Deborah Dennis

Designer in Oakland, CA, United States

Member since September 27, 2016

Deborah is a UX design and research expert in analyzing users' needs and crafting creative and engaging interaction designs. She is well versed in making complex products into simple easy to use interfaces. Deborah has designed mobile, web, and SaaS apps for Visa, Apple, Intel, Autodesk, Symantec, and multiple startups. Deborah is a collaborative leader skilled in building relationships, influencing, and presenting as well as setting priorities, strategy, and design direction.

User Experience (UX)Product Design User Research User Interviews User Journey Maps User Flows Wireframing UX Design SaaS Design Dashboard Design Web App UX Usability Testing Journey Mapping Prototyping Information Architecture (IA)Show more

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Portfolio

Digital Design

Product Design | mVISA Mobile Push Payments App
- Apps
- Mobile UX
- User Experience (UX)
- Fintech
- iOS
- Android
- Financial UX
- User Interface (UI)
- Design Thinking
- Strategic Planning & Execution
Dermalogica Face-mapping AI Tool
- B2C
- UX Flows
- User Experience (UX)
- User Testing
- User Research
- Artificial Intelligence (AI)
A User Experience Review: B2B Web App
- User Experience (UX)
- User Needs
- User Requirements
- User Research
- Quantitative Research
- User Testing
Usability Testing Sessions with Skincare Therapists
- Usability
- Usability Testing
- Usability Heuristics
- Usability Analysis
- User Testing
- User Experience (UX)
- Contextual Design
- iPad
- User Research
- Quantitative User Research
UX Design of a Web App Wearables Analytics Platform
- Web UX
- Web App UX
- User Experience (UX)
- Wearable Technology
- Wellness
- Data Analytics
- Dashboard Design
- Data Visualization
- Health
B2B eCommerce Platform for Skin Therapists
- B2B
- WP eCommerce
- UX Sketching
- SketchUp
- InVision
- High-fidelity Mockups
- User Experience (UX)
- Usability
Web Portal for a Digital Asset Traffic System
- Dashboard Design
- Web UX
- Web UI
- Responsive UX Design
- Web UX Design
- Design
- Annotated Wireframes
UX Design for Goodwill | Mobile Fashion App Design
- Mobile
- Apps
- Mobile UX
- User Experience (UX)
- Complex Application User Interfaces (UI)
- User Interface (UI)
- User Requirements
- User Research
- User-centered Design (UCD)
- Design Thinking
Product Design | B2B SaaS Web Application
- SaaS
- SaaS Design
- Apps
- Web UX
- Visual Design
- Interactive Media Design
- Product Design
- UX Strategy
- Strategic Planning & Execution
- Design Thinking
- Web Design
- WordPress
- WordPress Design
- Adobe Creative Suite

