Amy Mew, Designer in Bend, OR, United States
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Amy Mew

Verified Expert  in Design


Bend, OR, United States
Toptal Member Since
May 30, 2019

I am a seasoned Experience Designer and User Researcher dedicated to understanding and meeting customer needs across the product lifecycle. With over a decade of expertise, I excel in guiding projects from discovery through design validation to customer adoption. My passion lies in solving design challenges to enhance digital experiences with actionable insights. I've collaborated with startups and Fortune 500 companies like Southern California Edison, Deciem, NFL, and Disney.


Work Experience

UX Design and Research Lead (via Toptal)

2023 - PRESENT
  • Represented customer needs across the product and design lifecycle from discovery through design validation and customer adoption.
  • Informed, contributed, and consulted on product requirements for the best eCommerce user experience and translated those requirements into high-fidelity wireframes optimized for mobile, tablet, and desktop interfaces.
  • Advocated for the importance of user research within the organization, ensuring that design decisions are based on evidence and insights rather than assumptions or preferences.
  • Conducted a comprehensive heuristic analysis of direct and indirect competitors to understand the strengths and weaknesses of various eCommerce features for Deciem's brands—The Ordinary and NIOD.
  • Designed and executed heuristic analyses and remote usability studies, including A/B testing and user interviews.
  • Analyzed and synthesized the results to generate strategic and tactical insights with actionable recommendations.
  • Leveraged research insights to create personas, user journeys, consumer need states, and innovative user experience strategies.
Technologies: UX Design, Figma, UX Audits, eCommerce, B2C, Responsive Web Design (RWD), Heuristic Analysis, User Experience (UX), UI Design, User Research, Checkout, User Testing, A/B Testing, User Journey Maps, Competitive Analysis, User Interviews, Remote Usability Testing, Unmoderated Remote Usability Testing, Annotated Wireframes

UX Design and Research Lead

2002 - PRESENT
  • Collaborated with branding and advertising agencies to define functionality, content, navigation, and interaction models, including companies like NFL, Amgen, Toyota, and Disney.
  • Created prototypes, page-level wireframes, sitemaps, process flowcharts, use cases, and content matrices to guide project development.
  • Generated the user requirement definition by leading and participating in creative brainstorming and working sessions with internal and client teams.
  • Led and participated in creative brainstorming sessions with internal and client teams to establish user requirement definitions.
  • Crafted user persona research to articulate the needs and expectations of key user groups.
  • Worked closely with content strategists to develop content and data models, nomenclature, and taxonomies.
  • Researched and advocated for the adoption of latest tools, methodologies, practices, and trends in UX design and development.
  • Contributed to the strategic direction of projects within multidisciplinary teams, fostering a collaborative and innovative environment.
  • Conducted primary and secondary research methods, including stakeholder interviews, observation, surveys, A/B testing, and usability studies.
  • Delivered comprehensive reports from heuristic pattern analysis, UX and competitive audits, outlining improvement opportunities and best practice guidelines.
Technologies: OptimalSort, User Testing, Adobe InDesign, InVision, eCommerce, Usability Testing, User Journey Maps, Figma, Heuristic Analysis, Competitive Analysis, Fantasy Leagues, Wireframing, Responsive Web Design (RWD), Sitemaps, UX Strategy, User Personas, A/B Testing, User Research, Personas, InDesign CC, Information Architecture (IA), UX Audits, Mobile UX Design, User Flows,, SaaS, Mobile UX, Concept Sketching, Registration & Sign-up, Corporate Websites, UX Wireframes, eCommerce UI, Conversion

UX Design Lead

2022 - 2023
  • Spearheaded a year-long UX definition phase to transform a fragmented, complex, and restrictive experience into a unified, simplified, customer-centric community hub for a major software client.
  • Brought the customer-first strategic vision to life through user and business requirements, site maps, user flows, hundreds of wireframes and modules, and functional specifications.
  • Led client presentations and UX workshops and presented concepts with concrete tactical rationale.
  • Collaborated with cross-functional teams of strategists, UX designers, UI designers, developers, and project managers.
Technologies: UX Design, User Flows, User Research, Usability Testing, User Experience (UX), Interface Design, Miro, Figma, UX Mentoring, Mentorship & Coaching, Mentorship, UX Research, UX Wireframes, Conversion

Senior Product Designer

2021 - 2021
Boldium, LLC
  • Collaborated with a multidisciplinary team to develop the UX strategy and concepts for a new SaaS product aimed at digitizing the design process for all footwear companies.
  • Conducted one-on-one interviews with end-users to understand the footwear industry and audience needs.
  • Brought the UX research to life through detailed personas and user journeys to drive the UX design strategy.
  • Gathered product requirements from stakeholders and user interviews.
  • Created a feature prioritization matrix that detailed the product roadmap and defined the focus of the MVP.
  • Designed detailed user flows, site maps, and wireframes.
Technologies: Product Design, User Research, User Experience (UX), SaaS, User Interviews, Figma, Competitive Analysis, Concept Sketching, UX Wireframes

