Me
1125
hours of research
2k+
concepts designed
300+
work collaborators
75+
projects led
Hi, I’m Hal Ferello—a Product Design Leader with a passion for crafting meaningful digital experiences that balance user needs and business goals. With extensive experience across product design, strategy, and team leadership, I’ve been fortunate to work with some of the world’s leading brands, from Atlassian and Channel 4 to Transport for London and Sky. Throughout my career, I’ve partnered closely with cross-functional teams to drive innovation, streamline complex processes, and deliver designs that don’t just look good but work seamlessly.
I’m known for my strategic vision, collaborative leadership style, and commitment to quality. My work has consistently delivered results, from boosting user engagement and retention for platforms with hundreds of thousands of users to increasing revenue by millions through thoughtfully crafted design solutions. At Atlassian, I led initiatives that grew monthly active users by 300K, while at TfL, I developed a prototype tested live across London, optimising the design based on real-world feedback.
As a generalist designer, I believe that every project should be both functional and impactful. My approach is grounded in user research, data-driven design, and iterative testing, which helps me solve real-world problems while meeting the high standards I set for myself and my team.
Let’s make something amazing together.
Hi, I’m Hal Ferello—a Product Design Leader with a passion for crafting meaningful digital experiences that balance user needs and business goals. With extensive experience across product design, strategy, and team leadership, I’ve been fortunate to work with some of the world’s leading brands, from Atlassian and Channel 4 to Transport for London and Sky. Throughout my career, I’ve partnered closely with cross-functional teams to drive innovation, streamline complex processes, and deliver designs that don’t just look good but work seamlessly.
I’m known for my strategic vision, collaborative leadership style, and commitment to quality. My work has consistently delivered results, from boosting user engagement and retention for platforms with hundreds of thousands of users to increasing revenue by millions through thoughtfully crafted design solutions. At Atlassian, I led initiatives that grew monthly active users by 300K, while at TfL, I developed a prototype tested live across London, optimising the design based on real-world feedback.
As a designer, I believe that every project should be both functional and impactful. My approach is grounded in user research, data-driven design, and iterative testing, which helps me solve real-world problems while meeting the high standards I set for myself and my team.
Let’s make something amazing together.
⭐️ Achievements
- 🤩 Worked in over a dozen industries and companies with a 70% success rate in all my projects
- 🤑 Drove significant business impact through design leadership, including a $16.7M increase in annual revenue for Atlassian by redesigning 3rd party interfaces for Atlassian and reducing their operational costs by $120K per month with an internal tool overhaul
- 📈 Boosted Atlassian's user engagement metrics, increasing Paid Enabled Users (PEU) by 350K and Monthly Active Users (MAU) by 300K within six months through targeted experiments and strategic integrations
- 📈 Improved Atlassian's product cross-flow expand rates by 550% across 20 projects and increased PEU by 29% in a single project, leveraging experimental methods to optimise user engagement and retention
- 📄 Published thought leadership on Atlassian Medium to enhance industry knowledge, including articles on research in growth teams and design best practices in Jira Software
- 🤝 Demonstrated strong mentorship, coaching designers at Atlassian and ADPlist, and leading quarterly strategy workshops, while managing stakeholders across global time zones
- 🙋♂️ Served as Design Lead for multiple Atlassian Growth teams and projects, establishing new workflows, processes, and design standards that strengthened the team’s capabilities
- 🚇 Spearheaded redesigning Transport for London digital screen language, managing over 12 directors and stakeholders, that was successfully launched across all their 270 tube stations
- 📺 Co-created the Sky Q visual language, designing and leading from initial concept through to production across multiple platforms: Television, Web, Mobile, and iPad applications
- 🏆 We won several awards for the YouView and Sky Q experiences
- 📈 Successfully increased views by 1m+ by designing and coding popular E4 mini-sites for shows like Skins, Misfits, and The Cleveland Show, enhancing fan engagement and interaction.
- 🤑 Led the creation of fish4’s CV database design resulting in a strong recruiter response and increased sign-ups
🤝 Experience
Working
15 years + of design experience across startup and established multi-national companies
Leadership
6 years of leadership at Atlassian, Sky, Lloyds Bank, and Thomson Reuters
Platforms
iOS, Android, Web apps, e-commerce & responsive sites, campaigns, and TV UIs
Multiple hats
7 years in running a business
Management
Managed between 1 to 5 in a consultative flat structure.
Hard skills
Figma, Sketch, Adobe CC, Invision, HTML, CSS, LESS, JavaScript, PHP
💼 Companies I've worked with
Here are some clients I’ve worked with, either directly or with an agency:
🙋♂️ Outside of design
I hold many interests close to my heart—from metaphysics and philosophy to poetry, photography, and exploring the natural world. These passions keep me inspired and grounded, bringing a unique perspective and a touch of whimsy to my work. I find that each of these outlets allows me to immerse myself in purpose, knowledge, and creativity, and this often feeds back into my designs, creating a symbiotic exchange between life and work.
I’m also an avid traveller (over 20+ countries), Formula 1 fan, tech enthusiast, and music lover. My playlist spans ambient and classical to electronic, with favourite artists like Boards of Canada, Jon Hopkins, Nils Frahm, and Brian Eno. These interests shape my approach, inspiring me to bring depth and harmony to each project.
With an INFJ-T personality, I am organised, empathetic, and visionary, always striving for growth and balance. Being a vegetarian for the past eight years, I’m committed to living with an awareness of my impact on the world, aligning my life and work with my values of empathy, sustainability, and continuous learning.
