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Make Things Real

Raised on an Indiana pig farm, I learned early on that the right mix of creativity and pragmatism can solve just about any problem.

Today, I funnel that ingenuity into my design leadership, turning complex challenges into clear, captivating solutions. From mentoring new designers to pushing UX boundaries, I’m all about crafting beautiful, functional experiences that stick with users.

Transformative Impact

Over the past 15+ years, I’ve led design teams to create innovative, impactful solutions that drive business success, enhance user experience, and foster a culture of innovation globally.

1

Scaling Design Teams and Driving Innovation

  • With over 15 years of proven expertise in leading and scaling design teams, I have successfully guided organizations like PayPal and Intuit through transformative design initiatives. At PayPal, I scaled the design team from 8 to 60+, fostering a culture of innovation and excellence.
  • Similarly, at Intuit, I grew the design team from 3 to 46, embedding human-centric design principles into product development while aligning with business objectives.
2

AI-Powered Solutions & Revenue Growth

  • At PayPal, I led the development of an AI-powered recommendations engine, significantly improving user engagement and driving innovation.
  • This initiative contributed to a $53M+ increase in incremental revenue by personalizing the customer experience and optimizing product recommendations, leading to a 74% increase in account creation and a 33% boost in activations.
3

Omni-Channel and Human-Centric Experience Design

  • I have consistently driven omni-channel design strategies that align user needs with business goals. At both PayPal and Intuit, I led the transformation of complex user journeys into seamless, human-centric experiences.
  • These efforts at Intuit resulted in a $1B monthly charge volume and a 35% increase in active merchants.
  • At PayPal, I unified the onboarding and lifecycle experiences across digital and in-store platforms, resulting in measurable improvements, including a 3.7% rise in net-new active users.
4

Cross-Functional Collaboration and Strategic Vision

  • Throughout my career, I’ve worked closely with Product, Engineering, and Executive teams to develop and execute unified design visions.
  • By creating cross-functional partnerships, I ensured alignment between design goals and business outcomes, driving long-term impact.
  • This collaboration enabled the launch of PayPal’s Commerce Platform, which resulted in a 34% growth in conversion rates through improvements like one-step transfers and better merchant engagement with product features.
5

Optimizing Merchant and Partner Experiences

  • Key to PayPal’s merchant success, I led the optimization of the Partner Experience, which contributed 25% of PayPal’s 2019 revenue.
  • Through strategic initiatives like the Holds Drawer, which generated $1M+ in incremental TPV and increased engagement by 130%, I directly impacted the platform’s efficiency and user satisfaction.
  • My focus on enhancing the No-Code Payment System helped recover 104,000 unique merchants, and improved conversion rates for QR Codes (66.7%), Payment Links (60.8%), and Button Codes (49.6%).
6

Human-Centric and Inclusive Design Solutions

  • I am passionate about creating inclusive and purpose-driven solutions that elevate user experiences across all platforms.
  • At PayPal, I implemented a rebranded Insights Dashboard, which resulted in a 70% lift in Monthly Active Users and improved merchant performance through actionable insights.
  • Similarly, optimizing the progress bar visualization in the product workflow increased engagement by 30%, showcasing my commitment to improving the user journey with practical, data-backed solutions.

Experience

Thomas W Carroll

Product Design Expert and Strategist Commerce & Payments Specialist

Professional Summary

Experienced Senior Product Design Executive with 15+ years leading global design initiatives and driving transformative business outcomes. Proven expertise in scaling high-performing teams, delivering omni-channel and AI-driven product strategies, and fostering a culture of innovation. Passionate about creating inclusive, human-centric experiences that drive engagement, elevate brand presence, and generate significant revenue growth. Skilled in aligning cross-functional teams with business objectives to deliver purpose-driven solutions across diverse industries, including FinTech, eCommerce, and real estate.

Areas of Expertise

Leadership & Management
  • Design Leadership & Strategy
  • Cross-Functional Leadership
  • Team Building & Mentorship
  • Strategic Vision & Execution
Innovation & Impact
  • AI-Driven Product Innovation
  • Commerce & Payments Strategy
  • Revenue Growth through Design
  • Omni-Channel Design Excellence
Design Excellence
  • User-Centered Design Strategy
  • Inclusive & Accessible Design
  • Craft and Storytelling Elevation
  • Vision & Narrative Incubation

Professional Experience

With over 15 years of leadership experience in product design, I’ve led transformative initiatives across multiple industries. While not all my experience is reflected here, additional details are available upon request to provide a fuller picture of my impact and scope.

