Ian Friedel
Verified Expert in Design
Designer
San Antonio, United States
Toptal member since May 5, 2022
Ian's expertise lies in conducting user research, information architecture, interaction design, and visual design. He is proficient in using various research techniques such as user interviews, usability testing, and persona development to gain deep insights into user needs, motivations, and pain points. By leveraging these insights, Ian translates them into actionable design solutions that meet user needs while achieving business objectives.
Experience
- Branding - 12 years
- Brand Identity - 12 years
- UX Design - 10 years
- User Interface (UI) - 10 years
- UI Design - 10 years
- User Experience (UX) - 10 years
- Design Systems - 7 years
- Design Thinking - 5 years
Portfolio
Work Experience
Senior UX Designer
Starmark International
- Redesigned an app that achieved a 30% increase in user engagement and a 20% decrease in user abandonment rate, measured by improved time spent on the app and increased feature utilization.
- Implemented a user-centered design resulting in a 50% decrease in customer support inquiries and a 20% increase in CSR. Conducted extensive user research, including user interviews, usability testing, and data-driven personas.
- Led the redesign of a web app, resulting in a 40% increase in user productivity and a 25% reduction in user errors. Spearheaded the end-to-end redesign of a web application, focused on enhancing user experience and optimizing workflow efficiency.
Creative Director
Brand Author
- Designed a website for a helicopter tourism company that increased revenue by 140%, increased repeat business by 125%, created a customer approval rating of 95%, and gained a new line of business that grew the company and added eight new pilots.
- Branded a vegan restaurant from an idea into a constructed finish out. As an agency, we doubled YoY revenue for three consecutive years, created a marketing program that attracted 250 people on opening day, and gained a Google star rating of 4.6.
- Created a brand for accessory dwelling units that increased the value of consumers' homes by over 18%, decreased the construction time by almost three weeks, and leveraged the business's success to gain a seat on the city board for the CEO.
Founder
Self-employed
- Designed a food and beverage packaging product that saw a 300% increase in off-the-shelf store sales and a 225% increase in Amazon sales. I also updated the package design and recreated the brand story to capture new customers through SEO marketing.
- Redeveloped a mobile experience for an auto mechanic shop, increasing its efficiency with online appointments. This eliminated an admin bottleneck, enabling the shop to do five more jobs per week and increase monthly revenue by $12,000.
- Branded a barbershop in San Marcos, Texas, that became the premier barbershop in the area. Over the next five years, the brand grew into a franchise, boasting five new shops and still growing.
Education
Bachelor's Degree in Communication Design
Texas State University - San Marcos, TX, USA
Certifications
Design Thinking Facilitator
Voltage Control
Skills
Tools
Adobe CC, Illustrator CC, InDesign CC, Photoshop CC, Adobe Illustrator, Miro, Sketch, Google Analytics, Adobe Dimension, Adobe Experience Design (XD)
Platforms
WordPress, Mobile, Figma
Industry Expertise
Consumer Products, Restaurants & Dining, Food & Beverage, Luxury Goods, Marketing, Real Estate, Events
Other
UX Design, UI Design, Branding, UX Branding, Adobe UX, User Experience (UX), User Interface (UI), Design Thinking, Design Sprints, Brand Design, Package Design, Product Design, Websites, Brand Identity, System UI, Design Systems, Wireframing, Brand Guidelines, Brand Strategy, Visual Design, Box Packaging, Brochures, Collateral Design, Color Palettes, Graphic Design, Logo Design, Packaging, Typography, Service Design, Landing Page Design, User Stories, Workshop Facilitation, Customer Journey, Responsive Web Apps, Prototyping, Layout Design, Printing Materials, Mobile First, Print Marketing, Responsive Web Design (RWD), Brand Books, Stakeholder Interviews, Print Design, Consumer Packaged Goods (CPG), Brand Positioning, Agile, Agile UX, Mobile UX, eCommerce UI, UX Research, Qualitative Reports, Quantitative Analysis, Journey Mapping, Customer Experience Management, Artificial Intelligence (AI), Content Creation, Promotional Leaflets & Flyers, Web Design, User Testing, Design Strategy, Illustration, Facebook, LinkedIn Marketing, Instagram, Projects, Stakeholder Management, Social Media, B2B, Website CMS, eCommerce UX, eCommerce Platforms, Qualitative Research, Card Sorting, A/B Testing, Eye Tracking, Heatmaps, Personas, Ethnographic Studies, User Interviews, Survey Design, Heuristic Review, Rapid Prototyping
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