Maeve Rogers Edstrom
Summary
- Design professional with over 15 years of experience spanning branding and identity, information design, and
user experience design - Served clients in both private and public sectors across education, healthcare, government, non-governmental
organizations, construction, consumer goods, banking, travel, and manufacturing - Experience leading teams, managing direct reports, holding departmental leadership roles and mentoring others
Experience
Content Specialist, Predictive UX | 2023
A consultancy that provides service-oriented UX and information architecture solutions to enterprise organizations
Director of User Experience, HeadLight | 2020–2023, Seattle, Washington
A startup based in Seattle, providing productivity applications for use in heavy civil construction projects
UX/UI Designer, University of Washington, School of Nursing | 2019, Seattle, Washington
Information Design Manager, Community Attributes Inc. | 2015–2018, Seattle, Washington
Creative Director, Self-Owned Company | 2012–2015, Austin, Texas
Additional Experience
Graphic Designer, USAA, IT Architecture | 2013–2014, San Antonio, Texas
Graphic Designer, MOSAK Advertising | 2012, Austin, Texas
Graphic Designer, Maloney Strategic Communications | 2011–2012, Dallas, Texas
Art Director, JCPenney Corporate | 2010–2011, Plano, Texas
Graphic Designer, TracyLocke | 2007–2009, Dallas, Texas
A consultancy that provides service-oriented UX and information architecture solutions to enterprise organizations
- Led discovery sessions with stakeholders to learn about their typical journey when searching for content and identify strengths, gaps, and opportunities
- Defined up to 100 use cases and their associated ROI, identifying business value, user value and technical impact for each case
- Evaluated and analyzed the content of over 30 data sources to inform an elevated search experience for a knowledge management portal
- Defined a current state and future state maturity model of the client's current knowledge database, then used it to inform a 2 year roadmap
Director of User Experience, HeadLight | 2020–2023, Seattle, Washington
A startup based in Seattle, providing productivity applications for use in heavy civil construction projects
- Led strategic planning and design of new products and features that align with the company initiative of transitioning HeadLight from a single-product SAAS company to an enterprise suite of capabilities connected through a data-first platform
- Supported software engineers and quality assurance testers through dissemination of product vision, user journeys, specifications, and other documentation for the platform brand, various user personas, and customer-specific configurations
- Collaborated with Marketing and Customer Experience teams to build product awareness across the company and create channels for gathering customer feedback
- Provided strategic planning and product/persona insights for cross-functional initiatives that impact and shape HeadLight’s branding, lead generation processes, and customer onboarding services
- Collaborated with customers to gather requirements for new products, solicit feedback on products in development, and find opportunities for continuous improvement once the product has been deployed
- Spearheaded the planning, execution, and evaluation of product and user research including usability studies, user accepted testing, interviews, persona development, surveys and more, followed by presentations of findings to executive leadership
- Introduced service blueprints to the development team as a way to visualize how technology is directly connected to the customer/user. These became a standard component of specification for the development team. Impacts were reduced time spent estimating for tickets and increased collaboration between the front end and back end teams.
UX/UI Designer, University of Washington, School of Nursing | 2019, Seattle, Washington
- Design/build lead for SleepSmart, an online educational therapy portal for children
- Developed wireframes and prototypes using user research findings
- Conducted usability testing and focus groups to inform design improvements
- Project-based role, site successfully launched in Autumn 2019
Information Design Manager, Community Attributes Inc. | 2015–2018, Seattle, Washington
- Established and led a user-centered design practice area within the firm specializing in information experience design
- Hired, managed, and mentored a junior designer
- Managed design and development for websites and web applications for global and local audiences
- Led projects, client relations, and team resources, often under tight deadlines
- Designed visual data solutions using W3C accessibility standards
- Supported business development and won projects through RFP procurement and client retention
- Co-led a content and design brainstorming workshop with IFLA in The Hague, Netherlands which resulted in a comprehensive website update that was prototyped, tested and launched within the same year
Creative Director, Self-Owned Company | 2012–2015, Austin, Texas
- Led branding & identity initiatives for a variety of businesses in retail, manufacturing, services and non-profit organizations
- Managed projects, client relations and business development
- Drove business through word of mouth and press from online publications
- Repeat clients accounted for 75% of revenues
Additional Experience
Graphic Designer, USAA, IT Architecture | 2013–2014, San Antonio, Texas
Graphic Designer, MOSAK Advertising | 2012, Austin, Texas
Graphic Designer, Maloney Strategic Communications | 2011–2012, Dallas, Texas
Art Director, JCPenney Corporate | 2010–2011, Plano, Texas
Graphic Designer, TracyLocke | 2007–2009, Dallas, Texas
Education
Master of Science, Information Management, December 2019: University of Washington
Bachelor of Fine Art, Communication Design, 2007: University of North Texas. Minor in Anthropology.
- User Researcher, Spring 2019
- Conducted research for a PhD student exploring how older adults learn new technologies
- Collected primary data from twelve participants
- Facilitated a task-based experiment and conducted interviews
- Coded quantitative data and evaluated qualitative data
- Product Manager, Winter 2019
- Product lead for designing a web portal in collaboration with Seattle Children's, UW Medicine and UW iSchool
- Conducted user research with stakeholders
- Developed site content, user personas, site map, wireframes, and taxonomy
Bachelor of Fine Art, Communication Design, 2007: University of North Texas. Minor in Anthropology.
Skills
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Software
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