# Greg Petroff > Chief Design Officer | Team Builder | UX Evangelist | Context-First Design | Public Speaker Location: Occidental, California, United States Profile: https://flows.cv/gregpetroff For over 25 years, I've been at the forefront of design innovation, crafting user-centric solutions that transform how enterprises and organizations operate across diverse industries. My passion lies in creating products and services that not only enhance security and efficiency but also delight users with their intuitiveness and creativity. As a leader in user experience (UX) and context-first design, I've had the privilege of shaping digital experiences at some of the world's most innovative companies, including SAP, GE Digital, Google, ServiceNow, Compass, and Cisco. In each role, I've led design teams that pushed the boundaries of what's possible in digital interactions, always with a focus on solving real-world problems. My approach combines deep user research with creative direction to deliver solutions that truly resonate with end-users. I believe that great design goes beyond aesthetics—it's about understanding context, anticipating needs, and creating seamless experiences that feel natural and effortless. Beyond my corporate roles, I'm deeply committed to advancing the field of design. As a founding board member of the Interaction Design Association and chair of the Interaction09 Conference, I've worked to foster community and share knowledge within our industry. I'm also a frequent public speaker, sharing insights on the transformative power of design in organizational strategy and culture. My mission is simple yet ambitious: to bring design to the forefront of organizational communication, culture, and strategy. I'm dedicated to empowering users and businesses alike with solutions that not only meet their needs but exceed their expectations. If you're passionate about leveraging design to drive innovation and solve complex challenges, I'd love to connect. Let's explore how we can create meaningful impact together. #UserExperience #DesignLeadership #ContextFirstDesign #DigitalInnovation ## Work Experience ### Strategic Advisor - Fractional CDO @ Bugcrowd Jan 2026 – Present | San Francisco Bay Area • Leading the design function at Bugcrowd, focusing on creating innovative tools for security professionals. • Collaborating with cross-functional teams to leverage crowd intelligence and AI technologies. • Driving strategic initiatives to enhance user experience and improve security solutions. ### Managing Partner @ Silicon Valley Intelligence Group Jan 2025 – Present | Silicon Valley Co-founder at SVIG (Silicon Valley Intelligence Group), leading workflow mapping and human-centered design for enterprise AI initiatives. ### Partner @ Unfinishe_ Jan 2025 – Present | San Francisco Bay Area ### Adjunct Faculty @ California College of the Arts Jan 2025 – Present | San Francisco Bay Area ### Strategic Advisor, Fractional CDO @ Paddle Jan 2025 – Jan 2026 ### VP | Chief Design Officer Cisco Secure @ Cisco Jan 2022 – Jan 2024 | San Jose, California, United States Executive responsible for defining and delivering the overall User Experience for Cisco’s Security Portfolio.‬ ‭ Managed 225+ Design Team‬ Developed and Executed Design strategy to renovate 27+ products into a cohesive set of experience‬ ‭Built new Design Sprint process and delivered 4 breakthrough new product concepts‬ ‭Built AI experience for Security Products‬ ‭Team managed won 2 FastCo Design awards ### Senior Vice President @ Compass Jan 2020 – Jan 2022 | San Francisco Bay Area ‬Executive responsible for defining and delivering the overall User Experience for Compass Agent and Customer‬ products‬ Recruited industry leading talent and grew the design team from 40 designers Dec 20 to 125 EOY 21.‬ Developed overall experience strategy for all Compass Product development‬ ‬‭Delivered 2024 vision document for Cohesive Compass platform experience‬ ‬‭Designed transaction workflow platform‬ ‭ ### Member Software Advisory Council @ Rockwell Automation Jan 2019 – Jan 2022 Member of Rockwell Automation Software Advisory Council to help guide its strategy in their software business. The Council advised senior Rockwell Leadership on everything related to being a software company: Business strategy, technology, partnerships, staffing, and other topics. ### Vice President, Head of Design NowX @ ServiceNow Jan 2019 – Jan 2020 | Santa Clara ‬Executive responsible for design strategy and UX design for NowX, ServiceNow’s new product incubator.‬ Built design strategy practice to discern new product requirements and outcomes using participatory‬ design methods.