LinkedInAndrea Balboni

Andrea Balboni

Design Build Manager / Sr. UX Designer at hibu

London, Greater London, United Kingdom
  1. Andrea Balboni Design
  1. hibu,
  2. Digitas Health,
  3. UKTV
  1. School of Visual Arts
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Andrea Balboni Design

Andrea Balboni Design

UX Lead / Creative Director / Strategic Consultant

– Present

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I believe that the companies and organisations that I work with transform the world to make it a stronger, healthier and more vibrant place to live. Together we harness the power of technology, creativity, strategic thinking, business savvy and a strong ethos to deliver award-winning products, services and experiences, keeping people at the centre of every solution.

I practice research-driven, human-centred user experience (UX) design as in order to innovate, it is best to understand deeply both the people at the heart of the challenge and the context within which they lie. UX design for me encompasses ethnographic research, storytelling, idea and insights generation, product strategy and development, interaction and UI design, IA and content strategy, and creative direction and branding.

I inspire clients and collaborators alike to push the bar and think beyond the obvious and apparent.

For more than 15 years I have worked with a wide range of industries including but not limited to arts and culture, media and publishing, finance, healthcare and fashion + luxury and social entrepreneurship for clients in the US, Europe and Asia.

Accessibility minded. Focus on sustainability, branding + communications.


UX Lead / Creative Director / Strategic Consultant

Andrea Balboni Design
– Present (3 years 4 months)New York, NY

Design Strategy
Explore areas of opportunity for companies and organizations based on current and future needs. Formulate comprehensive, solutions-based strategy that is actionable, results-driven and measurable over time.

User Experience (UX) Design
+ Persona and scenario creation based on qualitative and quantitative research
+ Lead brainstorming sessions for innovative problem solving and solutions
+ User journey and interaction design development for quick prototyping
+ Content strategy + audit; information architecture
+ Lead user testing sessions and feed observations into product development
+ Research reporting on behavioral trends and technical developments
+ Accessibility focused

Creative + Art Direction
+ Clear distinct creative vision driven by strategy and insight
+ Brand strategy, creation, management and integration
+ Elegant, crafted typography and studied visual design
+ Recruitment, sculpting and fostering of creative teams
+ Deliver projects on-time, on budget, at the highest quality level

Award: Freelancer of the Year, Exchange group, 2008 (London, UK)

CLIENTS (select list)
Antenna International (MoMA + High Museum, National Palace Museum - Taipei, National Trust - UK, etc.), The Wonder Factory (The Coca-Cola Co, NBA), Catalyst Group, BBMG, Wardour Communications (, The Forward Group (Tesco Beauty); Tod’s Group, mood fashion magazine, (Milan); Kevin Kwan Projects, The Shubert Theater, the Nancy Margolis Gallery.

Design Build Manager (UX Team)

(1 year)London, United Kingdom

Hibü Websites Design Culture, Est. 2014
Introduce, establish and expand a culture of beautiful design and graceful UX to the Hibü Websites world including it’s off-shore locations. This was accomplished through educating top executives on the importance of design for buy-in, developing the tools to support their teams in this and creating standards and measures to track success.

Creative Team Development for Digital Product Improvement
Work with creative leadership and artists in off-shore studios (Manila, Philippines; Hyderabad and Bangalore, India) to strengthen and develop the creative teams there. Our success in this was evidenced in the elegant yet affordable website solutions created by these teams for small and medium sized businesses in the US + UK.

Sr Digital Art Director

Digitas Health
(less than a year)London, United Kingdom

Work closely with the UX Director to
+ research and define areas of opportunity using primary and secondary customer insights
+ assist with participatory design sessions and subsequent distillation of data
+ analyse the competitor landscape
+ incorporate knowledge and insights into strategy proposals

Art Direction
+ Creative lead on global accounts for clients in the health care industry

Sr Digital Designer (UX + CD)

(2 years 11 months)London, United Kingdom

Creative / Art Direction
+ Clear and distinct creative vision driven by strategy and insight
+ Informed, refined eye for effective, elegant visual design
+ Brand identity management and integration: oversaw re-brand of 10 websites in 18 months; 3 designed from the ground up

User Experience (UX) Design
+ Establish and develop the company's UX methodology
+ Complete thorough design research from persona and scenario creation to understanding and summarizing business objectives
+ Define user journeys, conduct content audits and improve information architecture
+ Lead brainstorming sessions
+ Contribute to and observe user testing sessions and feed observations back into working designs
+ Manage the company's UX capability including internal and free-lance resources

