Pounding Pixels Since 1997

Phil Goddard, Creative Lead, Product Lead, UX/UI Somewhere in rural Chorley

Mobile 07961 857135 Email philgoddard79@gmail.com

Skype phil-goddard LinkedIn https://uk.linkedin.com/in/philgoddard

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Hands-on Creative / Product Lead with 17+ years’ experience in Interactive

Media and Mobile with hands-on passion for UX & UI Design. Built and led four

Studios from the ground up and held middle-management roles for the past 10

years. Father to two mischievous children and husband to a beautiful wife.

Unhealthy obsession with collecting Lego and toys.

“Phil is a sharp, empathetic person who has

a knack for understanding complex

organisational structures. He works well

under pressure by keeping calm, cool and

collected, which in turn resonated well with

the rest of the team. His ability to listen and

make sure that people's wellbeing was

primary makes him, in my opinion, a great

leader. Hope one day we cross paths and

work together again!”

Adele Asuncion

Design Consistency @ Nordea

“Phil is one of the greatest talents I’ve ever

had the pleasure of working with in my

career - He’s down to earth, straight talking

and a genuinely nice guy. I look forward to

our next project working together.”

Rick Giolito, Executive @ EA

“He has an excellent understanding of quality

user experience. From personally being part

of the same team, hearing him provide

direction and guidance, I can attest to Phil’s

capability as a leader and director.”

Richard Turek, Senior Producer @ Dubit

Management & Strategy - Studio and Team Management

- Planning & Product Management

- Creative Concept & Strategy

- UX Concept and Strategy

- User Flow and Information

Architecture

- Wireframing and Prototyping

- Product Analysis

- QA Testing and Review

Product Design

- Digital Product Design

- UX / UI Design and Art Production

- Responsive Website Design

- Illustration

- Interactive Media / Presentations

- Graphic Design

- Artworking

- 2D Animation

- Motion Graphics & Video

Financial Energy Education Automotive Media Retail Entertainment

Messaging Sport Travel Children Games

Head of Product Flow XO Jul ’17 – Feb ‘18

Consultant and Interim Head of Product to set up and lead a new development team and product

for Flow XO, a conversational service platform enabling B2Cs and Digital Agencies to easily build

end to end services for multiple messaging platforms, including Facebook Messenger, SMS,

Telegram, WhatsApp and iMessage… Smart Chatbots with purpose.

The role was to help form a new studio and development team in Manchester, take ownership of

the Flow XO chatbot platform, hands on UX, UI and product design, and handle the day to day

running of the new studio. In addition, regular stakeholder meetings out of the head office in

Manchester, as well as regular customer meetings for product feedback.

Roles and responsibilities included:

• Hiring, Managing, inspiring and motivating team members

• Introduce a new production / agile culture to the organization for growth

• Created company’s first Product Vision and Strategy doc and presentation

• Working with the Head of Marketing on product communication

• Set up company’s partnership with Facebook Messenger partnership program

• Managing design and development backlog across multiple streams

• Design forecasting, strategy and planning backlogs for future sprints

• Running stand-ups, product presentations and brainstorm meetings

• Regular communication Stakeholders and Customers

• Helping to shape Use Cases and User Journeys

• Created the companies first UX Toolkits for consistency and efficient design in the future

• And obviously getting my hands dirty with plenty of UX / UI Design Work!

After kicking things off for this role at the head office in Lancashire, my first responsibility was to

shortlist and settle on a new studio in central Manchester. We opted for a co-working environment

to help bring us closer to likeminded companies that could help shape our product, as well as being

attractive to new developers in the area.

I was responsible for hiring our first in-house development team, as well as working with multiple

remote contractors. I introduced a ‘flexible’ agile way of working, and mindful to ensure that the

process allowed us to evolve and grow with the team, as well as appreciating the history and ways

of working with the original team in Lancashire. I created and was responsible for managing the

product backlog, consisting of multiple development tracks, from new tools on the platform, to

feature improvements, QA and RnD projects.

With Flow XO being in its infancy as a team, it was essential that management were also very

hands on with production work too. With my creative and design background I also took

responsibility for all UX and product design work, producing flow diagrams, high fidelity wireframes,

and the company’s first UX Toolkit.

