# Daniel Wilson

> Art Director - Critical Mass @ Apple 

Location: Walnut Creek, California, United States
Profile: https://flows.cv/danielwilson

Creative, user-centered Product Designer and Art Director with 10+ years of experience transforming complex challenges into intuitive, scalable digital solutions. I specialize in building design systems, eCommerce experiences, and branded digital ecosystems for startups and global companies alike.

My work blends strategic UX thinking, polished UI execution, and a deep understanding of brand communication. From leading internal platforms at Roblox to launching high-converting eCommerce experiences for Pelican and Omnicure, I bring clarity, collaboration, and consistency to every product I touch.

Currently open to freelance collaborations, strategic partnerships, or full-time product roles focused on design systems, cross-functional execution, and impactful brand experiences.

## Work Experience
### Art Director for Critical Mass @ Apple  @ Critical Mass
Jan 2025 – Present

### Product Designer @ Pelican Products, Inc.
Jan 2024 – Jan 2025 | Walnut Creek, California, United States
• Designed the digital experience for the TRVL luggage line, aligning UX with Pelican’s brand heritage while appealing to a new consumer base.
• Led stakeholder interviews, defined IA, and built scalable component-based UI for collection and product pages.
• Created carousels and product comparison tools that enhanced UX and simplified content updates.

Result: The TRVL section became Pelican’s highest-converting pages and the new template standard for future launches.

### Product Designer @ Roblox
Jan 2023 – Jan 2024 | San Mateo, California, United States
• Maintained and evolved the Roblox Design System, refining components like typography, buttons, and icon libraries.
• Collaborated cross-functionally to create UXHub—an internal documentation platform to improve onboarding and alignment across teams.
• Conducted competitive benchmarking and built extensive wireframes and prototypes for internal tools.

Result: Improved design consistency and documentation clarity across teams; enhanced onboarding and system scalability.

### Product Lead @ Omnicure
Jan 2021 – Jan 2023 | Los Angeles, California, United States
• Led UX/UI design for Omnicure’s telemedicine platform, creating mobile and desktop interfaces for clinicians and specialists.
• Conducted interviews with bedside users to simplify complex health data entry and optimize workflows.
• Built the company’s design system, brand identity, and marketing website from the ground up.

Result: Improved adoption, usability, and platform performance—helping secure government funding and hospital partnerships.

### Art Director @ Plan Design Grow
Jan 2015 – Jan 2021 | Greater Los Angeles Area
• Ran a boutique digital studio serving startups and established brands with UX, branding, and product design.
• Specialized in eCommerce, websites, and scalable design systems that elevate brands and improve conversions.
• Clients include Nutribullet, Honeywell, WestEd, Bill & Melinda Gates Foundation, and more.

Result: Delivered high-impact brand launches and digital products across industries, building lasting partnerships through strategic, results-driven design.

### Consultant @ Independent contracter
Jan 2014 – Jan 2015 | Greater Los Angeles Area
Create online strategies, websites, print design and mobile apps. 
Clients include : West Elm, Posit Science, 222 Record Label, Enthuse.

### Art Director @ LuxeYard
Jan 2012 – Jan 2014 | Marina Del Rey, Ca
Led the development and launch of a of a comprehensive e-commerce platform for a home goods and fashion retailer, managing a team to produce marketing assets and meet rigorous weekly delivery schedules.


## Education
### 10k Bootcamp
Jan 2017 – Jan 2018


## Contact & Social
- LinkedIn: https://www.linkedin.com/in/danielericwilson
- Website: https://www.danielericwilson.com

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Source: https://flows.cv/danielwilson
JSON Resume: https://flows.cv/danielwilson/resume.json
Last updated: 2026-04-07