Leandra Darcy

Principal @ Product Design, Research, Strategy @Leandra Darcy Design

✨ Business OwnerBusiness OwnerProduct StrategyDesign StrategyProduct ResearchUX DesignUnited States🐦 DesignCustomer Researcher🧨 Consulting

Product & UX Design. Product Research. I bring 15+ years of experience across diverse industries and products from digital to hardware to analog. I have worked in different capacities including product, ux, and service design; product management; business and product research and insights; design ideation and research, product design, and execution. In parallel, I have developed an expertise in somatic wellness modalities, consciousness, psychology, wellness; cultural innovation, change making, place making, and transformation. I love to work with collaborative teams ready to make bold moves. I love connecting and working with founders and innovative early-stage startups in social entrepreneurships, health tech and wellness spaces, food, fintech, media, publications, AI and culture. #healthtech, #ethics, #tranformation, #growth, #art, #wellness

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Work Background

Leandra Darcy DesignPrincipal @ Design, Research, Strategy

Oct. 2012Greater Seattle Area, RemoteInspired by integrating design with business vision, I leverage design, research insights and data with storytelling to unlock product innovation. My approach centers on collaborative teamwork, applying design practices and product dev expertise to craft experiences that resonate with customers. DESIGN EXPERTISE • Human-Centered Design, Design Thinking • UX, Product, Service, Systems & Content Design • Sprints, Workshops, Mental Models, Journey & Affinity Mapping, Visual Thinking • Apps, Web, Mobile, Hardware & Service. • Figma, Mural, Miro, Sketch, Adobe. JIRA, Trello. MIXED METHODS RESEARCH • DIverse Techniques: Generative & Evaluative, Qualitative & Quantitative • Customer Insights: VOC Programs, ongoing interviews • Software: FullStory, HotJar, Google Analytics, Optimizely • Methods: Concept testing, surveys, focus groups, ethnographic studies, contextual inquiry, card sorting, ML, data analytics, A/B testing, mental models, user stories, and usability testing. THOUGHT LEADERSHIP • Strategic Vision: Innovation, Conception & Ideation, Strategy, Roadmaps. • Mentorship: Guiding teams with hands-on expertise, fostering collaboration. • Communication: Public speaking, effective ideation & brainstorming facilitation • Agility: Prioritization frameworks and Agile roadmaps • Empathy / Interpersonal Skills: High EQ and strong abilities to nurture team dynamics CLIENTS I have worked with a diverse range of clients, showcasing my versatility across industries and design disciplines: Start-ups: Remitly, GoPro, Facebook, Foodista, Leafly, Amazon.com Large Brands: Getty Images, Lucas Films, Entertainment Partners, USAA Mobile, PG&E, Beringer Wines, Cisco, Google, Diageo Wines, T-Mobile, Chronicle Books, Ten Speed Press, Sunset Publishing

BlinkPrincipal @ Research, Design & Product Strategy, Innovation

Jan. 2020 - Jan. 2024Seattle, Washington, United StatesRESEARCH DRIVEN INNOVATION As a seasoned product design leader, I execute comprehensive product & design research cycles, guiding products & services from conception to execution. My expertise lies in using a spectrum of mixed-method research techniques to uncover deep insights that drive innovative solutions. CORE RESPONSIBILITIES • Leadership: I oversee and execute all phases of primary research, including scoping, design, execution, analysis, and reporting • Expertise: I utilize all primary mixed methods from diary studies to surveys, contextual inquiry, heuristic evaluation, usability, ethnographic shadows. Over the years, I have utilized most practices and more • Execution: I manage study design, screener & discussion guide creation, recruiting, data processing, and analysis • Communication: I lead the presentation of findings, translating complex data into actionable insights through clear and compelling reports COLLABORATION & ANALYSIS • Cross-Functional Teamwork: Partner with designers and business owners to translate research findings into strategic recs • Data Synthesis: Analyze both quant and qual data, crafting narratives that inform and inspire stakeholders • Iterative Evaluation: Conduct ongoing evaluations and issue tracking to refine product and service offerings PROJECT MANAGEMENT • Plan and execute qualitative research initiatives to gather in-depth user feedback • Oversee external partners to ensure project alignment and success INNOVATION & ADVOCACY • Hypothesis Generation: Review existing data and product designs to formulate high-impact research plans • Research Advocacy: Champion research findings to a broad audience, ensuring insights are understood and valued • Design Thinking: Employ design thinking methodologies to create intuitive, end-to-end user experiences • Prototyping: Translate research into tangible user requirements, design concepts and low-fidelity prototypes

