# Celia Diaz

> Market Design Lead | Designer @ IBM

Location: Washington, District of Columbia, United States
Profile: https://flows.cv/celiadiaz

At IBM, my focus is on applying Design Thinking to create user-centric solutions in areas like Data, AI Security and Business Automation. My academic journey at UC Berkeley, culminating in a Master's in Engineering, Design Technology and Human-Centered Design, has equipped me with a profound understanding of user experience, which I apply daily.

The design transformation I led for Adobe's search feature embodies my commitment to impactful user experiences. My core competencies include qualitative research, wireframing, and information architecture, which enable me to solve complex problems and lead co-creation activities in client engagements effectively.

In my free time I enjoy going on runs by the bay trail, finding new coffee shop’s to explore, and creating weaving loom designs.

## Work Experience
### Federal Market Design Lead @ IBM
Jan 2025 – Present
• Led a team of designers within the Federal market, enhancing collaboration and communication with executives.  
• Acted as a key liaison, ensuring effective information flow between designers and leadership.  
• Implemented streamlined processes that improved designers experiences.

### UX Innovation Designer @ IBM
Jan 2023 – Present | San Francisco Bay Area
• Drove user-centric solutions for complex technical challenges through Design Thinking methodologies.  
• Applied UX Design principles across diverse domains including Data, AI, Security, and Business Automation.  
• Led collaborative design and co-creation sessions with clients, enhancing engagement and innovation.  
• Implemented strategic design initiatives that significantly improved user experience and satisfaction metrics.

### Experience Designer @ Adobe
Jan 2022 – Jan 2022 | San Francisco, California, United States
•	Led the design transformation for prompt search feature increasing the user flow of “search” from Adobe Experience Cloud products. 
•	Developed design mock-ups using Adobe XD and presented them to Stakeholders for approval. Received positive feedback from senior designers, product managers, engineers, and design leaders.

### Product Designer @ Substantial Classrooms
Jan 2021 – Jan 2021
• Volunteer work
• Established brand identity for customer support page for Substantial Classrooms by Subschool, a non-profit platform dedicated to unlocking the potential of substitute teaching. 
•	Created user flows, site architecture diagrams, comparative analysis of competitive online course websites and translated weekly client feedback into tenacious interactive prototypes in Figma.

### UX Researcher @ University of California, Berkeley
Jan 2019 – Jan 2021 | Berkeley, CA
•	Collected and evaluated historical archival data on the residential area prior to Berkeley People’s Park formation. Allocating meetings at the C- suite level such as Berkeley Architectural Heritage Association.
•	Drove the website design for lab research projects and increased public awareness into interactive prototypes with appropriate users.


## Education
### Master's Degree in Design Technology, Engineering, Human-Centered Design
UC Berkeley College of Engineering

### Bachelor of Arts - BA in Anthropology
University of California, Berkeley


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

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Source: https://flows.cv/celiadiaz
JSON Resume: https://flows.cv/celiadiaz/resume.json
Last updated: 2026-03-30