Andrea Fratto
Verified Expert in Design
UX Strategist and Designer
Los Angeles, CA, United States
Toptal member since September 8, 2020
Andrea started her career as a front-end developer with a natural progression to UX strategy, design, and management. Her work with agencies, consultancies, and startups spans all methods of discovering and defining how a product will live in this world and matter in people's lives. She's a hands-on lead whose design methods span remote/field research, collaborative workshops, IA, flows, wires/prototype, and design optimization cycles. She believes the craft of UX is head+heart+hands.
Portfolio
Align Technology : iPad App for Global Sales Teams
HUM Nutrition : The WELLNEST Blog
Violet Grey : Easy and Elegant Gift Cards
HUM Nutrition : Custom Routine and Reminders
Work Experience
UX Consultant (Contract)
HUM Nutrition
- Optimized customer acquisition and conversion funnels.
- Managed responsive UX/UI design for The Wellnest blog + SEO optimization.
- Devised the sprint zero UX strategy and user research as needed.
- Designed and integrated new features for marketing, eCommerce, and the blog.
- Designed member-facing features like the cancelation flow, HUM routine, and my account.
- Created and maintained the design system for the responsive web.
Lead UX Designer (Contract)
Appirio Design Studio
- Gathered and synthesized Salesforce legacy systems, business requirements, and user interviews to design the Global Field sales app.
- Designed iterative prototype builds for design feedback cycles with Global product owners.
- Maintained a stable testing version of the UX prototype for usability testing cycles.
- Collaborated with the remote visual designer and client team.
- Drafted QA and usability testing scripts to optimize delivery and launch.
Senior Experience Designer (Contract)
Dollar Shave Club
- Gathered qualitative feedback with observation + inquiry to redesign experience flows, features, funnels, CTAs, and micro-interactions.
- Defined metrics and interpreted activity + performance to share insights and inform the design of new or integrated features.
- Designed flows, architecture, and wireframes/prototypes for iOS and Android apps.
- Annotated wireframes and flows for designers and engineers.
- Prioritized design objectives for growth/revenue: engagement, enjoyment, loyalty, etc.
- Gathered examples of outstanding UX/UI for presentation and exploration in collaborative workshops.
Experience Lead (Contract)
Violet Grey
- Created sketches, flows, annotated wireframes, and prototypes for gift cards, curated gift guides, and featured brand launch on the eCommerce site.
- Participated in design workshops to finalize design direction.
- Drafted site map and navigation for The Violet Files editorial content.
- Created functional specifications for engineers and design specifications of creative assets for designers.
- Managed requirements, user stories, and ideation flows.
Experience Lead (Contract + Full-time)
Blitz Digital Agency
- Led and performed research, strategy, vision, and UX design for various projects.
- Created the UX strategy and vision for AACN critical care nursing association.
- Devised content strategy and designed UX prototype for Continental Tire automotive company.
- Devised content strategy and designed UX prototype for UCLA Anderson School of Business.
UX Consultant (Contract)
Roundarch (now Isobar)
- Designed enterprise CMS prototype for Starwood Hotels to personalize admin workspace, improve workflows, and reduce errors.
- Created personas and IRL workflow diagrams to illustrate solutions for Motorola field sales operations.
- Designed the Gartner Research iPad app for C-level execs to keep a portable library and prepare for meetings while traveling.
- Drafted UX strategy to integrate cause marketing campaigns and social marketing for AVON representatives.
- Designed currency rate watcher dashboard tiles and promotional features for Royal Bank of Canada's product suite for multiple audiences.
- Redesigned recruiting admin tools for Air National Guard. Unified workflows to validate data and track recruits and positions.
- Redesigned secured reporting and communication tools for U.S. Air Force.
- Co-designed iPad app for U.S. Air Force Officer Review Boards to do collective officer reviews remotely, within set timeframes.
- Co-facilitated global usability testing sessions to support various projects.
Senior UX Architect/Lead
Tribal DDB
- Created personas, user research, content strategy, and UX design for McDonald's USA website redesign.
- Redesigned enterprise search for AT&T business sites.
- Designed UX prototype for dynamic home page design for H&R Block during tax season.
- Designed UX prototype of feature video content for fashion retailer Jones New York.
- Crafted content strategy, information architecture, and annotated wireframes for Kraft A.1. Steak sauce site featuring steakhouse expertise, products, recipe, and education videos.
- Designed a UX prototype to reimagine the experience of search for Lowe's Home Improvement eCommerce. Image-based results guided shoppers along their purchase path.
- Designed UX prototype for Luxottica's LensCrafters quiz and lens recommendation experience. Recommendation results informed the customer to have a meaningful discussion with the sales associate.
- Designed UX prototype for SyFy Channel rebrand for a real-time, data-driven wi-fi portal screen in NYC's Rockefeller Center.
