Star Lena Reedy
UX Researcher
Resume
Introduction
UX Research, Design, Testing & Optimization
I am passionate about improving user experience for the end user and increasing ROI for the business.
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Inspired by empathy for users and pursuit of iterative improvement.
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Guided by the insights of qualitative and quantitative data to improve results.
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Proven track record of team collaboration and service to B2B and B2C clients.
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Skilled in defining and refining workflow processes to increase efficiencies.
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Well-versed in industry best practices while staying abreast of innovation.
Experience​
Senior UX Researcher
Leading Financial Services Firm
​Dec 2021 - Present
Lead UX research initiatives for a financial services firm.
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Senior UX Researcher
Leading UX Research agency
​Aug 2019 - Dec 2021
Lead UX research initiatives for big brands, including Google, Dropbox, Airbnb, Charles Schwab and American Express.
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Senior UX Researcher
Digital Banking Solutions Provider
​Sep 2018 - Aug 2019
Lead UX research for a fintech.
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Conversion Optimization Director
Belo + Company
​Nov 2015 - Aug 2018​
Guided Conversion Optimization program to improve UX & ROI.
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Defined strategy and guide execution for the Conversion Rate Optimization program.
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Built and manage data-driven CRO process to pursue iterative UX improvement.
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Led UX design initiatives to develop optimized variants for A/B Testing.
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Ensured designs uphold clients' brand identity and are properly translated through to launch.
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Created prototypes reflecting thoughtful approaches to navigation, layout, and user segments.
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Guided user research including user testing and concept testing to inform design choices.
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Mentored CRO specialists to produce intuitive user experiences designed to lift ROI.
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Built and supported a team culture of customer focus, innovation and design thinking.
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Managed resource allocation across all initiatives, including UX designers and developers.
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Drove decisions, estimate resources and timelines for multiple projects simultaneously.
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Director, Conversion Optimization
Big Drum
​2013 - Nov 2015
Developed CRO Program to Improve UX and Increase ROI for B2B Tech Clients.
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Developed and managed CRO program to guide strategic testing.
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Educated team and clients about CRO and the kaizen philosophy of continual improvement.
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Analyzed quantitative and qualitative data and provide insights into visitor behavior.
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Assessed digital properties and make CRO recommendations in order to increase response.
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Conducted user testing including writing test plans and distilling findings to actionable insights.
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Strategized and launch A/B tests toward the goal of continual improvement of conversion rate.
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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.
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Automated labor-intensive monthly reporting, resulting in up to 75% time savings for staff.
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Identified & tracked KPIs and reported on performance by merging data from multiple sources.
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Established standard practices and processes for digital analytics setup and tracking.
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Built dashboards and easy-to-understand reports to highlight performance and trends.
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Fielded all questions and issues pertaining to web analytics reporting and troubleshooting.
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Guided client’s technology staff to implement and test tracking code.
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Trained junior team members in analytics.
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Usability Analyst
Prominent Placement
​2010 - 2012
Analyzed and reported on digital marketing performance; advocated for optimal UX.
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Established standard practices and processes for analytics setup and tracking.
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Educated team and clients on identifying and reporting on KPIs.
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Managed integrated reporting across various data sources for a diverse client base.
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Built dashboards and easy-to-understand reports to highlight performance and trends.
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Served as liaison to client’s tech staff to guide implementation and testing of tracking code.
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Responsible for troubleshooting and resolving all web analytics and reporting questions.
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Analyzed web properties and digital marketing landing pages to improve usability.
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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.
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Served as liaison between agency and client, successfully communicating developments.
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Managed PPC campaigns, including bid adjustments, creating text ads and image ads.
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Managed SEO campaigns, including keyword research, copywriting and link building.
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Managed LPO (landing page optimization) including UX design improvement.
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Created mockups and wireframes to guide developers in creating conversion-friendly designs.
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Spearheaded efforts to simplify lengthy client reports to make them more user friendly.
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Website Project Director
Pixelweave Design
2004 – 2005
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Managing Editor
Reed Business Information
2000 – 2004
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Social Research Assistant
U.S. Dept. of Education
1996 – 2000
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Assistant Design Editor
Winston-Salem Journal
1992 – 1996