About Craig Parry
I'm a service and experience designer with a passion for creating meaningful, lasting experiences - whether in the workplace, on the football pitch or in everyday life.
My journey into experience design has been via a varied background within business change functions. Over the years I have worked, and led teams in process design, business analysis and lean six sigma - whilst each discipline is different, they have all taught me the value of understanding the people using the service, and have given me the ability to choose the right approach to solving any problem.
It was through this journey that I discovered experience design 5 years ago - a discipline that felt like the perfect blend of everything I am passionate about, people, systems thinking, creativity and impact.
Since then I've worked on a diverse range of projects, from large and complex to more focussed UI initiatives.
At the heart of my approach is a strong belief in empathy, curiosity and collaboration. I'm fascinated by the psychology behind how people think, feel and behave and I use that when designing experiences.
My Latest Design Projects
I’ve got experience in all types of design, from large, complex and scary, to smaller UI focussed initiatives. Most recently I have been working on strategic experience design projects, for both British Gas and Moorside Rangers FC. Check out my full portfolio for other types of work I’ve done.
Increasing brand loyalty and opening up new markets for commercial growth
Enhancing the end to end experience for followers of grassroots football club
Design and Football, together
Alongside my work as an experience designer, I'm also a dedicated football coach and in charge of Youth and Club development for Moorside Rangers, a grassroots football club, where I've had the privilege of shaping not just how young people play, but how they grow, connect and thrive through football.
My involvement in the club isn't just about coaching, it's about creating experiences that support long term development, belonging and positive impact. I've brought my design mindset into every aspect of the role - reimagining how players, parents and coaches interact with the club, creating clearer pathways for player progression and embedding values that support growth and team culture.