- Designed UX flows, maps, wireframes, and prototypes for various Wrigley's promotional sweepstakes entry sites.
- Designed dynamic UX wireframes and prototype of a Dr. Ian's Meal + Fitness tracking web site for State Farm Insurance.
Lead Front-end Developer, Technical Project Manager
Slack Barshinger, now Slack & Company
- Scoped and managed the team resources and digital projects, process, delivery, and archives.
- Managed a team of developers and their project prep, work, and optimization.
- Provided concept development for the CEO's digital projects.
- Optimized artwork electronic for electronic media and file economy.
- Introduced information architecture, mapping, user flows, and modeling.
- Developed digital marketing websites for leading B2B clients.
Education
Independent Studies in Interactive Multimedia
Columbia College - Chicago, IL
Independent Studies in Reason vs. Passion
Indiana University - Bloomington, IN
Independent Studies in Library Science
Barat College - Lake Forest, IL
Associate of Arts Degree in Liberal Arts, English
Harper College - Palatine, IL
Skills
Tools
Figma, Axure RP Pro, Sketch, Usertesting.com, InVision Studio, InVision, Jira, Apple Keynote, OmniGraffle, Lookback, Hotjar, Photoshop CC, Adobe Photoshop, Photoshop 7, Adobe Dreamweaver, Trello, Miro
Platforms
iOS, Web, Mobile, Adobe Suite, Android, WordPress
Industry Expertise
Fashion & Beauty, Information Technology, Creative Tech, Health & Wellness, Hospitality
Languages
JavaScript, CSS, HTML
Other
User Experience (UX), User Interface (UI), Design Thinking, UX Leadership, Digital Product Design, Interaction Design (IxD), User Journey Maps, Responsive Web Design (RWD), Information Architecture (IA), UX Prototyping, Annotated Wireframes, User Feedback, User Research, Service Design, Interactive Prototypes, Mobile Web, Web UX, Functional Design, eCommerce, Subscription Box Service, UX Research, User Flows, Web UI, Remote User Testing, Personas, UX Flows, Presentations, UX Strategy, Blog Design, Funnel Analysis, Membership Sites, Design Systems, System UI, System Flow, User Personas, Enterprise Design, Enterprise Systems, Design Testing, User Interviews, Contextual Inquiry, Dynamic Websites, Multimedia Design, Team Productivity, Production, Rapid Prototyping, User Needs, Story Mapping, UI Design Standards & Best Practices, App UI, Shopper Journeys, eCommerce UX, Prototyping, Product Strategy, Product Vision, Product Design, UX Design, UI Design, Journey Mapping, Wireframing, Experience Vision, Teamwork, Productivity, User-centered Design (UCD), Web App Design, Subscriptions, Premium Content Subscriptions, UX Wireframes, Web Design, Style Guides, Customer Relationship Management (CRM), Mobile Design, UX Audits, UI Audits, MVP Design, Mobile App Design, Landing Page Design, SaaS Design, UX Workshops, Whiteboarding, Qualitative Research, Funnel Optimization, Direct to Consumer (D2C), Editorial Design, User Stories, Gifting, Collaborative Design, Backlog Grooming, User Testing, CRM Systems, Digital Photography, Content Strategy, Pitch Presentations, Lean UX, Software Development Lifecycle (SDLC), Integrated Design, SEO Content, Enterprise SaaS, Dashboards, DHTML, B2B, Digital Marketing, Integrated Marketing, Web Development, Project Management, Scope Management, Typography, A/B Testing, Remote Work, Multimedia, Design Leadership, Competitor Analysis & Profiling, Discovery Workshops, Sprint Planning, Salesforce Sales Cloud, Heap, Animation, Screenwriting, Digital Art, Digital Production, Front-end Development, Literature Review, Composition, Writing & Editing, Philosophy, Europe, Photography, Theater & Performing Arts, Geology, Public Speaking, BBEdit Text Editor, Banner Ads, Digital Newsletters, Art Direction, Animated GIFs, Digital Video, Computer Graphics, Form Design, Optimal Workshop, Dashboard Design, Mobile App UI, Navigation Models, Design Specifications, UX Specifications, UI Specifications, Design Libraries, Modular Design, UI Templates, Plugins, Gestural UI, Mobile UX, Functional Specifications, User Scenarios, Workshops, Fiction Literature, Geometry, Art, Research, Poetry, Realism, Libraries
Experience
- Interaction Design (IxD) - 20 years
- User Interface (UI) - 20 years
- User Experience (UX) - 20 years
- Qualitative Research - 15 years
- UX Strategy - 13 years
- Design Thinking - 10 years
- UX Leadership - 6 years
- UX Workshops - 5 years
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