Resume

 
Introduction

UX Research, Design, Testing & Optimization

 

I am passionate about increasing ROI through improved UX.

 

  • Inspired by curiosity about behavior, empathy for users and pursuit of iterative improvement.

  • Guided by the insights of qualitative and quantitative data to improve results. 

  • Proven track record of team collaboration and service to B2B and B2C clients.

  • Skilled in defining and refining workflow processes to increase efficiencies.

  • Well-versed in industry best practices while staying abreast of innovation.

Experience​
Senior UX Researcher
​Sep 2018 - Present
Lead UX research program for financial technology firm.
Conversion Optimization Director
Belo + Company
​Nov 2015 - Aug 2018

Guided all aspects of Conversion Optimization program to improve UX & ROI.

  • Defined strategy and guide execution for the Conversion Rate Optimization program.

  • Built and manage data-driven CRO process to pursue iterative UX improvement.

  • Led UX design initiatives to develop optimized variants for A/B Testing.

  • Ensured designs uphold clients' brand identity and are properly translated through to launch.

  • Created prototypes reflecting thoughtful approaches to navigation, layout, and user segments.

  • Guided user research including user testing and concept testing to inform design choices.

  • Mentored CRO specialists to produce intuitive user experiences designed to lift ROI. 

  • Built and supported a team culture of customer focus,  innovation and design thinking.

  • Managed resource allocation across all initiatives, including UX designers and developers.

  • Drove decisions, estimate resources and timelines for multiple projects simultaneously.

 
 
Director, Conversion Optimization
Big Drum 

​2013 - Nov 2015

 

Developed CRO Program to Improve UX and Increase ROI for B2B Tech Clients.

  • Developed and managed CRO program to guide strategic testing.

  • Educated team and clients about CRO and the kaizen philosophy of continual improvement. 

  • Analyzed quantitative and qualitative data and provide insights into visitor behavior.

  • Assessed digital properties and make CRO recommendations in order to increase response.

  • Conducted user testing including writing test plans and distilling findings to actionable insights.

  • Strategized and launch A/B tests toward the goal of continual improvement of conversion rate.

  • Advocated for optimal UX and guide CRO efforts to improve digital marketing experiences.

 

 
Digital Analytics Lead
Big Drum 

​2012 - 2013

 

Analyzed and reported on digital marketing performance.

  • Automated labor-intensive monthly reporting, resulting in up to 75% time savings for staff.

  • Identified & tracked KPIs and reported on performance by merging data from multiple sources.

  • Established standard practices and processes for digital analytics setup and tracking.

  • Built dashboards and easy-to-understand reports to highlight performance and trends. 

  • Fielded all questions and issues pertaining to web analytics reporting and troubleshooting. 

  • Guided client’s technology staff to implement and test tracking code. 

  • Trained junior team members in analytics.

Usability Analyst
Prominent Placement

​2010 - 2012

 

Analyzed and reported on digital marketing performance; advocated for optimal UX.

  • Established standard practices and processes for analytics setup and tracking.

  • Educated team and clients on identifying and reporting on KPIs.

  • Managed integrated reporting across various data sources for a diverse client base.

  • Built dashboards and easy-to-understand reports to highlight performance and trends.

  • Served as liaison to client’s tech staff to guide implementation and testing of tracking code.

  • Responsible for troubleshooting and resolving all web analytics and reporting questions.

  • Analyzed web properties and digital marketing landing pages to improve usability.

  • Conducted heuristic reviews of websites and provided actionable recommendations.

 

 

Search Engine Marketing Specialist
Prominent Placement

​2005 - 2010

 

Develop, launch, monitor and optimize search engine marketing campaigns.

  • Served as liaison between agency and client, successfully communicating developments.  

  • Managed PPC campaigns, including bid adjustments, creating text ads and image ads.

  • Managed SEO campaigns, including keyword research, copywriting and link building.

  • Managed LPO (landing page optimization) including UX design improvement.

  • Created mockups and wireframes to guide developers in creating conversion-friendly designs.

  • Spearheaded efforts to simplify lengthy client reports to make them more user friendly.

 

 

Website Project Director
Pixelweave Design
2004 – 2005

 

 

Managing Editor 
Reed Business Information

2000 – 2004

 

Social Research Assistant
U.S. Dept. of Education

1996 – 2000

Assistant Design Editor
Winston-Salem Journal

1992 – 1996

 

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© 2019 Star Lena Reedy, UXC