The other strand to my role was establishing relationships with our customers and peers to receive

feedback on our product. I established our first meetings with Facebook Messenger partners, as

well as setting up seminars to educate businesses on messaging as an industry.

http://www.flowxo.com

Head of Mobile Design Nordea Bank Dec ’16 – Jul ‘17

Consultant & Head of Mobile Design for Nordea Digital Banking – Headed up the Mobile Design

Team for Nordea Bank, the largest banking organisation in Scandinavia, primarily based out of

Helsinki, with regular travel to Copenhagen, Stockholm and Oulu. I was responsible for a team of

12 Designers working on iOS and Android Mobile Apps and responsive Web.

My primary feature teams sat within the ‘Digital Servicing Stream’, but Designers spread out across

Digital Sales and Remote CX, and also have regular communication with Digital Engineering. I am

also part of a middle management team, primarily focused on Mobile, but with experience and

access to Research and Insights, Use Cases and User Journeys, Consistency (developing

toolkits), and of course Web / Desktop.

Roles and responsibilities included:

• Managing, inspiring and motivating team members

• Introduce a new design culture to the organization

• Managing design backlogs across other feature team Product Owners

• Running design stand-ups, weeklies, workshops, reviews etc.

• Regular communication with other POs, Bas, Scrum Masters and Stakeholders

• Helping to shape Use Cases and User Journeys

• Helping to define Design Toolkits for consistency across teams

• Working with the brand team on creating digital brand guidelines

• Working alongside the Web Team Lead to align Web with Mobile

• Design forecasting, strategy and planning backlogs for future sprints

• And again, getting my hands dirty with plenty of UX / UI Design Work!

Priorities for 2017 were led by a huge migration to agile methodologies and ways of working. I was

integral in helping them form a plan to deliver x4 Pi’s per year, each one consisting of x5 two-week

Sprints, with an additional Sprint for RnD and contingency.

I was also responsible for defining the Product Vision for the Bank’s primary Personal Banking

Mobile Application, working together with the brand team in Sweden, Digital Sales Teams and

Marketing.

To help this process I also introduced a new ‘design culture’ to the organization, removing as much

hierarchy and ‘ego’ as possible and encouraging input and ownership from the ground up.

My work at Nordea Bank was run through my own UK Ltd Company, Peepo Digital Ltd. This was

set up to allow me greater freedom to explore new ideas, strategies and Products, and help form

greater partnerships with likeminded people.

http://www.nordea.com

Freelance Jul ’16 – Dec ‘16

Consulting and working with a variety of agencies for their client projects, products and services

including User Experience and Interface Design, responsive website design, Mobile Apps &

Games:

Certas Energy (part of Gulf Oil) - GPS Logistics App to help drivers and fleet managers to

promote their Fuel Cards.

Consulting > User Flow > Wireframing > Prototype > Iteration > UI Design

Creative Director & Product Owner 360 Studios Nov ’13 - Jul ‘16

Partnered with UFC veteran, Bruce Buffer, to build a new agile development studio in Manchester

for MMA Federation – a strategy fighting game for iOS and Android developed in Unity3D. Role was

to be the main point of contact and ‘funnel’ between Board members and Stakeholders and the

development studio, while remaining hands-on as Design Lead, UX/UI, and being responsible for

the overall vision of the product.

Line Manager and directly responsible for Design, Art, Animation and QA Teams. Hands-on with

UX / UI Design, Economy Design, Features, Progression, Narrative and Art Production.

UX and UI role covered initial prototyping phases, beginning with playable paper prototypes,

resulting in three complete fundamental mechanics. Complete user flow (produced in Visio) with

individual features split into separate wireframing and interactive prototypes (mostly using InVision

and Photoshop).

Managed processes with internal and external user testing, partnering with local Universities and

creating test labs. Used closed social networks and community for testing and feedback. Final art

production of all User Interface assets including ‘Move Cards’, working with art team for 3D assets

and Animation team for relevant ‘character poses’.

Led the production of a ‘vertical slice’ product in order to present to potential investors. Managed

the development of the final product to soft-launch (Canada), and iterative design and data-driven

process leading to full launch. Successfully launched 4.5+ star rated flagship App early 2016.

Studio Setup > Concept > Stakeholder Management > Prototypes > User Flow >

Feature Design > Wireframing > UI Prototypes > Testing > UI Design > Vertical Slice > Soft

Launch (Canada) > Iterative Phases > Global Launch > Maintenance

http://www.mmafederation.com

Design Director & Product Owner Rivet Studios Jan ’13 – Nov ‘13

Invited initially on board as Design Director to lead Design Team and to fulfil all hands-on UX / UI

work, quickly taking on role as Creative Director and managing Art, Animation and Audio staff, for

ION and Primal Rumble Apps for iOS and Android developed in Unity3D..