PayPal

Senior Director of Merchant Platform Global Design

San Jose, CA 2019-Present
PayPal Landing Page North Star
  • Expanded the design team from 8 to 60+, driving omni-channel experiences for SMB, Partner, and Enterprise users across PayPal’s Merchant Platform, Native App, Checkout, Growth & Activation, Reporting, and Developer Portal.
  • Championed omni-channel strategies across multiple business units, driving design transformation and delivering measurable growth across SMB, Partner, and Enterprise verticals.
  • Transformed onboarding and lifecycle experiences from a series of wizards to a unified platform experience, integrating digital and in-store design elements.
  • Implemented new information architecture, navigation systems, and a hubs-based framework to enhance scalability, wayfinding, and user-centric design.
  • Revitalized step-up guides, setting high standards for design excellence and advancing design culture with clear expectations and growth strategies for designers.
  • Achieved a 74% increase in account creation, 33% boost in activations, 3.7% rise in net-new-active users, and generated $53M+ in incremental revenue through innovative design solutions.

Director of Design, Small Business Platform

San Jose, CA 2018-2019
  • Led the strategy and migration of the SMB experience to the PayPal Commerce Platform, focusing on integrated services and omni-channel design.
  • Launched PayPal’s app store and machine learning-based recommendation engine, driving innovation and enhancing user experiences.
  • Fostered a culture of experimentation, encouraging designers to push boundaries and learn from both successes and failures.
  • Increased product usage from 1 to 5+ integrated solutions, improved homepage engagement by 93%, boosted activation by 36%, reduced development costs by 80%, and drove $35M in incremental revenue.

Peggy Wong

PayPal, UX Design Lead

LinkedIn

Thomas is a thought leader who creates engaging user experiences that balance business goals while building strong, collaborative teams. My career as a designer began under Thomas right out of grad school, and I can honestly say I wouldn’t be the designer I am today without his guidance. He’s a great leader and mentor who sees potential in people and helps them grow. Thomas provides the right guidance to keep designers on track, while giving them the freedom to innovate and push boundaries. His personal approach to mentorship is unique, and I’d gladly work with him again.

Savitha Ajitraj

PayPal, Director of Product

LinkedIn

I’ve had the privilege of working with many design leaders, but Thomas truly stands out. His ability to keep the customer at the center of everything while seamlessly aligning design with business objectives is exceptional. Thomas brings a visionary approach to every initiative, simplifying complex concepts, fostering creativity, and elevating the craft of design within his teams. His dedication to excellence, attention to detail, and commitment to empowering others make him a leader I highly recommend to any team looking to elevate their design practice and achieve impactful results.

Intuit

Director of Design, End-to-End Global Money

San Jose, CA 2016-2018
Intuit Payroll Update Timesheet
  • Managed design for Payroll, Payments, and Capital, growing the team from 3 to 46, and enhancing omni-channel and human-centric design practices.
  • Refined payments with a focus on “right-for-me” relationships, emphasizing trust and user experience over traditional invoice processes.
  • Contributed to a monthly charge volume of $1B and a 35% increase in active merchants through innovative and user-centric design solutions.

Director of Design, End-to-End Global Money

San Jose, CA 2015-2016
  • Redesigned payroll experiences from web-based tables to card-based native interfaces, significantly improving user engagement.
  • Resulted in 88K new SMBs and generated $1.27M in quarterly revenue by enhancing user experience and driving business growth.

Guergana Yordanova

Intuit, Chief of Staff

LinkedIn

Thomas is a great design leader with deep knowledge of his craft and product. He’s an effective partner to all cross-functional groups, always curious to consider different perspectives and building strong relationships across the organization. As an experienced practitioner, Thomas pushes teams in the right direction and isn’t afraid to do the work himself. He guides his team to do their best by encouraging them to influence their partners, think with design in mind, and communicate effectively. I feel fortunate to work alongside Thomas; his craft and work ethic have inspired teams.

Kurtis Derry

Intuit, UX Design Lead

LinkedIn

If I had only a few words to describe Thomas, I would say “Outstanding Leadership.” He gets the best out of his team and keeps us excited about what we’re doing. Thomas understands the ins and outs of design and how to create a great experience, marrying user and business goals to create a cohesive story. But his knowledge in UX design isn’t the only thing that makes him an outstanding leader—it’s how much he cares about his team’s growth. In four years, he helped me see my value and built my confidence as a UX designer. Thomas wanted his team to stay because they wanted to, not because they had to. His refreshing take on leadership is why I respect him.

Realtor.com (Move, Inc.)

Head of Product Design

Santa Clara, CA 2008-2015
Realtor Urban Homepage
  • Directed multi-platform strategies and execution, leading to a $1B acquisition by News Corp, showcasing leadership in integrated services and enterprise design.
  • Elevated UX maturity from “Invested” to “Committed,” expanding the design team from 6 to 20 and driving innovation across multiple channels.
  • Enhanced user metrics: 42.28% increase in unique users, 62.19% rise in page views, 7.57% growth in time-on-site, 114% increase in leads per visit, and 13.40% decrease in bounce rate through effective omni-channel design strategies.
  • Standardized design processes, methods, and system libraries, improving consistency and reducing development time.

