Behind the Design

Hi, I’m Frederick Williams — a Lead Product Designer, UX Strategist, and founder of Blu Sky Digital, based in the San Francisco Bay Area.

With over 10 years of experience across UX, product design, and digital strategy, I specialize in crafting elegant, human-centered solutions that scale. My superpower lies in creating atomic design systems, building high-performing cross-functional teams, and solving complex problems through the lens of simplicity and clarity.

From launching enterprise-wide design systems at Kaiser Permanente to boosting product conversions for Fortune 500 brands, I’ve led impactful work across healthcare, finance, retail, and tech. I’m deeply invested in tools like Figma, where I create component libraries, design tokens, and multi-brand UI frameworks that drive consistency and efficiency.

What Drives Me

Design is more than aesthetics — it’s about impact. I thrive on turning ambiguity into clarity and vision into reality. Whether it’s leading UX strategy, facilitating workshops, or mentoring emerging designers, I believe in building inclusive, data-informed products that make people’s lives better.

Outside the Pixel Grid

When I’m not in Figma, you’ll find me coaching youth basketball, traveling with my kids, working on passion projects in photography and music, or enjoying California’s outdoors. I’m a decorated U.S. Air Force Veteran, a lifelong learner, and a firm believer in designing with purpose.

Highlights

• Lead designer behind the award-winning Vessel Design System

• Subject Matter Expert (SME) in design systems, scalable UX, and digital accessibility

• Superdad, creative entrepreneur, and experience strategist