Karl Bray
☰
About Projects Expertise Let's Talk

Find out what matters.
Make it matter more.

Identifying the needs, behaviours and motivations behind customer value and crafting product experiences that deliver.

  • Design Direction
  • Hands-on Design
    & Artwork
  • Product Strategy
  • Fractional Leadership
Get in Touch View Projects

Trusted by

  • Full Tilt Poker
  • Ryanair
  • New Wave Poker
  • Luckbox

I'm Karl Bray, a senior product designer and product director who helps businesses build better products.

From hands-on UX and interface design to product thinking and design leadership, I bring clarity, experience and practical delivery to every stage of the product lifecycle.

While I've worked across gaming, travel, and fintech my deepest experience is in the iGaming sector, where I've helped shape products used by millions of players worldwide.

From early product strategy and UX through to interface design, design systems and delivery, I bring clarity to complex products and help teams make better product decisions.

I work with companies where I can add the most value - whether that's shaping product strategy, leading design, delivering hands-on design work or aligning teams around a shared direction.

Whatever the role, the objective is the same: build thoughtful products that solve real problems and stand the test of time.

Projects

Transforming ambitious ideas into successful digital products

Expertise

I work across the product lifecycle, helping teams make better decisions before, during, and after design. Whether it's shaping a new product, refining an existing one, or strengthening an in-house team, the goal is always the same: build products that solve the right problems and are a pleasure to use.

Product strategy

The most important product decisions are made before a single screen is designed. I help teams define the opportunity, challenge assumptions and align user needs with business goals and technical reality, so design and engineering can move forward with confidence.

Experience design

From research and interaction design to polished interfaces, I create products that feel intuitive from the first interaction and remain coherent as they grow. Good UX isn't just about individual screens but about how the whole experience fits together over time.

Fractional design leadership

Not every team needs a full-time Head of Design - I embed with product and engineering teams, mentor designers, establish design standards and help create the processes that allow teams to scale without sacrificing quality.

Design systems & direction

Consistency doesn't happen by accident. I help teams build visual languages, component systems and design foundations that make products feel intentional, speed up delivery and give designers and engineers a shared language to work from.

Hands-on Design & Artwork

Alongside product leadership and UX, I'm comfortable rolling up my sleeves and producing high-quality design work.

With extensive experience in the iGaming sector, I create production-ready artwork and animation for casino games, promotional campaigns, CRM, social media, landing pages and in-product experiences. Whether it's refining an interface, producing marketing assets, or delivering complete visual concepts, I bring the same attention to detail and understanding of player behaviour that informs my product work.

For teams that need an experienced designer rather than strategic consultancy, I'm just as happy working hands-on and delivering the assets that keep products moving.

Contact

Get in touch to discuss your product, team or challenge and I'll get back to you shortly.


Alternatively, find me on LinkedIn