Yiannis Lapatas

Customer Strategy & Experience Design @MindTheLab

Strategic MarketingCampaign ManagementDigital MarketingGreece💸 Marketing💼 C-level Executive🐦 Design🧨 Consulting🧮 EducationBrand Marketing ManagerCommunications ManagerPresentation DesignerDigital Ads ManagerUX/UI DesignerProduct DesignerGraphic DesignerCommunication DesignerBrand DesignerMotion DesignerIllustratorLecturerExecutive CoachSoft Skills TrainerAdvisorCustomer ResearcherEngagement ManagerMarketing DirectorCMOArt Director

• 25+ Years Experience: Specializing in UX/UI design, tech, and communication. • CX Leader: Driving innovative customer and marketing transformations. • Human-Centered Design: Focused on impactful customer engagements. • Digital Expertise: Integrating EmTech and digital marketing effectively. • Results-Driven: Proven track record in building strong brands and increasing sales.

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Work Background

PwC CyprusCreative Director | Customer Strategy & Experience Lead at PwC Experience Center

Oct. 2020Cyprus · HybridAs the Creative Lead at PwC's Experience Center, I spearhead the development of innovative solutions, aligning clients' business strategies with the fast-evolving digital landscape. My leadership role extends to orchestrating the creative output of a multidisciplinary team comprising creative technologists, engineers, game & UX/UI designers, UX researchers, customer experience specialists, and human-centered design experts. Together, we focus on reframing and visualizing concepts to rapidly prototype and actualize the future visions of organizations. The Experience Center represents a synergistic blend of design, business acumen, and technology expertise, housed in a purpose-built environment that fosters creativity and innovation. This space is instrumental in enabling clients to transition from concept to prototype swiftly, significantly reducing the time from ideation to realization. My role centers on delivering comprehensive user experience strategies and emphasizing human-centricity in all our projects. My responsibilities include: • CX Strategy and Design Leadership: I guide CX strategy and design projects, transforming business models and corporate cultures, with an emphasis on enhancing employee experiences to optimize operations. • Financial & Stakeholder Management: I manage budgets and oversee financial aspects, maintaining strong relationships with clients and stakeholders, delivering tailor-made, human-centric solutions. • Innovation & Technology Integration: At the forefront of technological advancements, I integrate technologies like Digital Twin, AR, VR, IoT, AI Vision, and Machine Learning, driving next-gen user experiences from Web2 to Web3 and future-proofing businesses. • Strategic Communication & Training: I develop and execute communication and training programs in CX, marketing, and digital transformation, ensuring team cohesion and stakeholder engagement. Visit: https://www.pwc.com.cy/en/experience-center.html

MindTheLab.ioCXO & Creative Director | Co-Founder (Silent Partner)

Jan. 2019Germany-Greece-Cyprus-Sweden · RemoteAs a Creative Director and Customer Experience (CX) expert working across Germany, Greece, Sweden, and Cyprus, I consult with clients on-site or remotely, depending on the nature of the project. My expertise includes: • Utilizing data to improve operations and performance, increase revenue, and engage customers through machine learning, data mining, and predictive analytics. • Assisting clients with digital design projects on UX, including competitor analysis, customer analysis, and research. Additionally, virtual and augmented reality can be integrated to create immersive and interactive user experiences. • Managing the UI & UX design process, including design research, visual design, branding and graphic development, interaction design and animation, user guides and storylines, visual assets, prototyping, and implementation with developers, while ensuring a smooth transition from Web2 to Web3 design. • Driving Customer Experience Transformation through strategy, design, and implementation, with a focus on the transition from Web2 to Web3 marketing and design. • Developing digital strategies and communication plans. • Advising on digital marketing in relation to business design issues, such as digital transformation of a business model, ways of working, and corporate culture through the employee experience. • Creating personalized experiences for customers using decentralized identity and access management solutions, as part of the web2 to web3 marketing and design transformation. • Leveraging blockchain-based solutions for customer feedback and engagement, such as decentralized reputation systems and incentivized feedback mechanisms, to enhance web3 marketing and design and build trust and loyalty with customers. Working with notable clients such as Wordbank US (Netﬂix US), ReGeneration GR, Plaisio.GR, Titan Cement GR, Atlassian (Jira) US, Pobuca UK&GR, New Agriculture for a New Generation GR, Microsoft GR, DDB Stockholm SE, and Trimelon Real Invest DE

