b'Dawa Riley\nSr. UX Designer Freelance Available\ndawachan@gmail.com\n\nSummary\nI am a former graduate of the MA in Design for Interactive Media at Middlesex University. With over 10 years\nexperience working with major digital agencies such as Avenue A Razorfish and Digitas Modem Media both\nin London, New York and San Francisco. In addition, I have worked in-house for clients such as Google,\nMicrosoft, Skype, Intel, Vodafone and Adobe.\nI have worked on a variety of projects including product configurators, e-commerce, brand and marketing\nsites, financial dashboards, RIA\'s, citizen journalism, user generated content, Facebook applications, video\nsharing and social networking apps across multiple platforms including mobile, web, desktop, kiosks and tablet\nfor clients such as: Disney, Microsoft, Windows Live, Adobe, Capital One, Conde Nast, Amgen and Wyeth,\nCitigroup, Ford, Prudential, Blue Cross California, Safeway, Maybelline, Ford, Audi, MTV, Hands-On Mobile,\nYves Rocher, WNYC Radio and Merrill Lynch.\n\nExperience\nSr. UX Designer at Yubl Ltd\nSeptember 2015 - October 2016 (1 year 2 months)\nUX Design Lead on a suite of tools to allow brand partners to create and\nmanage assets/content, and an analytics reporting and data visualisation tool.\nUX Design Lead and Product owner of a content moderation tool.\nExtensive user testing across all products including iOS and Android (Lab, Diary Studies and Surveys).\nUX Consultant at McKinsey Digital Labs at McKinsey & Company\nJanuary 2015 - September 2015 (9 months)\nPart of a global team that works hand-in-hand with client executives and McKinsey consultants to support\nimplementation by rapidly creating digital prototypes and embedding recommendations in clients\xe2\x80\x99 existing\ntechnology platforms. Our work ranges from simple custom apps to enablement of end-to-end digital\ntransformation.\nWorking with consultants from across McKinsey\xe2\x80\x99s industry and functional practices to fully understand our\nclients\xe2\x80\x99 business context, goals, and challenges. Then we delivered quick, high-value and cost-effective\ncustom digital prototypes and designs that work across form factors (mobile and desktop) using the latest\ncloud, mobile and big data technologies.\nSenior UX Designer at Google\nPage1\n\n\x0cMarch 2014 - September 2014 (7 months)\nConducted extensive user research to better understand TV vs. YouTube advertising effectiveness. Designed\ndashboards to effectively communicate the reach, frequency, brand awareness of TV advertising compared\nto YouTube ads. Evangelised research and UX best practising with regards to Ad Analytics and dashboard\ndesign across Google Ad, TV and YouTube teams at Google.\nLead UX Designer at Alfresco\nJuly 2013 - January 2014 (7 months)\nLead UX Architect and Designer at an open source enterprise CMS company.\nDelivered detailed wireframes and schematics of the user flow and application screens and behaviour.\nWorked closely with Visual Designers, Product Managers and UI Developers to ensure user centered and best\npractise UX.\nKey role in product requirement and detailed feature set definition, sprint planning and scoping requirements.\nMaintained detailed specifications of the application on an internal wiki.\nCreated user personas to inform the user centered design process.\nConducted customer interviews for persona validation, and to ensure user centered design for MVP.\nMobile UX Designer at Intel Corporation\nNovember 2012 - July 2013 (9 months)\nPart of the smart devices innovation group, responsible for designing innovative experiences for media/\nimaging applications for current and next generation mobile phones and tablets.\nSr. Interaction Designer at Razorfish\nJune 2012 - August 2012 (3 months)\nUX Design and IA for Facebook apps, Mobile apps and Marketing sites.\nWorked collaboratively with creative directors, business analysts and developers on concepting and\nproducing client ready material.\nProvided sketches, wireframe documentation and site maps to as per project requirements.\nClients included Audi, McDonalds, Emirates and Amnesty International.\nSr. Interaction/UI Designer at CrossCurrent, Inc.\nSeptember 2011 - January 2012 (5 months)\nUX Design at medical billing software start up in Portland.\nWorked along side team of software developers and business analysts to improve user friendliness and\naccessibility.\nProvided visual designs of final interface for the Silverlight task management, reporting and dashboard\napplication.\nWorked collaboratively alongside developers in an Agile environment to assist with implementation in\nMicrosoft Expression Blend.\n\nPage2\n\n\x0cPrepared user research test scripts to validate UX assumptions.\nSr. Mobile UX Designer at Bupa\nApril 2011 - July 2011 (4 months)\nUX and Interaction Design lead for \'Smart Running\'/Fitness iOS app for major UK Healthcare company.