SMBCReal product screen — to be supplied
01 / 04
SMBC — AI banking for 1.2M+ users.
Secure, WCAG 2.1 + FINRA/SEC-compliant banking, trading & wealth.
−25%
Onboarding time
+45%
Accessibility compliance
Hello, I'm Todd
I make complex software feel obvious — for the enterprises that can't get it wrong.
Senior UX & product designer with 20+ years turning complex, regulated systems — banking, healthcare, enterprise SaaS — into experiences people actually understand.
Beautiful things that help people.
Trusted on
SMBC
Horizon BCBS NJ
Analytic Partners
HMH
Accenture
Proof, in focus
Real products. Real outcomes.
Analytic PartnersReal product screen — to be supplied
02 / 04
Analytic Partners — enterprise analytics, rebuilt.
Flagship redesigned Angular→React; complex data made actionable.
$13M
Added revenue
25%
YoY growth
Horizon BCBS NJReal product screen — to be supplied
03 / 04
Horizon BCBS NJ — healthcare, made clear.
Prescription-management & provider workflows.
+20%
Engagement
+15%
Faster delivery
HMHReal product screen — to be supplied
04 / 04
HMH — statewide learning data.
Analytics dashboards & data-viz for statewide testing.
+25%
Educator satisfaction
+20%
Engagement
The work, in three parts
How I actually help.
01
Make complexity legible.
I turn dense data, regulated flows, and tangled systems into interfaces people grasp at a glance — dashboards, analytics, provider and banking workflows.
02
Tie design to outcomes.
I connect UX decisions to real numbers: adoption, onboarding time, revenue, delivery speed. Design that moves the business, not just the mockup.
03
Design for everyone.
Accessibility isn't a final pass. I build to WCAG 2.1 / Section 508 from the first frame, so the product works for every user and passes every audit.
Selected work
A few of the hard ones.
Analytic PartnersReal product screen — to be supplied
Tommy HilfigerReal product screen — to be supplied
Horizon BCBS NJReal product screen — to be supplied
SMBCReal product screen — to be supplied
Where I go deep
Domains I work in.
Two decades across the industries where getting it wrong is expensive.
Banking & Fintech
Secure, compliant, AI-driven money experiences.
Healthcare & Pharmacy
Provider workflows and patient-facing clarity.
Enterprise SaaS & Data-Viz
Turning analytics into decisions.
Ed-Tech & Public Sector
Statewide platforms at real scale.
Retail & E-commerce
Brand-grade experiences that convert.
Design Systems & Accessibility
The connective tissue under all of it.
Passionate about inclusive design and creating meaningful, intuitive digital experiences for complex problems.
Todd CrawfordPortrait — real photo to be supplied
About
Structure first, then clarity.
I've designed for the web since 2004 — more than twenty years spent turning complex problems into clear ones.
I grew up around my father's architecture firm, where structure, craft, and disciplined creativity weren't abstractions — they were the job. That's how I approach product design: zoom out to the system, zoom in to the detail.
I work from New Jersey, and I care most about inclusive design — building things that work for everyone, and that last. Beautiful things that help people.
Client roster
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References
In their words.
"I work as a business analyst on a product for which Todd is the UI designer. He is a great team player who brings thoughtful ideas to the table and is also willing to learn and grow from team discussions. He leverages his curiosity to really understand the end goal of a product and bring forth useful and intuitive designs. Todd also is open to helping newer folks (like me) by sharing his years of industry experience."
Andrea Pinto
Senior Business Analyst, Analytic Partners
Let's connect.
If you made it this far, get in touch! I'd love to hear from you. Made with love in New Jersey.