Resumé
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Professional Summary
Highly skilled Experience Design Lead with a proven track record of delivering impactful product designs by conducting comprehensive user research, delineating actionable insights, and executing rigorous testing methodologies over the past 8 years. Skilled in team management, stakeholder communication, and accessibility compliance, with a demonstrated ability to generate revenue growth, reduce churn losses, and increase user engagement. Strong background in eCommerce and entrepreneurial environments with a proven ability to multitask, prioritize and navigate complex problems.
Professional Experience
Experience Design Lead (Crave)
Bell Media
Toronto, Ontario
Aug 2021 - Present
Crave is the largest and most recognized Canadian streaming service.
- Regularly presented complex conceptual design problems through process documents and high-fidelity prototypes to product managers, Directors, VPs & c-suite executives resulting in stakeholder alignment.
- Initiated interdepartmental collaborative discussions after identifying strategic opportunities, resulting in vetted, viable, and fully documented priorities that have informed & shaped the 2021-2024 roadmaps.
- Reduced churn losses by an average of $1.85M annually; an 8% increase in customer retention compared to initial project expectations by redesigning and carrying the subscription cancellation flow through the research to delivery (end-to-end) lifecycle.
- Demonstrated exceptional leadership skills by effectively mentoring and guiding designers, fostering collaboration, & overseeing project progression, resulting in a streamlined & cohesive team performance.
- Identified accessibility infractions on Crave, CTV and Noovo and produced documentation to remedy the issues; resulting in WCAG 2.0 AA and AODA compliance.
- Informed business decisions with in-depth research documentation, highlighting various research methodologies such as user interviews, surveys, usability testing, card sorting, A/B testing, persona development, and competitive analyses.
Principal Customer Experience Designer / Founder
CALIBER Swimwear
Toronto, Ontario
Nov 2015 - Present
Created, launched and operated a men’s eCommerce swimwear brand with over $1M in sales over the first five years of operation. Primarily focused on all areas of the digital customer experiences including the design and build of the website, social media, and advertising.
- Continuously adapted the eCommerce strategy by conducting thorough research and by applying user-centred principles throughout the design process, leading to a consistent stream of innovative ideas and improvements, resulting in sales growth of 170% – 190% year-over-year.
- Employed a systematic approach to website enhancements by conducting comprehensive evaluations of user needs and testing multiple solutions, resulting in the development of effective strategies that created intuitive user experiences that delivered significant value to the end users.
- Achieved a 53% increase in website engagement through user behaviour analysis by using A/B testing, heatmapping, and usability testing. This approach also led to a remarkable reduction in the bounce rate from 82% to 29%.
- Hired and mentored talent. Implemented robust performance and goal management strategies that fostered a cohesive and dynamic team.
- Demonstrated agility and composure in a dynamic, fast-paced entrepreneurial environment, effectively navigating shifting market conditions and evolving priorities with a consistent, flexible, and adaptable approach to overcome any obstacle.
Principal Product Designer / Founder
CALIBER Web & UX Design
Toronto, Ontario
Aug 2020 - Present
Created, launched, and managed a boutique UX and web design agency dedicated to assisting small businesses in establishing their online presence with a customized website.
Anthony Lance (Toronto Realtor)
Lead a cross-functional team, including a graphic designer and a UX copywriter, to create a responsive real estate agent website that generated new leads for the client.
- Led a collaborative and agile design process resulting in impactful product designs.
- Created persuasive artifacts, such as wireframes, conceptual diagrams, task flows, storyboards, and presentations, to illustrate product-specific requirements and recommended solutions.
- Fostered a collaborative and engaging work environment for designers by applying strategic leadership tactics, resulting in exceptional work.
- Translated user needs by empathizing, analyzing and synthesizing user research.
- Effectively presented deliverables such as copy, graphic designs, journey maps, wireframes, information architecture, user flows, mock-ups, and high-fidelity prototypes to the client at each milestone of the project.
Peter Tamlin (New York Photographer)
Responsible for redesigning a photography portfolio website.
- Updated the user interface elements to increase the overall effectiveness of the user experience.
- Collaborated, multitasked and prioritized competing priorities effectively.
Lux Mask (Designer Masks)
Assisted with creating and launching luxmask.ca from fabric sourcing to marketing.
- Streamlined business requirements, customer needs, and technology constraints to produce effective user-centric design solutions.
- Participated in continuous improvements to the customer experience by implementing strategies.
Presented complex concepts clearly and persuaded the rationale behind each user-centred design decision to the client. - Built a responsive website that exceeded client expectations while facing short deadlines and budget constraints.
Tools & Skills
Tools
- Adobe XD
- Adobe Photoshop
- Clarity
- Confluence
- DaVinci Resolve
- Elementor
- Expoze
- Fable
- Facebook Ads
- Figma
- Google Ads
- Google Analytics
- Hotjar
- Jira
- Lightroom
- Miro
- Photoshop
- Qualtrics
- UserTesting
- Woo Commerce
- WordPress
- Zeplin
Skills
- 10ft Design
- Accessibility Compliance
- Attention to Detail
- Competitor Analysis
- Conceptual
- Thinking
- Data Analysis
- Design Thinking
- eCommerce
- Ecosystem Architecture
- Empathy Maps
- Info. Architecture
- Innovative Problem Solving
- Mentoring
- Mockups
- Mobile Design
- Persona Creation
- Presentations
- Product Strategy
Skills (continued)
- Prototyping
- Usability Testing
- User Research
- User Needs
- Assessment
- Quality Assurance
- Roadmapping
- Social Media Marketing
- Stakeholder Management
- Storyboarding
- Strategy (UX & Business)
- Team Management User
- Journey Maps
- Usability Testing
- User Personas
- Videography
- Web Design
- Wireframing
- Workflow Analysis
Certificates
IDEO University
- Impactful Presentations
- Designing Strategy
Interaction Design Foundation
- Accessibility Fundamentals – Disabilities, Guidelines, & Laws
- Accessibility: How to Design for All
- Conducting Usability Testing
- UX Management: Strategy and Tactics
- Human-Computer Interaction – HCI
- UI Design Patterns for Successful Software
- Design a User Experience for Social Good…
Deque University (Accessibility)
- Device-Independent User Input Methods
- Custom JavaScript/ARIA Widgets
- Web Accessibility Testing: Screen Readers
- Web Accessibility Testing: Basic Methods and Tools
- iOS Accessibility Features
- Android Accessibility Features
- Form Labels, Instructions, and Validation
- Multimedia, Animations, and Motion
- Responsive Design and Zoom
- Images, SVG, and Canvas
- Visual Design and Colors
- WCAG Conformance Testing, Detailed Methodology
- Mobile App Accessibility Fundamentals
- Semantic Structure and Navigation
- Designing an Accessible User Experience
- Responsive Web Design in Adobe XD
- Create High-Fidelity Designs and Prototypes in Figma
- Conduct UX Research and Test Early Concepts
- Build Wireframes and Low-Fidelity Prototypes
- Start the UX Design Process: Empathize, Define, and Ideate
- Foundations of User Experience (UX) Design
