PROFESSIONAL EXPERIENCE
Kaiser Permanente - kp.org
Senior UX Designer - March 2018 - Present
My main focus at Kaiser has been on enterprise and global projects such as:
• KP.org Overarching Conversation Design Framework: Design and documentation. Overseeing the UX implementation of AI,
Chatbot, and Live Chat experiences through all experiences within kp.org.
• Online Design System SharePoint site: Guidelines, patterns, voice, and code snippets for designers, writers, coders,
and product teams. The site helped the implementation of a coherent AI and chat experience throughout kp.org.
Other global projects at KP:
• Kp.org global search redesign, optimization, and migration from Portal into Adobe Experience Manager.
• Optimization of the “Forgot password/user ID” flow. Goals: Cutting costs by lowering the number of calls to customer support
and increasing user’s confidence.
• Registration flow enhancements
• Navigation components - Information Architecture
• Global Kp.org surveys
• Intelligent Care Navigation Bot
• Facility Finder Bot
• Chat with member services
Lamps Plus - lampsplus.com
UX Strategist - e-commerce - Feb. 2017 - Oct. 2017
• Created UX Roadmap for the year of 2017 identifying areas of the site to be improved, methods to be used
and recommendations.
• Performed all user research: moderated and unmoderated, card sorts, in-person and remote user testing.
• Performed Usability Audits and expert reviews on Lamps Plus main site and other brands under the
Lamps Plus umbrella.
• Worked on design and functionality for Bopus and PayPal integration to the checkout experience.
• Wireframes and functionality for the 'Store Locations' flow on the site.
Intelematics North America/AAA Southern California - intelematics.com
UX Designer - Connected Vehicles Technology UX/UI designer - Oct. 2015 - Feb 2017
• Researching, ideating, designing, and testing car connectivity applications for Auto Club of Southern California .
• Designed applications for both IOS and Android platforms.
• Performed usability testing for the Ford Sync in-dash applications utilized by all-new Ford vehicles.
Princess Cruises - e-commerce Site and Travel Industry - princess.com
UX/UI designer - October 2013 - October 2015
• Designed the air booking tool for Princess Cruises and all cruise lines under the Carnival Corporation umbrella
worldwide: Princess Cruises, Holland America, Carnival, Seabourn, Cunard, P&O.
• Gathered business and user requirements, developed user experience, user flows, personas, site flow, user journeys,
sketches, wireframes, and design. Conducted user research and usability testing.
• Tools: Creative Suite, Join.me, Silverback, UserTesting.com, SurveyMonkey, Axure, OptimalSort, Treejack, Crazy Egg.
Results:
Before redesign: eZAir sold flights for 11% of the total cruise bookings
Four months after redesign: eZAir more than doubled the percentage of flights sold reaching 24% of the total cruise bookings. Sales grew exponentially two to three months after the launch. A month-to-month comparison from 2015 and 2016 air bookings, shows a 120% sales increase in December, January, and February and similar numbers in other months.
User Feedback:
Surveys reveal that 87.25% of users like the experience of the new design:
"It's faster and easier than any other airline ticket website! Outstanding !!!! Well done!"
"It makes things so easy"
"Very straightforward and easy to use!"
"It was much easier than trying to work through the various online travel sites & the price was GREAT!"
"Really simple to compare and select."
"It takes the stress out of the whole process!"
"It is so user-friendly, I love it!"
Performance Designed Products
Gaming and Toy Industry - www.pdp.com
User Interface and Digital Art - Nov.2008 - 2013
Responsible for Designing effective User Interfaces for different platforms. Created applications for the iPhone, Android, iPad and PCs for companies such as Disney and PDP. Expert in Photoshop, I was also responsible for digital art creation, including product pictures and photo manipulation. Content creation for web: banners, icons, web design concepts etc.
Creative Services Manager - Nov. 2005 - 2008
Hiring and overlooking the design team, giving creative direction, art directing photo shoots, creating branding standards, managing outside vendors and factories in China. Responsible for the brand image of the company. Designed and implemented online traffic tool to manage the flow and status of each job that goes into the creative department.
Belkin Corporation
Sr. Designer - Aug. 2000 - 2005
Supervising production designers, creating ads (concept, copy and design) published in major consumer magazines (Wired, MacWorld etc), creating branding standards, designing packages, brochures, designing the company’s booth for the E3 gaming trade show and direct marketing material
PROFESSIONAL EXPERIENCE BRAZIL
J.W. Thompson Advertising
Art Director Assistant - Rio de Janeiro.
Involved in the most important advertising campaigns developed by the agency, working together with an excellent team of creators. Developing not only layouts but copywriting and campaign concepts. Worked for the following accounts: Exxon, Fleishman Royal, Johnson, Brazilian Yellow Pages, De Beers, etc.
McCann Erickson Advertising
Art Director Assistant/Designer - Rio de Janeiro
Started in McCann Erickson as Art Director Assistant developing brochures, billboards, direct-mail and layouts. Worked for the following accounts: Coca-Cola, L’oreal, Pizza-inn, etc.
EDUCATION
BFA in Visual Communication Arts and Design
Rio de Janeiro State University - Brazil
CERTIFICATIONS:
Certified Usability Analyst - Human Factors International - License 2015-5453
Key understandings about human vision, intellect, memory, and motor functions - methods and concepts to analyze user-centered requirements - designing user-centric interfaces, applications, and websites - applying research-based and field-tested web and application design principles and methodologies to create usable and effective interfaces - practical usability testing techniques ranging from simple paper prototype tests to cutting edge remote testing for the entire interface design life cycle and accurately predict how users will experience applications.
Human-Computer Interaction - Coursera - Online - Stanford University
Techniques for rapidly prototyping and evaluating multiple interface alternatives — and why rapid prototyping and comparative evaluation are essential to excellent interaction design. How to conduct fieldwork with people to help you get design ideas. How to make paper prototypes and low-fidelity mock-ups that are interactive -- and how to use these designs to get feedback from other stakeholders
Gamification - Coursera - Online - University of Pennsylvania
Game thinking means more than just dropping in badges and leaderboards; it requires a thoughtful understanding of motivation and design techniques. This course examines the mechanisms of gamification and provides an understanding of its effective use.
Brand Identity Design - Art Center College of Design
Step-by-step process in building brand identity, diagnostic brand analysis, selection and expression of brand criteria, conceptualization and development of brand elements, and creating systematic brand application.
Awards
1st place for advertising on the category “Self Promotion in Paper” on FCPF Tearsheet Competition