My Career

My name is Tony Ward. I live on the beach in Shoreham-by-Sea. I have a wealth of knowledge and experience in both UX and UI design, having worked in many industries, with many teams, working across a range of platforms. I have worked for a few highly regarded iconic brands, in both corporate and smaller agency/start-up environments.

Starting my career in publishing way back when Web 1.0 was in full swing, I was always intrigued by how it would pan out in the future and how design would change with the times, traditional design then became UCD (User Centred Design) which meant that creating things for people to read or look at, then started to become  things for people to use and interactively engage with.

I’ve owned a Betamax machine, a LaserDisc player, MiniDisc’s and used Zip Discs to share a maximum of 250Mb with my colleagues (I now have 256Gb on my keyring) ….. there has been lots of technology fails.

It was hard to know how the world of design would evolve moving forward into this new digital age.

Many years later, here we are. I can do 70% of my daily chores online, engaging in exceptional User Experiences, one-click check outs and next day delivery, stream the latest TV or films at the click of a button. I can talk to my radio and play one of 50 million songs simply by asking. Get a recipe in seconds, learn Japanese, see who’s  knocking at the door without getting out of bed. “Design is intelligence made visible” and design is all around us, everything is designed, but few things are designed well.

I guess my point of this is to say that in this new world of UX and UI, we make people’s lives easier, save time, and to allow the user of a product ultimately happier. I get my drive from knowing that all the work that i’ve done over the years has saved millions of hours of stranger’s cherished time so that they can enjoy it offline.

As a Designer, It is important to understand why we do what we do, and what makes great design, and to me, that’s user empathy

Case Study

Lead UI Designer – Loterie Romande (Camelot Lottery Solutions)

• Co-managing 15 UX & UI designers across three countries on a €7m greenfield lottery & sports project

• Running regular UI workshops and working through the UX lifecycle of a highly complex site

• Working in an Agile environment in scrum teams alongside PO, PM, BA, DL and Front End Devs

• Projects include the National Lottery, PLI and Loterie Romande


Case Study

Prof Coach – Fox Sports

Prof Coach is a digital Fantasy Football product which I created for Fox Sports and the Dutch Football League, Eredivisie. The product is an iOS and Android app as well as a mobile-first website. My role was Lead UX/UI designer on the project. The images below show the transition between the early-stage sketches through the wireframing phase to the end product which is pixel-perfect UI using the Hand-off tool Zeplin to collaborate with the development team.

My Background

I am a hands-on designer with many years experience designing websites and apps across an array of popular platforms. 

Having worked for both huge corporate companies and within small “Start-Up” environments I feel comfortable working in either. More importantly, is a cohesive team with complementary skills, diversity of styles with differences in opinion, experience and ideas. Great solutions come from sharing and giving, not from prescription.

Throughout my career I have led, grown and managed several design teams and relish being surrounded by people more skilled than myself in alternate areas of Design. Taking time to listen, learn and be inspired.

My interests lie in Design Principles, UX, UI, Holistic and User Centred Design. I use Rapid Prototyping to answer questions fast and believe in adopting an Agile approach where necessary as small iterations allow us to learn more efficiently. I pride myself in working collaboratively and being motivated to produce the best possible outcome.

My theory is that you get the best out of people when they believe in what they’re doing and that they feel they’re  contributing to something exciting.

Tools I Use

Photoshop 98%
Illustrator 96%
Sketch 94%
Zeplin 98%
InVision 97%
Balsamiq 92%
UX Pin 81%
After Effects 87%
Marvel 88%
Jira 86%
OmniGraffle 88%

How I Work

Mobile First…Cross Platform

UX & UI Principles

UI is what people use to interact with your product, and the UX is how they feel while they do.

If you imagine a product as the human body, the bones represent the code which give it structure. The organs represent the UX design: measuring and optimizing against input for supporting life functions. And UI design represents the cosmetics of the body–its presentation, its senses and reactions.

“A UI without UX is like a painter slapping paint onto canvas without thought; while UX without UI is like the frame of a sculpture with no paper mache on it. A great product experience starts with UX followed by UI. Both are essential for the product’s success.”