ADMINECX Creative Director

Jun. 2017 - Oct. 2020Greece · HybridLeading the Experience Team responsible for enhancing digital thinking and delivering exceptional consumer experiences while integrating campaigns and branded content. Key responsibilities and achievements include: • Leading and managing teams in Greece (Athens, Thessaloniki) and Cyprus (Nicosia) to execute projects in various areas, such as digital and customer transformation, UX intelligence, and business intelligence. • Translating marketing objectives into clear creative and UX strategies that drive brand engagement and revenue growth. • Managing the creative process from concept to completion, designing and creating prototypes, and working closely with multidisciplinary project teams, particularly IT. • Leading and directing the creative team in the production of all marketing collateral, ensuring visual communication and brand standards are met, and providing feedback to creative teams. • Overseeing proﬁtability, deliverables, timelines, and budgets to ensure projects are delivered on time and within budget. • Preparing proposals for senior management to improve workﬂow, introduce new fees, reduce costs and risks, and enhance the quality of service provided to clients. • Collecting, aggregating, analyzing, and visualizing data to identify trends, evaluate changes across data obtained, and identify tasks that can be automated. Working with a diverse range of clients, such as Papastratos - Philip Morris International, Wind Telecommunication, Eurobank Greece, Eurobank Equities SA, Eurobank – Egg-enter.grow.go, Bank of Cyprus, Microsoft Greece, OPAP Cyprus, Huawei Greece, Red Bull Greece, Genikes Insurance Cyprus, and C.A.Papaellinas.

Bethall - The social sports predictions networkHead of Customer Experience | Co-Founder

May. 2014 - Jun. 2017Stockholm County, Sweden · HybridAs a Co-founder and Head of Customer Experience at Bethall, a social sports predictions network, I played a central role in the platform's design and strategic direction. My responsibilities encompassed: • UX/UI Design and Brand Strategy: I spearheaded the design of Bethall's UX and UI, ensuring an intuitive and engaging user experience. Additionally, I actively participated in the branding and marketing strategies, aligning them with our core product offerings and user needs. • Product Development and Functional Design: My focus extended to overseeing all aspects of product development, from initial design to usability and functional enhancements. This involved ensuring the platform's features and capabilities met the diverse requirements of our global user base. • Platform Innovation and User Engagement: Bethall's unique algorithm and business model bridged predictions with player interactions, enabling users to publish, promote, and monetize their sports predictions. I was instrumental in integrating enriched statistics and visualizations, enhancing user engagement by facilitating easy discovery and follow-up of experts globally. The platform's gamified interface further streamlined transactions and interactions among users. Bethall's innovative approach and user-centric design garnered recognition in prominent sports publications like Gazzetta dello Sport, highlighting our platform's impact in revolutionizing the sports betting landscape.

