# Deborah Sherwin > Product Design at Guidewheel • Information-rich products and workflows • Strategic collaboration from discovery through execution Location: Pacifica, California, United States Profile: https://flows.cv/deborahsherwin I design information-rich products and workflows, collaborating strategically from discovery through execution. http://deborahsherwin.com/ ## Work Experience ### Principal Product Designer @ Guidewheel Jan 2024 – Present | San Francisco Bay Area Setting up manufacturing teams to win with Guidewheel's AI-powered FactoryOps platform. ### Principal Product Designer @ Ceres Imaging Jan 2021 – Jan 2024 | San Francisco Bay Area Communicating actionable insights to farm managers via a geospatial web app, a mobile app and notifications. These enable managers to precisely target water, fertilizer and labor across millions of acres on four continents. Acting as a principal designer on all customer-facing software tools. Collaborating closely with PMs and R&D to commercialize proprietary science through all phases of conceptualization, interface design and execution. Developing strategies with Business Development to support digital transformation for financial and insurance stakeholders in the agricultural sector. ### Senior Product Designer @ Ceres Imaging Jan 2020 – Jan 2021 | San Francisco Bay Area Established vision to rearchitect the user experience for farm managers: moving from a review of static images to quantified trend analyses. Founded key disciplines within the Product organization: user research, design sprints, usability testing, design specification standards, UI QA and a groomed UX backlog. Worked collaboratively across the business to build alignment on customer needs. Conceptualized and shipped features that integrated the value of Ceres’ remotely sensed imagery into farm workflows on the ground: issue resolution, irrigation planning, crop sampling and reporting. ### Head of Design @ WaterSmart Software Jan 2017 – Jan 2019 | San Francisco Bay Area Built tools that empower water utility staff to make decisions and communicate effectively with their customers. Lead a cross-functional initiative to transform the customer onboarding experience. Facilitated design reviews, conducting customer interviews, contributing interaction design, managing a UX backlog and a second designer. ### Lead Designer @ WaterSmart Software Jan 2014 – Jan 2017 | San Francisco Bay Area Played a strategic role within the Product team to extend the WaterSmart platform’s messaging and alerting capabilities, create product content, and adhere to best practices in UX design and behavioral science. Lead cross-departmental collaboration to cultivate WaterSmart’s brand across B2B and B2C touchpoints. ### Visual Designer @ WaterSmart Software Jan 2013 – Jan 2014 | San Francisco Bay Area First design hire at a start-up focused on customer engagement and data analytics for water utilities. Worked as a generalist across the company, contributing UI and print design and establishing processes in product, marketing, QA and operations. Collaborated with product managers to prototype, test, spec and ship new features, including a major relaunch the Analytics Dashboard with a focus on usability and scalability. Recruited and managed interns. ### Graphic Designer @ Kym Abrams Design Jan 2007 – Jan 2013 | Chicago, IL Developed publications, identities, strategic messaging, websites, and branded campaigns for clients in education, healthcare, the arts and social justice. Collaborated with the creative director and an editorial director as part of tightly integrated project teams. Managed projects from concept to completion, led presentations, and acted as primary contact for multiple ongoing clients such as Heartland Alliance, The Joyce Foundation, Macarthur Foundation, Chicago-Kent School of Law, Chicago Family Health Center, Loyola University Medical Center, Harris Theater and Music of the Baroque. Project-based management includes creation and oversight of budgets and schedules, selection of vendors, coordination and direction of photoshoots, quality control, and delegation of tasks to junior staff. Established office social media presence. ### Intern @ Trillium Creative Jan 2007 – Jan 2007 | Chicago, IL Worked one-on-one with principal to concept and design identity systems and print collateral. Clients ranged from financial to arts and non-profit. ### Intern @ 50,000feet Jan 2006 – Jan 2006 | Chicago, IL Designed BMW and MINI corporate publications. Collaborated with art director and writer on concept development. ## Education ### BFA in Graphic Design, Art History Washington University in St. Louis ## Contact & Social - LinkedIn: https://linkedin.com/in/deborah-sherwin-1b177111 - Website: http://deborahsherwin.com --- Source: https://flows.cv/deborahsherwin JSON Resume: https://flows.cv/deborahsherwin/resume.json Last updated: 2026-04-05