SUMMARY

More than anything, I thrive in a work situation where I can continue to learn, explore, create, and share ideas. I love being part of a killer team of smart, talented people where I can face challenges, whether tightly parametered or elaborately creative. I get excited when I can share knowledge, inspire, connect ideas, create something new, and ultimately make the user’s life better.

I started in graphic design and have 20+ years experience in the visual design field. However, I naturally evolved into UX design over 15 years ago.

My projects have included responsive websites, web applications, and mobile applications, with clients in various fields including finance, biotech, B2C e-commerce, B2B and B2C marketing.

Over the years I’ve worked in agencies, design studios, enterprise, and even went the start-up route. I’ve gone through every phase of creating digital products, websites, and growing e-commerce businesses. My experience is in UX design & strategy, visual design, and interaction design. No matter how much I’ve learned over my career, I feel like there’s something to learn from every situation and that energizes me.

CONTACT

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

EXPERIENCE

:: 07.07 – Present
:: SENIOR UX DESIGNER & SENIOR ART DIRECTOR at Bow+Arrow Design
:: Emeryville, CA

• I provide UX and product design to businesses and teams looking for help with website and applications.
• I’ve been lucky to work on wide-ranging projects including: e-commerce, fintech, IoT, marketing analytics, marketing integration, brand development, design strategy, and more.

:: 03.16 – 07.16
:: PRINCIPAL UX at Macys.com
:: San Francisco, CA

Responsibilities in addition to Senior UX Designer at Macys.com:

• Defined a gapless, end-to-end omni-channel customer experience.
• Worked to develop a customer-focused product roadmap for Macy’s digital space.
• Coordinated other UX leads and project teams to focus on consistently addressing UX across all phases of the e-commerce journey and mitigate “siloing”.
• Strategically identified experience opportunities for innovation that fed business priorities.
• Upheld a strong UX POV with team stakeholders, department managers and senior leadership.

:: 07.14 – 03.16
:: SENIOR UX DESIGNER at Macys.com
:: San Francisco, CA

• Managed the UX for customer journey components involving product decisions including product details, recommendations, lists and the gift registry.
• Clarified UX for project teams across multiple initiatives to help prioritize a coordinated user-centric experience with measurable ROI.
• Sold UX initiatives to stakeholders, managers and leadership through formal & informal presentations which resulted in a broad grassroots buy-in on our UX vision.
• Interviewed UX applicants to vet candidates and identify strengths that would fill out the team.
• Provided mentorship, support, and onboarding to UX team members.
• Created strong departmental tools, processes, and best practices that ensured consistency, efficiency and clear communication.
• Researched the competitive landscape and reported trends to be leveraged or avoided.
• Led brainstorming sessions that identified user problems and inspired solutions benefiting both customers and business.
• Communicated ideas to teams and users through sketches, mapping, flowcharts, wireframes and prototypes.
• Provided ongoing UX deliverables that fed Agile sprints and ensured thoughtful iterations of incremental feature improvement and more holistic product UX.
• Led UX in a massive retooling of the Macy’s wedding registry experience that secured funding for years. The final presentation compellingly told several interconnected user stories and received comments from senior leadership like “[this is] the best presentation I’ve seen in 10 years.”

:: 06.12 – 04.14
:: CONTRACT SENIOR UX DESIGNER at SpringStudio
:: San Francisco, CA

• Led and supported UX for multiple concurrent projects.
• Designed responsive and static websites, web applications, and apps for mobile and tablet.
• Developed site maps, task flows, wireframes, content architecture, click-through prototypes, and user stories.
• Collaborated regularly with client stakeholders, visual designers, developers, and research teams to create solutions free of roadblocks.
• Created templates, resources, and scripts to increase team productivity.
• Shared practical knowledge and taught team members new skills through workshops and day-to-day guidance.
• Acquired significant financial knowledge through extensive work on brokerage tools for investors and advisors.
• Clients: Charles Schwab, Intuit, WalMart, DocuSign

:: 05.08 – 06.12
:: SENIOR UX DESIGNER AND CREATIVE DIRECTOR at Ozone Online
:: San Francisco, CA

• Grew from a role of Senior Art Director to Creative Director, while also fulfilling user experience needs of agency.
• Added UX capabilities and best practices knowledge to the agency.
• Led creative and UX for agency projects from discovery through final solution.
• Managed in-house and freelance creative and UX staff to ensure all work delivered on on-time and on-budget.
• Established processes throughout this growing agency to gain efficiency and reduce mistakes.
• Translated user needs and business requirements into an engaging, user-centered design experiences while considerate of technical, design, financial and time constraints.
• Developed personas, site maps, wireframes, task flows, mock-ups, functional requirements, documentation, and user testing.
• Presented to clients for new business, strategy, and milestone deliverables.
• Clients: Aprimo, Autodesk, Bank of Marin, Good Technologies, Medtronic, Mindjet, Sycle.net, Sonus

:: 06.07 – 05.08
:: INFORMATION ARCHITECT & SENIOR ART DIRECTOR Freelance
:: SF Bay Area, CA

• Developed and executed on strategies for: marketing, product development, advertising, CRM, merchandising, and brand building.
• Built system maps and flows, sitemaps and wireframes for B2C & B2B businesses.

:: 02.01 – 01.07
:: CREATIVE DIRECTOR & FOUNDING EMPLOYEE at Sawhorse Enterprises
:: San Francisco, CA

• Developed and executed on strategies for: e-mail marketing, product line development, advertising, customer relationship building, merchandising, and brand building.
• Managed the creative staff and the department’s P&L and budget.
• Tracked impact of design on several KPIs using multiple data analysis tools.
• Photographed thousands of product images.

:: 05.00 – 07.01
:: ART DIRECTOR at Lawrence Research Group
:: San Francisco, CA

• Designed print and online work that directly lead to increased revenue.
• Took over product photography, saving the company several thousand dollars.
• Led a very successful re-branding of the website.
• Stepped up and filled in the role of Creative Services Director.

:: 02.98 – 05.00
:: GRAPHIC DESIGNER at Gauger & Silva
:: San Francisco, CA

• Designed and produced: packaging, advertising, marketing collateral, signage, and websites for the natural foods and real estate development industries
• Advised on new technology purchases and implementation.

SKILLS

• I understand how to translate business goals into UX and visual design.
• I know how to sell an idea or POV to a client, department, team or VP.
• I inspire my team and help them work together better.
• I give insightful direction and produce inspired design that solves problems.
• User-centered design experience in: strategy, quantitative & qualitative research and interviews, data analysis and reporting, competitive analysis, information architecture, persona development, user story development, responsive websites, phone and tablet applications, wireframe design, simple prototyping, and usability testing.
• Visual design experience in the direction, design and production of: multi-channel advertising and campaigns, e-commerce & marketing websites, brand identity, print collateral, product packaging, and environmental signage.
• Software: MacOS, OmniGraffle, Axure, Sketch, Invision, Adobe Creative Suite, Word, Excel, Keynote, pen & paper

EDUCATION

University of Illinois at Urbana-Champaign, BFA in Graphic Design