MRM//McCANN GermanyCX Creative Director

Apr. 2014 - Jun. 2017Düsseldorf Area, GermanyAs the Creative Director / Experience at MRM//McCann in Düsseldorf, I led a 12-person digital team with a focus on transforming the clients' customer base into a digital hub and enhancing their digital mindset through cross-media communication storytelling. I was member of the "Idea Lab", an innovative incubator with focus on building digital connected products and services, enhancing the digital infrastructure and product prototyping. As a thought leader in CX, I actively built and mentored a cutting-edge UX team, promoted Design Thinking throughout the organization, and assisted in Product Accelerate Design Sprints and prototyping. Other notable accomplishments and responsibilities during my time at MRM//McCann included: • Championing customer experience by leading the creation of a User Research function and customer journey mapping for all product designs to ensure optimal customer satisfaction and engagement. • Innovating product development by collaborating with Product Directors, developers, marketers, and customer support throughout the Product process, including discovery, testing, and scoping, to drive successful launches and iterations. • Utilizing emerging technologies such as ML, AI, VR, AR, and Immersive technologies to enhance customer experience and engagement. • Running ideas workshops and accelerating innovative thinking across all departments by promoting collaboration and co-creation, and disrupting traditional department structures with a digital and technology-driven approach to create better results. • Partnering with internal and external partners to represent core brand equities and governance, serving as an ongoing equity champion to ensure brand continuity within and outside of the company. I had the privilege and was responsible for clients such as L’Oréal Germany (DACH region), Maybelline N.Y. (DACH region), Commerzbank AG, BNP Baribas Germany, Miele GmbH, Mastercard GmbH, and Weight Watchers GmbH.

ValtechSenior Interactive Art Director (Formerly People Interactive)

Dec. 2012 - Apr. 2014Cologne Area, GermanyAs a Senior Interactive Art Director, I led one of the UI teams and worked closely with management and developing teams to co-build an interactive communication approach specializing in marketing and sales solutions that connect the physical and digital worlds. Some of my responsibilities during my time in this role included: • Consulted clients on UI/UX concept and design to improve operations and performance, increase revenue, and enhance customer engagement. • Successfully completed over 60 small and medium-sized projects across various industries, including digital health, digital tourism, aviation, booking systems, digital insurance, and digital retail, for European public and private sector assignments. • Redesigned the online booking experience of Lufthansa GmbH, which led to a 12.5% increase in ROI and a 38% increase in ROX. • Redesigned the online experience for web and mobile apps for Gothaer GmbH, an insurance company, resulting in a 34% increase in annual revenue. • Developed creative ideas, concepts and products with my team across multiple formats, including "TravelTouchOne" product, an interactive consultant application that combines the main advantages of online and oﬄine, stationary travel agencies. This was presented for the ﬁrst time at Kölnmesse in 2013. Indicative clients: Lufthansa GmbH, Gothaer GmbH, Deutsche Post, Tafelstern GmbH, Robinson Club GmbH, Abercrombie & Kent.

VionlabsCreative Director Innovation / Experience

Mar. 2011 - Nov. 2012S:t Eriksgatan 63, 112 34, StockholmAs the Creative Director of Innovation/Experience at Webbstory, I defined the creative vision, created innovative interactive experiences, and developed UX experience-oriented design solutions that fulfilled strategic business objectives for clients such as SEB, Tele2, Samsung TV App, and more. Together with Vionlabs, we started creating the Vionlabs Platform, a pioneer technology on Video On Demand services that was acquired by a Swedish telco company in 2012. The Vionlabs Platform uses computer vision and machine learning to generate sentiment-data, which allows Vionlabs' recommendation engine to create a unique and extremely accurate personal viewer experience. Some of my key responsibilities included providing strong conceptual and creative directions, recharging branding concepts, directing and inspiring the creative team, acting as a mentor and spokesperson for innovative marketing, and consulting/facilitating workshops. Today, Vionlabs has become a major company that helps streaming services, entertainment companies, telecoms, software companies, and advertising platforms create seamless and nondisruptive user experiences.