‬ ‬‭Built new and novel UI experiments for future product outcomes.‬ ‭Managed design for NowX product portfolio.‬ ### Vice President, Global Head of Design @ ServiceNow Jan 2018 – Jan 2019 | Santa Clara, CA Executive responsible for defining and delivering the User Experience for all ServiceNow products including Mobile,‬ IT professional and creator products and delivery of all product technical documentation.‬ ‭Recruited industry leading talent and grew the design team from 55 designers Feb 18 to 185 EOY 19.‬ ‭Recruited industry leading talent and grew tech docs team from 50 writers Feb 18 to 110 EOY 19.‬ ‭Delivered design for new mobile application “Now Employee” and “Now Onboarding applications.‬ ‭Defined design driven Product Lifecycle for ServiceNow Product organization.‬ Defined UX strategy and vision for ServiceNow.‬ ‭Defined new “Now Experience” Design System.‬ ‬Built new developer.servicenow.com developer experience.‬ ### Head of Design Thinking & Innovation and Design & UX Modules, Academic Board @ ISDI Digital University™ Jan 2017 – Jan 2018 | Silcon Valley Lead the Design Thinking & Innovation and the Design & UX modules as part of the Academic Board of ISDI Digital University. ### Managing Director, Online, Google Cloud @ Google Jan 2016 – Jan 2018 | Mountain View CA Executive responsible for defining and delivering the digital experience for Google Cloud customer facing digital‬ experience.‬ Built a new Cloud Web XL team with full design and engineering capabilities.‬ ‭Managed evolution of Google Cloud Web properties including: cloud.google.com Google Cloud’s platform‬ site, Gsuite.google.com.‬ Defined Content and design strategy for future site(s) program.‬ ‭ ### Chief Experience Officer, GE Digital @ GE Jan 2013 – Jan 2016 | San Ramon CA At GE: • Greg was the executive in charge of defining GE’s UX strategy and developing GE’s UX capabilities across the company, tasked with building a UX shared services organization and global design standards for GE. • Recruited Industry leading UX talent and built 80+ person UX studio. • Defined GE’s approach to design and developed GE’s Design Center, a 12,000 square foot innovation environment. • Defined UX strategy, vision and platform for GE’s Predix platform (2 patents applied for in context based experiences). • Public speaker for GE on Design at GE at Industry leading events events, (Wired x Design, TedX SF, UX Australia, GE’s Minds & Machines). • Developed GE’s design system, a fully code enabled UX framework responsible for saving GE millions of dollars in development costs while improving the quality of GE experiences. ### General Manager User Experience @ GE Jan 2011 – Jan 2013 | SF Bay Area Manage GE's UX Center of Excellence. ### VP Product Management @ SAP Jan 2010 – Jan 2011 Experience Lead responsible for leading new product efforts inside SAP’s Technology Innovation Platform Board Area. Responsible for bridging great user experience with next generation SAP technologies to market faster. Co-Developed the AppHaus concept for 90-day applications taking aspects of Design, Agile, Design Thinking and Lean Startup methods to change how SAP builds products. Designed Interactive Telepresence Environment showcasing SAP in-memory analytics technologies. Managed team and lead experience design for first consumer application and first application in SAP history completed from concept to product in 90 days. Led Cultural Change / Experience Design Workshops. ### Design Lead in the Design Services Team @ SAP Jan 2006 – Jan 2010 Designer / Strategy Lead responsible for leading Design Thinking based Strategic Design Projects for the office of the CEO. Tasked with bringing design as a methodology to an engineering led culture. Developed SAP Mobile Strategy Solution Vision, Storyboards and executive syndication document. Developed Social Media Strategies for SAP Products, Marketing and Ecosystem. Created “Game Change Concept” on workplace of the future with SAP Partner and IDEO Parent Company Steelcase. Managed Cross-cultural deep customer contextual research around a new SAP product offering. Syndicated difficult results and insights to SAP Leadership. Led Design Thinking workshops to SAP Teams in Walldorf, Germany and Palo Alto, CA. ### Board Member @ IxDA Jan 2005 – Jan 2009 Founding Board Member, Former Treasurer, Conference Chair Interaction09|Vancouver ### AD Interaction Design @ Modem Media Jan 2005 – Jan 2006 ### Adjunct Faculty Member @ Parsons School of Design, New School University, NY, NY Jan 2002 – Jan 2006 | New York City Adjunct Faculty member in the Design & Technology Program at Parsons School of Design. Led design studios in Information