Rapid Prototyping

Rapid prototyping allows you to learn about the product quicker. Fast action getting a product into the world allows you to ultimately find out what works and what doesn’t far quicker than planning.

Working in teams and collaborating allows smarter thinking.

Facilitating Great Design

Digital design today involves many functions of graphic design; information architecture, user interface design, usability testing, user research and front-end or back-end development. The value of the modern web design professional is not those disciplines, however, but the ability to combine them to solve real problems, especially as a group. Effective group work requires structured, strategic meetings, and good facilitation provides that structure. I believe that collaboration and participation is key to great User Centred Design and User Experience Design.

  • Thinking Divergently

  • Focusing on people
  • Building to Think

  • Prototype Fast
  • Start Movements not just Sell Stories

  • Enable Participation

  • Cultivate Collaboration Internally & Externally

  • Asking the Right Questions



Tony has just finished up on a Home Office project and is one of the best senior UX/UI leads we have worked with

Matt Bradbeer (Associate Director), Transform

Tony is committed and very hard working. He’s able to pick up anything you need help with. He’s also very capable of working within a big team or to collaborate together on smaller projects. He can run a team by himself and take the lead alongside the BAs/developers. Along with his extensive design skills, Tony is also a great team member to have. He brings a smile to work everyday and always helps to promote team morale He’ll be hugely missed by our team!

Kat Brooks (Head of Design), Camelot Global

Tony is not only very knowledgeable in the Sportsbook and design arena, but he is also an invaluable asset to the team in his positive attitude and willingness to always pick up the slack where he can. There is no one I know of in the company who isn’t sad to see Tony leave us, his next team will be lucky to have him.

Rich Lowe (Head BA), Camelot Global
Tony’s depth of knowledge in design, mobile and UX was invaluable to me in my role at Chroma. The calibre of his work speaks for itself and doesn’t require any further praise from me!!
James Derbyshire, Chroma
Tony is a very experienced Digital Art Director. He’s spent several years working on the front line (literarily!) of some of the top papers in the UK where he has gained tremendous skills. He combines excellent creativity with impeccable execution.
Matteo Berlucchi, CEO Digital, Northern & Shell
His vast knowledge and enthusiasm for both digital and print design make him a great asset in any integrated design studio.
Sarah Murfin, Senior Designer, The FA
Tony knows digital design inside and out. He has a huge amount of experience – from creating the smallest asset to the largest website.
Leo Barnes, Senior Product Manager, N&S

Tony is a hugely talented designer, he’s consistently produced work that has exceeded client expectations and has a knack for delivering projects on time and to budget..

Debbie James, Head of Product, Channel 5
Clever, crafty, and a top designer, he is an absolute pleasure to work with. Tony has the knack when it comes to making complex tasks feel simple.
Ruby Quince, Digital Director, Freud Communications
Tony keeps up to date with the latest trends in web design and new innovation, and can incorporate this into what is required to ensure that the work he produces is always modern and fresh.
Wayne Harris, Chroma
Tony was top-class throughout the whole project. He is full of ideas, a bundle of fun to work with and is a first-rate UX/UI designer. I would wholeheartedly recommend Tony to anyone in need of an experienced designer.
Mark Gilbert, Head of Digital Content, The Football Association
Tony is a real pleasure to work with. Imaginative, very can-do and an incredibly able UX Designer, coupled with his ability to design User Interfaces to an extremely high standard he is an excellent team leader.
Derek Brown, Head of Strategy, The Sun
With the nature of our work we were constantly under deadline pressure and there was no one better to have around. He is great to work with and an all round cracking bloke.
Tony Brannon, Graphics Editor, The Sun

I’ve worked on stuff for these guys..

Contact Me

Email Me

Email is probably the best way to contact me. If it’s more urgent.. try there >


Ring Me

If you want to speak to me urgently, ring me. If your on a mobile just click the number below

07818 543162

Social Media

If you really want to get my attention. Tweet Me or contact me via LinkedIn

Twitter      LinkedIn

My Design Blog

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