# Chris Wallace > Design Principal / Product, Visual, Design Systems, Creative Technology Location: St Louis, Missouri, United States Profile: https://flows.cv/chriswallace 2x Emmy-nominated, award-winning senior design leader with 20+ years scaling high-performing design teams and delivering products people love. Proven track record working with industry-leading brands (Roblox, Facebook, Starbucks, Google) and growing companies to $30M+ in exits. Extensive expertise in design operations, executive leadership, empathetic team management, digital products, design systems, creative technology, and visual/brand design across verticals: media, entertainment, publishing, web3/crypto, creator tools, B2C apps, and applied AI. ## Work Experience ### Product Design Consultant @ Homebase Jan 2026 – Present | Kirkwood, Missouri, United States Developing design systems and AI-powered features for time tracking, scheduling, and payroll software used by millions of employees, business owners, and managers. ### Head of Design @ Wallace Design Jan 2024 – Present | Kirkwood, Missouri, United States Offering product design consulting for startups and product development teams, I partner directly with founders and executive teams to crystallize product vision, design strategy, and execution roadmaps during high-ambiguity phases. - $100k raise achieved for one solo founder in 8 weeks with a new brand & working product prototype - Delivered a comprehensive redesign of a company's customer onboarding (with design system) in 12 weeks - Launched Fractional Design Leadership for companies who just need design covered ### Senior Product Designer @ Roblox Jan 2025 – Jan 2025 | McKinney, Texas, United States Embedded within the Avatar Auto-Setup team filling in for a designer on parental leave, I designed new publishing flows for avatar bundles and accessories, addressing usability gaps for both novice and professional creators. I also contributed design to new animation tooling in Roblox Studio. - Led exploratory and evaluative research using high-fidelity Figma prototypes to uncover creator mental models, pain points, and adoption barriers - Collaborated with product managers and engineers to balance platform constraints, creator needs, and long-term ecosystem health - Improved creator comprehension and confidence during asset publishing, reducing setup friction and supporting healthier marketplace participation - Designed around an upcoming design system launch, providing feedback to the Foundation team on UI needs ### Senior Product Designer @ Candy Digital Jan 2024 – Jan 2024 | McKinney, Texas, United States Led design for a licensed digital collectible marketplace partnering with MLB, DC Comics, Stranger Things, NASCAR, supporting all areas: marketing, growth, onboarding, user education, gaming, user safety, transactions. - Designed and built a custom interactive comic book reader using open standards, adding interactive features like x-ray mode, jump-to-panel reading, and pop-up factoids - Designed e-commerce features supporting transactional, onboarding, trust & safety, digital+physical products - Led design strategy, branding, and prototyping for a token generation event marketing initiative - Crafted cohesive design vision tailored to the company’s product launches and roadmap - Developed a design system in Figma and later in Storybook (React) to properly codify design principles, tokens, components, and interaction patterns ### Executive Director @ UltraDAO Studios Jan 2021 – Jan 2024 | United States Founded and led a Web3-native creative studio focused on original IP, media production, digital products, and fan experiences. Owned product for all blockchain-connected experiences, on-chain assets, and community programs. - Bootstrapped to $2.6M in revenue in six months, reaching 4,000+ users Formed a multidisciplinary team of designers, engineers, and artists, establishing production pipelines, quality standards, and creative direction - Led creation of Woodies, an original entertainment IP spanning 2D collectibles, 3D avatars, interactive web experiences, and physical products - Planted 1 million trees in sub-Saharan Africa, reaching a shared community goal - Executive produced an animated short film (Woodies: Origin) screened at a major international film festival ### Vice-President, Experience Design @ 10up Jan 2017 – Jan 2021 | United States Executive leader responsible for design across a globally distributed digital agency, managing senior leaders and directors, establishing clear quality standards, process, accountability, career frameworks, and growth paths. - Grew design team from 5 to 25+ - Successfully exited through merger/acquisition by Fueled in 2024 - Oversaw design for Google Site Kit, the official WordPress plugin of Google - Directed key projects across major accounts with Microsoft, Starbucks, Facebook, California DMV, Stanford University, The Nobel Prize, Northeastern University, Credit Karma, The Smithsonian, and more - Expanded design services to full-service product, service, and content design - Partnered with sales org on major client pitches, leveraging design strategy as key differentiator - Established a culture of critique, strengthened design process, raising quality across portfolio ### Head of Design, Founder @ Lift UX (acquired) Jan 2009 – Jan 2017 | Dallas/Fort Worth Area Founded and led a full service digital product design studio building complex WordPress websites, applications, and second-screen experiences for major entertainment, media, and publishing companies. - 2 Emmy nominations for The Walking Dead Story Sync and Mad Men: The Fan Cut - Managed a portfolio of design content websites with 24M web visits per year and a WP theme company - Successfully exited through merger/acquisition by 10up in 2017 ### Front-end Developer @ Enterprise Rent-A-Car Jan 2007 – Jan 2009 | Clayton, Missouri, United States - Engineered front-end code for Enterprise.com - Managed asset releases - Collaborated cross-functionally with UX and Visual Design ### Senior E-commerce Web Designer @ Network Solutions Jan 2006 – Jan 2007 | Belleville, Illinois, United States - Implemented custom e-commerce storefronts for small-to-medium businesses - Partnered with brand designers to implement new identities and assets into websites - Delivered on a design pipeline of $400k+ annually ## Education ### Graphic Design Missouri State University ## Contact & Social - LinkedIn: https://linkedin.com/in/chriswallace2 - Portfolio: https://chriswallace.net - Portfolio: https://fractionaldesignleader.com --- Source: https://flows.cv/chriswallace JSON Resume: https://flows.cv/chriswallace/resume.json Last updated: 2026-03-31