RemitlyDirector @ Product Design, Research, Strategy

Mar. 2017 - Aug. 2018Seattle, WAIn my role as Director of Product Design & Research, I initiated research and created design & product strategies, and delivered executive-level concepts and ideations across domestic and international markets. My collaboration with leadership, product management, and marketing teams was pivotal in achieving our product and marketing objectives. KEY CONTRIBUTIONS • Strategic Design Leadership: Developed and executed research & design strategies that align with overarching business goals. • Agile Design Sprints: Led development teams through agile sprints, ensuring timely delivery of research, concept testing, design, content, and technology deliverables for innovative features. • Product Innovation: Through generative research with customers, we were able to locate new painpoints and opportunities for our customers and for our business. These pointed towards banking services, transfer patterns, personalization. • Design Systems, Brand: I led the marketing designers in creating a new design system which scaled across platforms and locales. • Product Optimization: Using ML to ferret out customer patterns, we had data to optimize the customer journey for each customer segment/corridor • Team Building: Recruited and managed a cross-disciplinary team of 12, including design researchers, UX, product, and visual designers. Initiated a mentorship program across the org for skill sharing. • Research Program Launch: Initiated and successfully ran the first research and testing program to inform and validate product strategy. Also, set up first VOC program with customer service. • Agile Process Adoption: Facilitated the transition of design and development teams to Agile processes and feature centered teams. ACHIEVEMENTS • 2019 Tech Pioneer: Recognized by the World Economic Forum for work with Remitly. • 2018 Tech Impact Awards: Honored for significant contributions to the tech industry with Remitly.

Amazon Lab126Principal @ Product Design & Strategy, Innovation

Oct. 2016 - Mar. 2017Seattle, WashingtonAt AmazonLabs 126, my tenure was characterized by leading-edge work at the nexus of AR technology and fashion e-commerce, where I was instrumental in developing AR tools to transform the fashion shopping experience. My role involved leveraging AR and ML to help shoppers find their ideal clothing matches by style and fit, as well as comparing potential purchases to items in their existing wardrobe. This initiative was a key part of Amazon Fashion's strategy to merge innovative technology with e-commerce, thereby enhancing customer satisfaction and engagement, and contributing to significant business growth. KEY RESPONSIBILITIES & ACHIEVEMENTS • Vision and Concept Testing: Led the vision and concept testing for a suite of innovative services and experiences aimed at fashion shoppers, including ML driven personalization, shopping AR features, wardrobe kits, etc. • Design & Research Leadership: Led a comprehensive design process encompassing design sprints, storyboards, wireframes, and both generative and evaluative research to create user-centric solutions. • Cross-functional Collaboration: Worked closely with Amazon Fashion's executive leadership, PM, and marketing teams to align their goals with the innovative AR tools being developed. • Strategic Design Execution: Successfully distilled product and design strategy into wireframes, which were presented to and approved by Amazon's executive team, securing continued investment in the project • Impact on Business Growth: Following the introduction of these AR features, Amazon Fashion experienced a 15% revenue growth between 2018 and 2019.

GoogleDirector @ Product Design & Research, Product & Design Strategy

Dec. 2013 - Mar. 2015San Francisco Bay AreaDESIGN DRIVEN PROCESS DOUBLES SALES As Product Design Director, I led the team responsible for the MotoMaker customization app, and executed a comprehensive redesign of the Motorola.com e-commerce site. My tenure was marked by a blend of strategic vision, and hands-on leadership and design, driving the product from concept to a successful launch. This project was a testament to my ability to lead a product dev team in creating user-centric, innovative solutions that resonate with consumers and stand out in the tech industry. KEY ACHIEVEMENTS • 2014 & 2015 Webby Award Honoree for Design Excellence for Motomaker • 64% of vistors customized and purchased a Google phone • 70% of customers added customized accessories to their orders. • Motorola.com phone sales increased 42% • Strategic Design Leadership Crafted executive-level research and design strategies, delivering high-level design concepts and ideations for Motorola.com and Motomaker.com. • Domain Expertise Provided in-depth knowledge and leadership in the domain of e-commerce and product design • Collaborative Execution Worked closely with executive leadership, product management, and marketing to research, design, and execute product goals internationally • Agile Methodology I led the team through agile design sprints, aligning research, concept testing, design, content, and technology deliverables with the larger product vision. • Team Management Built and led a team of 22 cross-disciplinary creatives across Sunnyvale and Chicago, supporting all design and research initiatives for Motorola.com and Motomaker.com. • Research and Testing Program Initiated and managed the first successful research and testing program to inform and validate design strategy and tactical solutions for Motorola.com and Motomaker

