About

Hi there. My name is Chris Wallace. No, not the Fox News guy, though people often tweet blindly at my handle: @chriswallace. 😉

As Vice President of Experience Design at 10up, I lead a distributed multi-disciplinary design team building enterprise-grade websites and digital tools for content publishers and Fortune 500 companies.

I co-founded Lift UX, a boutique design agency that pioneered second screen apps for television shows like The Walking Dead and Breaking Bad, earning an Emmy nomination in 2015.

My work is rooted in leaving the world better than I found it. I live in McKinney, TX with my wife, three kids, and dog, Sophie.


I began my design career in 1997 as a technology-curious teenage using a pirated copy of the Macromedia Suite—Flash, Dreamweaver, Freehand. Learning these tools was a creative outlet for me, as I simply wanted to use them to create fun animations and websites. I eventually got into MySpace and Xanga customization with HTML and CSS, fueling even more curiosity and love for design and technology. 

Eventually, I began designing websites for my church and, in college, entered my first partnership as a designer at Nexdesign Studios (2002-2005). Our team of five created websites for churches, musicians, and non-profits.

Yeah… super cool I know.

I enrolled in and began attending Southwest Missouri State University in pursuit of a degree in Graphic Design but was forced to drop out in my first semester after being diagnosed with stage two testicular cancer. I moved back to St. Louis, underwent surgery and began chemotherapy treatment at St. Luke’s Hospital over the next few months.


In 2005, I began my first job out of college as Webmaster at Saint Louis Christian College, though my responsibilities were much wider than that. As web content owner, I was responsible for the design, development, and maintenance of the college’s website and all marketing and visual communications—including a quarterly full-color newsletter, banner ads, magazine ads, posters, brochures, and web graphics / applications. In my tenure, the school experienced 60% growth and by the next school year, the campus was filled to capacity with a total growth nearing 200%.

My next role was E-Commerce Website Designer at MonsterCommerce in 2006. I designed custom e-commerce websites for store owners. I managed each project myself, working directly with clients to brand and launch their stores over a period of just two-to-four weeks each. I was awarded Designer of the Month and Top E-commerce Designer and delivered between $20,000-30,000 per month in revenue. 

During this time, I partnered with a co-worker to establish our own e-commerce website, MyLibros.com, selling Spanish books directly to consumers and schools around the world. We grew revenue over a period of two years and successfully exited soon after.

After that, I joined Enterprise Rent-A-Car as Front-End Developer in 2007 where I worked within the company’s cross-functional User Experience Group. In this role, I developed HTML, CSS, and Javascript for both B2B and B2C business lines like Enterprise.com, Enterprise Car Sales, and Enterprise Truck Rentals. I created front-end prototypes for demonstration to business customers and product managers, implemented front-end code changes through monthly releases and worked with product team developers to ensure presentation layer code quality and consistency.


In 2009, I co-founded Lift UX, assuming the role of Principal Creative where our vision was to build a user-centered designed company based on simple design and quality engineering. In just the first few years, we worked with companies like The Next Web, IFC, AMC tv, Sundance Channel on major redesigns of their primary websites, as well as various one-off projects. Two of our most notable ones with AMC led to multiple Emmy Award nominations for The Walking Dead Story Sync and Mad Men: The Fan Cut, two cutting-edge interactive web properties.

Mergers and Acquisitions

In 2010, our company launched Designmoo, a website for sharing free design resources and soon after acquired another popular design freebie website called 365psd. Combined, they became go-to sources of design assets and UI kits, with a combined 2 million page impressions per month and thousands of daily downloads. We monetized the platforms via digital advertising, subscriptions, and commercial UI kits. In 2013, we sold both web properties.

We also launched UpThemes, a commercial WordPress theme company with a focus on content publishing and storytelling themes. We then acquired another theme provider, ChurchThemes.net, adding it to our portfolio and releasing a new line of themes for churches and religious organizations. In 2015, we launched Faithmade, a hosted church website platform based on WordPress, utilizing themes and plugins from our other product companies. 


In 2017, my business partner and I exited our remaining product companies fully and accepted an offer to merge Lift UX into 10up, the premier agency building custom WordPress-powered websites for content publishers and Fortune 500 companies. I accepted a role as Vice President of Experience Design leading a growing team of designers, strategists, and copywriters. 

In my time, our design team has grown from six to nearly twenty. I currently oversee design delivery, strategy, and operations. The team’s design capabilities have expanded steadily across design research, motion, illustration, content strategy, and UX writing.

I’ve learned a lot about what makes a great leader, how to motivate and inspire others, shaping effective organizations, and managing through change.