Richard Stelmach

I'm a UX/UI/digital designer with over 14 year's commercial experience in web design. I love usability testing, conversion rate optimisation, wireframing, prototyping and visual design. I enjoy utilising both qualitative and quantitative testing methods to drive commercial benefit and create effective designs that fulfill their objective. I believe in a test driven design cycle to continually gain insights, optimise designs and measure their impact. Outside of design, I enjoy illustration, art, photography and the outdoors.

Key Skills

User Centered Design

Incorporate user testing and qualitative feedback to:

  • Benchmark designs
  • Identify usability isses
  • Help generate ideas
  • Improve user experience
  • Optimise performance in relation to objective
  • Enable evidence based decisions

AB Testing

Researched, designed, developed and analysed a large number of AB tests.

  • Experience in all aspects of AB testing
  • Enjoy collaboration
  • Supported and enabled others to test
  • Helped develop AB testing programme
  • Believe in test driven design cycle
  • Enjoy driving commercial benefit through innovation

Usability Testing

I love usability testing:

  • Highly experienced in qualitative research via,, optimalworkshop.
  • Observed and analysed lab usability tests
  • Mentored and enabled others to research and test.
  • Created complex, clickable prototypes for tests with Axure RP
  • Studied usability testing as part of my Foundation Degree

Wireframing & Prototypes

I believe in the benefits of wireframing and prototypes:

  • Facilitated collaborative sessions and workshops.
  • Efficient design process
  • Improved quality
  • Allows testing of ideas
  • I have created many complex prototypes with Axure RP

Visual Design

As well as wireframing, I also have visual design experience.

  • Creative person who loves illustration, art and photography
  • Over 14 years of experience
  • Web/UI, logo and print experience
  • Can design to a broad range of styles

Front-end Development

I'm primarily a designer but have 12 years of experience in front end development.

  • Hand coded HTML and CSS from 2005 to 2017
  • jQuery
  • Semantic, clean markup
  • Web standards and accessibility
  • Cross browser compability

Leadership and BA skills

Have led major projects involving multiple designers

  • Experience in defining process and delegating tasks
  • User story, prioritisation and business analysis experience
  • Supported and mentored designers
  • Cross discipline co-ordination and collaboration
  • Awareness of process and design ethos theories


I'm a designer but have technical knowledge and experience.

  • Technical knowledge which allows me to communicate across disciplines and define requirements
  • Have worked in PHP and ASP.NET MVC C# environments
  • Have worked with jQuery, MySQL, SQL, HTML, CSS
  • Google Analytics and Optimizely experience
  • Variety of software including Adobe CC, Axure RP, Sketch App, InVision, Zeplin.

Selected Case Studies

Having been a UX/web/digital designer for over 14 years, I have a wide variety of work covering many areas of digital design. My specialism lies more in commercially orientated, user centered design, having spent most of my career in large ecommerce environments. I have however, also created many logos, small scales websites, animations, banners, email templates, print design & more!

I've therefore tried to highlight recent examples that I'm proud of, which demonstrate methodology & commercial benefit.

  • Protected: Jet2holidays Manage My Booking Redesign

    There is no excerpt because this is a protected post.

    Highlight: Design lead of major business project for the second biggest tour operator in the UK

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  • MyWordList UX, UI, Branding

    In progress. Collaborating with my brother Andrew Stelmach (developer), I learnt Sketch App, creating a full design system and symbol library, accounting for all Bootstrap 4 breakpoints, typography and UI components. I also created the logo, branding and copy. As well as the visual UI design, I created flow charts with lucidchart and user stories, managed on a Waffle board. Designs shared with InVision and Zeplin.

    Highlight: Flow, IA, Sketch App design system and library; InVision prototype; Zeplin; Waffle Board; and full responsive design accounting for all Bootstrap 4 breakpoints.

    Read the case study

  • SuperBreak’s First Chartered Flight Break to Iceland

    UX, UI design for SuperBreak’s first chartered flight breaks to Northern Iceland, the only company in the UK to sell flights to Northern Iceland from around 8 UK airports. The online experience was turned around within one week, working in an agile fashion, creating and estimating user stories, collaborating with product, business analyst, web content and development. Within four weeks, the business sold 40% of its allocation.

    Highlight: Exclusive and exciting product for SuperBreak. Quick agile, iterative turnaround, collaborating across teams.

    Read the case study

  • Product Page Redesign

    Redesign of SuperBreak’s product page, improving the user experience, website consistency, conversion rate, SEO rankings and visitor numbers. The key highlight was a +96% improvement to year on year conversion rate for SuperBreak’s Theatre Product pages; +22.13% page value increase for hotel only; +14% conversion rate increase for hotel only.

    Highlight: +14% hotel only, conversion rate uplift

    Read the case study

View all case studies