Australia

UX Design

Design Operations

Service Design

Product Design

Customer Experience (CX)

UX Testing

UX Research

Business Transformation

Student Exchange

Edgar Anzaldua Moreno

Head of Design

Instagram

Usability Testing

Quantitative research

Product strategy

Prototyping

Qualitative research

Communication

Collaboration

Problem-solving

Critical-thinking

Stakeholder management

Human computer interaction

User research

Product roadmap

Python

Webflow

Airtable

Figma

Notion

Adobe Creative Suite

Sketch

Balsamiq

ChatGPT

Confluence

Crazy Egg

Hotjar

Intercom

Jira

Trello

UserTesting

UserZoom

Adobe Illustrator

Adobe Photoshop

Canva

Google Analytics

Miro

Optimal Workshop

Optimizely

SEMrush

Zeplin

Mural

Presentation skills

Conflict resolution

Leadership

Project management

Understanding factors that lead to a motivated team - recognition, communication and more.

Keeping team members motivated

Understand the process of training, motivating and directing your team members.

Managing people

How to create a positive workplace culture that drives collaboration and productivity?

Fostering a good team culture

Get actionable feedback on your resume or portfolio.

Resume and portfolio review

Practice HR, technical and behavioural interviews with mentors.

Practice mock interviews

How to set up the team for success by defining and measuring team's performance.

Choosing metrics and team goals

Best practices for running productive design critiques.

Running effective design critiques

How to define and execute a successful launch and managing stakeholders expectations. (eg. MVP)

Launching new products or features

Learn how to properly present your work and share ideas and opinions.

Presenting your work with impact

Tips on how to work and collaborate with designers.

Working with designers

How to work with team members with different skill sets but towards a common goal?

Working cross-functionally

Methods and models of exploring, deciding and delivering design.

Building a design process

Managing being the only designer at your company and working with non-designers.

Being the only designer

Explore different generative and evaluative research techniques. User research synthesis and presentation.

Conducting good user research

Ways and resources to improve your design skills.

Improving design skills

How to set up product analytics and metrics to track success?

Leveraging Product Analytics

How to create personas, and leverage them in design.

Creating and leveraging user personas

Ways to provide constructive feedback to team members.

Giving effective feedback

How to define an ambitious product vision and how to best communicate it to stakeholders?

Creating a product vision

How to conduct interviews, what to ask, and how to analyze your results? (eg. user interview)

Conducting effective customer interviews

How to successfully prepare and position yourself for a job promotion?

How to get promoted

How to ask for a promotion and negotiate for salary raise?

Negotiating a job offer

How to think about design career paths and what progression looks like for designers?

Design career path

Talk to people who have learned to manage their imposter syndrome.

Dealing with imposter syndrome

Leadership and Mentorship at CompareClub:
As a leader, I fostered a collaborative environment by facilitating workshops that brought cross-functional teams together, aligning them on a shared vision for CompareClub’s future. I guided stakeholders through strategic exercises, such as Vision Types, Storymaps, and Roadmap prioritization, to ensure clarity and focus on long-term objectives. My leadership extended to mentoring team members in adopting user-centered design practices, empowering them to approach challenges with strategic and innovative solutions.

Hands-On Experience at CompareClub:
In a hands-on capacity, I conducted primary research to identify behavioral levers that could encourage users to engage with CompareClub’s offerings. I designed and optimized landing pages, improving conversion rates for critical business initiatives. Additionally, I spearheaded the planning and sourcing of a continuous heuristic evaluation project, ensuring the business had actionable insights to evolve toward a journey management framework that enhanced user experience and business outcomes.

As a hands-on Head of Product Design at Car Expert, collaborating with our small design team of 3 and 2 Product Managers, I was the main contributor to the creation of a groundbreaking, tokenised design system, elevating our UX and CX to new heights. My focus was on understanding and integrating our users' needs into every aspect of our product development process, ensuring a seamless and engaging experience. From exhaustive service design research to pioneering a fresh visual identity, my journey at car expert was about pushing boundaries and fostering innovation in a collaborative, startup environment.

Hands-On Experience:

At KPMG, I took a hands-on approach in leading cross-functional teams through comprehensive design and development processes. Specifically, for an Australian Wagering company, I was at the forefront, conducting stakeholder interviews and other primary and secondary research pivotal for crafting a tokenised design system implementation. My involvement extended to executing user research, wireframing, and prototyping (utilising Figma/Sketch) for Australia's largest superannuation funds and various government organisations. This direct engagement ensured the delivery of user-centric solutions that resonated with our clients' strategic goals and user needs.

Leadership and Mentorship:

In my role at KPMG, I embraced leadership with a focus on mentorship and nurturing the talents within my team. Managing up to ten talented Service and Product Designers, I led the charge on multiple projects across financial, health, and government sectors. My leadership was defined by providing structured support and guidance, fostering a collaborative environment conducive to innovative thinking and excellence in execution. By contributing to a comprehensive Design System for an Australian wagering company and a Superannuation fund, steering product design for major clients, including Asia's leading pharmaceutical firms, I not only demonstrated project leadership but also empowered my team members to excel in their craft and contribute meaningfully to our projects' success.

Hands-On Experience at Canon:

At Canon, I led with a hands-on approach, conducting company-wide stakeholder interviews that shaped a strategic roadmap for integrating brand and store websites. My role extended to spearheading product management and design efforts, ensuring the roadmap's successful implementation. Collaborating closely with a Senior Designer, we refined animations, transitions, and storytelling for the EOS R5 landing page, elevating the user experience. Through targeted customer research, I played a pivotal role in enhancing market fit for Canon Professional Services, leveraging insights to fine-tune our service offerings and connect more effectively with our audience.