\nWorked along side team of iPhone developers to oversee implementation.\nPerformed user testing against paper prototype for the iPhone application. Insights gained were used for\nconcept validation and to improve design, UX and implementation of the app.\nConducted stakeholder interviews across the global organization to improve brand and UX standards.\nAudit and evaluation of UX best practices across all digital platforms across Bupa.\nSr. UX Designer at Vodafone - Sapient Nitro\nJanuary 2011 - April 2011 (4 months)\nDesigned mobile-web customer service application for major UK telco company Vodafone.\nDelivered hi fidelity wireframes for mobile usage and billing application.\nWireframed account migration and subscription services for Vodafone.co.uk\nSr. Information Architect at Cimex Media Ltd\nSeptember 2010 - December 2010 (4 months)\nPlanned and conducted user research with Ovo Usability Lab Software and Tobii eye tracking for MTV\'s new\nVideo On Demand service.\nDelivered detailed usability reports to MTV of findings and recommendations.\nPlanned and conducted stakeholder workshops including diary studies for MTV.\nPlanned and conducted web-based quantitative surveys for Sky and MTV, analyzed results and delivered\ndetailed reports and recommendations to clients.\nTaxonomy and UX Audit for BBC Radio 3.\nSr. Interaction Designer at CMD Agency\nMay 2010 - September 2010 (5 months)\nUX Designer for ASUS laptop microsite. New project range necessitated redesign. Deliverables included\nstoryboards, sketches and hi-fidelity wireframes of core user journeys, landing and sub pages for the\nmicrosite.\nRevised the email communications for the Intel Software development group. Conducted stakeholder\ninterviews with key business units, wrote report and recommendations brief. Wireframed revised html email\ntemplates.\nSr. Interaction Designer at Skype\nJanuary 2010 - April 2010 (4 months)\nWorked on the interaction design and IA for the redesign of Skype.com\nProduced site architecture, wireframes and user flows.\nWorked on a pricing configurator for Skype\xe2\x80\x99s Pay As You Go plans.\nPage3\n\n\x0cRedesigned Skype Mobile pages to incorporate new carriers and handsets.\nSr. UX Designer at Directgov\nSeptember 2009 - December 2009 (4 months)\nActed as an internal UX consultant for mobile and web products across government.\nDesigned site architecture, personas, visual design and front end development for http://\ninnovate.direct.gov.uk built in Drupal.\nDesigned an iphone application and widget generator for Job Centre Plus\nDesigned the IA/UX and coded Drupal templates for Data.gov.uk prototype \xe2\x80\x93 the UK Government Linked\nData initative.\nSr. Experience Designer at Adobe\nApril 2009 - August 2009 (5 months)\nRe-designing the desktop AIR application and notifer for Acrobat.com\'s online word processor and document\nmanagement tool.\nDesigning the upgrade experience in ConnectNow, a virtual meeting room/collaboration space.\nDeliverables included user flows, storyboards, sketches, hi-fidelity wireframes and visual design comps.\nTeam members include Product Managers, Visual Designers, Technical Architects, User researchers, Product\nMarketing and Experience Leads.\nSr. Information Architect at Microsoft\n2008 - 2008 (less than a year)\nDesigned an interactive tool to explain and increase software deployment amongst clinicians and IT\nprofessionals in the NHS.\nDesigned a look up tool for regional Health Authorities regarding Enterprise Agreement Licensing and\nsoftware coverage.\nDeliverables included annotated wireframes and an interactive prototype.\nTeam members included internal MS stakeholders, external creative, web development agencies and a\ntechnical writer.\nInformation Architect at Avenue A Razorfish\n2006 - 2008 (2 years)\nPlanned and conducted user research for the \xe2\x80\x98Build Your Own Card\xe2\x80\x99 product customization tool for Capital\nOne. Delivered a comprehensive deck of wireframes, site maps and story boards.\nRethinking/Redesigning Capital One\xe2\x80\x99s Account Services and Online Bill Pay.\nUX designer for Conde Net\xe2\x80\x99s Flip.com social networking site and Facebook application.\nConcepting and wireframes for Disney.com and Disney Honeymoon re-design.\nIA on Newsbreakr.com, a citizen journalism and Google maps mash up.\nConceptual thinking and design for an event planning application intended for the android platform.\nInformation Architect at Modem Media/Digitas Inc./Publicis\nPage4\n\n\x0c2005 - 2006 (1 year)\nWorked as part of a team to overhaul the information/interaction design for Safeway.com.\nDeliverables included task flows and wireframes for the check out, shopping cart, registration and delivery\nbooking.\nConceptual development for a MS Vista product advisor and Enbrel.com pharmaceutical portal\xe2\x80\x99s patient\nsupport initiative.