Rob Sterry

Principal Consultant

As Principal Consultant, the majority of my time is dedicated to helping one of our biggest international clients create a vision for improving their user experience. It’s my job to understand their objectives and their customer’s needs and create tangible, meaningful solutions that solve complex design problems.

One of the benefits of working with a large multinational is that I have the opportunity to do a lot of travelling. This allows me to see the end-to-end journey first hand so that I can develop an experience strategy based on an in-depth understanding of the business and their customers.

In my early days at Foolproof I worked largely on financial services projects. Having come from the digital team of a large UK based insurance firm this was my specialism. I spent 6 years working client-side, which taught me a lot about the mechanics and processes of big business. This experience has given me an understanding of the challenges our clients face and how to overcome them.

In the last year I have been working in the B2B sector, helping deliver a number of large digital initiatives that contribute to a customer centric strategy for the company, which Foolproof help embed. This work means I’m never more than a meeting away from a project that could see me play the role of designer, strategist, researcher, mentor or experience planner.

As a graphic design graduate I’m as comfortable with pro marker and fine liner as I am with InDesign or Axure. I‘m a designer who uses research to mitigate risk, who’s good at telling stories, using sketches as my vehicle. I’m lucky that my role at Foolproof allows me to exploit all of this.

It’s my job to incorporate design thinking into all stages of a project, from conception through to execution. By applying a creative approach I challenge our clients to think differently about their briefs and to build a strategy that meets customer and business needs.

Outside of work I love my sports. If you can’t find me, chances are I’m in a gym or on the road running. I’ve completed 2 marathons and at 3 hours 19 I’m still chasing that magical sub 3 hours. Most recently I discovered veterans league football but I’m still coming to terms with the fact I’m old enough to play.