Frauke Seewald, Designer in Vancouver, BC, Canada
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Frauke Seewald

Verified Expert  in Design

User Research Designer

Location
Vancouver, BC, Canada
Toptal Member Since
October 8, 2015

Frauke is a lead UX designer and user researcher with a background in psychology. She provides value on many levels with her 19 years of work experience. A big-picture thinker, Frauke helps define product strategies and requirements. As a researcher, she analyzes existing data and defines data gaps. As a facilitator, she brings teams together and supports innovative thinking. As a UX designer, she creates user-friendly solutions in the form of interactive wireframes.

Portfolio

Work Experience

Consultant (UX Design & User Research)

2013 - PRESENT
Self-employed
  • Optimized B2C website for SEO and product visibility, driving a 25% increase in customer lead generation and contributing to overall business growth.
  • Reduced customer support calls by 20% by improving the user experience of a mobile app and responsive eCom website.
  • Increased revenue for multiple eCommerce platforms through user research and UX strategy (improved check-out flows, improved findability of products through the navigation and filter concepts, improved product presentation).
  • Increased the membership number of a sports association through heuristic evaluation and UX improvements (improved content strategy and information architecture).
  • Reduced internal operation costs of a large data center organization with a concept for merging multiple managing systems and improving the UX and interface.
  • Shaped the design strategy of one of North America's largest retailers through usability tests and improvement tactics.
  • Improved the internal management system of a large financial institution through UX strategy, wireframes, and user research.
  • Coached and supported UX designers, resulting in enhancements in their research processes and a more influential presence as leaders in the organization.
  • Supported and mentored startups with a social entrepreneurship approach. Taught design principles and design thinking.
  • Streamlined the information architecture of four university websites, reducing content management time by 40% and boosting student satisfaction.
Technologies: Sketch, App Design, Figma, Mobile, User Personas, Usability Testing, User Research, Wireframing, UX Design, Axure RP Pro, Information Architecture (IA), UX Strategy, Agile UX, User Journey Maps, UX Workshops, Design Thinking, Content Strategy, Stakeholder Interviews, Workshop Facilitation, Card Sorting, Quantitative Research, Dashboard Design, B2B, Discovery Workshops, Service Design, UX Research, Design Workshops, Design Strategy, User Interviews

UX Architect

2013 - 2014
FCV
  • Improved the information architecture of a governmental intranet which resulted in increased user satisfaction and an improved content creation process.
  • Improved content engagement for one of Canada's largest tourism platforms through restructuring and usability testing.
  • Led customer research and design thinking workshops to generate new customer service ideas for the YMCA community websites.
  • Built and managed a style guide in Axure for interaction elements for internal use that increased the work efficiency of our team.
  • Provided mentorship to junior UX designers in design and research.
Technologies: App Design, Mobile, User Personas, Usability Testing, User Research, Wireframing, UX Design, Axure RP Pro, Sketch, Information Architecture (IA), UX Strategy, Agile UX, User Journey Maps, UX Workshops, Design Thinking, Content Strategy, Stakeholder Interviews, Workshop Facilitation, Card Sorting, Discovery Workshops, UX Research, User Interviews

UX Designer

2011 - 2013
Unic AG (Switzerland)
  • Led the UX for the redesign project for one of Switzerland's largest insurance companies. Increased revenue and supported the marketing for new products.
  • Led the UX for the redesign of a large educational platform (design university) with a focus on content strategy, information architecture, and interface design.
  • Increased revenue through new customer reach by redesigning a platform for a big financial player (including responsive design).
  • Designed and structured an intranet for one of Switzerland's largest public organizations (public transport) with a focus on information architecture and content sharing.
  • Conducted in-house training on user research methods.
  • Managed and led usability testing from beginning to end.
Technologies: App Design, Mobile, User Personas, Usability Testing, User Research, Wireframing, UX Design, Axure RP Pro, Sketch, Information Architecture (IA), User Journey Maps, UX Workshops, Content Strategy, Stakeholder Interviews, Workshop Facilitation, Banking & Finance, Travel & Leisure, Card Sorting, Dashboard Design, B2B, UX Research, Design Workshops, User Interviews

