Senior Creative

UI/UX DesignCreative DirectionDigital Brand Identity

amanda.maryann.mckee@gmail.comLondon On, Canada

12+

Years of agency
experience

Ux certified by neilson
norman

Designcode

Designer with
development roots

Key Brands

Who I’ve Lead
Projects for

Plus Many More *

About Me

senior creative versed in UI/UX design, creative direction and digital brand identity. I managed a team of designers, while simultaneously owning the overarching strategy and hands-on deliverables for my own key accounts.

What I actioned on my flagship projects:

RFP Response Strategy
Shortlist Pitch
Discovery Workshops
UX Research & Analysis
Stakeholder Presentations
Mood Boards
Wireframes
Design System
Prototypes
Mockups
Graphics
Dev Hand-off
+ More

Top Skills

Digital DesignCreative DirectionDesign SystemsBrand IdentityVisual DesignUX/UI DesignStakeholder PresentationsHTML / CSS / SASSAccessibilityJourney MappingUsability Testing

Top Tools

Experience

Continued to execute the full UX and creative design process & deliverables on the agency's largest and most complex accounts, while shifting partial capacity toward team and departmental growth.
Built and maintained the agency's internal custom Figma design system, establishing the foundational component library, styles, and variable setup that set the standard for every new client project.
Guided a team of designers with creative direction and strategic insight across wireframes, comps, and client presentations, helping them approach each account with clarity and confidence.
Developed internal processes including discovery frameworks and developer handoff protocols, improving consistency and collaboration across design, development, project managers, and other internal roles.
Contributed to sales strategy and creative pitch development for new business opportunities, collaborating with the broader team to position the agency's design approach and help win new work.
Set creative direction and design standards across concurrent client accounts, ensuring cohesive, high-quality solutions that met both user needs and client business goals.

Led creative discovery workshops in Miro and FigJam, running brand questionnaires, competitor analyses, and audience reviews to uncover what made each client's brand distinct and where it needed to evolve.
Translated those insights into style tile concepts, mood-driven brand identity directions combining typography, colour, imagery, and overall look and feel, presented to clients as the creative foundation for their web redesign.
Synthesized user research (focus groups, card sorting, surveys, analytics, tree testing) into information architecture and layout decisions, using AI tools to consolidate findings into actionable design direction.
Built research-backed wireframes in Figma, applying interaction design best practices and design thinking principles to present layout decisions grounded in user data, reducing subjective feedback and revision cycles.
Validated complex user flows through first-click, A/B, and usability testing via Optimal Workshop and Hotjar, refining structure before moving into full creative production.
Crafted custom graphic and illustrative assets in Illustrator and Photoshop, from textured backgrounds to bespoke visual elements, then integrated them into Figma layouts to give each site a distinct, polished aesthetic.
Managed stakeholder relationships through every stage of the design process, leading client presentations, workshops, and feedback sessions to maintain alignment and build trust.
Delivered Figma design systems and handoff documentation to internal and client dev teams, including component libraries, editor UX guidance, and dev-ready specs.

Recognized as Lead based on design and technical depth, taking ownership of top-priority projects while shaping company-wide front-end development standards and process improvements.
Reviewed and provided feedback on junior developers' work, maintaining code quality and consistency across the team.
Bridged the gap between design and development by bringing both skill sets to projects, using hands-on build experience to inform smarter, more production-ready design decisions.
Applied deep CMS site-building knowledge across Drupal, WordPress, and Shopify to inform design decisions and streamline the handoff between creative and technical build phases.

Designed website layouts and interfaces in Sketch, then personally coded them using HTML, CSS, SASS, and JavaScript within a Git-based development workflow.
Resolved cross-browser compatibility issues, debugged front-end code, and ensured all builds met accessibility standards through regular scanning and remediation.
Designed in-browser when full comps weren't available, interpreting existing site styles to create cohesive, on-brand pages from scratch.
Built and configured sites across Drupal, WordPress, and Shopify, developing a strong understanding of CMS architecture including content types, navigation, taxonomies, nodes, views, and Layout Builder.

Past Roles

Education

Western University

Bachelor of Arts (BA), Media Theory and Production

2008-2012