Michael Ruocco

As a Senior Product Designer with a wealth of experience in UI/UX, visual and experiential design, digital typography and cutting-edge creative direction, I have had the privilege of working with some of the world's most renowned brands, including John Lewis, Camelot, Farfetch, Nike, Shell Oil, Lloyds Bank, Barclays, HSBC, South West Trains, BP and 30 years worth of others. With a track record of serving in various leadership roles, from Associate Creative Director to Lead and Senior Designer in User Interface and User Experience Design, I bring a wealth of knowledge and expertise to the table. My tenure in these roles has allowed me to hone my craft, resulting in an innate understanding of design principles and user psychology, enabling me to design products that not only look great but also drive business results. My approach to design is centered around crafting visually stunning, emotionally-engaging digital stories that are harmonious and impactful, and in elevating brands to their next level. Additionally, my experience in design evolution, as well as my understanding of design principles and user psychology, enables me to create products that evoke a sense of delight that create emotional connections with their users. To further demonstrate my commitment to the craft, I have written a book, "Hacking Your Way to a Career in UI/UX Design," which is available on Amazon.co.uk and Apple iBooks. I am also the founder of thegoldenratio.co.uk, a design system that aims to bring designers back from the brink of design system sterility by learning to design without the restrictions of a paralyzing and overused 12 column grid, by creating more compelling and natural digital interfaces by using the power of The Golden Ratio. In short, I am a highly skilled Senior Product Designer with a proven track record of success in crafting compelling digital narratives for world-renowned brands. My exceptional design skills, understanding of user psychology, and experience leading teams to design excellence make me a valuable asset to any company seeking to elevate their digital presence.