Rob Sterry

UK
Experience Design Director
Rob Sterry
"It’s my job to understand their business and customers to help create tangible, meaningful solutions that solve complex design problems."

As an Experience Design Director, the majority of my time is dedicated to helping our biggest clients create a vision for improving their user experience. It’s my job to understand their business and customers to help create tangible, meaningful solutions that solve complex design problems.

Working with large multinational organisations has given me the opportunity to travel and experience first hand the different nuances required to meet and deliver outstanding user experiences.

In my early days at Foolproof, I worked across many different financial services projects. Having transitioned from the digital team at Aviva, this was my specialism. I spent 6 years working client-side, which taught me a lot about the mechanics and processes of big business. This experience has given me an understanding of the challenges our clients face and how to overcome them.

More recently, I have enjoyed the aspect of my role that has allowed me to look at helping and developing Foolproof capabilities and people. The variation of my role means I’m a meeting away from a project that could see me play the role of designer, strategist, mentor and/or experience planner.

As a graphic design graduate, I’m as comfortable with pro-marker and fine liner as I am with InDesign or Axure. I still consider myself a designer. I just use the various research methods available to mitigate risk.

By applying this creative approach to my work I challenge our clients to think differently about their problem and build a strategy that meets customer and business needs.

Outside of work, I love sports. If you can’t find me, chances are I’m in a gym or on the road running. I’ve completed 2 marathons and at 3 hours 19, I’m still chasing that magical sub 3 hours. Music is my other vice; I’m a self taught bedroom guitarist who dreams of stepping in for Dave Grohl.

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