# Edward Amaral > UX and Product Design for enterprise | SaaS | CPQ | AI | Mentor @ Designed.org Location: San Francisco Bay Area, United States Profile: https://flows.cv/edwardamaral UX and Product designer with 13 years experience across enterprise and startup environments — focused on bridging people, purpose, and operations, building strong cross-functional partners that transform digital products and ecosystems around business strategy. An expert in navigating ambiguity, modernizing legacy platforms, and outcome-driven experiences. As AI reshapes how teams execute, I focus on systems thinking and design governance to ensure that speed doesn’t compromise intent. My goal is to empower AI-augmented teams to deliver with clarity, consistency, and alignment to the bigger vision. ## Work Experience ### Design Consultant @ Independent Consultant Design Jan 2024 – Present Start-up partner servicing growth and technology design, AI-driven UX / UI, UX service scaling, UX and marketing design, consultation and execution. Partners include MapTech, Paw-ffice Sitters, and 3rd Degree Media. ### Lead UX Designer, SaaS @ VMware Jan 2019 – Jan 2024 | Palo Alto, California, United States VMware, a $96B global enterprise leader in cloud infrastructure and SaaS. Over 5.5 years, I served as a lead designer on VMware's multi-product Epic license-to-SaaS global business transformation—a complex initiative with multiple interdependent workstreams. From scratch, we redesigned VMware's legacy SaaS tool (Model N), replacing it with an integrated CPQ (Configure, Price, Quote) and purchase history system. For 3 years, I was the sole designer on the purchase history data tool, a primary component in replacing the Model N experience. For the last 2.5, I was the sole designer responsible for final data-driven iterations, convergence, and unification across all product streams. The impact was an estimated $2.8 billion in additional revenue per year and increased sales velocity by 700% for 8,000+ sales reps. • Worked closely with Product, Engineering, IT, Bus Ops, and Product Ops in replacing a legacy, revenue-critical enterprise ecosystem through phased migration, moving users off entrenched mental models while untangling years of pricing, packaging, and entitlement logic—without interrupting live sales operations. • Designed SKU compatibility, configurability, and automation across VMware's product portfolio • Used Salesforce Lightning Design System and Figma for drag-and-drop UI design and consistency • Designed and validated workflows with users and customers, aligning with business needs • Partnered with IT to redesign ACPQ's UI, optimizing performance and data visualization • Used Figma to refine visual design and interaction experiences across the user journey • Applied qualitative and quantitative research to iterative design process • Championed user-centric design-thinking culture across organizations • Led user research, usability testing, and A/B tests • Used Figma to design wireframes, prototypes, and workflows for engineering handoff • Designed accessibility enhancements within GJEP • Wrote UX content and executed label tests for cognitive clarity ### Lead UX / Product Designer, Mobile iOS @ f'real foods Jan 2019 – Jan 2019 | Emeryville Driving innovation and impact through design leadership. At f’real Foods, I led the company’s first and only mobile app from concept to launch. As the sole Product and UX Designer, I turned a vague need for an IoT app into a strategic, user-centered solution that connected customers to marketing tools, boosted sales velocity, and improved hardware service accessibility for their most underserved and fastest-growing segments. • From scratch, I created and led the end-to-end design strategy and set it to time line for F’real’s first native mobile (B2B) application. • Created an MVP-driven product strategy for feature discovery, persona definition, and taxonomy. • Conducted strategic discovery design thinking workshops. • Product management strategy for iterative design and engineering sprints. • Strategic and extensive in person and on phone customer research. • Use of ‘Figma’ in the design of 32 key features to address gaps in support of F’real’s fastest-growing market. • Validated designs through user testing and usability studies. • Worked close with the brand art director on integrating customized icons and brand assets. ### Lead UX Designer, Shopping 2.0 @ Delta Dental of California Jan 2018 – Jan 2019 | Oakland CA My role was to lead and drive the transformational direction and design for how users experience shopping for dental insurance (Shopping 2.0). The design impact reversed major drop-off issues and improved conversions, transforming how customers shop for dental insurance. • Achieved a 50% drop-off reduction and a 100% conversion increase through an optimized redesign. • Led the experience and UI (user interface) design addressing customers distrust in insurance while leveraging the transition from Angular to React. • Innovated a trust-building shopping experience with personalized choice-driven outputs. • Use of ‘Figma’ in designing a responsive web interface that mimics a mobile app experience, enhancing usability. • Partnered with Product and Design teams in the refinement of the web interface and user experience. ### Senior UX Designer, Collaboration Help Portal @ Cisco Networking Academy Jan 2017 – Jan 2018 | East Bay CA Data driven decisions for 2 primary B2C platform portals, boosting adoption and transforming a search-based article repository into an immersive, responsive video learning experience. • Partnered with agile development teams in India and China to execute an end-to-end strategic redesign. • Led the transformational UX design for Collaboration Help and Webex for Developers. • Drove adoption by leveraging a dedicated metrics platform, automated feedback mechanisms, and qualitative/quantitative data. ### Sr Interaction Designer, Adoption @ Capital One Jan 2017 – Jan 2017 | San Francisco Bay Area Led UX and interaction design for Capital One’s National Small Business (NSB) web and mobile cross-pollination initiative, driving seamless user engagement across platforms. • Spearheaded multiple 2-week agile sprints, collaborating with product managers, engineers, and stakeholders to deliver high-impact solutions. • Designed, tested, and launched a mobile adoption strategy, leading to a quick-win solution that successfully motivated users to download the native mobile app within one month. • Conducted user research, A/B testing, and usability studies to ensure an intuitive end-to-end experience, aligning with business objectives and user needs. ### Lead Product Designer, SaaS @ Unilog Jan 2014 – Jan 2016 Worked directly with the CTO and the Director of Subscriptions in reimagining and redesigning the UI and refining the user experience for both their SaaS and CMS. ### UX Designer Level 3, CMS @ eBay Jan 2014 – Jan 2014 Reimagined and redesigned the UI and user experience for eBays GBC (global brand center). A CMS for all things eBay including brand guidelines and global marketing assets. ### Senior Visual Designer, Social @ SAP Jan 2013 – Jan 2014 Visual Designer on a high-impact marketing team built and led by a CEO-appointed director. Created fast-turnaround assets—CTAs, banners, infographics, animated videos, and presentations—designed to drive results for SAP's fast-moving social enterprise. ### UI Production Designer, iOS7 @ Apple Jan 2013 – Jan 2013 | Palo Alto, California, United States I worked on the UI for the iOS7 operating system. I was part of the Rosetta team hired amongst a core group of specialized talent to produce pixel perfect screens, assets and red line measures across all devices. Everything you see on your iPhone today, including HCD (human centered design) in the UI for finger print analysis. Mandated and lead by Johny Ives, the entire iOS7 was redesigned in just 6 months. ## Education ### Associate of Arts (AA) in Graphic Design Chabot College Jan 1996 – Jan 1999 ### Associates of Liberal Arts (AA) in Arts and Humanities Chabot College Jan 2024 – Jan 2024 ### Associates of Arts (AA) in Film and Animation Chabot College Jan 2024 – Jan 2024 ## Contact & Social - LinkedIn: https://linkedin.com/in/edwardamaral - Portfolio: https://amaralcreative.com - Portfolio: https://amaralcreativepictures.com - Portfolio: https://amaralcreativepictures.com/happyshark --- Source: https://flows.cv/edwardamaral JSON Resume: https://flows.cv/edwardamaral/resume.json Last updated: 2026-03-25