Craig Nishizaki
Head of BusinessIn my 15+ years in the UX industry working with amazing clients such as: Amazon, Microsoft, F5, Starbucks, T-Mobile, Belkin, Disney, SAP Concur, Qualcomm, Premera, HMA, and JAMS, I’ve found that there is a common pattern that lends itself to successful digital projects and I look for those patterns to identify right-fit clients and right-fit projects for UpTop to take on. This creates a win-win situation for UpTop and for our client. Our client finds tremendous value in what we do, and our team finds great satisfaction in providing that value.
Strategically, I keep an eye on the horizon regarding business and industry trends, new technologies, new tools & methods that help us to provide an outside-in perspective to the work that we do. I love learning, and I’m very curious. Remember the kid that keeps asking their parents “why”? That’s me when I was a kid, and now I get to do that as an adult and not get put in a time-out.
Internally, I get to provide input and leadership to ensure that we are focused on the right things and moving in the right direction. Business Development and Account Direction are my primary functional responsibilities. To be effective in this client-facing role, I believe that being involved in the shaping of our team, our culture, and our client engagements is where my unique abilities provide the highest value.
Outside of work, I love spending time with my wife and three kids. I love seeing the world through my children’s eyes and hearing them describe the things that they are noticing and learning. I am an avid fan of the UW Huskies and Seattle Seahawks and my favorite getaway is the beautiful island of Maui
I earned my B.A. degree in Communications with a focus on Consumer Behavior and a Software Product Management Certificate from the University of Washington.
Explore insights from Craig Nishizaki
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UX Modernization: The Missing Link in Digital Transformation
Craig NishizakiAny digital transformation effort that fails to modernize the user experience is unlikely to deliver the results leaders expect. Most organizations are no longer debating whether to transform. They are grappling with how to do it without disrupting operations, fragmenting systems, or exhausting their teams. For technology-enabled services (TES) organizations in particular, transformation has become […]
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UX and eCommerce Security: Red Flags to Avoid
Craig NishizakiAs online shopping continues to dominate the retail landscape, eCommerce security is more important than ever; for both businesses and consumers. While digital storefronts offer unmatched convenience, price comparisons, and access to reviews, they also come with risks like data breaches, fraud, and counterfeit products. With consumers increasingly cautious and savvy about online scams and […]
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Top Five Key Digital Marketplace Trends for Business Leaders
Craig NishizakiIn today’s hyper-connected economy, technological disruption is rewriting the rules of business faster than any previous era—even outpacing the mobile revolution of the 2010s. From AI agents to spatial computing, the businesses that treat technology, UX design, and customer experience as core drivers rather than side projects are thriving. If your organization wants to stay […]
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Build vs Buy: Why Your Company Should Partner with a UX Agency
Craig NishizakiAs digital expectations rise, many organizations, particularly those in complex or regulated industries like healthcare, finance, education, or logistics, find themselves stuck between knowing they need to innovate and being unsure how to move forward. They want to evolve their user experiences, but are still working within legacy technology stacks, traditional workflows, and budget structures […]
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Why Organizations Should Embrace the Experience-Led Imperative
Craig NishizakiFor many organizations, improving customer experience (CX) is a top priority, and with good reason. Every interaction a person has with your brand, whether through a digital platform, a support call, or an internal process, reflects your organization’s values and capabilities. To grow market share and foster loyalty, these experiences must consistently deliver on your […]
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Experience Is the Key to Success in Any Digital Industry
Craig NishizakiIn today’s hyper-competitive and AI-driven market, organizations across industries strive to earn and retain long-term customer relationships. But many still fall into the trap of creating short-term, transactional engagements. The differentiator? A frictionless, personalized digital experience that integrates seamlessly with the broader customer journey. Modern digital experiences are increasingly intelligent, responsive, and deeply contextual. Industries […]
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Data Visualization: Transforming Big Data Into Strategic Action
Craig NishizakiIn an increasingly digital world, businesses generate massive volumes of data daily. While some of this information is invaluable, much of it is simply noise. Analytics solutions help organizations sift through the chaos, extracting meaningful patterns and insights. Yet, many companies overlook a critical final step in realizing the true potential of their data; presenting […]
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Don’t Let Legacy Systems Stand in the Way of a Seamless UX
Craig NishizakiThink back to the last time your organization invested in new digital technology. You probably selected the best tools available at the time; cutting-edge solutions designed to meet your needs. But that was then. Digital technologies evolve so rapidly that even the most advanced systems can feel outdated in just a few years. Of course, […]
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The Program Manager is Still Your Secret Weapon in UX Design
Craig NishizakiCreating great user experiences is no longer a niche ambition; it’s a foundational business strategy. Most organizations understand that UX matters, but aligning cross-functional teams around a consistent vision and executing on that vision is where many still fall short. That’s where the role of the program manager comes in. While visionary executives can help […]
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The Amazon Effect: Raising the Bar for Every Client We Serve
Craig NishizakiSince 2013, we’ve had the privilege of partnering with Amazon on more than 75 engagements across multiple teams and business units. Each project brought its own goals, challenges, and constraints. No two looked the same. Through those experiences, we sharpened our approach and adopted a product design mindset that’s as close to a startup as […]


