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.
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
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.