Senior Manager of User Experience Design

Westlake Village, CA 2006-2008
  • Led user interaction and data visualization strategy, ensuring designs met usability objectives, user requirements, and monetization goals, while promoting human-centric and purpose-driven design.

Nickelle Sletteland

Realtor, VP of Marketing

LinkedIn

Thomas is an incredibly talented and passionate individual and leader. His dedication to the value of user experience design rooted in data and exceptional design for both users and the business exceeds that of most. I had the pleasure of working with Tom and his team at Move. Tom’s enthusiasm was contagious and his encouragement around product dialog throughout the design process made some of our most difficult projects, a project I’d look forward to tackling. As a team member or a leader, Tom earns my highest recommendation.

Erica (Olsen) Firment

Realtor, Product Design Lead

LinkedIn

I’ve been fortunate to work for great managers, and what I’m about to say is not meant to debase any former employers. Tom is the greatest people manager and UX Director I’ve met. He’s truly authentic and honest, treating every team member with a concern usually reserved for family. I joined Move, Inc. (realtor.com) despite a gnarly commute just to be on Tom’s team. On my first day, a manager from another department pulled me aside and described Tom as “The most beloved person at the company,” reassuring me that despite any dysfunction, I was safe within his team. This proved true.

Education

Indiana State University

Terre Haute, Indiana
  • BS, Mechanical Engineering
  • Minor, Mechanical Drafting and Computer Aided Design

From Farm to the Future

Or, A Tribute to the Lost Art of Long-Form Storytelling
Sketch of a pig

Adolescence

Early life found me born in Iowa and raised on a small pig farm in Rensselaer, Indiana, where life lessons came early. Surrounded by endless chores and the unpredictable nature of farm life, I quickly learned the value of hard work, resourcefulness, and creativity—because when something breaks in the middle of nowhere, you learn to fix it yourself. My early dreams of becoming an English teacher and penning the next great novel were fueled by a love for storytelling. But after churning out enough questionable poetry to wallpaper a barn, I had to face facts: my writing was, well, let’s just say “an acquired taste.”

Guidance from my high school counselor was a turning point. Knowing I’d need to put myself through school, he suggested I consider a career path that could, you know, actually pay back my loans. Enter Mechanical Engineering—practical, structured, and full of opportunity. And, not being a huge fan of math, it was probably for the best that I didn’t fully connect “engineering” with “math” at the time. But as it turns out, I loved the blend of logic and creativity. Engineering gave me a strong foundation in problem-solving and process, but it didn’t take long to realize that what really fascinated me wasn’t just how things worked, but how people interacted with them. That’s when I found my true calling: design.

College and Early Career

I started my career as a mechanical draftsman, designing parts for night vision goggles and submarine towed arrays. One day, I was asked if I’d like to learn to code and become a developer. Sure, why not? I was decent at coding but even better at designing experiences—foreshadowing my future in product design. My journey took me to American Express, where I led front-end development and design teams, introducing design into the organization. But I had made a promise to my wife when I proposed that we’d move to Hollywood so she could pursue her acting career—so, one day, we did.

I built a small agency, threePop, bringing design and front-end teams into companies that lacked them, working with clients like iManage (later acquired by Interwoven). Craving stability, I transitioned to Ameriquest Mortgage, where I learned the intricacies of two-sided networks and enterprise systems—experience that caught the eye of Move, who runs Realtor.com and a variety of other sites.

Disrupting FinTech and eCommerce

At Move, aka Realtor.com, I was brought on to transform how the company approached design. When I started, the design team consisted of just 4 people, and design was seen as something that made things look good rather than as a strategic tool for innovation. Over time, I grew the team to 28 talented designers and researchers, embedding design into the company’s DNA. This shift fundamentally changed how Realtor.com developed products and engaged with users. By raising the bar on craft and strategy, we not only improved customer satisfaction but also increased the company’s value—culminating in Realtor.com’s $1 billion acquisition.

Then came Intuit, where I took on the challenge of disrupting the payments and payroll space. At the time, the design team consisted of just 3 people, but I saw the potential for much more. Over the next few years, I grew the team to 46 designers, scaling our efforts and targeting customer-focused solutions. This work contributed to significant business growth, driving $1B in monthly charge volume. Through innovative design strategies, we made complex financial tools accessible, user-friendly, and impactful for small businesses.

Most recently, at PayPal, I took on the challenge of leading global design for the Merchant Platform. I reimagined the platform’s experience, focusing on scalability, user-centric design, and aligning customer intent with business goals. This redesign led to a 33% increase in activations and generated over $53M in incremental revenue. I also spearheaded the integration of omnichannel solutions, leveraging AI-powered recommendations to enhance merchant engagement. My efforts not only transformed the Merchant Platform but also helped solidify PayPal’s position as a leader in seamless financial solutions for businesses of all sizes.

