"Making something look good does not make someone a designer. True design professionals pair craft with empathy, critical thinking, communication, systems awareness, and turn business and human complexity into clear, valuable experiences."
Craig Edis
Craig Edis
The Wink Collective
Craig Edis is a product leader, digital strategist, and certified design professional with more than 20 years of experience in design and marketing, including nearly a decade in product leadership. He helps organizations turn complex, regulated processes into clear, accessible digital products that align business goals with real human needs.
Craig’s work spans public-sector transformation, enterprise SaaS modernization, and regulated B2B/B2C platforms. He has led product discovery, roadmaps, requirements definition, workflow design, testing, and launch across multi-tenant SaaS, security-conscious environments, and public-facing services.
Known for deep empathy, systems thinking, and an ability to turn ambiguity into action, Craig combines UX research, service design, data, and behavioural insight to reduce cognitive load and create intuitive, learning-light experiences. He is a strong user advocate and collaborative leader who works effectively with executives, engineering, legal, compliance, sales, and customer-success teams.
Craig shares practical, psychology-informed methods for designing simpler, more effective products, services, and digital experiences.
