# Allan Bashah

> Strategic UX & Product leader transforming Strategy to Execution and immediate ROI in B:B, B:B:C and D2C for 20+ years.

Location: San Francisco Bay Area, United States
Profile: https://flows.cv/allanbashah

Transformational Product & UX Leader building high-performance teams, driving organizational change and fostering Innovation culture.

I Empower… diverse teams to solve complex problems through strategic empathy, transparency, and collaborative trust-building that unlocks amazing customer experiences and sustainable growth. My approach transforms product development from siloed execution into integrated customer experience orchestration.

  ‣  Visionary Leadership – Translate market complexity into compelling product narratives that align C-Suite, engineering, and customer-facing teams around unified strategic direction
  ‣  Adaptive Strategy – Navigate ambiguous market conditions with contextual intelligence, pivoting product direction based on real-time customer insights and competitive dynamics
  ‣  Stakeholder Influence – Build high-trust relationships across all organizational levels, from individual contributors to Board presentations, securing buy-in for bold product initiatives 
  ‣  Team Development – Mentor and scale product design organizations from ground-up, fostering psychological safety and nurturing creativity across distributed, cross-functional teams
  ‣  Cultural Transformation – Elevate organizational maturity and design thinking adoption, serving as Cultural & Brand Ambassador across global enterprises

What Sets Me Apart… I lead through authentic connection and strategic empathy for 20+ years, enabling teams to navigate uncertainty with confidence while maintaining a deep rooted customer commitment and operational excellence.

## Work Experience
### Phoenix and SF Bay Area Product / UX Strategist and Consultant @ Bashah Design
Jan 2024 – Present | Scottsdale, AZ and San Francisco, California
Provide strategic UX, Product and growth consulting services to a diverse portfolio of businesses, and emerging startups. Specializing in:
- Customer Retention & Growth: Developed and implemented strategies to increase customer retention, drive lead generation, and enhance customer lifetime value.
- Digital Product Transformation: Delivered impactful UX solutions, focusing on improved aesthetics, accessibility, and overall user satisfaction for existing digital products.
- AI-Powered Innovation: Leveraged cutting-edge AI tools (Figma, v0 Dev, Bolt, Cursor) to accelerate MVP development, validate hypotheses, and achieve rapid ROI for early-stage ventures.
- Community Engagement: Actively engaged with local communities through volunteer partnerships with ASU Poly Tech, ASU EdPlus Innovation Centers, Venture Cafe, Flinn Foundation and other startups, fostering a collaborative and supportive ecosystem.

### Executive Director Product Design @ arrivia
Jan 2022 – Jan 2024 | Scottsdale, Arizona, United States
Arrivia is a world leading travel membership and loyalty company. They span from B:B, B:B:C and D2C offering compelling membership and loyalty programs offered by a white labeled mobile responsive SaaS product. 

As Executive Director my role and responsibilities span from Strategic collaboration to tactical levels to enable Product & Engineering teams. Starting with the strategic vision and our value proposition, I work with various Senior Leadership members for their individual initiatives and ones that are shared organization wide. This materializes in various workshops facilitated by me such as Service Blueprints or Journey Mapping, Affinity Mapping, or working with the UX team to produce conceptual designs to illicit discussion. This does include risk mitigation, user behavior analytics and taking on special projects with an innovative and lean approach.  Even though some of these initiatives may be siloed, it’s UX’s and my responsibility to ensure we’re providing users’ a consistent and usable experience.

Tactically I interact with many Product and Engineering leaders to ensure requirements and dependencies are outlined. This also includes risk mitigation when it could be cross team or platform dependent. The focus is to set up the teams who will be executing for success. At times this does include identifying key research or iterative design needs so the UX team can avoid impeding throughput for key time sensitive deliverables. Miro jam sessions occur frequently to ensure all stakeholders and collaborators are aligned and serves as a playbook for many contributors. As a UX team, we have our own Design Sprints and collaboratively we survey all the incoming work, discuss requirements and design a vision from a low fidelity perspective. I like to articulate this as guard rails for success.

### Sr. Director of User Experience & Product Management @ Vixxo
Jan 2019 – Jan 2022 | Scottsdale, AZ
As Director of Product Experience, my key responsibilities encompassed both UX and Product Management, reporting into the CTO. Focused on design thinking methodologies, with an emphasis on qualitative and quantitative measures to discover problems prior to solutioning. For short term projects with an aggressive deadline, validation research followed the release to identify iterative improvements in a lean methodology of software development. My team consisted of Research, Design and Product,to lead our Technology teams to execute key strategies, roadmap, managing key SOPs such as Style and Experience Guide, Agile Playbook, and the SDLC.

Daily responsibilities include data analysis to drive decision making to Executive Leadership, risk mitigation, analyzing user behavioral and adoption data, and to prioritize the roadmap from internal and external feedback channels. Part of the role included merging silos through collaboration and communication with Legal, Marketing, Sales, Supply Chain, Customer Success, Service Provider Management and Client Relations. Technology serves as that unifying platform to solve key operational and communication problems to meet both business needs and user requirements.

It was imperative to keep harmony of all the moving parts, to meet the needs and expectations of our stakeholders, clients and users, strengthening our value propositions and key differentiators, while exploring candidate revenue streams through innovation. I like to remind my team, and all of the Technology department, that we should strive for ‘one band, one sound’ and we’ll make beautiful products together.

