Tony Sokolowski

An industry award-winning design leader with expertise in delivering transformative digital experiences that captivate millions of customers.

In the ever-evolving landscape of creativity and innovation, meet Tony Sokolowski, an accomplished leader at the intersection of design and executive strategy. With a rich background as a seasoned User Experience Design leader, Tony has embarked on a transformative journey to redefine boundaries.

“The product is the brand is the content is the brand is the product” is a phrase Tony’s team hears him repeat often. “The lines blur, and I am fond of a process that integrates and aligns creative disciplines around an organized goal: the optimal experience for the customer.”

Leading with equal parts vision and execution in mind, Tony has deep expertise in creating authentic experiences with emerging technologies. He’s expert in establishing design as a core function within organizations, and creating multi-year strategies for innovation, growth, and efficiency at scale. He’s successful at achieving mission-critical goals within high-stakes environments.  

Leading design holistically:

Tony is effective in uniting areas of design expertise to create exponential value: user experience, brand, creative, content, research/insights, and operations. He’s adept at building lean, high-performing teams that achieve KPI targets and create impactful cross-functional partnerships.

Delivering compelling products and experiences to market:

He’s skilled in establishing the product vision, driving insight, and creating successful and collaborative execution plans towards delivery; plans that hit aggressive timelines, adhere to budgetary targets, and navigate fluid business conditions. Proficient at stakeholder management, including communication with C-level executives and boards of directors, to ensure success.

A Trailblazer in Experience Design:

Having honed an exceptional skill set in User Experience Design, Tony has seamlessly navigated the complexities of creating user-centric, delightful digital experiences. With a distinguished track record of spearheading design teams, he has left an indelible mark on projects ranging from cutting-edge tech interfaces to consumer-centric platforms.

Pioneering the Creative Horizon:

Tony is poised to elevate the creative landscape. Beyond the confines of UX, he brings a holistic vision that converges design, strategy, and innovation. He envisions and executes transformative strategies that not only captivate audiences but also drive business growth.

Crafting Narratives, Shaping Futures:

At the core of Tony’s approach is a passion for storytelling. By crafting compelling narratives, he transforms ideas into immersive experiences that resonate with diverse audiences. It's not just about design; it's about sculpting narratives that leave a lasting imprint on hearts and minds.

Collaboration as a Catalyst:

A firm believer in the power of collaboration, Mr. Sokolowski thrives in environments where diverse talents converge. As an Executive Creative Director, he fosters a culture where ideas flow freely, innovation thrives, and collaborative synergy becomes the catalyst for groundbreaking creativity.

Embracing the Future of Creativity:

In a world of constant change, Tony Sokolowski is not just an observer but a shaper of the future of creativity. He embraces emerging technologies, trends, and cultural shifts to stay ahead of the curve, ensuring that every project reflects a forward-thinking, future-proof perspective.

NUNA

Head of Design  ▪  2024 – Present

Leading all facets of design for this innovative healthcare start-up: product experience, corporate brand, and sales/marketing. Our mission is to redefine Patient Engagement with an AI-centric care plan coaching experience for patients with chronic diseases, their provider care teams, and their support networks. 

  • Rebuilt the design org from a B2B structure into a B2C product design team aligned with a new consumer strategy.

  • Established foundational design operations, clarified UX processes, and hired key ICs to support scale.

  • Partnered with executive leadership through a period of change.

  • Successfully launched our beta experience for two healthcare providers and 1,000 active patients; expanded the product with several user-facing features and enhancements across multiple releases.

  • Defined design direction for the product’s next evolution (v.next), as well as for the corporate brand.

The Walt Disney Company

Senior Director, Product Design for Disney Streaming  ▪  2017 – 2023

The driving creative force behind the groundbreaking launch of Disney+, leading product design and brand strategy from initial vision through execution. Built and directed the high-performing team that shaped this industry-defining entertainment experience that continues to captivate millions of subscribers.

  • Spearheaded all facets of design, including product UX/UI, across all platforms, brand identity, logo creation, art direction, and UX research. Co-developed the product roadmap. Defined new workflows and requirements for content and programming operations.  

  • Achieved unparalleled subscriber growth, with 10 million subscribers at launch and currently over 120 million globally; successfully delivered on the corporate goal to establish streaming as a key business pillar.

  • Earned 4 U.S. design patents and numerous prestigious design and streaming industry awards including Fast Company's 2023 Innovation by Design Award.

  • Led design for post-launch expansion, designing and launching Star+ in Latin America (5.5 million subscribers), seamlessly integrating Hulu and ESPN into Disney+, and launching Disney+ for Apple VisionPro.

  • Managed organizational development, growing from 8 to 120 design professionals across all Disney streaming products. Managed professionals from entry to director level. Navigated multiple corporate restructurings. 

  • Influenced design culture and efficacy at Disney by creating and leading centers of excellence with senior practitioners. Led the UX Summit as planning director, speaker, and moderator (2018 – 2022). UX Summit is an annual conference that unites designers and creative teams across The Walt Disney Company.

MAJOR LEAGUE BASEBALL ADVANCED MEDIA / BAMTECH MEDIA

Senior Director, Product Design  ▪  2015 – 2017

Established and expanded the product design team and contributed significantly to MLBAM's strategic shift via the newly created, stand-alone streaming company BAMTech Media. 

  • Drove Strategic planning, organizational development, and hiring. Led the successful transition of Vertigo's design team into MLBAM's structure, maintaining a positive culture and resulting in zero attrition. 

  • Led experience design for the flagship MLB.TV and partners including Sony, Riot Games, GoPro, and WWE.

  • Spearheaded Brand design for BAMTech Media, establishing its strong visual presence in the marketplace.

  • Productized BAMTech’s proprietary cross-platform video player technology. Led product management and design. Managed partnerships with Apple, Microsoft, Roku, and other major platforms.

VERTIGO

Vice President, Design  ▪  2005 – 2015

Built the product design team and shifted the company from its original engineering services focus to a comprehensive digital product development studio.

  • Grew annual revenue ($2M to $12M over 10 years), directly leading to Vertigo’s acquisition by MLB. 

  • Led strategic planning and team development. Managed partnerships with Microsoft, Google, and Apple. 

  • Successfully launched over 50 innovative digital products for clients, including HBO, Super Bowl XLIX, the 2010 Winter Olympics, NCAA March Madness, Wimbledon, NBC Universal, MLB, GoPro, and Showtime. 

  • Developed experiences for emerging technologies, including Microsoft Surface, Xbox 360 & Xbox One, Silverlight, Apple iOS, tvOS, Windows Phone, and Google Wear OS.