Employment

Lead UX Researcher and Designer
2019 - 2020
Fortune 50 Heavy Equipment Manufacturer ( via Toptal)
- Conducted in-person meetings with a team to understand the brand and project history; created a UX research plan and design proposal, developed a baseline current state of product task analysis flow, and performed a competitive analysis.
- Performed 14 user interviews (five were on-site, one at a client site in Canada, the others were remote Skype user interviews with five global clients, including in Australia & the US) and created a baseline customer journey map.
- Identified a clear list of patterns based on our user research by using the value proposition canvas methodology to help understand our customers' needs and classifying our user research findings into user goals, user pains points, and user tasks.
- Conducted analysis and rapid ideation, synthesized our user research, and refined an actionable point of view (POV) or problem statement.
- Determined the app layout, structure, and navigation in conjunction with heuristics and UX design patterns.
- Handed-off wireframes to the UI team, created high-fidelity mockups and responsive design patterns, iterated mockups, and validated mockups with user testing.
Technologies: Adobe Creative Suite, Figma, Sketch
UX Designer and Researcher
2018 - 2019
SterlingNow (via Toptal)
- Created a comprehensive UX design and research plan.
- Conduct UX research and competitive analysis in order to identify a clear list of patterns based on our user research.
- Implemented the value proposition Canvas methodology to help understand our customers' needs in a structured and reflective way.
- Delivered main and secondary personas and customer journey map.
- Defined and clarified at least one actionable point of view (POV) or problem statement. A POV statement can be defined as a user/persona, need, and insight.
- Synthesized our user research and delivered a POV statement, product road map, and feature matrix.
- Determined the site layout, structure, and navigation in conjunction with heuristics and UX design patterns (information architecture and interaction design).
- Delivered the site map, tasks and user flows, wireframes, and high-fidelity mockups.
- Created the UI design, responsive design, and validation.
- Worked on the iteration and implemented the user testing.
Technologies: InVision, Sketch, UX Design, UX Research
In-house Mentor and Coach for Aspiring UX Designers
2016 - 2019
Designlab
- Critiqued UX Designlab students (mostly young women) on their creative exercises in UX Academy.
- Helped them prepare and understand the challenges, rewards and nuances of the everyday life as a designer.
- Shared my real life insights, gave guidance and stories from my 25+ years of having successfully navigated being a woman, a designer, and an entrepreneur in the tech world of Silicon Valley.
- Coached, motivated, and inspired them to find their strengths and understand their weaknesses.
- Instilled in them to "think like a designer" by having empathy for a user's problems so that they start to understand where the solutions will be applied.
Technologies: Leadership, Motivation, Coaching, Strategy
UX Designer
2018 - 2018
OutFront Media (via Toptal)
- Worked with OutFront Media in NYC redesigning their complex web application dashboard and other screens for managing their extensive digital advertising media assets.
- Provided mockups UI designs built in Sketch; based on Google Material Design standards as well as interactive prototypes in InVision.
- Worked closely with the product and engineering teams tracking progress in their two-week engineering sprints, attending daily virtual standups.
- Worked on the control panel dashboard of the ON Smart Media platform for the NYC MTA's subway stations.
- Worked on OutFront's ON Smart Media's cloud-based, app ecosystem, where retailers and advertising partners can deliver compelling, contextual messages in real-time to enhance the customer experience.
Technologies: InVision, Sketch
UX Designer and Researcher
2018 - 2018
Dermalogica (via Toptal)
- Redesigned Dermalogica's artificial intelligence-driven face mapping tool. This tool is used on an iPAD PRO by the skin care therapists.
- Delivered high-fidelity responsive web mockups and UI to the dev team for real-time user testing.
- Conducted onsite user research at their skin care lab to get direct user feedback from their skin care professionals.
- Led two successful in-house hackathons in LA at the Dermalogica headquarters to provide UX strategy and product design concepts for the in house teams.
- Worked with the product and marketing teams to provide product discovery, design strategy, and user journey mapping.
Technologies: UX Design, User Research, InVision, Sketch
UI/UIX Designer for an Online and App Dashboard
2017 - 2017
NetFronts (via Toptal)
- Designed a platform for SEO and reputation management.
- Developed a high level roadmap and product strategy.
- Created wireframes for key user stories.
- Designed a dashboard for a SaaS app.
- Worked directly with the CEO to brainstorm and clarify his products ideas and create an MVP.
Technologies: Adobe Photoshop, Sketch
User Experience Review Expert
2016 - 2017
GobySavvy UX Reviews
- Wrote expert UX reviews for websites, apps, and software.
Technologies: Adobe Creative Suite
Lead User Experience Design Consultant
2016 - 2017
Basis (an Intel company)
- Acted as a designer, innovator, and technologist for the wrist wearables space with Basis Peak: a sensor-laden 24/7 health tracker.
- Delivered exceptional enterprise and a commercial-based app product design for the Analytics platform.
