UX Design Strategy


Committed, empathetic user experience designer with expertise in leading research, IA, and visual design teams.

I'm a design team leader and UX strategist with 11 years of experience in enterprise and agency B2B and B2C environments. I am accomplished in applying user-centered design thinking and research to measurably improve the services and products that comprise a customer's experience.

My passion is to cultivate and guide diverse, inclusive, cross-functional teams to drive organizational alignment and produce value (for the customer and business) thereby increasing revenue. In particular, I produce innovative and lasting design solutions when connected across the discovery, user research, product strategy, UX and visual design lifecycle.

Dawn Russell

Methodology

Influence

Value alignment
Influence
Garner stakeholder and team buy-in through aligning business requirements, user needs, and the problem frame. Evaluate services and products with heuristic, competitive, and data-driven metrics analysis.

Insight

Curiosity becomes clarity
Insight - UX Design, Dawn Russell
Conduct discovery interviews, diary studies, and surveys. Develop personas, journey maps, and user workflows. Card sort and draft content strategy. Produce low-fidelity wireframes and prototypes.

Interface

Making meaning for our users
Interface - UX design, Dawn Russell
Design and refine the visual and interactive elements, improve the information architecture by incorporating user needs and preferences, design for usability, accessibility & efficiency.

Implementation

Visual Design and Design Ops
Implementation
Produce high fidelity interactive prototype(s), build symbols and patterns in the design system, collaborate closely with front-end engineers, and consistently enhance features to improve customer adoption and engagement. Usability testing, a/b testing, iteration, and delivery.

Public Projects

For more recent proprietary projects, please contact me.

Mount Holyoke College Menu

Product Strategy
User Research
UX Design
Visual Design
2017-2018 | Lead a team that incorporated metrics, personas, surveys, prototyping, and moderated user testing to redesign and build a web and mobile menu product for the college.
Mount Holyoke College Menu

Apelon

Content strategy
Visual design
UI development
2015-2017 | Complete brand redesign to update a legacy site and graphic materials with the goal of making the content more accessible to key decision makers within health care organizations.
Apelon 3 Views

Tasha Tudor and Family

Information architecture
UX design
Visual design
UI development
2016-2017 | Design and build an information architecture that unified an ecommerce platform, blog, recipe feed, and tours into a community-based, singular brand experience.
Tasha Tudor and Family - 3 Views

Artrageus1

Information architecture
UX design
Visual design
UI development
2015-2017 | Design and build an ecommerce platform fueld by a subscription based arts collective model. End-to-end rebranding of graphic materials and web based products.
Artrageus1 - 3 Views

Connect with me

I'm currently open to speaking engagements, collaborative exchange, and select, highly creative freelance projects. Please reach out and say hi.