UX Analyst

2019 - 2019
Associated Electric Cooperative, Inc.
  • Provided a heuristic analysis of the UX design and usability of three HCM software solutions—Workday, Dayforce, and Ultimate.
  • Created the evaluation criteria based on Jacob Nielsen's ten heuristics and scored each HCM solution.
  • Delivered findings reports, ranking each HCM system and outlining best practices for HCM solutions.
Technologies: UX Design, UX Research, Usability Analysis, Heuristic Analysis, Findings & Recommendations Reports, Workday, Design Guidelines, Usability Testing, UX Wireframes

Senior Usability Consultant

2006 - 2008
  • Contributed to the UX strategy and design of brand experiences for clients like the Four Season Hotels and Resorts, Sony PlayStation, and The College Board.
  • Interfaced and collaborated with digital strategists, content strategists, brand identity designers, and developers.
  • Crafted personas, sitemaps, site flows, wireframes, use cases, and prototypes.
  • Planned and conducted usability studies (one-on-one interviews, surveys, and usability tests) and provided a report of the analysis relating to the usability issues, including those specific to the test and any additional ones observed.
  • Mentored and managed junior to mid-level user experience designers.
Technologies: Adobe Illustrator, Adobe InDesign, eCommerce, Usability Testing, Heuristic Analysis, Competitive Analysis, Wireframing, Sitemaps, UX Strategy, User Personas, User Research, Personas, InDesign CC, Information Architecture (IA), Concept Sketching, Corporate Websites, UX Wireframes

Senior Information Architect

2005 - 2006
  • Collaborated with large teams of visual designers, information architects, business analysts, account managers, content strategists, and developers on the redesigns of,, and
  • Engaged in the website development process from RFP to project inception (discovery and strategy) to implementation (design and development.).
  • Contributed to developing UX-driven automotive advertising campaigns that were engaging, effective marketing initiatives, and relevant and helpful user experiences.
  • Focused intensely on the automotive industry and what incentivized users to keep moving down the automotive shopping funnel.
Technologies: Adobe Illustrator, Adobe InDesign, eCommerce, Usability Testing, Heuristic Analysis, Competitive Analysis, Wireframing, Sitemaps, User Personas, User Research, Personas, InDesign CC, Use Cases, Information Architecture (IA), Corporate Websites, UX Wireframes

Information Architect

2004 - 2005
  • Contributed to the UX strategy and design of web experiences for clients like Southern California Edison, Disney, and Toyota.
  • Created research and design deliverables: research plans, usability tests, reports, personas, user flows, annotated wireframes, sitemaps, and customer journey maps.
  • Interfaced and collaborated with digital strategists, content strategists, visual designers, and developers.
Technologies: eCommerce, Usability Testing, Heuristic Analysis, Competitive Analysis, Wireframing, Sitemaps, User Personas, User Research, Personas, InDesign CC, Use Cases, Information Architecture (IA), Corporate Websites, UX Wireframes
1997 - 2000

Bachelor of Arts Degree in Psychology

University of California, Santa Cruz - Santa Cruz, CA, USA


Sketch, InDesign CC, InVision, Adobe Experience Design (XD), Figma, Miro, Adobe InDesign, OmniGraffle, OptimalSort, Adobe Illustrator,, Google Docs



Industry Expertise

Retail & Wholesale


iOS, Windows Mobile, Microsoft Surface, Android


Fantasy Sports, Usability Testing, Annotated Wireframes, Personas, Responsive UX Design, User Journey Maps, User Experience (UX), Stakeholder Interviews, User Research, Sitemaps, Information Architecture (IA), Competitor Analysis & Profiling, User Flows, Wireframing, Responsive Web Design (RWD), Rapid Prototyping, Mobile UX, UX Design, UX Research, eCommerce UX, eCommerce, Heuristic Analysis, Competitive Analysis, Mobile UX Design, Product Design, Interface Design, UX Wireframes, eCommerce UI, Conversion, Remote User Testing, Use Cases, Card Sorting, User Interviews, Lean UX, A/B Testing, UX Mentoring, User Testing, Market Research & Analysis, Conceptual Design, Focus Groups, Fantasy Leagues, Funnel Optimization, User Personas, Journey Mapping, Responsive Design, ServiceNow, Crowdsourcing, Mobile Apps, Startup Consulting, Brainstorming, Mobile Video, Modular Design, Registration & Sign-up, Energy Utilities, Corporate Websites, Task Flows, Mobile First, Guerilla Usability Testing, UX Sketching, Concept Sketching, Prototyping, UX Strategy, Psychology, UX Audits, Usability Analysis, Findings & Recommendations Reports, SaaS, Workday, Design Guidelines, Heuristic Review, Heuristic Evaluation, Heuristic Reports, Mentorship & Coaching, Mentorship, B2C, UI Design, Checkout, Remote Usability Testing, Unmoderated Remote Usability Testing, Userlytics, Website Audits, Web Design, Heuristics, Audits, UI Audits, User Validation, Design Research, Design Validation

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