\nInformation Architect at Prosodie\n2005 - 2005 (less than a year)\nIA for an eCommerce Platform Solutions and CRM services company.\nPartnered with Business Analysts, Project Managers, Marketing Professionals and Engineering to deliver\nclients exceptional user experiences on transactional websites.\nHelped to define a vision and strategy for web-based e-commerce solutions including best practices, user\nexperience audits, site maps, wireframes and product taxonomies for clients such as Yves Rocher and Vivre.\nInteraction Designer at Jaybert Inc\n2004 - 2005 (1 year)\nProjects included design and coding of the corporate website built in XHTML, DHTML, CSS and Flash.\nResponsible for all aspects of user interaction design from initial design proposals, wireframe mockups,\ndesign comps, implementation, testing and style guides.\nUX Lead for the interaction and interface design of a flash-based image management application.\nUI Designer/Front End Developer at Yaga\n2003 - 2004 (1 year)\nWorked as a UI Designer/Developer for a payment processing start-up.\nDesigned and coded the user subscription JSP pages.\nWeb Designer/Developer at SDO.Net and TalkTech\n2002 - 2003 (1 year)\nEmployed as an interface and backend developer, PHP and mySQL.\nOur largest project was a Content Management System in Zope/Python for WNYC Radio in New York.\nNews reader/compiler for TalkTech - radio show about Open Source technologies.\n\nLanguages\nFrench\n\nSkills & Expertise\nUser Experience\nUsability Testing\nInteraction Design\n\nPage5\n\n\x0cInformation Architecture\nUser-centered Design\nUser Research\nHeuristic Evaluation\nContextual Inquiry\nPersona Creation\nWireframes\nOmniGraffle\nUser Interface Design\nUsability Engineering\nExperience Design\nUser Experience Design\nAccessibility\nContent Strategy\nSite Maps\nUsability\nVisual Design\nUser Interface\nMobile Applications\nCreative Direction\nCMS\nPersona\nTask Analysis\nE-commerce\nFlash\nDrupal\nMobile Devices\nHuman Computer Interaction\nCSS\nWeb Applications\nWeb Development\nInformation Design\nFront-end\nCascading Style Sheets (CSS)\nWireframing\n\nEducation\nMiddlesex University\nMA, Design for Interactive Media\nUCL\nBsc 1st Class Hons., Psychology\n\nPage6\n\n\x0cDawa Riley\nSr. UX Designer Freelance Available\ndawachan@gmail.com\n\n13 people have recommended Dawa\n"Dawa has a very unique skill set utilizing both aspects of UX design work and UX research into one\npackage. She has great presentation skills, is not afraid to ask the tough questions, and is a pleasure to work\nwith!"\n\xe2\x80\x94 Kevin Strharsky, User Experience Design Producer, YouTube, worked directly with Dawa at Google\n"I have worked with Dawa on a 6-month project and I am happy to say that Dawa has been really proactive\nand knowledgeable about every aspect of interaction design. As a designer she is very detail-oriented and she\ncan provide constructive and valuable feedback on visual design as well, which is a real plus in our industry.\nDawa can produce very accurate wireframes, white board exercises and give advice on the final output. Her\nstrengths are definitely precision, attention to details, passion for the product and managerial skills."\n\xe2\x80\x94 Fabio Benedetti, worked directly with Dawa at Alfresco\n"Dawa was a member of our sprint team and she made invaluable contributions to the UX design of our\ncurrent and future android products. She understands the requirements and bought unique views that can be\nimplemented."\n\xe2\x80\x94 Surendra Devarashetty, worked directly with Dawa at Intel Corporation\n"Dawa was a great addition to our Ux team. She could always be counted on to bring a fresh perspective\nto our projects and follow through with reliability. Dawa\'s experience and talents made her a natural fit for\nmobile Ux design. She will be missed."\n\xe2\x80\x94 Jim Granger, managed Dawa at Intel Corporation\n"I had the esteemed privilege to work with Dawa on a complicated workflow web app for our company\nCrossCurrent. Being a primary developer on the project it was an absolute dream to have a designer as\nthoughtful, talented and easy to work with as Dawa. The design principles she came up with were thorough\nand her wireframes were impeccably presented. What I appreciated about Dawa was that she was very\napproachable and some of my best and easiest work was developing side by side with her giving tips and\n\nPage7\n\n\x0crecommendations as I went. I believe that the strength of our product was much improved by her work, and\nwould gladly recommend her to anyone seeking a highly qualified, professional UI/UX designer."\n\xe2\x80\x94 Jesse Stromwick, worked directly with Dawa at CrossCurrent, Inc.\n"Dawa is a highly competent user experience designer with strong expertise in mobile and responsive design.