Karla Seaton-Macedo - Senior Product Designer, Cerebral

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Work Background

CerebralSenior Product Designer

Aug. 2021 - Nov. 2023San Francisco Bay AreaPillar Lead

AllstateVisual Designer/Creative - Ui/Brand/UX design

Jul. 2020 - Jan. 2021San Francisco, California, United StatesExploring design for the Allstate brand, illustrations, user interfaces, web, and mobile experiences.

Vote Like a Woman 2020Visual Designer / Creative Direction

Feb. 2020 - Jan. 2021Visual design and creative direction with an emphasis on creating content to increase voter registration, engagement, and informing of the Lantinx community.

General AssemblyUX Design Teaching Assistant

Aug. 2016 - Sep. 2016San Francisco Bay AreaAs part of a team that helped coordinate and teach a user experience crash course at general assembly, I mentored and advised students, holding office hours and grading homework assignments. The course focused on teaching students to navigate the product design process, identify pain points, and develop solutions through user research, prototyping, and validation.

EsuranceVisual Designer, User Interface Designer

Jun. 2015 - Jul. 2020At Esurance I worked as a visual, brand, product and web designer. Collaborating with stakeholders in integrated marketing communications, mobile, email, product and development to flesh out and execute designs across all areas of the company. Most recently I have helped redefine the esurance brand visual style by: - Exploring and designing icons for internal and external use - Redesigning the email remarketing campaigns - Creating a library of landing page templates - Designed content for social media, including pinterest, instagram and facebook - Exploring brand illustration styles and branded animations - Establishing and expanding on-brand photography, treatment, and direction on landing pages and throughout the Esurance brand experience (web, email, social media, and print). - Designing the express-payment online experience on mobile and desktop - Designing the esurance+allstate brand treatment In my first year, I made strides in updating key areas of the company website to mobile responsive design and helped establish our current mobile-first design philosophy. I designed A/B tests to improve page performance while adhering to existing brand standards. I also lead the rebrand and redesign of the Esurance blog. As part of the team, I helped explore and implement the design efforts for the Esurance Canada website, tailoring and expanding the Esurance brand to reach Canadian customers. In 2017 I was the lead designer for DIY Ditties with the Scott Brothers, a celebrity-driven activation campaign, establishing the overall aesthetic and creating assets that ranged from a high-traffic microsite to marketing emails, album covers, and social media memes.

FABERNOVELVisual Designer, User Interface Designer

Nov. 2011 - Jan. 2014San Francisco Bay AreaAs a visual/interface/product designer on the FABERNOVEL design team, I designed and implemented prototypes for companies such as UCSF, SFMTA, and Turnstone. I collaborated with project and product managers to conceptualize and test brand strategies, user interfaces, and user experiences.

PARISOMAPARISOMA Lead Designer / Evangelist and Connector of People

Nov. 2011 - Jan. 2014169 11th Street, San Francisco, CAI joined the PARISOMA team to reshape its visual identity, social media, marketing collateral, events and user experience, both online and physically. I organized and cultivated an experimental environment through Coworking, Education and Events at PARISOMA. As the creative lead and designer at PARISOMA, I collaborated with a team of PMs, entrepreneurs and creative and business leads to creative platform and space where the design and creative communities of SF could come together. It was an opportunity to shed some light on the value of design, creating a network of young and eager designers who wanted to serve their communities. During my time at PARISOMA I helped organize, curate, brand and launch the Designer as Founder speaker series in partnership with the AIGA SF chapter. http://bit.ly/1prG820 .

Code for AmericaFellow

Jan. 2011 - Nov. 2011San Francisco Bay Area, BostonAs a fellow, I helped redesign and conceptualize the branding for Bostonavigator, Discover BPS, Where's My School Bus, Building Boston, Boston Public Schools, and Boston Public Works. I also co-organized the first nationwide Iconathon, a series of events that culminated in the first-ever civic symbol suite. As a native Spanish speaker, I understand and value the importance of bridging communication barriers through design.