I'm Ross Barrett, a senior product designer with over a decade of experience crafting intuitive, user-centered digital solutions. My expertise lies at the intersection of complex systems and human behavior, with a strong interest in optimising workflows with AI.
Outcomes, not outputs
/ 06Work that moved
the needle.
Funnel AB · 2021–2026
Breaking the guess-and-check loop for data connections
Ran a cross-team hack-day to let users preview the fields and data they'd get from a source before connecting, replacing a slow connect-check-reconfigure loop with confidence up front.
Designing personas that aligned an entire product org
Built Funnel's customer personas from qualitative and quantitative research, giving three product lines a shared language for who they were building for.
Replacing destructive edits with a flexible data model
Users had to delete and rebuild when their setup changed. I redesigned the core flow so configurations could evolve in place, without losing work.
Untangling a page that tried to be three things at once
A single surface served as setup flow, overview, and workspace. I restructured the IA so each job got its own focused space, without splintering the experience.
Letting the team focus on the hard problems
CS was buried in simple, repetitive requests. I designed a self-serve solution that handled the long tail, freeing the team for high-impact work.
A designer
who's lived
on every
side of the product.
Before I was a product designer, I was a leader in customer success, built a marketing function, and managed product roadmaps.
At Funnel, I defined the design vision across three product lines alongside the CDO, running continuous discovery and validating with rapid prototyping. I think in workflows and outcomes: what the user is actually trying to accomplish, and what changes in the business when we get it right.
Quant and qual research feed the same picture. I use AI prototyping to compress feedback cycles down to days, not sprints, so we can put real interfaces in front of real users before committing to a direction.
A decade of compounding context.
A closer look at the product.
A selection of screens from features I've shaped inside the Funnel app, from the data sources overview to the connection flows for Google Ads, Google Analytics, Facebook Ads, File Import and Google Sheets.