Restructured studio and recruited several new members of staff - design, art and animation. Also

helped the studio with their operations, introducing an agile methodology of scrum, with daily stand-

ups, working in bi-weekly sprints with regular deliverables.

Directed the process of taking original concept for a Facebook product through to ‘mobile-first’

vision, redeveloping the flagship product for iOS and Android on Tablet and Mobile. Directly

responsible for Artists, Animators and Designers. Hands-on with UX / UI Design, Economy Design,

Features, Progression and Art Production.

Re-Concept > Studio Restructure > Stakeholder Management > Transition to Mobile-First >

Prototyping > User Flow > Wireframing > Interactive Prototypes > Iteration > UI Design >

Marketing Assets > Launch

Product VP & Design Lead Dubit Jan ’11 – Dec ‘12

Working on a variety of interactive, virtual world and casual MMO interactive projects predominantly

for the Children’s Youth market. Responsible for strategies to take client IPs cross platform with a

‘transmedia’ mentality’, focussing on User Experience across multiple products.

Lead Producer, Product owner and Design Lead for ‘Legends of Oz: Dorothy’s Return’, a major

movie IP release. Advised on how to transition the movie narrative over to a virtual world scenario,

while retaining the background from the original movie and books. Worked on original business

proposal, design documentation, production schedules through to deliverables across two out of

three project Phases.

Throughout Dubit’s development team I was responsible for Creative Direction across the entire

studio and hands-on production with UX / UI Design, Narrative, Economy Design and Art

Production. Other Clients included Cartoon Network, Nickelodeon, Monty Python, BBC.

http://www.dubitlimited.com

Co-Founder & Design Director GamesChart / MMO Life Jan ’09 - Feb ‘13

Built new studio from the ground up to create innovative ‘games chart’ platform, coinciding with a

series of MMO Web Portals for MMO Life. 15 portals created in total across five languages. Held

Design Director title for MMO Life, taking responsibility for and directing all design for web portals,

advertising, branding and video ads. Hands-on with all user journeys and flow, wireframing,

prototyping and interface design and art. The GamesChart system received 2m+ gameplays per

day across the network at its peak.

http://gameschart.com

Digital Design Lead JWT Digital Jan ’07 - Dec ‘09

Created new studio as first in-house digital team for JWT Manchester, working directly with their e-

commerce and high-street clients including Gamestation, Magnet Kitchens, John West, The Lake

District. Personal clients also included Dubit, Fiat Abarth, Mind Orchard and Wolters Kluwer Health.

Worked on a variety of casual games, websites and other digital experiences across the board.

http://cheethambelljwt.com

Senior Designer Lightmaker Oct ’05 – Jul ‘06

Digital UX / UI Designer for this prestigious agency, primarily responsible for new Virtual World

Education product.

https://www.lightmaker.com

Designer Luxson Feb ’03 – Oct ‘05

Website and Flash designer / illustrator for my first agency / studio role. Worked on a variety of

websites and other digital media for JWT, Tussauds Group, Renault, and more.

https://www.luxson.com

Website Designer JJB Sports Jan ’02 - Feb ‘03

First in-house website designer for national sports retailer. Directly responsible for new website

design, maintenance and working with third party developers for new e-commerce system. Worked

alongside marketing and studio team.

http://www.jjbsports.com

Life

Married with two mischievous children, family, games, movies, martial arts

Favourite Movies

Gladiator, Shawshank, LOTR, Lethal Weapon, Willow

Music

Country, Soundtrack / Scores, Classic Rock

Love of video games began in:

1989 with Gauntlet on the Atari 65XE

Random fact

I have an unhealthy obsession with Lego and collecting toys

Greetings! I’m extremely excited to discuss opportunities for Creative Lead, Product Owner and

UX/UI roles for digital and technologically innovative projects. I’m a seasoned Design

Lead with 17+ years’ experience in Web Apps, Mobile and Interactive Media, 10 of

which have been spent in middle-management as a Team Lead with hands-on UX/UI

and Creative Direction.

My most recent major endeavour for 360 Studios saw me build and lead a team of

20, from the ground up, in Manchester. As well as being directly responsible for

Design, Art, Animation and QA teams, I was also Lead Designer and maintained

hands-on responsibility for all UX/UI Design.

To add to my Design, Lead and Production background I also have experience with

Agile Project management, leading scrums, and dealing with stakeholders and

partners.

I am a ‘form follows function’ kind of chap, creative and ideas led, inspirational and

inspired to and from those around me. I am keen for my next role to be working

collaboratively in a team-focused environment, pushing innovative technology, led by

creative ideas and passion.

Look forward to working with you,