Resumé



Dave Pereda - AKA: Designer Dave
Professional Summary

Experienced Senior User Experience Designer with a proven track record in interpreting business goals and translating them into user needs. Proficient in UX design, research, and collaborative work with product managers and developers. Adept at leading projects with tight deadlines and complex requirements. Seeking a role as a user experience designer, available for both full-time positions and contract work.

  • I always prioritize a user/customer-first approach, ensuring designs are simple, concise, and accessible.
  • I collaborate with Product, Engineering, Research, and Content teams to define problems and goals, map user flows, prototype interactions, and launch new products and services.
  • I drive complex initiatives with multiple stakeholders, managing and delivering work independently. By effectively leveraging resources from various areas, I maximize impact and ensure the final product meets expectations.
  • I influence leadership decision-making through clear communication and a strong point of view, simplifying the process for others. 
  • I autonomously anticipate business challenges and translate them into product solutions.
  • I present ideas in a way that gains understanding and support, valuing diverse perspectives. 
  • I build strong relationships with leaders both inside and outside core product teams, using exceptional collaboration to quickly address issues and guide teams toward common goals.
  • I have a keen understanding of technological, business, and user opportunities and constraints. 
  • I provide indirect leadership and mentorship to teams of designers, writers, researchers, and engineers, overseeing the end-to-end interaction and visual design of products and services.


Experience

DesignerDave St Paul, MN — Principal Designer, Owner

January 1997 - Present

  •  Research, concept, wireframe, design, present, and execute print & web projects using the latest trends and techniques

  • Design and execute ecommerce websites

  • Create branding including logos, business cards, letterhead, envelopes, folders, postcards, fliers and newsletters 

  • Find cost-effective customer solutions

  • Photography and photo art direction

  • Manage projects from the initial kick-off to completion

  • Work with individuals on all levels: Developers, Designers, UX, Copywriters, Project Managers, Presidents

Thomson Reuters Eagan, MN — Senior User Experience Designer

September 2014 - February 2023

  •  UX lead on on several projects including: Westlaw, Legal Tracker (increased NPS score 30 points), Firm Central, Global Trade Management, and eBillingHub
  •  Led projects through journey mapping, discovery research, designs, usability research, development and execution
  • Mentored and led a team of UX Designers and Information Architects
  • Oversaw dozens of research studies in conjunction with our research team and reported results and recommendations to Product Management
  • Excellent working relationship with Product Owners/Managers, Developers, Researchers, and Accessibility team
  • Well versed with A11y (accessibility) best practices and always incorporate into designs
  • Design with a customer first approach
  • Worked on the design system that was a standard throughout the company

BeWebFocused Remote. Contract — Web and Graphic Designer

May - July 2014

  • Design and execute websites using CMS platforms WordPress and Concrete 5 

  • Design various direct mail pieces

  • Analyze customers websites for optimal usability

Mayo Center for Innovation Remote. Contract through Creative Circle — User Experience Designer

September 2013 -April 2014

  • Wireframed and designed iPad and iPhone apps

  • Wireframed and designed a responsive site with a focus on tablets 

  • Conducted usability testing

Tiger Oak Publications Minneapolis, MN — User Experience / Web Designer

February 2012 - July 2013

  • Full redesign of EdinaMag.com, SeattleMag.com, MNBride.com, TigerOak.com, emails, and subscriptions to reflect the clean, sleek design of the magazines.

  • Created wireframes and Photoshop designs

  • Worked in Drupal to customize pages and style using CSS

  • Worked with upper Management, Developers, Sales, and Editors to design user friendly websites that will increase reader traffic, drive subscriptions, and be easy to manage

Ceridian Bloomington, MN — User Experience Designer

January - March 2011

  • Design and Usability Specialist on their bid for the Minnesota Health Exchange 

  • Consulted on how to make the website more user friendly

  • Web and icon design

News Corporation Minneapolis, MN — User Experience Designer

February 2005 - July 2010

  • News Corporation: MarketWatch.com, WallStreetJournal.com, Dow Jones, Barrons.com, VirtualStockExchange.com

  • MarketWatch.com Lead Designer (twice promoted)

  • Designed all tools, promotions, emails, and web Pages

  • Designed MarketWatch Community: grew from 0 to 10,000 members in the first 2 months

  • Completely redesigned MarketWatch.com

  • Designed iPhone app for MarketWatch

  • Integrated reader comments and social media

  • Worked daily with Editors, Creative, Product Managers, Information Architects, Project Managers, and Developers 

  • Usability testing

  • Presented to internal and external clients

Musicland Corporation / Best Buy Minnetonka, MN — Senior Designer

May 2000 - October 2003

  • Lead Designer for SamGoody.com, Suncoast.com, OnCue.com and MediaPlay.com 

  • Promoted to Senior Designer within 10 months

  • Recipient of the Musicland President’s Award

  • Redesigned SamGoody.com, Suncoast.com, MediaPlay.com

  • Design and code web campaigns (ads, emails, pages) 

  • Ad design, Package design

  • Directed Production staff

  • Photo art direction

Cevette & Company Advertising Agency Minneapolis, MN — Lead Designer

June 1999 - March 2000

  • Website concepting, design and execution

  • Logo and brand development

  • Concepting, design and production of print ads

  • Creative concepting for TV and radio commercials

Recreational Publications Woodbury, MN — Associate Art Director / Online Art Director

June 1999 - March 2000

  • Website

  • American Snowmobiler magazine 

  • Magazine design and press checks

  • In-house and client ad design

  • Photo art direction

  • Daily maintenance of website

  • Static and animated web banner design

  • Redesign of AmSnow.com to include archives and member area

skills

• User experience design (UX)
• User interface design (UI)
• Design library
• Product design
• Web design
• Graphic design
• Logo design
• Branding
• SEO
• Accessibility (A11y)
• User research
• Project management
• Project leadership
• People manager
• Client management
• Illustration
• Photoshop
• Illustrator
• InDesign
• Office
• Squarespace
• Drupal
• WordPress
• Sitepad
• Google website
• Webflow
• Adobe XD
• Sketch
• Figma
... just to name a few

Education

Brown Institute Minneapolis, MN

1994- 1997

  •  AAA in Graphic and Advertising Design
  • President's Award for academic excellence

Winona State University Winona, MN

1992 - 1994

  • Fine Art major