- Collaborated on the next generation of biometric security products for wearables and IoT.
- Implemented industry best practice in mobile-first design, usability, user trends, user research, technology, and mobile product development trends.
- Created design interfaces to help users navigate their health and wellness experiences across mobile, web, and wearables.
Technologies: Adobe Creative Suite, InVision, Sketch
Lead User Experience (UX) Consultant
2014 - 2015
Visa Design Studio
- Managed the entire UX design process and implementation of mVisa: a mobile push payment solution.
- Worked directly with global development and product teams to deliver a world-class design solution for the US and international emerging markets.
- Collaborated daily with the product and development teams to execute the strategic road map.
- Translated concepts, ideas, and visions into compelling and functional designs, interactive wireframes, visual design, and product specs for new features and user flows.
- Crafted a mobile app design for iOS and Android.
Principal User Experience Designer
2012 - 2014
Autodesk
- Influenced, engaged, and inspired others in design thinking principles.
- Managed and led the holistic user experience based on user research, business needs, clients, and stakeholders.
- Conceived, developed, and presented high-quality interactive web-based experiences that engage users and drive usability.
- Developed compelling high-fidelity mocks, specs, and prototypes which visually articulate UX strategies.
- Collaborated with cross-functional research, product, and business teams via Agile and Lean methodologies.
Technologies: Adobe Creative Suite
Co-founder | COO
2009 - 2014
World Village
- Designed a robust B2B SaaS application from the ground up for a vacation rental property eCommerce management platform.
- Developed our business model, our booking and reservations process, and the affiliate monetization plans; I created the entire suite of deliverables.
- Created the information architecture, product features, wireframes, interactive high fidelity mockups, and worked on the visual design and usability testing with clients.
- Managed the engineering team in an agile environment using rapid prototyping methods led by user-centered design methodologies.
- Crafted SaaS web application designs.
Technologies: eCommerce, B2B, Agile, Web Applications, SaaS
Senior User Experience Consultant
2011 - 2012
Visa
- Developed a corporate UX strategy roadmap for the executive team.
- Identified the best customer engagement with visual design, use cases, personas, and UX methodologies.
- Determined the UX best practices for consumer payment, loyalty, and shopping cart websites.
Technologies: Adobe Creative Suite
Senior User Experience Manager
2009 - 2011
LikeList, Inc.
- Interfaced directly with senior management on UX objectives, clarifying strategic requirements, explaining complex ideas clearly, and managing user expectations.
- Effectively communicated and made decisions with product teams; working in an iterative agile environment to deliver the best designs on schedule and within budget.
- Led the way in user testing, developing personas, and design strategies; foremost keeping a user-centered design in mind.
- Developed processes to streamline and improve workload commitments, roadblocks, and schedule expectations.
Technologies: Adobe Creative Suite
Senior Visual Design Consultant
2007 - 2008
Symantec
- Collaborated, as the design lead, with cross-functional teams to translate strategic and customer experience objectives into design solutions and products.
- Created visual systems, templates, photography across multiple websites, mobile products, promotions, and marketing systems.
Technologies: Adobe Creative Suite
Web Design Manager
1999 - 2002
GetThere.com
- Acted in the roles of design lead and manager of a team of seven in designing the first-ever online travel eCommerce experience.
- Gave presentations, as a design consultant, to clients including United Airlines, British Airways, American Express Travel, and more.
- Created co-branded interface products.
- Developed new features, design specs, and working prototypes.
- Collaborated with product marketing, QA, and engineering to define strategic product requirements.
Technologies: Adobe Creative Suite
Senior Web and Graphic Designer
1988 - 1997
Apple Computer
- Acted as the design lead for a team of nine.
- Headed the art-direction for numerous print collateral, websites, graphics, and branding—including the Open Me First packaging innovation and the original Macintosh Human Interface Guidelines.
Technologies: Adobe Creative Suite

Education

Bachelor of Arts degree in Product Design
1984 - 1988
Southern Illinois University, Carbondale - Carbondale, IL, USA

Experience

User Experience (UX)20 years
Wireframing15 years
User Interviews15 years
Product Design15 years
User Research15 years
SaaS Design14 years
Web App UX12 years
Enterprise SaaS10 years

Location

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Designer in Oakland, CA, United States

Portfolio

Employment

Lead UX Researcher and Designer

UX Designer and Researcher

In-house Mentor and Coach for Aspiring UX Designers

UX Designer

UX Designer and Researcher

UI/UIX Designer for an Online and App Dashboard

User Experience Review Expert

Lead User Experience Design Consultant

Lead User Experience (UX) Consultant

Principal User Experience Designer

Co-founder | COO

Senior User Experience Consultant

Senior User Experience Manager

Senior Visual Design Consultant

Web Design Manager

Senior Web and Graphic Designer

Education

Experience

Location