Abbey SmalleyUX and Design Leadership

HelloIn life, we're never done testing and learning about ourselves; your business is no different. My goals
are simple. I apply my design skills, user experience expertise, project management, and relentless drive for success to develop cutting-edge, user-friendly and results driven experiences.

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  Résumé (PDF Download 361 KB here.)  


Experienced professional seeking user-focused creative challenges to apply leadership abilities, user experience expertise, design skills, project management, and relentless drive for success to develop cutting-edge, user-friendly, engaging and results driven experiences. Strong relationship building and communication skills conducive to working with cross-functional teams to deliver projects on time and under budget. Proven graphic design, and presentation skills. Team player who thrives on creative challenges, open communication, and working closely with colleagues and clients. Described by others as a self-starter, resilient work ethic, reliable, creative thinker, detail oriented and fast learner. Visionary who can quickly identify solutions and order priorities.

Professional Experience

User Experience & Interaction Design Director for Optum/UHG. Eden Prairie, MN
(August 2013 - Present)

  • Manage a cross-functional team for the Interactive Design Services group within Optum. Team members managed include UX Designers, Visual Designers and Content Writers.

  • Iteratively creating and refining low to mid-fidelity wireframes and interactive prototypes for the information architecture, navigational models, process flows, page layout, information displays, and interactive components based on user research

  • Design visually-stunning and easy to use digital experiences that build the company’s brand and drive the next generation of portals, applications and web properties.

  • Operate in a Lean UX / Agile Environment (Certified SCRUM Master)

  • Facilitate Design Studio Workshops with project teams to solidify requirements and expected outcomes

  • Conduct Usability tests to validate designs and user flows. Translate results into actionable next steps.

  • Partner closely with Stakeholders, Product Owners, Front End and Back End Development teams

  • Focus on multi device solutions (Mobile, Tablet and Desktop – Including Responsive and Fluid solutions)

  • Experience working collaboratively with on-site and remote team members

  • Driving organizational change around the importance of "Experience First" thinking within Optum.

Lead User Experience Designer / Architect
for Perficient. Minneapolis, MN
(January 2012 - August 2013)

  • Contribute to the user experience vision and strategy of the Perficient XD team, while following a user-centered design process

  • Mentor Jr level employees and set best practice standards for the Strategy and Ideation team

  • Represent the company through presentations, client facing interactions, and final review of deliverables for quality assurance

  • Planning and conducting necessary design studio workshops and user research to support design decisions

  • Iteratively creating and refining low to high-fidelity wireframes for the information architecture, navigation, process flows, page layout and interactional components based on user research. This includes mobile and online interactive experiences.

  • Defining patterns to maintain consistency across the application and for future developments

  • Author Business Requirement Documents and User Scenarios for final interaction design and alternate flows

eHub Online Design & Usability Lead for 3M. St Paul, MN
(November 2010 - December 2011)

  • Usability Designer for 15-20 Consumer and Office brands. Includes websites, redesigns, site enhancements, new mobile and interactive experiences. Brands include Post-it® Brand, Scotch® Brand, and ACE™.

  • Drive design and user experience best practices and communicate creative intent with key stakeholders. Propose and design assets for multivariate testing recipes with consumer experience and usability in mind through visual mock-ups and industry examples.

  • Authored functional wireframes, visual design specifications and strategy for 3M's US consumer and office brand mobile sites, and global replication.

  • Advocate of brand guidelines and standards, ensuring that brand positioning, creative look-and-feel and key messages support the brand.

  • Partner with teams in United States and in key international countries to deliver creative digital assets.

Ecom Site Operations and Design Specialist
for Plymouth, MN
(October 2007 - November 2010)

  • Led creative direction and design for overall look and functionality of corporate, consumer-facing web sites (

  • Developed data-driven e-mail marketing campaigns, which resulted in a monthly average of $95,000 in online sales.

  • Provided creative and functional development for significant site redesign and transfer to
    new e-platform while simultaneously maintained "old" and new web sites. Instrumental in developing site transition plan and new user experience.

  • Team player and leader for cross-functional teams including marketing, retail, IT, PR and outside agencies.

  • Responsible for usability testing and interpreting results. Increased accessory attachment rate from 70% to 96% through design and usability changes.

  • Oversee and direct daily responsibilities for online marketing interns.

Junior Art Director
for Hot Dish Advertising. Minneapolis, MN
(June 2006 - October 2007)

  • Responsible for creative process and execution of print and digital projects for clients such as: Coke, Hallmark, Edible Arrangements, Regis Hair Corporation and Buffalo Wild Wings.

  • Collaborated with Designers, Copywriters, Creatives and Art Directors.

  • Presented creative concepts directly to clients.

Graphic Designer
for The Design Center. Stevens Point, WI
(2005 - 2006)

Graphic Design and Promotions Coordinator
for Centertainment. Stevens Point, WI


Axure, Photoshop, Adobe Illustrator, Web site content management systems (CMS), Basecamp, Rally and various forms of project management tracking tools, Excel, Webtrends and Bazaarevoice (Ratings and Reviews Software). Familiar with basic HTML, Dreamweaver, Coremetrics, and Google Analytics. Able to work on Macintosh or PC. Proficient in MS Office.


User Experience, Web site Optimization, Web Design, Responsive Web Design, Project Management, Art Direction, Graphic design, SEO, Usability testing, strong presentation skills and Website Operations


Six Sigma, Learning to Lead Training (November 2011)

University of Wisconsin-Stevens Point (May 2006)
Bachelor of Fine Arts degree, Graphic Design emphasis, Magna cum laude

Professional Organizations

Interaction Design Association, (IXDA), Leadership Committee Member (2012 - Present)

World Organization of Webmasters, Executive Committee Member, UX (2011 - Present)

Toastmasters International, Communication and Leadership Development
(2009 - Present)

Minnesota Interactive Marketing Association, MIMA (2007 - Present)

American Institute of Graphic Arts, AIGA
(2000 - Present)


Bolder Options Mentor, Teaching teens leadership skills through sports and play

UXPA Student Mentor, Mentor College Students hoping to enter the UX field

MIMA Blogger, Leadership Conference Blogger

Big Sister/Mentor,
BBBS and Mentor to Children with Parent in Prison Program

Peace Corps Volunteer, Art Program for local school in Orotina, Costa Rica

© 2016 Abbey Smalley. All rights reserved.