# Anna Shaw > Hands-On Product & Experience Design Leader | Director-Level | Intelligent, Human-Centered Products | 0→1 and Scale Location: San Francisco Bay Area, United States Profile: https://flows.cv/annashaw Product and experience design leader with 15+ years shaping intelligent, human-centered digital products across fintech, health & wellbeing, and consumer-facing spaces. I lead experience strategy for 0→1 products, major redesigns, and platform evolution, and I work hands-on with teams to turn ambiguous problems into clear, buildable solutions. I lead product definition and experience strategy for early-stage products (0→1), major redesigns, and responsible evolution of existing platforms, helping teams move from ambiguity to clear, buildable solutions that drive meaningful user and business outcomes. My work most often happens within small to mid-size product teams. My core strength is experience design leadership, defining experience strategy and design direction, then aligning cross-functional teams across product, engineering, brand, and customer-facing functions around coherent, integrated experiences that meaningfully shape how products are understood, adopted, and used. I stay close to the work to ensure ideas translate into strong execution, not just good intentions. I bring a strong background in experience architecture, visual language, and brand integration, defining strategic expression and signature moments that teams translate into elegant, durable product experiences. I’ve spent a significant part of my recent career working in financial services and fintech, where trust, clarity, and usability directly impact outcomes. That perspective continues to inform how I approach adjacent domains such as health & wellbeing, particularly in contexts where reliability, judgment, and restraint matter as much as innovation. I’ve led and mentored designers, stayed close to the work where it matters, and guided teams through growth, redesign, and transition. I’m most energized by environments that value clear product thinking, strong collaboration, and design as a strategic partner, not just a delivery function. ## Work Experience ### Experience Director (Product and UX Design Leader) @ geniant Jan 2022 – Present | San Francisco Bay Area Experience design leader and player/coach delivering end-to-end UX across client engagements—from customer discovery and strategy to detailed design and launch. • Provide UX, design system, and visual leadership for high-impact initiatives in banking, wealth management, fintech, and enterprise technology • Drive insight-led experience strategy by shaping user journeys and opportunity areas, using qualitative research and synthesis to inform product direction and design decisions • Partner closely with product managers, engineers, and client stakeholders to translate complex business and technical constraints into clear, buildable experience solutions • Define experience frameworks and strategic expression that guide design and development across teams • Co-lead the San Francisco design team, shaping culture, strengthening collaboration practices, and mentoring designers to grow craft and product impact ### Experience Director (Product and UX Design Leader) @ 17seconds (acquired by geniant) Jan 2021 – Jan 2022 ### Product Design Director @ One Jan 2019 – Jan 2021 | San Francisco Bay Area Led experience strategy and hands-on product design for a consumer digital banking platform from early launch through rapid growth, shaping core customer journeys and helping establish trust, clarity, and adoption in critical financial workflows. • Led product experience strategy and design direction as the platform scaled from early launch through Series B, supporting growth to 100K+ users and strong customer satisfaction • Designed and shipped end-to-end experiences across native mobile and web, including onboarding, activation, and core banking workflows that directly affected conversion and retention • Worked hands-on across research, concept development, and product design, partnering closely with product and engineering to move from idea to production • Led strategic vision initiatives that translated long-term business objectives into future product concepts grounded in user insight and real-world financial behaviors ### Principal Design Consultant (Product & Experience Design Lead) @ Various Companies Jan 2015 – Jan 2019 | San Francisco Bay Area Led hands-on product and experience design across health tech, enterprise SaaS, and consumer platforms, supporting teams during periods of growth, redesign, and transition. Brought strong experience architecture, visual systems, and cross-functional collaboration to help organizations improve usability, coherence, and product expression. Highlighted roles: Fitbit — Creative Lead: Led refresh of mobile app experience foundations and UI templates, strengthening experience and visual consistency across core product flows Collective Health — Interim Creative Director: Led integrated experience and brand expression across digital and marketing touchpoints during a growth phase Trulia — Visual Design Lead: Overhauled product design language and component system, improving usability and visual cohesion across web and mobile experiences Citrix — Brand System Co-Lead: Co-led extension of brand and experience foundations across digital and print platforms during enterprise rebrand, supporting consistent user experience across customer and partner touchpoints ### Head Of Design @ Knit Health Jan 2015 – Jan 2017 | San Francisco, CA Founding design lead at an early-stage health tech startup focused on improving pediatric sleep. Defined design vision and led execution across product, brand, and marketing to bring the MVP to market. • Designed the core mobile experience from onboarding and setup to daily use • Translated business goals and user research into prioritized roadmaps and feature sets • Established the brand identity and executed it across packaging, marketing site, and communications • Collaborated closely with founders and engineers to iterate and ship product features in fast-paced development cycles ### Director of Brand and Digital Experiences @ Smart Design Jan 2008 – Jan 2014 | San Francisco, CA Led visual design for Smart Design’s San Francisco studio, integrating digital, brand, and physical experience into product innovation programs. •. Scaled and mentored a brand and visual design team, strengthening design craft and cross-functional collaboration • Directed UX/UI design for mobile apps, desktop software, TV interfaces, and digital ecosystems across consumer and enterprise sectors • Collaborated with industrial designers, researchers, and strategists to deliver seamless, human-centered solutions • Defined scopes, team structures, and budgets to support efficient delivery of complex client programs • Clients included GE, Microsoft, Logitech, HP, Snapfish, American Express, LG, and Basis ## Education ### BFA in Visual Design University of Oregon ## Contact & Social - LinkedIn: https://linkedin.com/in/annakshaw - Portfolio: https://www.figma.com/deck/bM7SYWeIZmkKzpe1R1XyHR --- Source: https://flows.cv/annashaw JSON Resume: https://flows.cv/annashaw/resume.json Last updated: 2026-04-13