Summary
I leverage the art of storytelling to deliver on business objectives. My expertise spans product design, AI/ML integration, UX research, design system management, content strategy, and experiential design. I seamlessly execute across OS, mobile, tablet, web, TV, and emerging technologies.
UX Design Technical Skills
User interviewing, focus group moderation, persona definition, empathy, affinity, journey mapping, heuristic analysis, site mapping, interaction flow validation, information architecture design, ideation, storyboarding, sketching, wireframing, prototyping, usability testing, style guide design/writing, launching products/experiences
Tools
• Skilled with Figma, Sketch, XD, Webflow, Adobe Creative Suite, and a No. 2 pencil w/ eraser
• Familiar with GPT, BARD, BERT LLMs, HTML5, CSS, JavaScript, Bootstrap, Visual Studio Code, and GitHub
• Familiar with GPT, BARD, BERT LLMs, HTML5, CSS, JavaScript, Bootstrap, Visual Studio Code, and GitHub
Select Projects
AUDI USA REDESIGN
Led, conceptualized, and executed UX and brand design and writing for the FWA-awarded site redesign, myAudi mobile experiences, and marketing materials.
• Conceptualized, wireframed, designed, and wrote desktop, mobile, and marketing experiences
• 227% increase in car configurations, 675% increase in myAudi interactions
• 2,763% increase in financing page visits and directly trackable sales hit an all-time high
Led, conceptualized, and executed UX and brand design and writing for the FWA-awarded site redesign, myAudi mobile experiences, and marketing materials.
• Conceptualized, wireframed, designed, and wrote desktop, mobile, and marketing experiences
• 227% increase in car configurations, 675% increase in myAudi interactions
• 2,763% increase in financing page visits and directly trackable sales hit an all-time high
SALESFORCE 360º
Led and executed strategy, UX and brand design, and writing to bring the Salesforce Customer 360º, Einstein A.I., and Trailblazer Journey experiences to life in the physical and digital worlds.
• Designed 20+ interactive, film, print, live, and environmental customer story experiences
• Leveraged product data, demographic info, geo-location, event content, and attendee actions
• Connected 170k attendees to the right products and partners, generating all-time high organic leads
Led and executed strategy, UX and brand design, and writing to bring the Salesforce Customer 360º, Einstein A.I., and Trailblazer Journey experiences to life in the physical and digital worlds.
• Designed 20+ interactive, film, print, live, and environmental customer story experiences
• Leveraged product data, demographic info, geo-location, event content, and attendee actions
• Connected 170k attendees to the right products and partners, generating all-time high organic leads
FUNIMATION CON
Led conceptualization and execution of UX and brand design, writing, social, and online marketing materials for the first-ever, award-winning virtual anime convention, FunimationCon.
• Researched landscape, category, and user base to define personas, user flows, and user journeys
• Built site maps, wireframes, prototypes, and high-fidelity assets used across multiple surfaces
• Led UX and brand to drive +63k registered attendees and +331,000 engagement hours during the event
Led conceptualization and execution of UX and brand design, writing, social, and online marketing materials for the first-ever, award-winning virtual anime convention, FunimationCon.
• Researched landscape, category, and user base to define personas, user flows, and user journeys
• Built site maps, wireframes, prototypes, and high-fidelity assets used across multiple surfaces
• Led UX and brand to drive +63k registered attendees and +331,000 engagement hours during the event
APPLE WATCH
Led the Apple Watch launch and iPhone release across multiple channels.
• Defined and conceptualized user experiences, wrote wireframes and messaging for marketing
• Led, conceptualized, and wrote in-store interactive and direct marketing experiences
• Helped localize international Apple Watch launch
• 36M units sold during the launch window, as cited by CNET
Led the Apple Watch launch and iPhone release across multiple channels.
• Defined and conceptualized user experiences, wrote wireframes and messaging for marketing
• Led, conceptualized, and wrote in-store interactive and direct marketing experiences
• Helped localize international Apple Watch launch
• 36M units sold during the launch window, as cited by CNET
Experience
SALESFORCE, Sr. Product Designer, 2023 – Present
Research, design, and build intuitive products and services to help businesses and individuals work smarter and unlock productivity with connected data, trusted AI, and the #1 AI CRM.