Key Accomplishments
* Launch of VixxoLink Mobile and Web platforms while sunsetting legacy platforms
* IoT service based mobile and web app built by ethnographic research
* Led both Product and UX departments through the pandemic across all silo’d depts for functionality requests, prioritization and compliance efforts

### User Experience Sr. Manager @ InEight Inc.
Jan 2015 – Jan 2019 | Scottsdale, AZ
InEight Software, a leader in large capital project management software for the construction industry, has been delivering solutions for over 20 years. As part of the Project Cost Management portfolio of Estimate, Control, Schedule, Bid, that integrated I also wore many hats: Designer, Mentor, Manager, Leader, Cultural Ambassador, Innovation strategist, User Researcher, Agile advocate, touching all the spectrums at InEight, to forge end user experience for our customers and company. 

Key Responsibilities and Accomplishments
* Managed a diverse portfolio of products, including Control, Estimate, Core, Reporting, Contract, Change, and Quantify
* Directly managed a team of 7 UX Designers, overseeing discovery research, ideation, and design processes
* Mentored the UX dept. for interaction design, emphasizing principles, SOP, and conflict resolution
* Shaped InEight’s vision through strategic research initiatives, customer requirements gathering, and analytics
* Managed the user research department, covering both qualitative and quantitative research
* Spearheaded deep-dive learnings and product initiatives based on customer on-site research
* Co-led an innovation program to explore additional revenue streams beyond core offerings with Machine Learning and AI training for project cost forecasting
* Championed the Software Development Life Cycle (SDLC) to ensure timely, quality delivery
* Served as a Cultural Ambassador, promoting core values within the global organization
* Analyzed employee satisfaction survey data, providing valuable insights and recommendations to leadership.

### Sr. User Experience Design Analyst @ Heat Software
Jan 2015 – Jan 2015 | Scottsdale, AZ
Newly formed Heat Software (now Ivanti), the merger of Lumension and FrontRange, is focused to serve customers with a new tier of operational and security management of their infrastructure. Unified Endpoint Management is a relatively new segment in the marketplace where Administrators can survey their entire operational landscape, from employees to customers, and manage operations and security.

Key Accomplishments
* Stabilized the UX dept. through the merger
* Launched a 1.0 white label SaaS endpoint patch product for small to medium sized businesses with intelligent endpoint patch capabilities and mesh networking

### User Experience Lead, Product Owner @ Truepad
Jan 2014 – Jan 2015 | Naples, FL
Truepad, was an online Real Estate platform startup was in its conceptual phase of conducting research and pivoting. As an employee from day 1, I impacted formation of the team, implementing agile methodologies and guiding the user experience to assist with business model validation through problem statements and discussing potential solutions with our target market and Founders.

Key Accomplishments
* Launched our MVP to a pilot city Chicago
* Led UX activities in the key journey with 2 distinct personas
* Lived in a house with 6 guys and we survived…

### User Experience Design Analyst II @ Lumension
Jan 2012 – Jan 2014 | Scottsdale, AZ
Lumension (now Ivanti) is a global player in the Enterprise Endpoint Security market. Leading Lumension’s newly assembled mobile team, in a hybrid role as UX Product Owner and Scrum Master, we built from the ground up a mobile security platform that operated as a modular web component of a Security Suite that communicated via Cloud services to Android and iOS apps.  The result was an extension of an enterprise's security posture providing crucial information to Administrators to secure their corporate intellectual property.

Key responsibilities with the team ranged from process implementation, release planning, user research, competitive analysis, interaction design, release progress reports and daily team management to maintain focus to achieve release goals that pivoted through the duration of the project.

Utilizing a keenly developed sense of organization, process, rapport and methodology to deliver usability, I led the team to a successful launch of the 1.0 Mobile Device Management product.

Key Accomplishments
* Launched 1.0 MDM mobile application that contained 4 sub products simultaneously: Cloud Comms, Admin, iOS and Android
* Led Research and liaison for capstone projects

### User Experience Design Analyst & Researcher @ Sage
Jan 2002 – Jan 2012 | Vancouver, Canada
Sage is a global software company providing solutions in diverse industries and markets.  During my tenure I've contributed to CRM based applications of ACT!, SalesLogix and SageCRM. Key contributor for strategic projects to integrate data services between CRM applications and Accounting solutions such as Sage 300 (Accpac), Sage 100 & 500 (MAS), Sage1000 and Peachtree.  Each product had a unique set of customers and challenges to overcome that required various user centered design practices from field research, usability studies, wireframing and even more traditional waterfall methodologies with 30 page specification documents. 

In my cases, each project I was assigned as the lead UX resource responsible for all phases of the UCD process from preliminary requirements analysis all the way to research, validation through usability research with customers and delivery.

Product Portfolio:
• 2010 – 2012 – ERP (Enterprise Resource Planning) Division
• 2005 – 2010 – Sage SalesLogix Customer Relationship Manager
• 2002 – 2005 – Sage ACT! Contact Manager

Key Accomplishments
• Launched several iterative versions of ACT! and SalesLogix
• Launched a new platform for desktop, web and mobile for ACT!
• Launched a new cloud based Accounting Product called Accpacc (ERP)


## Education
### Arizona State University


## Contact & Social
- LinkedIn: https://linkedin.com/in/abashah

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Source: https://flows.cv/allanbashah
JSON Resume: https://flows.cv/allanbashah/resume.json
Last updated: 2026-04-13