GoProPrincipal @Product Design, Research, Strategy

Mar. 2013 - Sep. 2013San Francisco Bay AreaDual Webby Award Winner for GoPro.com E-commerce Redesign As the Lead Product Designer for GoPro.com, I led and executed a complete overhaul of the GoPro.com e-commerce site, which resulted in a doubling of revenue for two consecutive years. My approach combined cutting-edge responsive design with compelling storytelling and customer engagement, earning the site Webby Awards in both 2014 and 2015. Key Contributions • Award-Winning Design: Crafted an award-winning user experience for GoPro.com, recognized with Webby Awards in 2014 and 2015. • Research-Informed Strategy: Developed the executive design strategy based on thorough research, aligning with customer needs and business goals. • Responsive Design: Engineered responsive and participatory experiences, ensuring a media-rich, seamless end-to-end user journey. * User-Generated Content: Integrated curated user-generated media using innovative methods to authentically showcase the GoPro product story * Usability Testing: Conducted lightweight usability studies and contextual inquiries to validate design strategies and business assumptions * Cross-Platform Collaboration: Collaborated with cross-platform engineers to implement responsive experiences across various devices Impact The redesign of GoPro.com was a game-changer, not only in terms of aesthetics but also in functionality and user engagement. By focusing on a friction-free shopping experience and leveraging user-generated content, the site became a powerful platform for storytelling that resonated with the adventurous spirit of GoPro's customer base. This project exemplifies my commitment to creating designs that are not only visually appealing but also strategically effective in driving business success.

SapientRazorfishPrincipal@ Product Design, Research, Strategy

Jul. 2012 - Jan. 2013San Francisco Bay AreaBridging Research, Strategy, and Design for Top Brands At Razorfish, I was deeply involved with interdisciplinary teams, contributing to research, strategy development, ideation, product definition, design, and implementation. My role spanned across various high-profile projects, each aimed at enhancing customer engagement and streamlining business processes for leading companies. Key Projects and Contributions PGE Campaigns: Developed and executed a comprehensive research program to gauge customer attitudes, desires, and needs, focusing on PGE's small business offerings and energy conservation initiatives. T-Mobile Online Engagement: Collaborated on crafting the design vision and strategy for T-Mobile's new online engagement model, aiming to elevate customer interactions and satisfaction. State Farm Claims Management: Partnered with product teams at State Farm to redesign their claims management process, enhancing efficiency and user experience. Impact My work at Razorfish was characterized by a strong focus on understanding and addressing customer needs through strategic design. By researching and designing new ways to foster customer engagement and support, I contributed to creating meaningful conversations and improving service offerings for clients like PGE, T-Mobile, and State Farm. These projects not only improved customer experiences but also supported business objectives by promoting efficiency and brand loyalty.

Getty ImagesLead @ Product Design, Research, Strategy

Dec. 2006 - Jan. 2008Greater Seattle AreaAt Getty Images, my role as a Senior UX Designer was to craft innovative, user-centered designs that effectively balanced customer needs with business and technological objectives. I was a staunch advocate for user-centered design principles, communicating their value and the impact of customer-driven decisions across all levels of the organization. Key Responsibilities User Experience Design: Translated complex business requirements and user needs into intuitive UX designs. Design Artifacts: Created a comprehensive suite of design artifacts, including flowcharts, wireframes, concept sketches, UI prototypes, style guides, site maps, detailed comps, functional specifications, and final production graphics. Collaboration with Research: Worked in lockstep with the Design Research team to identify user needs, validate business requirements, and refine design strategies. Strategic Analysis: Conducted competitive analyses and leveraged design research to inform and inspire my design approach and perspective. Impact My daily collaboration with team researchers ensured that my design strategies and tactical outcomes were validated and aligned with user expectations. This synergy between design and research underpinned the creation of high-quality, innovative solutions that enhanced the user experience on Getty Images' website and software applications, driving customer satisfaction and business success.

amazon.comHead @ International Product Design, Research, Strategy, Mgmt

Nov. 1999 - Oct. 2000Paris Area, FranceI introduced the first research practice to amazon.com including focus groups, usability testing, and ab testing. I practiced user-centered UX/UI design, research, content strategy, brand design, and established longstanding e-commerce patterns. As lead of the German, British, French and Japanese sites, I led all online creative and brand development, international experience and service design strategies and design teams. I liaised between the US and international development/design teams. I was responsible for all budgeting, scheduling and creative operations. I hired, trained and managed a cross-cultural, multi-locale team of 8 web designers. I managed and oversaw all projects on all international sites. I developed creative strategies and initial design artifacts while directing the development process and teams. I led the launch of all international sites (FR, UK, DE, JP), doubling roles as site designer for the largest launch in the history of the company, www.amazon.fr.

amazon.comLead @ Product Design, Research, Strategy

Mar. 1997 - Nov. 1999Seattle, WAI initiated and led the first design research initiatives at amazon.com Experience design, UI design, content strategy, research, brand design, e-commerce As a design lead of the US site my accomplishments were diverse. My passion focused on issues which affected the usability and architecture of the entire site rather then the goals of one distinct business unit: I initiated and conducted an in-depth usability and content strategy analysis resulting in a redesign of most of the site. This included the global UI, interactive models, product display patterns, and adaptations necessary for globalization. Subsequent testing showed an increase of up to 400% on engagement and 200% increase in sales. I documented and produced the first global Design Standards and Patterns guide for all amazon sites. I designed and directed the creation of store models for partnership sites This included directing photographers, set designers, and visual designers.