• Grow customer relationships with personalized experiences powered by Data + AI + CRM + Trust
• Elevate AI beyond automation with cross-product workflow integration to boost sales and service
• Drive cross-functional collaborations to achieve business goals and prove technology is a force for good
Research, design, and build intuitive products and services to help businesses and individuals work smarter and unlock productivity with connected data, trusted AI, and the #1 AI CRM.
• Grow customer relationships with personalized experiences powered by Data + AI + CRM + Trust
• Elevate AI beyond automation with cross-product workflow integration to boost sales and service
• Drive cross-functional collaborations to achieve business goals and prove technology is a force for good
BANK OF AMERICA, Sr. Product Designer, 2022 – 2023
New Product Experiences team lead, driving 0-to-1 banking initiatives from definition to A.I. integration to launch.
• Erica A.I. integration across global products, new feature development, and product implementation
• Translate business case and define PRD with PM and leadership, define personas and journey map
• Heuristic analysis, site mapping, interaction flow validation, information architecture design
• Ideation, storyboarding, sketching, wireframing, prototyping, usability testing, and style guide design/writing
• Streamline Eng handoff, established gen 2 and 3 objectives, implemented iterative improvements
New Product Experiences team lead, driving 0-to-1 banking initiatives from definition to A.I. integration to launch.
• Erica A.I. integration across global products, new feature development, and product implementation
• Translate business case and define PRD with PM and leadership, define personas and journey map
• Heuristic analysis, site mapping, interaction flow validation, information architecture design
• Ideation, storyboarding, sketching, wireframing, prototyping, usability testing, and style guide design/writing
• Streamline Eng handoff, established gen 2 and 3 objectives, implemented iterative improvements
GOOGLE, Sr. Experience Designer contract, 2022 – 2022
Collaborated with Devices and Services, Google Store, xFN partners, and international teams on three new product launches: Pixel 7a, Pixel Fold, and Pixel Tablet.
• Contributed to buy-flow optimizations designed to improve engagement and increase conversions
• Supported Google Store content design, elevated customer experience, and created content
• Drove global stakeholder localization alignment across 18 markets to ensure successful transcreation
• Enhanced content design framework to ensure consistency and efficiency across all org launches
Collaborated with Devices and Services, Google Store, xFN partners, and international teams on three new product launches: Pixel 7a, Pixel Fold, and Pixel Tablet.
• Contributed to buy-flow optimizations designed to improve engagement and increase conversions
• Supported Google Store content design, elevated customer experience, and created content
• Drove global stakeholder localization alignment across 18 markets to ensure successful transcreation
• Enhanced content design framework to ensure consistency and efficiency across all org launches
CRUNCHYROLL, Design Director, 2020 – 2022
Led all global UX and brand teams for omnichannel anime entertainment business: Streaming Service (SVOD/AVOD/OTT), Events, Experiential, eCommerce, Gaming, and Partnerships.
• Managed and inspired UX and brand designers, writers, strategists, and project managers
• Helped increase paid subs from 3MM to 5MM, increased WoW AVOD +97% and WoW SVOD +125% for critical titles
Led all global UX and brand teams for omnichannel anime entertainment business: Streaming Service (SVOD/AVOD/OTT), Events, Experiential, eCommerce, Gaming, and Partnerships.
• Managed and inspired UX and brand designers, writers, strategists, and project managers
• Helped increase paid subs from 3MM to 5MM, increased WoW AVOD +97% and WoW SVOD +125% for critical titles
• Led complete A11Y redesign and rebranded across all surfaces and business units
• Defined and implemented company-wide creative career ladder process and documentation
FUNIMATION, acquired by Crunchyroll, Group Creative Director via agency, 2018 – 2020
Pitched, landed, and grew business for the omnichannel streaming anime entertainment business.
• Orchestrated user experience, system design, and branding to bring companies and people together
• Analyzed and anticipated how people perceive and respond to cues and promote better engagement
• Managed and inspired UX and brand designers, writers, environmental designers, and strategists
Pitched, landed, and grew business for the omnichannel streaming anime entertainment business.
• Orchestrated user experience, system design, and branding to bring companies and people together
• Analyzed and anticipated how people perceive and respond to cues and promote better engagement
• Managed and inspired UX and brand designers, writers, environmental designers, and strategists
SALESFORCE, Group Creative Director via agency, 2016 – 2018
Cultivated allyship among cross-functional peers and stakeholders: product managers, project managers, data scientists, product designers, researchers, engineers, CxOs, human resources, finance, corporate communications, eCommerce, private label products, originals, and marketing.
