Introduction to UI Design

Branding for Designers

Master of Science

Bachelor of Arts

Promoted to spearhead design operations to optimize agency processes in onboarding, research practice, design system governance, and professional development, in order to amplify design’s value and impact at scale and help to grow the design team.
• Manages 4 designers directly, providing 1-on-1 guidance through workshops, project management, design reviews, and training.

Lead UX designer for Kawasaki Motors Corp, with a team of 4 designers to drive the end-to-end product design process for KMC mobile apps.
• Piloting research efforts with the design team to conduct generative user research, competitive analysis, and card sorting to strengthen product strategy and align client goals with user needs.
• Developing design solutions for diverse and complex user scenarios in order to adapt for the KMC vehicle experience.
• Acts as a cross-functional liaison to ensure design decisions are connected to user needs and are relayed and comprehended across design, development, and product teams.

Sr. UX Designer

Lead UX design consultant for Toyota Motor North America on mobile app features Service Appointments, Vehicle Rentals, Collision Assistance, Wi-Fi Connect, as well as incubator projects on 2021+ vehicle HMIs and marketplace product strategy.
• Led a team of 6 designers to successfully ship 3 major features in conjunction with a comprehensive design system update for the Toyota app in 6 months.
• Collaborated across global design, development, and product teams to align and strengthen UX practices and design system governance.

Additional clients and projects:
• Amazon (Alexa demo ipad app)
• KDDI (connected vehicle subscription mobile app and web portal)
            

    
    

    
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UX Designer

• Promoted to establish a digital marketing strategy and managed social media and website channels for university and health care segments.
• Facilitated 2 website redesigns concurrently, then developed a Drupal training program for 22 content editors, which included guidelines for the site's design system, user experience, and an accessibility plan.
• Fostered a strong cross-departmental workstream to strengthen the brand voice across the campus community by establishing a team of 11 student social media ambassadors and partnering with faculty, resulting in a growth of Instagram followers by 32%, impressions by 86%, and engagement by 11% in 2020.
• Developed a COVID-19 communication strategy for social media and website channels to address an urgent need of providing important information quickly and easily and helping to bolster a sense of community by interviewing students and faculty, conducting card sorting and tree tests to inform the site's information architecture, and continuo

Digital Marketing Manager

• Headed art direction and design of all marketing and communications materials, along with managing vendor relations for publications, events, signage, and merchandise.
• Modernized the brand identity through a comprehensive redesign including logo system, brand guidelines, and toolkit, then presented to 50 employees to educate brand integrity and strengthen external communications.
• Streamlined the project management workflow by incorporating a new request system and marketing automation software to sync with the existing framework, leading to a record of 85 projects completed in a one-year period and greater cross-department collaboration.
            

    
    

    
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Graphic Designer

• Headed art direction and design of all marketing, event, and exhibit collateral from concept, production, and installation across all museum departments (Education, Membership, Child Development, and Fundraising).
• Collaborated directly with Director of Marketing and Development to strategize on annual marketing plan and budget. 
• Charted a website redesign on WordPress in 3 months from inception to launch, including designing a responsive theme, organizing content and sitemap, and managing front-end updates to enhance the site's mobile usability, content strategy, and SEO ranking.
            

    
    

    
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Web/Graphic Designer

• Designed custom pop-up tents and tradeshow displays for clients and ensured accurate pre-press artwork set-up for production.
• Assisted in managing e-commerce site with new product launches by researching competitors, writing content, and designing product images.

• Designed brand identity, including logo, business cards, stationery, HTML email templates, and subsequent marketing collateral.
• Established a more significant brand presence in social media, print ads, and direct mailings to boost sales of luxury homes within Orange County.

Sr. Product Designer

UX / Product Design / DesignOps

Know about Edna Rosa Alfaro’s work experience, education, cohorts, certifications, and much more. Edna Rosa Alfaro