Christopher Baldock

Curriculum Vitae

About

UX designer with broad experience working in multiple sectors, specialising in Behaviour Change, UX Strategy, Design Thinking, Data and Hypothesis-Driven Design and User Research. I have consistently delivered sales growth for companies with a pragmatic and team-focused approach based on onboarding and clear communication. 

Summary

  • Adaptable Design Leader with well over a decade of experience working within teams and companies of varied sizes and business complexity, successfully defining UX and Product Development Strategies and Roadmaps and Mentoring Designers 
  • Demonstrated successful execution of UX Strategy to drive Sales and Traffic Growth especially in Ecommerce Websites and Apps
  • Extensive experience in UX Design and Design Thinking practices, including Behavioural Economics, and a specialist using the COM-B Behaviour Change Framework
  • Confident at all levels from hands-on Wireframing and UI Design to high pressure Executive Prioritisation Sessions, driven to work at pace and deliver results
  • Experienced Facilitator and confident Public Speaker

Specialities

  • Executive Planning and Strategic Alignment meeting facilitation
  • Wireframing, Design Systems, Interactive Prototyping and Interaction Design, especially using Figma and Protopie
  • Experience Mapping and Task Modelling based on Behavioural and Attitudinal feedback and insights
  • User Research, using qualitative and quantitative approaches including contextual enquiry, remote research (Zoom, Teams, UserTesting.com, Maze) survey design and execution, card-sorting, tree testing, first-impression testing, funnel analysis (using analytics platform like Google Analytics and Adobe Experience Cloud)

Work experience

UX Design Consultant
(Sep 2020 – Jul 2024)

Team Consulting

Core responsibilities

  • Project planning and leadership
  • User experience design including task-modelling, experience mapping, wireframing, UI design, interactive prototyping and user testing
  • Creating and submitting proposals to clients
  • Leading the wearable technology sales initiative

Key achievements

  • Proposal lead, project manager and technical lead for key pharmaceutical client providing more than £1million sales and a reliable stream of business for digital health design at Team
  • Introduced a number of key UX practices to Team including task-modelling, service blueprinting, behaviour change using the COM-B framework
  • Leading sales activities and expertise gathering related to wearable technology, generating sales of around £120k

UX Lead CPG
(Apr 2020 – Sep 2020)

Rappi, Columbia (remote, short term contract)

Core responsibilities:

  • UX strategy planning and prioritisation for CPG (Consumer Packaged Goods) journeys
  • Rapid user journey mapping, wireframing, interactive prototyping and user testing

Key achievements:

  • Formatted the CPG optimisation programme resulting in +17% uplift in product variety in shopping carts, a priority KPI
  • Created the foundations, practices and ways of working for the team, especially around rapid prototyping with Figma
  • Designed and tested the RappiDoc user experience combining online doctors appointment scheduling and video chat with the Rappi shopping experience to fulfil prescription orders

Senior UX Designer
(Jun 2017 – Jun 2019)

Moonpig

Core responsibilities

  • Leading the UX design and optimisation strategy for the website
  • Lead UX for payment, basket and checkout re-platforming programme
  • Native app optimisation and sales growth-focused UX design
  • Defining personas, experience mapping, user journey mapping, wireframing, interactive prototyping, in-person user testing, remote user testing

Key achievements

  • Led the UX design strategy for the website alongside SEO manager resulting in a pivotal +127% increase YOY on visits to key landing pages generating around £15 million incremental revenue
  • UX/UI design to Introduce the handwriting feature to the Moonpig app which had a 23% adoption rate within 3 months

User Experience Architect
(Oct 2012 – Jun 2017)

ASOS

Core responsibilities

  • UX leadership for all ASOS.com App and Website activities, working towards optimisation targets and KPIs across the portfolio
  • Defining personas, experience mapping, user journey mapping, wireframing, interactive prototyping, in-person user testing, remote user testing
  • Key liaison between Womenswear, Menswear, UX Design and Product teams
  • Mentoring young designers

Key achievements

  • Redesigned ASOS app with a +0.8ppt increase on purchases YOY from 1.9% to 2.7% purchases per unique visitor/per month generating £84million incremental sales
  • Optimised checkout flow for new customers reducing 42% dropout rate on sign-up to 17%

User Experience Designer
(Sep 2010 – Oct 2012)

EE (T-Mobile / Orange)

Core responsibilities

  • Supported sales campaigns and activities on the T-Mobile and Orange websites including new buying journeys
  • Supported brand launch activities with UI design and artworking for the EE brand launch
  • Graphic design, UI design, user testing, tree testing and card sorting

Key achievements

  • Created record-breaking sales campaigns for T-Mobile Christmas for two years in a row with 2.5% page > purchase conversion (outperformed all other purchase journeys)
  • Key facilitator between external agencies and internal teams for the successfully executed Orange Swapables campaign

Website Administrator
(Oct 2007 – Jun 2010)

Gymworld

Core responsibilities

  • Front End Web DevelopmentUser Centred Design, Copywriting, SEO, Google Analytics, Google AdWords, Affiliate Management, Ecommerce Merchandising
  • Managing multiple web stores and Ebay sales channel

Key achievements

  • Reducing page load speed from 6.5 seconds to around 1 second across all key landing pages
  • Introducing and managing two new web stores to sell games equipment

Qualifications and education

  • BHBIA (2024) Certifications: Legal and Ethics, Adverse Event Reporting in Market Research
  • UCL (2023 – online) Certification, Behaviour Change Interventions: Introductory Principles & Practice
  • The Radclyffe School (1993 – 1998) 9 GCSE’s A-C in Mathematics, Science, English Lit & Lang, Art, French, Design Tech, History