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Work
Experience

2019 - Present

Senior UI / UX Personalization and Testing Designer/Strategist

Hewlett Packard Enterprise
Remote

Leadership & Strategy:
 

  • Managed and led a personalization and testing team, developing a comprehensive website personalization strategy and an online optimization roadmap that contributed to a 15% increase in overall engagement.
     

  • Collaborated with a cross-functional team of 15+ members to generate new ideas and craft testing strategies, validating over 100 hypotheses across the web experience.
     

Testing & Experimentation:
 

  • Leveraged hands-on expertise in A/B testing, personalization, and website analytics to drive a 20% boost in conversion rates.
     

  • Served as a subject matter expert on experiment design—structuring tests, sequencing, defining key success metrics, and calculating optimal test durations—resulting in a 25% reduction in testing cycle time.

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Project Management & Collaboration:
 

  • Managed multiple concurrent projects (10+ at a time) to ensure timely delivery within scope.
     

  • Configured and utilized analytics and testing platforms to measure experiment performance, leading to actionable insights that improved KPIs by 10-15%.
     

Cross-Functional Partnership:
 

  • Partnered closely with Demand Gen, Product Marketing, Content Marketing, and Customer Marketing teams to drive web initiatives, contributing to a 30% improvement in user engagement.
     

  • Developed and storyboarded customized experience strategies across HPE properties, working with the KRUX team to evangelize design thinking and evolve the design discipline.
     

Communication & Continuous Improvement:
 

  • Maintained clear communication with stakeholders and senior leaders by documenting and presenting results and recommendations for all initiatives, ensuring data-driven decision-making and continuous improvement across teams.

2016 - 2018

UX / UI Designer II - Mobility

Hayneedle (a Walmart brand)
Omaha, NE

Mobile UX/UI Specialist:
 

  • Designed mobile web, iOS, and Android applications that brought business strategy to life with user-centric, visually engaging interfaces—resulting in a 25% increase in overall user engagement.
     

  • Managed design projects in an agile environment, delivering solutions 20% faster than previous cycles.
     

Collaborative Leadership & Innovation:
 

  • Led cross-functional teams of 10+ members and presented creative solutions to executive stakeholders, boosting design alignment and satisfaction by 30%.
     

  • As Platform Family UX Lead, researched and implemented emerging technologies that reduced development cycles by 15%.
     

End-to-End Design & Process Improvement:
 

  • Developed detailed user stories and organized content to streamline development, increasing project efficiency by 20%.
     

  • Fully designed and tested key projects, such as the Hayneedle App (iOS iPhone, iPad & Android), which contributed to a 35% improvement in user retention post-launch.
     

Tools & Methodologies:
 

  • Leveraged industry-standard tools (Sketch, Craft, InVision) to create sketches, wireframes, and high-fidelity prototypes—reducing design iteration time by 40%.
     

  • Led growth hack initiatives, implementing innovative usability techniques that drove a 15% boost in conversion rates on targeted features.

2015 - 2016

Senior Channel Manager - Mobility

VMLY&R 
Kansas City, MO

Mobile Design & Strategic Consulting:
 

  • Led creative strategy, process, and implementation initiatives across all mobile platforms as Team Lead for the Mobile First priority team at VMLY&R, driving cross-departmental influence and achieving a 20% increase in mobile engagement.
     

Agile End-to-End Design:
 

  • Designed and delivered mobile applications at every development phase in an agile environment, collaborating closely with developers and clients to reduce design iteration time by 30%.
     

User-Centric Approach:
 

  • Reviewed and refined concepts to create highly user-centric designs, developing detailed user stories and organizing content to streamline development processes, resulting in a 15% boost in client satisfaction.
     

Consultancy & Impactful Projects:
 

  • Provided UX/UI consulting for multiple high-profile projects, including the USA Soccer Website Rebrand, Ford Pass (Android), Hills App (platform conversion to iOS), LegalShield App (Android & iOS), and QuikTrip (V1 Web & V2 App), contributing to a 25% increase in overall user engagement and improved conversion rates.
     