Life Beyond Work

Beyond my design career, family and adventure are at the heart of my life. My wife, Michelle, runs the blog Staying Blonde (stayingblonde.com), which has us constantly exploring new places—and where I moonlight as an editor, writer, designer, and part-time engineer. Together with our two amazing kids, William (16) and Audrey (13), we’ve embarked on countless journeys. Before the kids were born, Michelle and I backpacked through Vietnam and Mexico, and now we continue to share our adventures with them in tow.

This year, we explored Greece and Ireland, while last year took us to Italy. We’ve road-tripped across the U.S. for six weeks, ventured through Costa Rica, and, of course, made regular stops at Disneyland—because who doesn’t love a little magic? Michelle, William and Audrey keep me humble, but they’re also the best travel companions I could ask for, always ready for the next adventure.

The Future

Today, I’m a curious, strategic design leader who provokes what’s possible, elevates  craft, and builds empowered, inclusive teams. When I’m not shaping the future of design, you’ll find me mentoring, traveling, or dreaming up our next family adventure.

As for the future? I imagine I’ll lose a bit more hair, sport a well-loved cardigan, and maybe even embrace socks with sandals. I’ll catch up on all the books and video games I’ve missed, and if the stars align, the D&D campaign I’ve run for 5 years will be celebrating its 20th anniversary. I’ll still be designing and coding—because creating things just for the joy of it never gets old. And, yes, I’ll probably still be writing bad poetry.

But today is not that day. Instead, let’s create something amazing together, shall we?

My Human Side

A boy and his bird.
Craft
Made it to Ireland
Date night always humbles me.
Happy Father’s Day to my dad, not pictured. He left us long ago. But, if he were here he’d be on that boat (or any boat he could find) loving everything about where we are staying on the Amalfi Coast. Miss ya, dad.
Okay… yeah, I am in my favorite city in the world AND have posted like zero photos other that photo of a bad martini. Well, here we are again. I am confused. This is a martini. It has ice cubes in it. And orange slices. And a straw. Pretty sure it is Sprite. When will I learn‽
Drinks on the roof… no kids.
I live. Mostly.
And so it begins! 30 days of horror! Bwaaahahahaha!
Classic.
When your wife can make a normal date night look like a photo shoot for a magazine… I should post me, hahahaha…

More Kind Words

I’m honored to have partnered with exceptional teams and cross-functional leaders to drive success in our projects. The testimonials nested within my career experience reflect the mutual trust, collaboration, and shared achievements that have defined my journey in design leadership.

Dan Rosenberg

rCDO, Chief Design Officer

LinkedIn    Portfolio

I had the privilege of working with Tom over the past two years. Tom was my client for consulting work at realtor.com for a wide range of services, such as UX training for his team, product evaluations and some detailed UX design on strategic products. I was deeply embedded into his team and observed both his technical skill and the warm personal approach he brought to leading his UX organization on a daily basis. I had the privilege of working with Tom over the past two years. Tom was my client for consulting work at realtor.com for a wide range of services, such as UX training for his team, product evaluations and some detailed UX design on strategic products. I was deeply embedded into his team and observed both his technical skill and the warm personal approach he brought to leading his UX organization on a daily basis.

Franci McFarland

Wells Fargo, VP Research

LinkedIn

Tom is hands down an incredible design thought-leader and people-leader. He invests in his team and helps them shine – both as a whole and as individuals. I find him particularly talented at reading people and adapting his management style to accommodate different personalities. He gives design and performance feedback that is insightful, inspirational and actionable. He is also incredibly talented as a designer, takes on challenging assignments with great aplomb, encourages cross-functional collaboration, and presents UX work to the executive leadership in ways that demonstrate clear strategic impact to the company. Last but not least, Tom is not afraid to make tough choices. I wholeheartedly recommend Tom – he’d be an incredible addition to any team and I would love to work with him again.

Rosie Sykes

IBM, UX Designer II

LinkedIn    Portfolio

Thomas is an excellent design leader and mentor dedicated to empowering and growing the careers and skills of others. While Thomas provides inspiration through his contagious passion for design, he also imparts actionable steps, resources, and guidance to his help mentees. Thomas started mentoring me several years ago when I was a university student. His mentorship has been immensely impactful in not only in helping me growing my design career but also in building up my confidence. He sees the potential in others and empowers them with the guidance needed to grow and progress professionally.

Thomas Presenting
Thomas W Carroll Speaking at the PayPal UX Summit as part of the leadership panel. This panel discussion included strategies and frameworks for growing and attracting talent, using  thoughtful design to drive business impact, and using storytelling to influence investments in design.

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