Leadership and Mentorship at Canon:

In my leadership capacity at Canon, I was committed to the growth and development of my team, mentoring members across various roles. By coaching our CRO specialist, I contributed to optimizing conversion rates, achieving a 10% improvement across consumer camera and print product pages. My guidance to the marketing automation specialist enhanced CRM and email automation strategies, notably improving open rates and reducing subscription churn. I also empowered Product Managers and Designers through mentorship in Design Thinking, Product Management, and User-Centred Design, fostering a culture of continuous learning and innovation within the team.

Hands-On Experience at Carsguide:

During my tenure at Carsguide, I spearheaded business innovation by planning and conducting comprehensive primary user research and Design Thinking activities. This proactive approach enabled us to prototype, evaluate, and refine multiple business models and unique value propositions, culminating in the launch of an industry-first key feature that set new standards in the automotive sector. Additionally, I developed an ultra-scalable and organized design system in Sketch, ensuring consistency and accelerating delivery across platforms. My commitment to user-centricity drove the iteration and optimization of features and pages for optimal SEO and business impact. Embracing LeanUX practices, I worked closely with senior stakeholders from Carsguide and Autotrader, facilitating design workshops to define solution-agnostic requirements, resulting in a dynamic landing page that significantly minimized bounce rates through session-specific reorganization.

Leadership and Mentorship at Carsguide:

In a leadership role at Carsguide, I guided a team of two designers in the creation and maintenance of robust design systems for Carsguide and Autotrader, incorporating cross-platform components to enhance efficiency. I also led a two research assistants, overseeing a substantial primary research pipeline to inform our design and business strategy effectively. My mentorship fostered a collaborative environment, empowering my team to contribute to pivotal projects and drive innovation. Through these efforts, we established a legacy of design excellence and business innovation that continued to influence Carsguide and Autotrader long after my departure.

Hands-On Experience at Sweat:

At Sweat, my hands-on involvement was pivotal in redefining our design practice and development operations, with a strong emphasis on user data. I led the facilitation of Discovery Design Workshops, meticulously crafted design specifications and documentation, and conducted comprehensive usability testing to ensure our designs met user needs. My dedication to understanding our users extended to conducting persona and Voice of the Customer (VoC) research, alongside analytics investigations. These efforts informed a customer experience initiative that refined our notification system, significantly boosting workout uptake. My role also encompassed the innovative design and prototyping of interactions for Apple TV and Watch, culminating in a presentation before Apple that influenced their technology roadmap.

Leadership and Mentorship at Sweat:

In a leadership capacity, I spearheaded a team of five designers and one researcher, where I was instrumental in defining and implementing new design and development processes, including change management strategies. My leadership ensured the smooth execution of staggered design and development sprints and fostered effective stakeholder management. This collaborative approach enhanced the synergy between content writing, design, and development, optimizing operations in a just-in-time manner. My proactive engagement in collecting, categorizing, and acting on customer feedback led to feature improvements and a significant increase in System Usability Scale (SUS) scores from 45 to 75. Additionally, my strategic vision in defining and aligning the product roadmap further solidified our commitment to delivering user-centric solutions.

Hands-On Experience at Gavelytics:

At Gavelytics, I was integral in bringing a groundbreaking AI/Analytics product to the legal industry, planning and designing from scratch a solution that revolutionized how litigators gain actionable insights. My hands-on approach involved leading primary research with a diverse set of legal professionals to ensure our product was not only user-centric but also fit the market's needs. I transformed these insights into measurable objectives, collaborating closely with the CTO to build a development roadmap. Utilizing Sketch and Photoshop, I created and integrated design system components into screens automatically, wrote comprehensive design specifications, and innovated non-standard visual components like gauges and scatterplots for our data visualization dashboard. I prototyped our designs, employing both moderated qualitative and unmoderated quantitative usability testing to refine our product before development. Additionally, I contributed to the company's brand identity by naming the company and designing its logo.

Leadership and Mentorship at Gavelytics:

In a leadership role at Gavelytics, my contributions extended beyond design to strategic collaboration with the CTO, Sales, and CEO, developing a go-to-market strategy and project plan that laid the groundwork for our product's launch. I led collaborative design workshops, fostering an environment of innovation and creativity that allowed us to address complex challenges collectively. My leadership was pivotal in guiding the company through its formative phase, setting the stage for the impactful introduction of our AI/Analytics product to the legal market.

Led user centred design activities with 13 different client projects, created deliverables that facilitated shared understanding and cohesive solutions.

Designed simple interfaces for near real time and predictive analytics software for three different companies, which helped efficientize their supply chain operations.

Helped the International department of TAFE SA achieve their goal of increasing efficiency of its properties to maximize student enrollment through data science, marketing, data visualization and user centred design.

Consulted a variety of companies of varied sizes in Pittsburgh PA, Mexico, San Francisco, Washington DC and Australia (incl. Boheringer Ingelheim and Kellogg's and a couple of successful startups) to either fix or improve their product offering by helping them become user centred.

Iterated intranet pages to maximize goal metrics. Kept multiple knowledge bases and document management systems organized, updated and secure.

Implemented the recommendations derived from Cognitive Walkthrough / Heuristic Evaluations performed to the government’s transparency portal.

Edgar Anzaldua Moreno🇦🇺