Visualization and Motion Graphics. ### Creative Director / Design Strategy Consultant @ NYSE Jan 2002 – Jan 2005 Initially charged with marketing and selling Vizrt solutions to SIAC, the NYSE’s subsidiary technology provider. Persuaded executive management to purchase tools to simplify their monitoring systems and then took over the user-interface design for the new technologies. Currently lead requirements-gathering and prototype development for a unified visualization system to manage IT networks and financial transactions in this zero-tolerance environment. Designed user-interface for system that will streamline monitoring environment from 32 tools to only 5, while providing customized information to a wide audience of users New tools are expected to generate savings of $100K in customer support, improve system performance, cut the learning curve for new users, and significantly decrease technical support needs. ### Vice President Marketing @ Vizrt Jan 2000 – Jan 2002 Challenged to establish a strong brand and market presence in a fiercely competitive environment. Managed $3.5 million marketing budget and international team of eight. Oversaw brand development, media relations, trade show presence and lead generation. Developed clear strategy to guide new product development. Created and edited all copy for website, marketing materials and white papers. Boosted brand awareness after corporate merger and name change - increased press coverage 500% in one year by partnering with PR agencies to aggressively target broadcast markets in the US and Europe. Guided the company from little-known status to industry leader within three years by developing and articulating a consistent and compelling corporate brand message. Restructured marketing function at the end of dot.com bubble; recommended integration with Norwegian office. Saved $1 million in annual costs, including eliminating own position. ### VP New Media @ Vizrt Jan 1999 – Jan 2000 Conceived the company’s Internet strategy, evangelized its products and led new product development. Built a team of internal and external resources to identify and develop new business opportunities, and educated management regarding opportunities in new media. Worked with President and Chairman of the Board to solicit investors during the road show in preparation for the company’s successful IPO. Raised $43 million. Partnered with business incubator, the Idea Factory, to develop the concept and business plan for a spin-off venture utilizing the company’s core technologies. The resulting architecture cut 10% from the company’s development cycle and became the foundation of a best-selling product. Established acquisition strategy and identified targets in order to maintain competitive advantage. Closed high-profile deals worth over $700K per year with top-tier portals such as Yahoo! and Launch.com. ### Principal / Owner @ Design Visualization Partners Jan 1995 – Jan 1999 Built this provider of virtual set design into the industry leader whose major broadcast clients included CBS, Disney, ATT and VH-1. Pioneered the use of the use of virtual sets and pushed the limits of the technology. Saved $1 million per year for The Disney Store by creating a virtual system that eliminated the need to build physical store prototypes. Designed Emmy-award winning NFL Tonight broadcast environment and received Broadcast Design Association award for the set of TNT’s Pro Football Tonight. Created the first virtual news center for WCBS-2 in New York ### Principal / Owner @ Strategic Design Jan 1994 – Jan 1996 Developed innovative architectural land planning consulting practice that utilized sophisticated computer modeling of possible land development concepts to assist real-estate development companies in assessing project viability and business models. ### Adjunct Faculty Member @ UCLA Graduate School of Architecture Jan 1991 – Jan 1994 | Los Angeles ### Architect @ Urban Innovations Group Jan 1989 – Jan 1994 Director and Project Architect at UCLA aligned non-profit Architecture and Urban Planning consulting practice. Project Architect with Architect Charles Moore for The Monterey Peninsula Museum of Art, Monterey California. Managed staff of 12 architects and planners. ## Education ### Master of Architecture - MArch in Architecture and Computation UCLA ### Bachelor of Architecture - BArch in Architecture California Polytechnic State University-San Luis Obispo ### High School Diploma Tamalpais High School ## Contact & Social - LinkedIn: https://linkedin.com/in/gpetroff --- Source: https://flows.cv/gregpetroff JSON Resume: https://flows.cv/gregpetroff/resume.json Last updated: 2026-04-05