UX Consultant

2010 - 2011
Crealogix (Switzerland)
  • Mentored UX for human-centered design at an IT university in Switzerland.
  • Designed a mobile application for e-learning (internal usage in a banking company).
  • Redesigned a pharmaceutical interface to control test machines.
  • Designed a banking system for small and medium enterprises.
  • Designed a mobile e-learning platform for one of Switzerland's largest banks.
Technologies: App Design, Mobile, User Personas, Usability Testing, User Research, Wireframing, UX Design, Axure RP Pro, Information Architecture (IA), User Journey Maps, UX Workshops, Content Strategy, Stakeholder Interviews, Workshop Facilitation, Banking & Finance, Card Sorting, B2B, Service Design, UX Research, User Interviews

Interaction Designer

2010 - 2010
Telus
  • Led and conducted usability tests for mobile applications and websites.
  • Redesigned the eCommerce platform through user research and interactive wireframes.
  • Redesigned the shopping cart experience for customers.
  • Set up a new testing process for the internal team.
Technologies: Mobile, User Personas, Usability Testing, User Research, Wireframing, UX Design, Axure RP Pro, Information Architecture (IA), User Journey Maps, Content Strategy, Stakeholder Interviews, Telecommunications, App Design, Card Sorting, User Interviews

Interaction Designer

2009 - 2010
Central 1, Credit Union
  • Redesigned an online banking system through user testing and interactive prototypes.
  • Led usability tests. Built a usability test environment and team internally.
  • Implemented iterative user testing as a new process in the design team.
  • Designed a mobile application for e-banking from scratch. Requirement definition, stakeholder interviews, design workshops, interactive prototype, and user testing.
  • Redesigned the intranet for internal use, specifically user testing, stakeholder interviews, and interactive wireframes.
Technologies: Mobile, User Personas, Usability Testing, User Research, Wireframing, UX Design, Axure RP Pro, Information Architecture (IA), User Journey Maps, Content Strategy, Stakeholder Interviews, Banking & Finance, App Design, UX Research, User Interviews

Usability Consultant

2005 - 2008
Swisscom
  • Oversaw the longitudinal user research, like diary studies, focus groups, participatory design studios, and observation, to define design directions for our products.
  • Conducted usability tests for new and existing products.
  • Designed a new multimedia device. Developed the vision workshop, ideation, requirement definition, competitor analysis, interactive prototype, and user testing.
  • Spearheaded the design of a set-top box and interface design for a TV service, including user testing.
  • Redid the telecommunication service process by implementing and teaching departments about service design methodology.
Technologies: Mobile, User Personas, Usability Testing, User Research, Wireframing, UX Design, Axure RP Pro, Information Architecture (IA), User Journey Maps, UX Workshops, Design Thinking, Stakeholder Interviews, Workshop Facilitation, Telecommunications, Travel & Leisure, App Design, Quantitative Research, Discovery Workshops, Service Design, UX Research, Design Workshops
2007 - 2008

Consultant's Certificate in Usability

TU Berlin - Berlin

2001 - 2004

Diploma (Master's Equiv.) in Psychology - Human-Computer-Interaction

TU Darmstadt - Darmstadt, Germany

1999 - 2001

Bachelor's Degree in Psychology

University Halle - Halle, Germany

JANUARY 2023 - PRESENT

Certificate in User Experience Design

Nielsen Norman Group

OCTOBER 2022 - PRESENT

6-week Facilitator Masterclass

Facilitator School

AUGUST 2020 - PRESENT

Business Designer

d.MBA

MARCH 2008 - PRESENT

Usability Consultant

Berlin TU/Artop

SEPTEMBER 2005 - PRESENT

Adult Workshop Facilitation

TU Darmstadt

Tools

Sketch, Axure RP Pro, Figma

Platforms

Mobile

Industry Expertise

Banking & Finance, Telecommunications, Fitness, Travel & Leisure

Other

User Journey Maps, Workshop Facilitation, eCommerce, Responsive Design, Card Sorting, Information Architecture (IA), User Research, User Personas, Design Thinking, Usability Testing, Competitor Analysis & Profiling, Wireframing, UX Design, App Design, Sitemaps, Cognitive Psychology, Data Analysis, Qualitative Research, Psychology, Service Design, B2B, UX Research, Design Workshops, User Interviews, Agile UX, Sketching, UX Strategy, Content Strategy, Design Systems, Design Thinking Facilitation, Adult Education, Quantitative Research, Dashboard Design, Design Strategy, Stakeholder Interviews, UX Workshops, Business Design, Strategy, Service Blueprints, Discovery Workshops, Journey Mapping, Cross-functional Collaboration, Digital Marketing Strategy, Requirements, Interactive Maps, B2C, Competitive Analysis, User Flows

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