SENIOR UX DESIGNER/ USER RESEARCH LEAD                                                              
VMware | August 2021 to May 2024

Advanced into a newly created role to develop and lead qualitative user research program for Global Web and Digital Services (GWDS) group. Lead design and research efforts for B2B large-scale, international digital marketing experiences, with $300M revenue touch, targeting IT decision makers.

• Founded and currently direct a user research program within global marketing to provide customer insights to inform design decisions. 

• Templatized research plans and research reports, creating alignment across the UX team and reducing low value projects.

• Developed and currently maintain over 100 design standards organized in Unity, the VMware Global Web Design Language—resulting in quicker response times to UX requests.

• Formally trained expert in four (4) user research platforms: FullStory, UserTesting, Adobe Analytics, and Baymard—resulting in comprehensive data gathering for UX projects.

• Serve as point-of-contact for 3 research vendors—and mentor 6-person UX team on designing, implementing, and leveraging user research tools and practices.
  

Select Achievements

• Integrated over 23 critical research findings in 6 months to drive a 110% increase in VMware's business model for A/B testing and website design.

• Increased research output by 82%-resulting in quicker, healthier design decisions.

• Delivered over 25 studies over 12 months-resulting in 53% increase in engagement across the primary customer-facing site.

• Designed, researched and socialized critical updates to global web navigation-resulting in 132% increase in engagement and -43% reduction in abandonment rate.
  
   

LEAD UX DESIGNER/GRAPHIC DESIGNER                        
ADEQ | May 2014 – August 2021

Lead all user experience efforts for an environment government agency, spearheading an international innovative digital experience for e-Permitting/e-Compliance Online Portal.

• Collaborated with cross-functional teams in an Agile environment to develop and deliver applications that met government & federal priorities and requirements.

• Established the design standards for wireframes, user flows and the continued maintenance of the ADEQ Design System within Adobe XD.
  

Select Achievements

• Developed, designed, and tested over 36 Permitting/e-compliance solutions —resulting in decreased permitting time-frame by 89%, helped drive compliance time by 49%, estimated economic benefit to Arizona is $192 million.

SENIOR GRAPHIC DESIGNER                                  
Yano Creative | February 2010 – August 2021

Apart of an international award-winning design and marketing agency.

• Managed multiple projects across various industries, delivering visually compelling designs using Adobe Creative Suite.
  

Select Achievements

• Contribution in designs, branding and marketing for choichotels.com – resulted in over $5 billion in online sales in 2015.