Andy Crone

Hey, I’m Andy – a Digital Product Designer from New Zealand. I design human-centered web and mobile interfaces grounded in user experience, business objectives and delightful interactions.
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Edge Financial Planning
Bushman Tours

A bit about me

In my previous role I was Product Design Lead at WPMU DEV for 5 years leading a small team of product designers and managing a product suite of award-winning plugins. I was involved in business decisions, the growth team and built the design system they use today. Whilst we had to work within the WordPress user interface, we were still able to produce our unique spin on designs – I particularly loved the complex nature of the plugin interfaces, distilling hundreds of settings and configurations into simple and intuitive controls.

Prior to WPMU DEV I was a co-director of a small software development company Tiny Mammoth where I designed and built custom web apps for clients needing workflow management solutions. Things like daily task and prospect management for financial planners, meeting agenda platforms for accountants and pre-ordering software for stadiums.

I’ve also tried my hand at my own startups – Yellloh & Nift. Yellloh was a social network which was aimed at promoting healthy discussion around topics that interested you – not dissimilar to the popular – and Nift was a tiny CRM for freelancers, aimed at bringing projects, tasks and leads for a little business together into one app.

I have 10 years of experience in the web and mobile app design industry that I apply to my design strategy resulting in business-driven, beautiful designs grounded in good UX.

Take a look at my portfolio, resume or contact me on




  • 2020
    Best Design Awards Gold
    Awarded Gold in the Large Scale ECommerce category at the 2020 Designers Institute of New Zealand Best Awards.
  • 2018
    Torque Plugin Madness Winner
    Designer behind Smush Pro (image compression plugin) that was voted the best plugin for WordPress two years in a row.
  • 2013
    Startup Smart Future Maker
    Named a Future Maker by Startup Smart magazine for co founding social discussion platform Yellloh.
  • 2008
    Audacious Best Use of Design Award
    Awarded the Best Use of Design award as part of the Audacious Business competition at the University of Otago.


BAppSc (w/ Honours)
University of Otago – Dunedin, New Zealand
Majoring in design studies, this degree was less about form and more about function and design thinking. It set me up for a career in understanding problems before designing solutions – it’s easy to make things pretty, much harder to understand whether it’s solving the real issue.

NB: Awarded top achiever in my class in 3rd year.

On Paper

  • Design
    Product Strategy
    Interface Design
    Full-cycle user experience
    Design Systems
    Research & Data Analysis
  • Tech & Software
    HTML, Sass, JS, PHP
    WordPress, Webflow
  • Extras
    Product Vision
    Business Knowledge
  • Andy's Vibe
    Humour where possible
    Works hard, plays hard
    Feed peers positivity
    Open to critique and growth
People I’ve worked with, and what they reckon…
Ollie Law
For us, our platform is solely what our business runs on, so the importance of a functional site and even better developer is critical. I've found that not only does Andy ask all the right questions, but he's also confident in challenging our own decisions, often resulting in better ideas and output overall. Patient, with a sharp eye for the future and continuity, he's also genuinely invested in our project (probably more than I've seen in years). All of this sits next to the incredibly impressive design we're currently working on which has dwarfed that original anxiety by fresh excitement. Book him, you won't regret it.
Ollie Law
Director @ Bushman Tours
Penelope Naish
Andy is such a pleasure to work with. Since we started working with him we realised we had a true partner. He was responsive and efficient and helpful and suggested better ideas than ours, and we could achieve a lot quite quickly with that sharp approach. A true professional. He really cares about getting it right for us and we are grateful! The new website is converting really well.
Penelope Naish
Director @ Black Estate
Bjørn Seaton
First up, Andy is excellent at making the user interface beautiful. However, and more importantly, he has an incredible empathetic connection to "the user". Even after running through several design iterations, the focus is always on the user and their feelings of using the product. If you ever need a user experience genius on your side, Andy is your guy. Oh, and fun to work with!
Bjørn Seaton
Former Chief Marketing Officer @ WPMU DEV
Tyler Postle
Andy is that rare talent who is both a great coach and student of UX design. He will make everyone around him better while striving to learn more and stay ahead of user behaviour trends. I've worked alongside Andy on various projects for the past four years, witnessing him transform the UX of our products and services for over 1 million users while growing a design department from just himself to a team of 5 in the process. Andy would be an invaluable asset to any product team as a member or leader.
Tyler Postle
Chief Growth Officer @ WPMU DEV

Here's a recent work case study showcasing my user experience, visual and interaction design skills.

WPMU DEV changed from offering 100+ niche plugins to offering all the core pieces a website needs - performance, security, backups, SEO and update management... and I designed the backbone to it all.
View Work