# Isabelle A.

> Product Designer

Location: San Francisco Bay Area, United States
Profile: https://flows.cv/isabellea

Practiced in both in-house and agency design for Fortune 500 companies, she’s designed dreams into shipped products.

## Work Experience
### Head of Design, NewsArc Product @ SmartNews
Jan 2023 – Jan 2024 | Palo Alto, California, United States

### Lead Product Designer @ Tubi
Jan 2022 – Jan 2023
- Established Growth methodologies that drove 15% increase in new users and, of those, a retention of 80% during onboarding and profile creation flows.
- Improved education and registration 25% to achieve 74m active users, establishing Tubi as the #1 AVOD Player in U.S.
- Collaborated with engineering, analytics, and Machine Learning (ML) teams to deliver on-time and on budget features backed by design research.
- Designed end-to-end for Ads & Monetization, Onboarding Registration, Profile Creation, My List, Kids Mode, Parental Controls, New and Returning User Education, Continue Watching, etc.
- Designed with internal and external engineering teams to deliver seamless experiences across multiple platforms, form factors, and accessibility requirements (i.e. closed captioning, contrast, color systems, typeface readability, etc.).

### Design Lead @ AKQA Leap
Jan 2020 – Jan 2022
- Led complex and ambiguous projects for a range of companies, from initial seed investor rounds to larger scale user acquisition. 
- From creating a Photo Sharing App to outlining design systems for educational programs K-12, I created, conducted, and analyzed research to guide design explorations, prototypes, and MVP throughout different development stages, digital platforms, and industries.
- Experienced in building UI components, visual systems, and illustrations from scratch or existing guidelines. Experienced in brand and Visual Design for multiple Fortune 500 companies.
- Mentored designers, set rituals, design charrettes, and lunch-and-learns to share best practices; led recruitment and interview processes for prospective designers, engineers, and product members.
- Designed experiences based on how AI, VR, and/or AR can amplify specific user needs within products (ex: body movement, vitals, and spatial optimization for at-home workout and recovery) to drive business goals in emerging or existing products.

### Principal Designer @ First Republic Bank
Jan 2018 – Jan 2020
- Designed for multiple products, including Consumer, Corporate, Private Wealth Management. 
- Key Outcomes: Within the first quarter after Corporate MVP launch, calls to bankers were reduced 22%, enabling ~15 hrs/weekly prospecting, creating an enrollment increased by 7% from redesigned features, flows, and market differentiation research.
- Key Outcomes: Visual Design system refresh of Consumer Mobile Banking was received as tasteful, intuitive, and on par with competitors’ visual look/feel, as reported by 97% of focus group attendees.
- Rapidly prototyped on thoughtful product experiences, like Card Controls, Data Visualization Personalization, My Team, etc. to gain user feedback and build viability.
- Conducted user interviews, surveys, A/B tests, and prototype-based usability tests to evaluate user engagement performance metrics.
- Curious and explorative, I iterated and tested design solutions to understand growth in new verticals, like Venture Capitalism, BioTech, and more.
- Ability to work quickly and effectively on multiple design tasks; ideating brand new features, tackling bug fixes on existing features, quality of life improvements, refactoring components, etc.

### Lead Product Designer @ Kaiser Permanente
Jan 2016 – Jan 2018 | Oakland, CA
- Expanding on affordability, accessibility, and (media) sociability, healthcare looked to design for systemic improvements and inclusive solutions. 
- Redesigned content management systems overdue for upgrades in supporting new critical features essential for billing, device procurement, and internal App Store access for doctors, nurses, etc.
Improved the overall user experience for ordering employee phones, tablets, and other mobility options for use in hospitals.

### Lead Product Designer @ Kaiser Permanente
Jan 2013 – Jan 2016
Designed internal tools to solve bureaucratic problems across all healthcare touch-points. From helpdesk to medical devices, incremental change turned into a powerhouse of designed self-enablement in all aspects of the new era of healthcare.

### Senior Product Designer @ San Francisco Department of the Environment
Jan 2012 – Jan 2013 | Clean Transportation Division, San Francisco, CA
Designed for multilingual educational campaigns across web, mobile, and in-classroom installation.
Created brochures, stickers, banners, and other marketing materials alongside informational webpages, carpooling schedulers, etc.


## Education
### B.A. in Architecture in Architecture
UC Berkeley College of Environmental Design

### Bachelor of Arts (BA) in Architecture
University of California, Berkeley


## Contact & Social
- LinkedIn: https://linkedin.com/in/ijavila
- Portfolio: https://rebrand.ly/avila-port

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Source: https://flows.cv/isabellea
JSON Resume: https://flows.cv/isabellea/resume.json
Last updated: 2026-03-25