SUMMARY

Principal UX/Product Designer with deep experience simplifying complex, multi-step systems into clear, intuitive user journeys. I work end-to-end: framing ambiguous problems, structuring information, designing flexible flows, and creating interfaces that adapt to changing scope without losing clarity.

I’m an IC who leads through clarity, not authority. I guide product direction by translating user needs, technical constraints, and business goals into designs that teams can build on. Known for connecting disparate ides, stabilizing complex projects, and producing work that scales; without locking team into rigid patterns that don’t serve the user.

I’m at my best when I’m helping teams understand what the real problem is…and shaping the practical, usable path forward to a solution.

CONTACT

| NAME Tony Molinero | LOCATION Emeryville, CA | PHONE (415) 505-3782
| E-MAIL tmolinero@bowandarrowdesign.com | LINKEDIN linkedin.com/in/tony-molinero-profile

EXPERIENCE

:: Attentive Mobile
:: Principal UX/Product Designer
:: 2021 – Present  |  San Francisco, CA

Lead designer for the User Profiles & Targeting and Data Platform pillars. Responsible for the core interaction models underlying Attentive’s identity, behavioral data, segmentation, AI suite, and event systems.

Key Contributions

  • Defined the primary interaction architecture for Attentive’s user identity and behavioral data platform, making multi-layered datasets, event logic, and predictive attributes understandable for non-technical users.
  • Created flexible design frameworks that allowed product teams to add and evolve capabilities rapidly without breaking core UX patterns, reducing design churn and enabling consistent iteration.
  • Aligned engineering, data science, and PM leadership around cohesive mental models for identity resolution, event transparency, and data flows—bridging technical detail with user-facing clarity.
  • Led early-concept exploration for ambiguous problem spaces, producing prototypes, system maps, and framing documents that shaped product direction before formal requirements existed.
  • Synthesized user insights through interviews, Gong calls, and support feedback, grounding product decisions in real workflows and pain points.
  • Provided design leadership as an IC, mentoring designers through critique, raising quality bars, and ensuring full use-case coverage across complex surfaces.
  • Influenced roadmap and investment decisions by presenting structured narratives and prototypes to senior leadership, clarifying opportunities and tradeoffs.

:: Bow+Arrow Design
:: Senior UX Designer / Senior Art Director
:: 2007 – PRESENT  |  Emeryville, CA

UX, UI, and visual design consultant for fintech, e-commerce, biotech, B2C, and B2B clients. Work spans end-to-end product flows, targeted UX interventions, and visual design modernization.

Key Contributions

  • Designed responsive consumer and enterprise experiences with clear workflows, strong hierarchy, and scalable structure across web and mobile.
  • Produced flexible design architectures that supported evolving client needs, enabling feature expansion without sacrificing coherence.
  • Conducted competitive audits and UX strategy engagements, clarifying direction for clients with ambiguous or underdefined product visions.
  • Developed prototypes, flows, and exploratory concepts that helped clients evaluate opportunities and make informed decisions.
  • Delivered high-quality visual design and UI work, strengthening brand presence while supporting usability and clarity.

:: Macys.com
:: Principal UX Designer & Senior UX Designer
:: 2014 – 2016  |  San Francisco, CA

Shaped major customer-facing shopping experiences across product discovery, purchasing flows, personalization, and registry journeys.

Key Contributions

  • Led UX for the complete redesign of the wedding registry, combining narrative-driven presentations, journey mapping, and user insights to secure multi-year funding; cited by leadership as “the best presentation I’ve seen in 10 years.”
  • Defined omnichannel interaction flows across desktop, app, and mobile web, ensuring consistency and reducing user friction in high-traffic journeys.
  • Collaborated deeply with engineering and PM partners, aligning constraints, user needs, and business KPIs in complex feature work.
  • Shaped department-wide processes, improving documentation standards, UX consistency, and cross-team alignment.
  • Mentored designers and guided hiring, strengthening the UX team’s craft and problem-solving capabilities.

:: SpringStudio
:: Senior UX Designer
:: 2012 – 2014  | San Francisco, CA

Worked across major financial and consumer clients (Charles Schwab, Intuit, Walmart, DocuSign), designing high-stakes, high-clarity workflows.

Key Contributions

  • Designed workflows and interfaces for complex, regulated environments where clarity, accuracy, and reduced cognitive load were essential.
  • Created prototypes and interaction patterns that helped client teams understand and build sophisticated functionality across platforms.
  • Partnered with research, visual design, and engineering to deliver polished, practical, and build-ready solutions.
  • Improved team efficiency by creating reusable templates and frameworks that reduced project overhead.

:: Ozone Online
:: Creative Director & Senior UX Designer
:: 2008 – 2012  |  San Francisco, CA

Grew from Senior Art Director to Creative Director, adding UX capability to a marketing-focused agency and leading cross-disciplinary project teams.

Key Contributions

  • Expanded the agency’s UX practice, introducing user-centered methods, workflow mapping, and prototyping into a historically marketing-driven organization.
  • Led UX and creative direction on B2C digital experiences, including e-commerce, product discovery, and brand-driven consumer flows.
  • Managed in-house and freelance creatives, ensuring projects delivered on time, on budget, and at a consistently high quality bar.
  • Created user-centered artifacts including personas, site maps, task flows, wireframes, functional specs, and usability testing plans.
  • Established scalable internal processes, improving operational efficiency and reducing design inconsistency across clients.
  • Presented work to senior client stakeholders, influencing direction for brands including Autodesk, Medtronic, Bank of Marin, Good Technologies, Mindjet, and others.

SKILLS

Interaction & System Design
  • Designing flows and interaction patterns for complex, data-driven products
  • Building flexible designs that can expand or contract without breaking
  • Mapping systems, user journeys, and mental models
Problem Framing & Simplification
  • Translating ambiguity into structured requirements
  • Identifying core use cases and edge cases early
  • Creating clarity when teams don’t know where to start
Cross-Functional Collaboration
  • Partnering with PMs, engineering, CX, and stakeholders
  • Providing design rationale that supports product strategy and constraints
  • Aligning teams around practical, buildable solutions
User Insight Development
  • Conducting interviews and usability testing
  • Synthesizing support feedback and customer calls
  • Bringing user perspective into roadmap and feature shaping
Design Leadership (IC)
  • Giving clear, actionable critique
  • Mentoring junior designers without formal management
  • Leading high-value product areas through influence
Design Craft & UI Implementation
  • High-quality visual design, hierarchy, and structure
  • Prototyping for feedback and validation
  • Creating patterns that enable consistency without rigidity
Communication & Decision Support
  • Presenting to leadership
  • Writing and refining problem statements
  • Helping teams understand tradeoffs and implications

EDUCATION

University of Illinois at Urbana-Champaign
BFA in Graphic Design