Hyper IslandInteractive Art Director

Aug. 2010 - Jun. 2011Stockholm, Sweden

DRAFTFCB INTERACTIVESenior Art Director

Sep. 2008 - Jun. 2010Athens, GreeceAs a Senior Art Director, I excelled in managing the entire project lifecycle, from initial briefing through concept development to production and delivery. My expertise lay in creating digital projects and communication campaigns that engaged audiences and elevated brands. Key aspects of my role included: • Digital Experience Creation and Campaign Development: I specialized in crafting immersive digital experiences and compelling communication campaigns, leveraging my art direction and design skills to captivate audiences and enhance brand value. • UI/UX Design Excellence: Recognized for exceptional art direction, I possessed meticulous craft skills in UI and UX design, enabling the creation of visually striking and interactive digital products. • Innovative Design and Media Adaptability: My creative approach spanned generating bold ideas and innovative tactics, resulting in fresh and engaging concepts. I adeptly adapted these ideas across various media formats, including digital services and content platforms, to ensure optimal engagement. • Collaborative and User-Centric Approach: I maintained a user-centric philosophy in my designs, ensuring that each project met its intended audience's needs effectively. This approach, coupled with my ability to collaborate seamlessly with clients, teams, and partners, led to innovative solutions that drove tangible results. • Diverse Digital Touchpoint Design: My expertise extended to designing concepts and assets for various digital touchpoints, including websites, social media, and digital marketing materials. Indicative clients: OTE S.A. (National Greek Telecom Organization), Bosch Hellas, Karamolegkos Bakery Industry S.A., Sony Ericsson, Nintendo, Bluestar Ferries.

180 GlobalSenior art Director / Freelance

Feb. 2008 - Aug. 2008NetherlandsAs a Senior Art Director hired on a freelance basis, I was tasked with playing a pivotal role in a high-stakes project for 180Amsterdam, working on the Adidas Worldwide Global pitch and re-branding. Over a 6-month period, I brought my expertise and creativity to bear on this important assignment, delivering top-notch work that helped secure a successful outcome. Beyond this critical project, I also had the opportunity to work with a range of other notable clients during my tenure with 180Amsterdam, including Motorola, DICE, and Adidas tender. In each case, I leveraged my skills and experience to deliver exceptional results, creating innovative digital experiences and communication campaigns that resonated with each client's unique brand identity and strategic goals.

McCann EricksonOnline Art Director

Feb. 2006 - Mar. 2008Athens, GreeceAs an Art Director, I determined artistic elements, articulated my team's vision, reviewed/approved designs, developed budgets/timelines, and represented the creative director's concept. I worked on designing, web designing, printing, constructing custom props, painting, decorating sets, evaluating user experience, and conducting research/testing tasks. I had deep knowledge/experience in creating offline/online projects and communication campaigns, excelled at art direction and craft skills on UI/UX, was a proficient Flash developer, and had expertise in branding, web design, and experience design. I generated a range of ideas, created original content, researched trending topics, understood business needs, and collaborated with clients/team members/partners. I worked with high-profile clients such as Alpha Bank, Coca Cola Hellas, General Motors Hellas, Microsoft Hellas, Nestle Hellas, Vlahas Evaporated Milk, Amita Motion, and Diageo.

Saatchi & SaatchiAdvertising Art Director

Apr. 2002 - Feb. 2006Athens & LondonAs an Art Director, my primary responsibilities involved crafting the visual style for various advertising campaigns, publications, and other client-specific visual elements. This role has included conceptualizing brand ideas and communication strategies, as well as developing distinctive visual identities and branding narratives. Indicative clients: Cyprus Tourism Organisation, Procter & Gamble, Gallaher Hellas/Silk Cut, Campari, Grand Marnier, Renault/Mava S.A., and the Renault F1 Team.

Nikolaou Prepress FlexoplatesCommercial Graphic Designer

Apr. 1999 - Feb. 2002Athens, Greece · On-siteIn my role at Nikolaou Prepress Flexoplates, I was integral in conceptualizing and executing design projects, focusing on creating innovative graphic designs using various software tools. My responsibilities included: • Developing and prototyping design concepts based on in-depth research. • Coordinating with external agencies, web designers, and print shops for seamless project execution. • Specializing in illustrations for Prepress Flexoplates & dry offset machines.

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