# Felicia Soto > UX Lead | Senior Product Designer | Customer-Centric Innovator | Strategic Thinker | Data-driven Creator | Collaborative Thought Leader | Location: New York City Metropolitan Area, United States Profile: https://flows.cv/feliciasoto Creative Leader and User Experience / Product Designer with 15+ years of delivering seamless consumer experiences, first-to-market product innovations, and business impact to companies such as Microsoft, Amazon, Reckitt, and WPP. 

I bring ideas to life utilizing design and empathy as a superpower to mobilize cross-functional teams to work collaboratively and with a shared goal of launching a product / service that will enable audiences to move into action. In my work, I prioritize a holistic approach towards user research and data analysis to define problems/opportunities. I am passionate about leading ideation sessions, developing long-term strategies, and synthesizing complex concepts into intuitive product design solutions.
 My goal is to create value for users and generate business impact while fostering cross-team collaboration and partnerships along the entire journey. As an inquisitive and entrepreneurial spirit, I proactively seek different perspectives, emerging innovations, and evolving industry trends to solve for the needs that have yet to be defined. ## Work Experience ### VP User Experience Design, Small Business Banking @ JPMorganChase Jan 2024 – Present | Jersey City, New Jersey, United States ### Senior Product Designer @ Microsoft Jan 2021 – Present | New York City Metropolitan Area • Creative lead driving product strategy, vision, and UX direction informed by data, customer research, and industry trends. • Owner of end-to-end product development, creating user journeys, wireframes, and prototypes to enable synergistic workflows. • Partner with cross-functional teams through all stages of design and development to define, scope, and iterate on new, or existing product features. ### Digital Product Innovations + CX Design Manager @ Reckitt Jan 2019 – Jan 2021 • Conversational Design, Voice User Interface Developer & Digital Product Strategist of Enfamil’s Alexa + Google Assistant App • UX + Product Design Lead of Enfamil’s first iOS / Android Mobile App (US + APAC market) • Creative Direction + CX Lead leveraging performance metrics, AI, and ML to drive cross-channel personalization • Digital Transformations Accelerator partnering with external vendors, cross-org teams, and managing in-house agency to deliver cohesive, on-brand experiences at scale ### CX + Digital Lead | RB Global @ Reckitt Jan 2018 – Jan 2019 | Greater New York City Area ### Creative Lead / UX Designer @ Amazon Jan 2014 – Jan 2018 | Greater New York City Area • Conceptualization + Creative Development of Amazon’s emerging ad product experiences driving scalable solutions across multiple business categories/geographical markets • Facilitation of cross-team brainstorming sessions; championing data-driven solutions for client briefs within Automotive, Financial, and FMCG industry • Growth expansion contributor (hiring/training) of Amazon’s remote production team in India + Costa Rica ### Interactive Product Designer @ Blast Radius Jan 2012 – Jan 2014 | NYC Responsibilities:
 UX Research, Competitive Audits, Information Architecture, UX flows, Wire-framing + Annotations, Development of Clickable Prototypes (Axure), Product + Experience Design, UAT + A/B Testing Client List: Land Rover, Disney, Chipotle, Novartis, Movies on Demand ### Senior Digital Designer @ Stupid Studio Jan 2011 – Jan 2012 | Denmark Responsibilities:
 • Concept ideation, development, and execution of digital products for clients such as LEGO, Albani Brewery and OFF (Odense Film Festival) ### Digital Design Lead / User Experience Designer @ The Brand Union Jan 2010 – Jan 2011 | New York Responsibilities:
 • UX Research + Implementation of Information Architecture (front-end + back-end CMS) • Visual Design + Development of UI design system • Cross-platform usability testing + development of training manuals for incoming editors • End-to-end Project Management ## Education ### Communication Design Pratt Institute ## Contact & Social - LinkedIn: https://linkedin.com/in/felicia--soto - Portfolio: http://www.feliciasoto.com --- Source: https://flows.cv/feliciasoto JSON Resume: https://flows.cv/feliciasoto/resume.json Last updated: 2026-03-30