I'M
DAVE SHERROD.
DIGITAL PRODUCT DESIGN DIRECTOR
UX & CREATIVE TEAM LEADER
D
INFORMED, EMPATHETIC DIGITAL PRODUCT DESIGN.
I LOOK FORWARD TO SHARING MY DESIGN METHODOLOGY WITH YOUR TEAM.
INFORMED, EMPATHETIC DIGITAL PRODUCT DESIGN.
UX CASE STORIES
METHODOLOGY
DESIGN GUIDANCE WITH EMPATHY & UNDERSTANDING
RESEARCH
STAKEHOLDER INTERVIEWS • MARKET RESEARCH • COMPETITIVE ANALYSIS • USER INTERVIEWS
IDEATION
PARTICIPATORY WORKSHOPS • JOURNEY MAPPING • STORY BOARDING • WHITEBOARDING & SKETCHING
DESIGN
PROTOTYPING • WIRE FRAMING • PAPER PROTOTYPING • SITE MAPPING
VALIDATION
CIRCULAR SURVEYING & INTERVIEWS • MODERATED/UNMODERATED USER TESTING • ANALYTICS ANALYSIS
TOOLBOX
UX PROCESS
Design thinking and user-centered design methodology, stakeholder and internal surveys and interviews, customer/user surveys and interviews, competitive research, qualitative and quantitative user testing (moderated and unmoderated in-person or via UserTesting or UserZoom platforms), workshops (synchronous, generative, evaluative, mapping), affinity diagramming, empathy mapping, ideation, dot voting, prioritization for now, next, and later, journey mapping, experience mapping, biz process modeling notation, service blueprinting.
DESIGN & ARTIFACT GENERATION
Wireframing, prototyping, Sketch, Figma, InVision, Adobe (Photoshop, Illustrator, InDesign), Zeplin, Visio, Marvel, Basamiq, Mural, HTML, CSS, currently learning Miro. 20+ years experience with digital product design, creative/art direction, designing for campaigns, brands and identities, and print and press checking.
USER TESTING, ANALYSIS, & MEASUREMENT
UserTesting.com, UserZoom, Google Analytics, NPS, KPIs (familiarity with metrics-based success measurement).
FRAMEWORKS & CONTEXTS
IOs, Android, responsive, adaptive, SAAS, enterprise software, ecommerce, WCAG 2.0 accessible design, and familiarity designing withing HTML5, Angular.js, and Javascript stacks. Extensive experience designing digital products within the fintech, banking, trading, investment, insurance, and lending space. I also freelance in support of branding/identity design, marketing/campaign support, and website creation.
TEAM MANAGEMENT
Creative and ux/ui design team management, mentorship, vendor management, presentations, Agile, Jira, Confluence, road map creation and cadence (I prefer Roadmunk), Webex, Zoom, Google Slides, Keynote, Powerpoint, MS Office, Excel, and currently learning Monday.com.
PORTFOLIO
UX CASE STORIES.
CAREER
MY JOURNEY IN DESIGN LEADERSHIP.
OCT 2015- MAR 2019
PRUDENTIAL
Design Director
I served as pod leader of three, head ux visual strategist, and visual and interaction designer for Link by Prudential, Prudential Service Center, and multiple financial health related desktop and mobile applications, tools, and calculators. I was also contributing author for The Playbook, Prudential's Bootstrap-derived ("Prustrap") and atomic design structured component guide.
APR 2019- JUL 2020
FIRST TECH FEDERAL CREDIT UNION
UX/UI Design Director
I led a team of six information architects, researchers, and front end designers in research, prototyping, and user-testing/design validation initiatives. My team reimagined First Tech's Ellie Mae mortgage application process, resulting in a near doubling of first note mortgage loan production. We also owned all credit/debit card management design initiatives (feature adds and ux/ui improvement) for mobile and desktop, customer profile settings, and Zelle payments integration.
JUL 2001- AUG 2009
E*TRADE
Visual Design Manager
Led ux and visual/interaction design for Equity Edge, a SAAS stock plan admin platform that was rated #1 amongst stock plan administrators through my tenure at E*TRADE. I also managed a small team of front-enders and agency partners to create and improve many banking, trading, lending, and advisory related products.
Prior work history provided upon request.
AUG 2009- SEP 2015
E*TRADE
Design Director
I managed a team of three and vendor partners to improve E*TRADE’s trading experience while leading visual and interaction design initiatives for the E*TRADE Pro trading platform and Power E*TRADE offerings. My efforts helped keep Pro a top 3-rated trading platform over a 7-year period (’09-’15), while it clinched #1 preferred trading app amongst professional traders. I also led design for a number of banking, trading, and advisory related digital products.
CONTACT DAVE
Drawing from user-centered design and design thinking methodology, I lead multidisciplinary teams through the journey of discovery, empathetic design and prototyping, and qualitative and quantitative design validation.
Feel free to visit my LinkedIn profile or contact me with questions about the creation and improvement of your digital experiences.
Thanks for Dropping By
Please accept this (shamelessly self-promoting) downloadable gift as a show of my appreciation!