Ian Friedel, Designer in San Antonio, United States
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Ian Friedel

Verified Expert  in Design

Designer

Location
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.

Portfolio

Work Experience

Senior UX Designer

2022 - PRESENT
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.
Technologies: UX Research, Qualitative Research, Qualitative Reports, Quantitative Analysis, Card Sorting, Adobe CC, Figma, Adobe Experience Design (XD), A/B Testing, Eye Tracking, Heatmaps, System UI, Design Systems, Personas, Journey Mapping, Ethnographic Studies, User Interviews, Wireframing, Product Design, Survey Design, Heuristic Review, Service Design, User Testing, Design Strategy, Visual Design, Marketing, Landing Page Design, Graphic Design, Adobe Illustrator, Illustration, Brand Guidelines, Color Palettes, Logo Design, Typography, Facebook, LinkedIn Marketing, Instagram, Miro, User Stories, Workshop Facilitation, Customer Journeys, Projects, Stakeholder Management, Responsive Web Apps, Prototyping, Layout Design, Printing Materials, Events, WordPress, Mobile, Mobile First, Print Marketing, Responsive Web Design (RWD), Brand Books, Stakeholder Interviews, Print Design, Consumer Products, Food & Beverage, Social Media, B2B, Consumer Packaged Goods (CPG), Brand Positioning, Luxury Goods

Creative Director

2020 - 2022
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.
Technologies: Adobe UX, Adobe CC, Illustrator CC, InDesign CC, Figma, Sketch, Google Analytics, Photoshop CC, Adobe Dimension, User Experience (UX), User Interface (UI), Branding, UX Branding, Design Thinking, Agile, Agile UX, Design Sprints, Service Design, Design Strategy, Visual Design, Marketing, Landing Page Design, Graphic Design, Adobe Illustrator, Illustration, Brand Guidelines, Color Palettes, Logo Design, Typography, LinkedIn Marketing, Real Estate, Instagram, Miro, User Stories, Workshop Facilitation, Customer Journeys, Projects, Stakeholder Management, Responsive Web Apps, Prototyping, Layout Design, Printing Materials, Events, WordPress, Mobile, Mobile First, Print Marketing, Responsive Web Design (RWD), Brand Books, Stakeholder Interviews, Print Design, Consumer Products, Food & Beverage, Social Media, B2B, Consumer Packaged Goods (CPG), Brand Positioning

Founder

2011 - 2022
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.
Technologies: Adobe CC, Adobe Dimension, Agile, Agile UX, Adobe UX, Design Thinking, Brand Identity, Design Sprints, Brand Design, Branding, eCommerce UI, eCommerce UX, Figma, Google Analytics, Illustrator CC, InDesign CC, Mobile UX, Package Design, Photoshop CC, Product Design, Service Design, Design Strategy, Visual Design, Marketing, Landing Page Design, Graphic Design, Adobe Illustrator, Illustration, Brand Guidelines, Color Palettes, Logo Design, Typography, Instagram, User Stories, Workshop Facilitation, Customer Journeys, Projects, Responsive Web Apps, Prototyping, Layout Design, Printing Materials, WordPress, Mobile, Mobile First, Print Marketing, Responsive Web Design (RWD), Brand Books, Stakeholder Interviews, Print Design, Consumer Products, Food & Beverage, Social Media, B2B, Consumer Packaged Goods (CPG), Brand Positioning
2007 - 2011

Bachelor's Degree in Communication Design

Texas State University - San Marcos, TX, USA

DECEMBER 2020 - PRESENT

Design Thinking Facilitator

Voltage Control