💬 25 Recommendations+
Adam Furness
Design Manager at Atlassian
"I had the pleasure of working with Hal at Atlassian for over a year. Hal joined as a contractor, leading our cross-team design studio. He did such an amazing job that we extended a permanent offer; which saw him join a product quad.
Hal is an incredibly thoughtful designer and team member; often taking it upon himself to make both team culture and practices better. He invests heavily in relationships, and is someone that others genuinely want to work with.
As a sharp systems-thinker, Hal can execute the details; but he really shines when he's orchestrating the bigger picture. Whether that's using an established decision-making framework, inventing a system to meet a bespoke need, or envisioning an end-to-end north-star state; solving at scale is Hal's superpower.
Hal is a tireless advocate for the humans that he designs for. Many play lip service to user-centricity, Hal walks the walk, and ensures he works in ways that drive best possible outcomes for his users."
Adam Furness
Design Manager at Atlassian
"I had the pleasure of working with Hal at Atlassian for over a year. Hal joined as a contractor, leading our cross-team design studio. He did such an amazing job that we extended a permanent offer; which saw him join a product quad.
Hal is an incredibly thoughtful designer and team member; often taking it upon himself to make both team culture and practices better. He invests heavily in relationships, and is someone that others genuinely want to work with.
As a sharp systems-thinker, Hal can execute the details; but he really shines when he's orchestrating the bigger picture. Whether that's using an established decision-making framework, inventing a system to meet a bespoke need, or envisioning an end-to-end north-star state; solving at scale is Hal's superpower.
Hal is a tireless advocate for the humans that he designs for. Many play lip service to user-centricity, Hal walks the walk, and ensures he works in ways that drive best possible outcomes for his users."
Sacha Pinto
Senior Content Designer at Atlassian
"Hal is a design lead whose deep experience, expertise, and ability to influence would bring immediate and significant value to any team or role he steps into. We worked together in Atlassian's Growth team, running experiments to increase team adoption of our core product offering.
Hal's collaborative approach is core to this way of working—whether he's facilitating workshops, leading design spikes or shaping strategic product roadmaps. He applies meticulous attention to every design he brings to life and ensures content design and product design have parity of influence in shaping user experiences. This focus on collaboration enabled our team to exceed our OKRs despite project challenges.
As a teammate, Hal's calm maturity and sense of humour foster an inclusive team spirit. His standout quality is his generosity as a mentor. Hal has a keen eye for recognizing the strengths and gifts in others and is always ready to find ways to elevate them.
I'm thankful for Hal's influence in helping shape my professional growth. However, the most rewarding aspect of working with him is being able to call him not only a respected, trusted peer but also a cherished friend."
Tony Sobers
HCD Lead at Lloyds Banking Group
"I would have loved to have the chance to work more closely with Hal but sadly he decided to relocate to the other side of the world so that put paid to my plan. Whilst working together it was clear the he was a great team leader and fitted comfortably in the role of Design Lead (Art Director). Despite the limited range of design options available he was never flustered – actually he seemed to enjoy the challenge. Internet banking doesn’t always appear the most exciting area but Hal always managed to add something to an idea. What you need to know is that he’s a great designer; thoughtful, articulate and full of great ideas. He’ll positively enhance your team."
Tony Sobers
HCD Lead at Lloyds Banking Group
"I would have loved to have the chance to work more closely with Hal but sadly he decided to relocate to the other side of the world so that put paid to my plan. Whilst working together it was clear the he was a great team leader and fitted comfortably in the role of Design Lead (Art Director). Despite the limited range of design options available he was never flustered – actually he seemed to enjoy the challenge. Internet banking doesn’t always appear the most exciting area but Hal always managed to add something to an idea. What you need to know is that he’s a great designer; thoughtful, articulate and full of great ideas. He’ll positively enhance your team."
Jiri Mocicka
Experience Lead at Lloyds Banking Group
"A new breed of product design talent – that’s Hal in one sentence. Our professional journeys crossed several times. Everyone who ever works with Hal would agree that his passion for design is almost addictive. With him, on board, you wouldn’t look at the design problems only through one specific lens. He combines his strength for every given challenge to achieve the desired outcome.
His excellent technical background combined with eagle-eye for the design brings him in the centre of visual design systems. With a deep understanding of service design thinking and end-2-end product design delivery, he becomes invaluable back-bone to all FST-100 design teams looking for succeeding in the day to day design competitions.
With no doubt, I’d hire him again."
Fani Sazaklidou
Executive Creative & Brand Director at YouView
"Hal is a talented and passionate graphic designer. He delivers solid designs fast and is particularly good in understanding technical constrains. I worked with Hal twice so far and I am looking forward to working with him again in the future."
Fani Sazaklidou
Executive Creative & Brand Director at YouView
"Hal is a talented and passionate graphic designer. He delivers solid designs fast and is particularly good in understanding technical constrains. I worked with Hal twice so far and I am looking forward to working with him again in the future."
Stephen Hardingham
Head of Design, Online at Channel 4
"Halmat is a very talented and conscientious young designer. He has a wide variety of skills and knowledge which he brings to bear on all of his work. He is highly creative and has an extremely sensitive and refined design eye.
Halmat brought a uniqueness, individuality and warmth to the design team at Channel 4 and his presence is missed. I wish him the very best for his future (which will undoubtedly be bright)."