• Managed and inspired UX and brand designers, writers, environmental designers, and strategists
• Provided clarity and insight to vague requests and delivered on incremental revenue goals
• Pitched and retained/won Dreamforce, grew business by pitching and winning several major events
Cultivated allyship among cross-functional peers and stakeholders: product managers, project managers, data scientists, product designers, researchers, engineers, CxOs, human resources, finance, corporate communications, eCommerce, private label products, originals, and marketing.
• Managed and inspired UX and brand designers, writers, environmental designers, and strategists
• Provided clarity and insight to vague requests and delivered on incremental revenue goals
• Pitched and retained/won Dreamforce, grew business by pitching and winning several major events
CIRCUSFREAKS, Creative Director, 2015 – 2016
UX and brand design and writing for Google, Facebook, Chevy, Sprint, Visa, HP, MetLife, Braintree, Rdio, World of Warcraft, Target, Xbox, Best Buy, Geek Squad, and more.
• Pitched, landed, and designed UX and brand experiences for 20+ worldwide corporations
UX and brand design and writing for Google, Facebook, Chevy, Sprint, Visa, HP, MetLife, Braintree, Rdio, World of Warcraft, Target, Xbox, Best Buy, Geek Squad, and more.
• Pitched, landed, and designed UX and brand experiences for 20+ worldwide corporations
APPLE, Associate Creative Director, 2014 – 2015
Defined and nurtured an open channel of communication with executive leadership, business unit stakeholders, entertainment licensors, vendor partners, and the creative studio.
• Securing buy-in from team members, cross-functional partners, and C-level sponsors to influence vision
• Ability to craft strategies built on an in-depth understanding of human and stakeholder needs
• Able to determine and articulate exactly what goes into winning effective experiences and products
Defined and nurtured an open channel of communication with executive leadership, business unit stakeholders, entertainment licensors, vendor partners, and the creative studio.
• Securing buy-in from team members, cross-functional partners, and C-level sponsors to influence vision
• Ability to craft strategies built on an in-depth understanding of human and stakeholder needs
• Able to determine and articulate exactly what goes into winning effective experiences and products
AUDI, Associate Creative Director via agency, 2013 – 2014
Identified, united, and drove the overarching strategic and creative vision for the brand across all media, and platforms while inspiring creative teams, the company, and the world.
• Successfully translated business objectives into solutions that maintained and increased project scope
• Synthesized research to create empathy maps, and user journeys to conceptualize, design, and write
Identified, united, and drove the overarching strategic and creative vision for the brand across all media, and platforms while inspiring creative teams, the company, and the world.
• Successfully translated business objectives into solutions that maintained and increased project scope
• Synthesized research to create empathy maps, and user journeys to conceptualize, design, and write
EDUCATION
• UX/UI Design Bootcamp Certificate: UC Berkeley, CA
• Google Foundations of UX Design Certificate: Online
• Wearable and Smart Device UX Design Certificate: SCU, CA
• Mobile UX Design Certificate: UC San Francisco, CA
• Art direction, design, and writing: Creative Circus, Atlanta, GA
• Journalism with advertising emphasis: University of MN
• Studied Japanese and taught English for one year: Tokyo, JP
• Google Foundations of UX Design Certificate: Online
• Wearable and Smart Device UX Design Certificate: SCU, CA
• Mobile UX Design Certificate: UC San Francisco, CA
• Art direction, design, and writing: Creative Circus, Atlanta, GA
• Journalism with advertising emphasis: University of MN
• Studied Japanese and taught English for one year: Tokyo, JP
AWARDS
• FWA – Audi USA
• Cannes Silver Lion – Sprint Online
• One Show Silver – Sprint Campaign
• One Show Bronze – Sprint OHH
• D&AD Silver – Sprint Integrated
• Cannes Silver Lion – Sprint Online
• One Show Silver – Sprint Campaign
• One Show Bronze – Sprint OHH
• D&AD Silver – Sprint Integrated
• Cannes Gold Lion – Sprint Integrated
• Silver ANDY – Sprint Online
• One Show Silver — Sprint Single
• Silver CLIO – Sprint Integrated
• D&AD Silver – Atlanta Hawks
• Silver ANDY – Sprint Online
• One Show Silver — Sprint Single
• Silver CLIO – Sprint Integrated
• D&AD Silver – Atlanta Hawks