\nShe brought valuable insight to the SapientNitro UX team at Vodafone UK where she worked on the mobile\n\'Help & Support\' section of the website. Her attention to detail together with her technical understanding\nhelped to deliver a useful, usable and well-considered solution. I recommend her without hesitation!"\n\xe2\x80\x94 Dominic Winsor, managed Dawa indirectly at Vodafone - Sapient Nitro\n"Dawa and I worked together on a web user survey study for MTV\'s video on demand service. Dawa was\nresponsible for designing the survey, collecting the data, carrying out statistical analysis on the user data\nand creating detailed finding reports. Furthermore, she expertly led an in-lab usability study on the client\'s\nprototype, and a diary study/focus group with the target audience. Dawa provided the client with phenomenal\ninsights and displayed excellent presentation skills in her delivery of her findings to MTV and was an asset to\nthe team and I would not hesitate to work with her again."\n\xe2\x80\x94 Cam Bennett, worked directly with Dawa at Cimex Media Ltd\n"I worked alongside Dawa at Skype. She was the UX resource on the re-design for Skype.com (Skype\'s\nconsumer facing website). Dawa contributed intelligent UX solutions and delivered high fidelity wireframes\nof her ideas. She is a great resource to have on any team, easy to collaborate with and is design / UX savvy. I\nlook forward to working with her again in the future and would recommend her in a heartbeat."\n\xe2\x80\x94 Alex Rekasi, worked directly with Dawa at Skype\n"I had a great experience managing Dawa during the length of her contract at Adobe. Her ramp up time was\nminimal and her impact immediate. She provided us with smart design that met both user needs and was\nimplementable within our schedule. If you are looking for a competent designer who knows their craft and\ncan deliver - you\'ll be well served speaking with Dawa."\n\xe2\x80\x94 Dan Cooney, was Dawa\'s client\n"Dawa was a real joy to work, both as a Sr Information Architect and Interaction Architect on a large number\nof complex engagements. She brought deep and broad senior-level UX skillsets to each project, as well as an\nintimate knowledge as to the technical feasibility of what was being designed due to her hardcore background\nas a developer, too. We worked together on projects that spanned extremely creative/edgy/marketing-focused\nto complex, interaction-based web-based apps for the general public (the largest credit card company in the\nworld). She was pivotal in spear-heading a complete re-design of an extremely complex, internal-facing, webbased app for insurance and annuities groups of a Fortune 100 client, including extensive field user research\nPage8\n\n\x0cof financial advisers/brokers as insights into the new user-centric design that we proposed and built. I would\nwelcome the opportunity to work with Dawa on any type of project in the future and hope that our paths cross\nagain."\n\xe2\x80\x94 Steve Haak, managed Dawa at Avenue A Razorfish\n"I was working with Dawa on a six month project for Prudential Retirement to design the user experience\nstrategy for a splan administrator website. Dawa picked up on the financial information for retirement plans\nright away, and took a leading role in designing the interactions and data displays for one of the major site\nsections. Dawa completed most of her work independently without the need for much guidance. She could\nalways be relied on to have her work completed on time, and with the extra thought put in to deliver more\nthan what was asked for. Dawa\'s work was well received all around, and I can only recommend her for any\nfuture projects."\n\xe2\x80\x94 Martin Kas, managed Dawa at Avenue A Razorfish\n"My first impression of Dawa was of our portfolio review when she came in to interview. With no trace of\nhesitation, she showed both her finished work alongside several hand-drawn wireframes and prints which she\nhad annotated by hand. I could quickly tell that she would be able to create a finished product, but was also\nable to cogently discuss her thoughts using whatever medium was around. In other words, she is a designer\nwho can quickly make her point."\n\xe2\x80\x94 Erik Gibb, managed Dawa indirectly at Modem Media/Digitas Inc./Publicis\n"Dawa was the UI/UX lead developer and designer at SDO. As such, she pioneered CMS software for\nWNYC and other major clients built on open source technology, creating first of its kind software interfaces\nas well as compelling web user experiences. In addition, she was the news anchor at Talk Tech: an\ninnovative, syndicated radio program where her passion and knowledge for technology showed through\nand gave communities access to knowledge of emerging technologies. I recommend her highly to any team\nrequiring highly developed skills in both the technical and creative arenas, and in need of an individual with\nthe passion and drive to make it happen."\n\xe2\x80\x94 Colleen Nagle, managed Dawa at SDO.Net and TalkTech\nContact Dawa on LinkedIn\n\nPage9'