running x2 UK wide highly successful ATL, OOH, Social campaigns with full 360 touch-point rollouts, a first for Tide.
• Introduced and establish a user research practice to identify growth areas and design innovative products that optimise the CX and help inform iteration to help our members better.
• Led the evolution of the design practice with the team defining; ways of working, experience design principles, a new product and brand design system, new 'Portal' brand language and educating product and engineering disciplines to 'design thinking' practices.
• Rollout of a complete brand overhaul across all touch-points from ATL to product and creating Tide's first all platform design system called Portal
• Drove complete UX and Ui overhaul of app and website, supported by our Design system, Portal.
• Complete re-design and content strategy for new www.tide.co setting SEO best practices through content strategy aligning to global brand language and Portal Design system

Global Director of Design

Employee no.2. Joined as Creative Director overseeing our portfolio of consumer brands

Zoopla
uSwitch
Money.co.uk

EMAP Creative Director 

As part of the Red Ventures/Silverlake acquisition of ZPG – my role was to lead the Zoopla product design team. This involved restructuring the design org, introducing productive process and practices in order to better utilize skills, elevate the work and the presence of design in the business integrating with marketing and brand.

All the hard work has paid off with a happier, more effective team resulting in an Apple App of the day award for the iOS Zoopla app.

Head of Product Design

CSSDA

Judging panelist 2017/18

Brunswick Creative Campaigns and Content

Build a new digital design offer from the ground up and lead the design direction of the UX & digital design studio.

We have won numerous awards and driven revenues in excess of 400% since our first year, won several FTSE 100 projects, delivered international work from; corporate websites, global intranets to enormous reception screen API driven experiences.

I'm most proud of my team who in my three-year tenure helped agency rank as the highest new entry in 4th place at the 2017 Design Week Top 100 and 8th place for digital specifically amongst a well-seasoned group of agencies

Design Director

Betfair

Responsible for a multi-disciplined team of UX professionals; including visual designers, information architects and user researchers spread across 4 international locations - London, San Francisco, Romania & Portugal.   Working across multiple platforms, including web, mobile web, native iOS apps (Air, Mobile & Tablet), within an Agile environment.  Day-to-day project responsibilities include:

• Leading the visual creative direction across 3 product verticals 
• Stakeholder management and liaison for delivery with product teams 
• Building and supporting the visual design team, through line management under the companies high-performance management strategy; mentoring, objective setting, bi-weekly reviews, creative review sessions and self-development 
• Concept creation and ideation for vision projects defining future product releases 
• Recruitment and retention of international visual design team fostering a strong fun creative culture through workshops, yearly UX summit & events.

Principal Product Designer (Ui)

Lead visual designer working across the digital product portfolio, developing innovative design solutions, mentoring designers, working on UI, marketing & video projects.

Lead Product Designer

Design leader with a passion for developing teams, creating great products, brands, and communications that help audiences and grow businesses.

I help businesses and agencies transform brands, products and services that drive measurable impact and meaningful change using design. I believe that the product is the brand, and the brand is the product. 

Through collaboration, user-centred design and data, I define the balance between complex business requirements and user needs across multiple channels.

I take accountability for a multi-discipline team of designers, writers and user researchers, leading the global design strategy across product, brand and marketing. I have successfully demonstrated this at 888Holdings, William Hill, Tide, Red Ventures, Zoopla, MerchantCantos and Betfair.

My passion is joining all of this together and setting teams up for success and evolving brands to do right for users whilst driving revenues and market share.

Our mission is to advance the practice of design leadership by fostering a community where the world’s best can learn from one another. We strive to make the Forum inclusive and relevant to those confronting the challenges of leading design teams.

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