Over 10 years of hands-on experience creating rich and immersive user experiences that are aesthetically intuitive to use for both desktop and mobile devices. I pride myself on being an advocate for the user, practicing user-centered design principles as the basis for my design decisions on behalf of the user's needs and business goals. My formal education in Information Technology makes me unique in that I understand the software development lifecycle and can communicate with developers and software engineers.
M&C Saatchi Worldwide | Senior UX Designer
Involved in the full product lifecycle and discovery for the redesign and strategic thinking for Herbalife.com. My role and responsibilities include working with other agency partners and cross-functional teams within Herbalife.
Conducted in-person stakeholder interviews with the C-suite, distributors and Herbalife’s customers.
Document and present the underlying themes and problem statements.
Analyze existing customer journey diary videos for customer pain points to help guide recommended improvements to the current online experience.
Facilitated workshops to uncover the level of effort/reward for features, epic, and stories.
Wire framed mobile experience showing the user's journey through various shopping funnels while depicting value streams and social channel entry points into content areas for repeat orders.
MXM (Part of Accenture Interactive) | UX Lead
Collaborated with product managers, developers, and business teams to design new and innovative products that include enterprise and B2C solutions on the Johnson Johnson's Acuvue and Allergan accounts.
Edmunds.com | UX LEAD
A major contributor in the UX strategy and direction of Edmunds suite of business to consumer products including the Car Buying Platform and Member Services product portfolio. I worked with cross-functional teams in an agile working environment and lead product initiatives with product managers and directors as well as our research team. I received a merit increase for being a high-contributor for the UX department.
Increased customer Return Rate on the Edmunds membership services platform by 60% compared to 17% on a previous version resulting in 23k users coming back 2x a month leading to better quality leads.
Worked in an experimental R&D unit within Edmunds called Digital Futures. The Car Buying Platform team developed a new product to streamline the car buying process and sell vehicles direct to consumers.
Redesigned the Edmunds car comparison tool based on user interviews and card sorting exercises. Resulting in a more engaging feature-rich tool fitting the shoppers’ decision-making process as they compare vehicles.
Conducted moderated user testing for the car buying platform resulting in improved user experience.
Directed and mentored associate UX designers.
Hoverstate | Sr. UX Designer
Hoverstate is a digital agency specializing in creating innovative solutions in technology for the health and wellness industry. I work closely with the creative director and other stakeholders to establish a UX strategy for a new product on the UnitedHealthcare small business health insurance website.
Involved in strategic planning from ideation through prototyping and testing.
Established user workflow diagrams for new products using UML notation.
Conducted extensive remote user testing on existing functionality and new products to uncover user pain points. Testing experiments included developing test roadmap, writing the test script, A/B, multivariate and card sorting exercises.
Evaluated qualitative and quantitative data from testing results and suggested recommended improvements for better usability based on heuristic methodologies.
Shorten the development life cycle saving $60,000 in development cost on a social media campaign for Blue Cross of Idaho, using Unbounce to deliver and optimize landing page performance for better conversion.
MobileCause | Lead UX/UI Designer
12/14 – 07-15 (Contract)
My role as the Lead UX UI designer is to improve the existing user flow for a cloud-based SAAS solution to help non-profit organizations gain new donors, increase recurring gifts and engage supporters.
Improved the information architecture (IA) for the customer-facing dashboard and front-end (UI) based on feedback from the customer success team and non-profit clientele.
Received a 90% positive feedback from users of the redesigned donation form setup page by implementing an accordion view.
Lead UX/UI strategy of new product development and iterative refinements to existing product features.
Designed MobileCause point of sale iOS and Android App from inception through current release, which has been used to raise over $400,000 to date.
Sonic Electronix.com | Sr. UX/UI Designer / Creative Manager
As the Sr. UX designer my role was to lead, research and complete minimum viable user centric design initiatives for Sonic Electronix business objectives and its customers. This resulted in a frictionless user experience to purchase a car and home audio products online.
Simplified the return policy process for users increasing conversion 8 to 9% on the OnClick event. Compared to the old page which converted less than 1%.
Improved the purchasing funnel conversion rate to 0.88% resulting in a 12.8% YoY revenue increase.
Spearheaded usability studies and interviews in the wild. Which resulted in decreased page abandonment and increased conversion rate.
Conducted multivariate testing to measuring the effectiveness of design combinations.
Mentored creative talent to ensure consistent quality standards throughout all social media channels, affiliate marketing, email campaigns, and onsite web assets.
Ballistic Designs,inc. | Owner / UX/UI designer
Owned and operated my own creative studio for ten years producing unique branding and custom web solutions for clients in the health insurance, automotive and technology industries.
Increased online sales for Piloti.com (driving shoe manufacturer) by 400% from the previous year by enhancing the website’s functionality and strengthening the company’s branding programs online and offline.
Gathered project requirements from stakeholders, marketing directors, and product managers. Document website architecture using sitemaps and UML diagrams for user flow.
I supervised a freelance pool of programmers (on and off-shore), designers,
Strategized with copywriters in developing marketing campaigns and content creation to ensure consistent messaging across multiple marketing channels.
Launched my own online golf reservations system called “Level2-Golf” for public and private golf courses.
Freelance | Art Director
The Walt Disney Corporation
The Dupuis Group
The Identity Group
Tools of the Trade
Adobe Photoshop CC
Adobe Dreamweaver CC
Adobe Illustrator CC
Browser Developer Tools
Summary of Skills
User Experience Design (UX)
User Interface Design (UI)
HCI (Human Computer Interaction)
Web Project Management
User Centered Design Best Practices
Hierarchical Task Analysis, Information Architect
Entity Relationship Diagramming
HTML/CSS coding and browser editing
JQuery libraries (fundamental understanding)
Bootstrap (fundamental understanding),
B.S. in IT Technology with an Emphasis in Systems Development for Mobile Technology.
Deans list 2011-14
Graduated with honors
UCLA, University Extension
Professional designation program in graphic design and computer graphics offered in cooperation with the UCLA School of Design.
Resume download options