Strategy + Innovation
+ Part of core team forming the UKTV VoD offering. Responsibilities follow:
. Examine UKTV’s core offering, feed into business strategy development, create a design strategy and principles based on this
. Consider the user experience including interaction design and the harnessing of appropriate internet technologies new to the 10 foot viewing experience
. Consider branding and editorial opportunities to help the user navigate easily
+ Research reporting on trends and technical developments on all digital platforms including web, mobile, touchscreen devices, etc. Feedback findings and relation to core business to appropriate departments (Executive Leadership Teams, Marketing, Research & Insight)
+ Social Media marketing and corporate strategy development in collaboration with external and internal stakeholders

Design Management
+ Recruitment and sculpting of creative teams
+ Foster growth of permanent team members
+ Establish work experience programme for young students
+ Ensure projects are delivered on-time, on budget at the highest quality level

Sr Art Director

Besanopoli Design
(1 year 6 months)Milan Area, Italy

Nestlé Waters (S.Pellegrino), Gianfranco Ferré, Lindt Chocolates.

+ Pubblicità Italia Prize for Corporate Literature
+ Mediastars X Edition (Corporate Identity)
+ Grand Prix Promotional Marketing (B2B Marketing)

International Sales and Marketing / R&D

Grafiche dell'Artiere
(1 year 7 months)Bologna Area, Italy

This award-winning boutique printing house in Bologna is renown for its close collaboration with designers in luxury and fashion industry
+ Consulted clients on support materials and innovative printing techniques to bring concepts and ideas to fruition
+ Initiated and developed relationships with clients in markets in Italy and abroad

La Perla, a.testoni, Versace, Lissoni Associati, Studio Cucco

Sr Designer - Brand Identity

A.G.O. Alcuni Giovanni Occidentali
(1 year 4 months)Bologna Area, Italy

a.testoni, Belfe, Helly Hansen, Puma.

Graphic Designer

Via Max - Peter Max Studio
(1 year 4 months)

Independent Study - Japanese Language, Culture and Society

(11 months)

Yearlong independent study of Japanese language, society and culture in this city near Tokyo.

Interaction Designer

Barnes & Noble
(1 year 7 months)New York City, USA

+ Page design including layout, illustrations, button and forms
+ On and offsite banner designs including concept, animation and optimization
+ Click through rates increased by up to 30% on redesign of existing work

Junior Designer - Brand Identity + Digital Design

SME Design
(6 months)New York City, USA

Colgate Palmolive, RC Cola, US Open, NBA, etc.


  • Dreamweaver
  • Illustrator
  • InDesign
  • Accessibility
  • Final Cut Pro
  • Photoshop
  • Art Direction
  • Graphic Design
  • User Interface Design
  • User Experience
  • Interaction Design
  • Information Architecture
  • Web Design
  • Adobe Creative Suite
  • Creative Direction
  • User Interface
  • Illustration
  • Typography
  • Logo Design
  • Graphics
  • W3C
  • PowerPoint
  • Word
  • Social Media
  • Brand Development
  • Layout
  • Photography
  • Usability Testing
  • E-commerce
  • Prototyping
  • Email Newsletter Design
  • Corporate Identity
  • Wireframes
  • Branding & Identity
  • User Experience Design
  • Social Media Marketing
  • Microsoft Word
  • Digital Strategy
  • Advertising
  • See 24+  See less


School of Visual Arts

Continuing Education, graphic design, typography, photo-editing, web design

Studied with design luminaries Tibor Kalman and Milton Glaser.

Mount Holyoke College

B.A., Art History, Italian Literature

Awarded the Mary Woolly prize for excellence in scholarship abroad.

Honors & Awards

Best Food Website, Le Cordon Bleu World Food Media Awards for

Invited speaker : User Centered Design, Leicester College

Interview : 'Inception Magazine',

Selected contributor : 'Articulado', Sanserif Creatius. Other writers include Milton Glaser, Karim Rashid, Michael Bierut

Invited speaker
'Professional Practice in Graphic Design,' University of West England, Bristol
Adobe Inspired Media (
New Media Age (NMA) website of the week (30 July, 2009)
New Media Age (NMA) site review (26th Feb, 2008)
"Website of the Day" : (Wed, 28 Jan, 2009)

+ Freelancer of the Year (London, UK), Xchangeteam

2007 (Italy)
+ Pubblicità Italia Prize, Corporate Literature
+ Mediastars X Edition, Corporate Identity
+ Grand Prix, B2B Marketing

Contributor to SOMA + Art & Living Mags

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