Travis Smith
About

Hey there. I'm Travis. I build teams and solve problems.

I'm currently Head of Design, People Experiences at Deel, where I lead an amazing team of creative minds. We're all about helping companies really connect with their people through innovative HR and payroll experiences—figuring out what makes global teams tick and how to support them effectively.

I've spent the last 17+ years diving into user research and product design, working with all sorts of companies—from big names like Heinz, Burger King, and Mack Trucks to tech companies like Shopify, Grubhub, and The Tie Bar. But what really gets me excited? Building great teams. For the past decade, I've been focused on bringing designers, researchers, and content folks together, helping them do their best work through mentoring and creating processes that actually make sense.

I love collaborating with product and engineering leaders to drive real results that boost market share year after year. There's something incredibly satisfying about seeing a team come together to create something truly impactful!

Principles

How I work

01

Clarity over complexity

Complex problems deserve simple solutions. Clear thinking leads to clear design.

02

Systems thinking

Good design scales. I build systems that empower teams to move faster.

03

Ship and iterate

Perfection is the enemy of progress. Launch, learn, and improve.

04

Grow the craft

The best work happens when designers are supported, challenged, and trusted.

Experience

Career

2024–Present

Head of Design, People Experiences

Deel

Leading the People Experiences team focused on Talent Acquisition, HRIS, Employee Engagement, Deel IT and Growth.

Jul 2020–2024

Head of Design

Shopify

Led the Engage group, a cross-functional team of 25+. Delivered $3.2B+ in GMV. Catapulted 1P app adoption 50%.

Feb 2016–Jun 2020

Head of Design

Grubhub

Led Chicago Design Studio with 45+ designers, researchers, and content strategists. Achieved 95% increase in forecasting accuracy. Increased restaurant onboarding speed 86%.

Mar 2015–Jan 2016

Director of Product Design & Engineering

The Tie Bar

Managed product, design, and engineering for $20M+ e-commerce platform. Increased conversion 0.5% desktop, 10%+ mobile.

May 2013–Mar 2015

Director, UX

VSA Partners

Led strategy and design for Kraft, Kimberly Clark, CME Group, Mack Trucks, and Chicago Dept of Aviation.

Jul 2012–May 2013

Senior UX Strategist

Cramer Krasselt

Led cross-functional teams for Panera, Heinz, Johnsonville. Won Webby award for Panera website.