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UX Research + Design


TANBI | eCommerce UX/UI Responsive Website Design

  • Uncovered user behaviors, needs, and motivations through task analysis and six user interviews. Insights drove interaction design and feature prioritization. Conducted remote usability testing on prototype to evaluate design. Designed prototype in Adobe XD. | UX/UI Responsive Website Redesign

  • Redesigned, performed five usability tests, heuristic analysis, and competitive analysis to determine the best way for users to achieve their goals. Focused on accessibility, navigation pathways, and functionality. 

Digital Asset Management | Product Research + System Implementation

  • Defined converging operational and functional constraints and translated them into a human-centered opportunity and savings of $20,000. 

Work History

Bonica Ayala, LLC
July 2014 - Present

  • Multidisciplinary creative with six years of experience, creating effective and engaging content and user experiences through photography, video, and visual design.
  • Drive research and discovery to identify client needs, business goals, target audience, and context for media use throughout the design process.

Charles Schwab, Brand Identity and Strategy
December 2018 - October 2019

  • Advocated for end-users within complex enterprise DAM system through user research and system analysis of taxonomy, workflow design, metadata, and keywording that improved asset findability across 200,000 assets and properly organized 15,000 stock assets previously not in compliance.
  • Managed the art buying process; licensed assets, provided asset organization, and usage rights management with Microsoft O365, Workfront, and Bynder systems.
  • Overhauled company-wide portrait process, composed user support documentation, and guided web design to assist 20,000 employees through new processes.

GoDaddy, LLC  (Formerly Main Street Hub)
December 2016 - December 2018 

  • Evaluated over 4,000 images weekly using Adobe Lightroom to cull and edit raw images resulting in 40 individual client image libraries a week.
  • Organized and tracked projects with JIRA, and created internal user-guides and documentation in Confluence.

Boston Architectural College (BAC)
May 2012 - July 2014

  • Pioneered strategy for first DAM system that centralized assets, enabled collaboration, reduced workflow processes, strengthened asset accessibility, and improved user experience.
  • Conducted research, interpreted insights, gathered business needs, user needs, behaviors, and system requirements resulting in deep understanding of content, functions, and relationships within DAM system. 
  • Orchestrated full implementation of DAM system designing for every part of the experience including taxonomy, information architecture, workflow design, and asset migration of 30,000 assets.
  • Facilitated user on-boarding and support for 200 users, developed how-to documentation, and eight customized training videos to set users up for success across the product experience.

Boston Architectural College (BAC)
October 2011 - January 2013

  • Built out first lead photographer role and strengthened marketing communication strategies through photography and video resulting in 30,000 proprietary assets.
  • Managed institutional website; oversaw production and submission of new web content, web changes, updates, and ad-hoc corrections resulting in current and diverse content.