Lyndsay Lucero
Designer
Location
Brighton, United Kingdom
Toptal Member Since
April 27, 2017
A passionate advocate for human-centered design and a defender of the brand, Lyndsay has a decade and a half of experience spanning media, methodologies, continents, and sectors from Apple to Virgin. She's a strategic, holistic thinker with a healthy obsession with efficiency, attention to detail, and lateral thinking.
Lyndsay is available for hire
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Work Experience
2016 - 2017
Senior Product Designer (Contract)
Virgin Holidays
- Designed and delivered an overhauled search journey, from the initial input through to selection of user's holiday package.
- Closely worked with stakeholders from ideation through to final approval.
- Conducted A/B testing resulted in an 80% increase in onward progression.
- Designed and prototyped stakeholder preferences, across static, progressive, and natural language models.
- Delivered visionary designs of a transformed search results page, incorporating integration of various desired blue-sky elements; along with a strategic outline of how to progressively achieve the desired result.
- Identified and respectfully challenged areas of over-complex thinking.
- Successfully integrated UX and design within a development-first workplace.
- Created all designs and prototypes across mobile, desktop, and tablet interfaces.
Technologies: Notes, Adobe Illustrator, InVision, Sketch
2011 - 2017
Creative Director
Motio
- Co-founded and created this database-driven SaaS project management software assisting the commercial film industry.
- Extensively explored user journeys across the varying user types and needs.
- Worked closely with development to rapidly explore new technical capabilities.
- Moderated expectations of features so that a lean and agile process was followed.
- Designed and managed the brand and all the marketing materials.
Technologies: InVision, Adobe Illustrator, Adobe Photoshop
2014 - 2015
Head of Design (Freelance)
Pragmatic
- Designed a responsive community-driven microsite for Microsoft.
- Ran extensive UX-analysis of Bouncepad's website, resulting in the overhaul, redesign, and development of their website.
- Optimized the UX of Tesco's Blinkbox website.
- Ran the UX/UI site audits of numerous clients across the legal, financial, and eCommerce sectors; delivering successful alternative solutions.
- Integrated and educated a development agency in UX and UI best practices.
Technologies: InVision, Adobe Illustrator, Adobe Photoshop
2008 - 2015
Founder | Creative Director
Playground Creatives
- Delivered the first eCommerce website to The Hummingbird Bakery; transforming this bakery from a single bricks-and-mortar bakery to a globally renown chain.
- Designed the identities, websites, printed collateral, and in-store graphics for the Moscow collective of restaurants owned by IconFood—assisting these small, new businesses into thriving establishments.
- Worked through an extensive UX and UI exploration, and complex logistic requirements to deliver the first eCommerce website for the upscale restaurant chain Bulka (Moscow).
- Developed the identity, website, and printed collateral for the Parisian educational institution, Caliper Admissions.
- Sourced, selected, and directed creatives whilst managing client relationships and actively leading and laying the groundwork for projects.
Technologies: Adobe Creative Suite
2011 - 2012
Project Owner | Creative (Contractor)
Apple
- Was commissioned to design and deliver an app for internal use.
- Selected and managed my own team of local and remote workers, whilst performing the work across two countries and three cities.
- Developed bespoke automation to handle the incorporation of vast amounts of data.
- Incorporated extensive last-minute changes to deliver on deadline for a global stakeholder event.
- Successfully delivered "wow" to the users, leading to a repeat commission.
Technologies: Hype, Adobe InDesign, Adobe Illustrator, Adobe Photoshop
Education
2001 - 2004
Bachelor of Fine Arts Degree in Communications Design
Pratt Institute - Brooklyn, NY, USA
2000 - 2001
Completed Credits towards a Bachelor of Arts Degree in International Relations, Art History
McGill Institute - Montréal, Canada
Experience
User Interface (UI) - 18 yearsPrint Design - 15 yearsDigital Product Design - 14 yearsBranding - 12 yearsDigital Strategy - 11 yearsUX Design - 10 yearsApp Design - 7 yearsLocation