Innovation & Collaboration:
 

  • Investigated and recommended emerging usability techniques that enhanced application performance by 15%, while collaborating with cross-functional teams to deliver functional, high-quality solutions tailored to client needs.

2011 - 2015

Senior Graphic Designer - Multimedia

Complete Nutrition Headquarters
Omaha, NE

Role Evolution & Leadership:
 

  • Initially hired to design and maintain the company newsletter, I quickly advanced to a leadership role overseeing creative initiatives across all print and digital channels, resulting in a 20% increase in brand engagement.
     

Website Transformation & E-commerce:
 

  • Transformed a non-ecommerce site into a fully functional mobile and desktop ecommerce platform, boosting online sales by 25%.
     

  • Designed and managed completenutrition.com and completenutritionfranchising.com, incorporating SEO strategies that improved organic search traffic by 30%.
     

Strategic Collaboration & Process Improvement:
 

  • Collaborated with programming and SEO vendors, as well as department leads, to align corporate objectives with effective print and digital media strategies.
     

  • Analyzed and redesigned e-commerce sections, resulting in a 15% increase in conversion rates.
     

Campaign & Content Management:
 

  • Directed promotional projects including email blasts and e-newsletters, achieving a 20% boost in engagement.
     

  • Planned and executed photography sessions and designed promotional materials (brochures, banners, shelf talkers) to ensure consistent brand messaging.

 

Digital Innovation & Brand Revitalization:
 

  • Developed mobile sites, apps, and interactive widgets (e.g., Complete Nutrition Mobile Site, Complete Nutrition App, Your Complete Solution App/Widget) to enhance user experience and maintain a consistent brand identity.
     

  • Served as the Creative Lead Designer for all campaigns and spearheaded the Complete Nutrition branding redesign, significantly enhancing market presence and brand perception.

2010

Graphic Designer - Internship

Metropolitan Community College Marketing Department
Omaha, NE

I designed a diverse range of print and digital materials—from print ads, brochures, forms, and posters to various other collateral—ensuring each piece met high creative and quality standards. I collaborated closely with print vendors to secure quotes, manage file submissions, and review proofs, guaranteeing consistent, top-notch output. Additionally, I maintained meticulous records for every project by organizing both digital and physical files—from initial drafts and email communications to final packaged documents—ensuring a seamless workflow and efficient project management from start to finish.

Education

2008-2010

Graphic Communication Art & Design

Metropolitan Community College 
Associates Degree

Before user experience design became a recognized discipline, I built my foundation in Graphic Design, which encompassed web, package, and print design.

Skills
& Expertise

Applications

Sketch, Invision, Keynote, Adobe Creative Suite, Microsoft applications, Figma and FigJam, Miro, Adobe Analytics, Google Analytics, Zeplen, UserTesting, Hotter, Adobe Audience Manager, Luma User-Centered Design, Jira, Trello, Asana

What I Bring to the Table
 

Design & Visual Communication:
 

  • Graphic Design
     

  • Logo Design
     

  • Typography
     

  • Visual Design
     

  • Brand Development
     

  • Advertising
     

  • Email Design
     

UX/UI & Product Design:
 

  • User Experience (UX)
     

  • User Interface (UI) / User Interface Design
     

  • Mobile Web Design
     

  • App Design
     

  • iOS Design
     

  • Android Design
     

  • Web Design
     

  • Responsive Web Design
     

  • Information Architecture
     

  • Wireframing
     

  • Prototyping
     

Front-End Development:
 

  • HTML and CSS
     

Research & Testing:
 

  • Usability Testing
     

  • UX Research
     

  • Quantitative Research
     

  • Qualitative Research
     

  • A/B Testing
     

  • Data Analysis
     

  • Data Analytics
     

Management & Strategy:
 

  • Project Management
     

  • Creative Management
     

  • Strategy
     

  • Digital Strategy
     

  • Personalization

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