I'm Karl Bray.

I'm an Irish UX Design professional with extensive experience working as a manager and as a designer for recognised brands in gaming, esports, sportsbook and financial trading.

My goal is to simplify complex interactions and to design products which are graceful and drive business conversion.

With a formal education in Product Design, I believe the best products come from a user-centered approach which emphasises research, insights, iterative design and aspects of Agile and Lean methodologies.

I lead creative departments and I work alongside development teams to deliver world class products.

More About Me


From my background in coding websites to my experience leading design teams through complex design projects, I have built up a solid range of hard and soft skills.

I have the technical skills required to take a project from user research and paper-prototyping through to visual specifications, high-fidelity wireframes and pixel-perfect sprites, and I have the soft skills needed to lead diverse design teams and work with senior stakeholders across complex corporate environments.

As a manager, I have extensive experience in team leadership, motivation, mentoring, ideation and creative direction, and a true appreciation of how a design team fits within a large technical organisation. More About Skills

Luckbox Homepage

In early 2019, I was tasked with designing the User Experience of a responsive homepage for the Luckbox betting platform.

This project provided an ideal opportunity to create a truly user-centered solution, built around lean personas, industry insights and business objectives. See Case Study

Ryanair Rooms

In March 2018, Ryanair's accommodation booking portal - 'Ryanair Rooms' - was grossly underperforming.

Working with a team of UX Researchers, I was tasked with finding the cause for the poor performance and resolving any design issues. See Case Study

Luckbox Mobile

The Luckbox mobile apps are designed to provide esports enthusiasts with a safe and stable platform to watch live streams and bet on their favourite esports events.

As Head of UX Design, I led all research and testing, as well as creating wireframes and prototypes and collaborating with development teams and product managers.

See Case Study

Managing Ryanair

As Design Studio Manager at Ryanair, I managed a team of 19 UI/UX Designers, based in 3 offices across Europe.

One of my main challenges was to streamline in-house workflows and communications with the implementation of a tailored Kanban system and a bespoke Double Diamond design process.

See Case Study

Web Gaming Casino

Following a major change in business strategy, Full Tilt urgently needed a web platform to deliver slots gaming to our players.

Managing a team of external contractors and internal resources - and working in step with development teams - I was given just 6 weeks to devise a delivery roadmap and to create a design that broke the convention of online slots gaming websites.

See Case Study

Full Tilt Poker mobile apps

With 23 million registered users across the globe, Full Tilt Poker's desktop software was the second largest platform in the online poker industry.

In 2013, I was trusted with leading the team behind the design of Full Tilt Poker's native iOS and Android apps which won the IGA award for Best Poker App in 2014. See Case Study

Full Tilt homepage redesign

In 2014, I worked with marketing leaders on the repositioning of the Full Tilt brand and the overhaul of the Full Tilt aesthetic.

As a result of this strategic change, Full Tilt needed a new homepage design that showcased our new direction, while also increasing conversion and reducing bounce rates. See Case Study

Lobby Redesign

For users of online poker software, the most crucial part of the player journey is the Game Lobby. From here, players need to quickly find games that meet their specific requirements of game type, buy-in level and limit-type.

As Full Tilt Poker's popularity was soaring in global popularity, we engaged on a massive project to completely overhaul our game lobby. This provided a unique challenge and was a test of every aspect of interface design expertise. See Case Study

The Deal

The Deal was a progressive jackpot mini-game that was central to Full Tilt's strategic shift towards a casual gaming audience.

I led all aspects of the design, including gameplay mechanics and game volatility, UI and UX for all gameplay, game design and design of all branding and promotional materials. See Case Study

Branding & Graphic Design

In addition to my experience in product design, I have significant expertise in branding and marketing. As Head of Brand Services at Full Tilt, I provided the creative vision and aesthetic direction that made Full Tilt the most desirable and recognisable brand in online gaming, with over 23 million registered users across the globe.

I have provided branding solutions, brand consultancy and design services for a diverse range of local, national and international companies including a financial trading platform with over $200m in annual revenue.

See Brand Projects

All work © 2019