# Iva Segalman > Product Line Manager - Digital Home at Nokia Location: San Francisco Bay Area, United States Profile: https://flows.cv/iva I specialize in strategic design thinking, implementation management, and cross team facilitation. My area of interest is in new product development for physical and digital emerging technologies. My approach is data driven. I believe that innovation is born from an openness to fearlessly assess problems from all perspectives and a willingness to respond. ## Work Experience ### Product Line Manager - Digital Home @ Nokia Jan 2018 – Present | San Francisco Bay Area ### Instructor - Capstone User Experience Design Project @ UCSC Extension Silicon Valley Jan 2017 – Present | Santa Clara, CA UX design instructor guiding adult professionals through the creation of a client sponsored, responsive website from design and implementation from conceptualization to launch. ∗ Teach UX design best practices to optimize design client & project management, UX, user research fundamentals, iteration, and brand and visual design implementation for successful, client websites. ### Head of Design @ SensoryPlay Jan 2017 – Jan 2017 | CA Acted as head of design to drive product strategy and development for product at this pre-seed stage startup for an innovative mixed reality (XD) game system that utilized computer vision to create a multiplayer interactive game experience. ∗ Oversaw user research to and translated findings to define product, product roadmap, market opportunity. ∗ Defined product strategy, including the physical and digital product design and experience, to optimize technical capabilities, business development goals, and market opportunity. ∗ Defined MVP for the hardware and software and user experience from user, market, and internal technical capability assessments. Worked with business development to define KPIs. ∗ Delivered scalable workflows and processes and interaction patterns for new experiences and interactions for both game system and game concepts, including detailed journey maps, industrial design concepts, physical interaction of game concepts and game system to match MVPs and KPIs. ### Program Manager - CX (Contract until project ended by company) @ Google (Contract) Jan 2016 – Jan 2016 | Mountain View Design Program Manager in Google's ATAP (Advanced Technologies and Projects), reporting to the Director of Customer Experience for Ara, the modular mobile phone, as the Integration Lead between Ara Customer Center and Jacquard, Google’s smart jacket. ∗ Facilitated customer experience design, development, and project management across these two NPI product teams and the operations team that included product management, hardware, software, and UX, and research, tracking planning, scheduling, issues, risks, and overall status. ∗ Leveraged the system level perspective of the program manager role to drive product iteration of and customer experience. Delivered Customer Experience Plan for Jacquard, the smart jacket, and outlined tasks to be done. ### UX Designer / Product Strategist (Contract) @ Asurion Jan 2016 – Jan 2016 | San Mateo, CA Hybrid lead role at Asurion, an insurance provider for mobile devices and household electronics. Embedded in engineering centric Interactive Enrollment journey team, defining UX for their mobile web app product. ∗ Defined robust interaction design pattern and workflows for product that would be flexible to scalability and customization by customer need. ∗ Initiated a new user research program, establishing remote user testing processes for agile software development compatible, build-measure-learn iteration. Trained designers and product managers in rapid user research. This was used to improve usability and qualitative understanding of the customer, augmenting the company’s big data analytics. ∗ Delivered design strategy and implementation plan and design management framework for near term and long term development of product that is currently in use for live product. Results show increased enrollment and revenue to the company by 33% in A/B testing. ### Research and Strategy Consultant @ Bay Area Research Jan 2015 – Jan 2016 | San Jose, CA Provided user research strategy and business consultation to Bay Area Research, a marketing and user research participant recruiting services company. ∗ Created operational and marketing processes and then managed their implementation to optimize business efforts and practices, greatly improving ROI for recruiting and retaining participants for current and future studies. ∗ Advised and developed strategies for project bidding and difficult user research recruitment, broadening company’s service offerings. ### Senior UX Design Researcher @ Immersion Corporation Jan 2014 – Jan 2015 | San Jose Lead UX researcher, working closely with product marketing, product management, UX, and engineering to develop cutting edge haptic technology for wearables, mobile, auto, gaming, IoT, and mobile media content. Built trust in user research across departments and levels. ∗ Identified critical path and advised on control points and critical go/no-go decision points for company critical development. ∗ Successfully created then managed a Lean UX user testing program that uncovered nuances of user behavior, attitudes, and usability issues with an agile approach compatible with company’s software development. ∗ Invented new processes and tools to decode customer perceptions and advise on Marketing strategy and the development of company messaging for new product introduction. ∗ Delivered product strategy and recommendations including prioritization for product roadmap, MVP, and KPIs from business, UX, design, engineer, and marketing perspectives. ∗ Delivered successful value opportunity analyses, product design strategies with implementation plans and frameworks that redefined go-to market strategies, lead to new product concepts and prototypes, new patents, and international attention for the company such as the Haptic Alerts Framework. ### Product Design Strategist @ Breathe Technologies, Inc. Jan 2011 – Jan 2013 | Irvine, CA Hybrid design lead-product management role for Breathe, a series ‘E’ KPCB and Johnson & Johnson VC funded respiratory medical device startup. Reported to the Director of Product Management and collaborated closely with R&D and operations, and made recommendations to e-staff. ∗ Responsible for all company’s UX touchpoints: UI/UX, information architecture, content strategy and communications of the brand and marketing, embedded interfaces, industrial design, human factors design, and interaction of the physical device, as well as the physical interaction of the patient face mask. Efforts resulted in innovative UI/UX interfaces and patents for the company. ∗ Key member of core team to define product requirements, customer requirements, usability requirements, and on-going product strategy. ∗ Managed external agencies and vendors and their budgets for various research and design deliverables including sourcing, SOW and contract negotiations, project management, budgets, and timelines, and ensured UX, marketing, and business intent. ∗ Delivered in-depth user research across the United States and uncovered nuances of user behavior, beliefs, and attitudes, as well as robust usability analysis for interfaces and human factors and translated these into customer requirements and usability requirements. Delivered design strategy to optimize the leading-edge technology, while accomplishing business goals, and delivering seamless, desirable customer experience with minimal error, which resulted in a patented respiratory mask system and graphical (embedded device) user interface that was adopted as the main product development path. ### Product & Design Strategy Consultant @ Avitus Orthopaedics Jan 2012 – Jan 2012 | Farmington, CT Design and strategy consultant reporting to the CEO and CTO of Avitus Orthopaedics, an orthopedic surgical tool startup from John Hopkins Institute, while they were an early seed needing to secure their next round of funding. ∗ Recommended a detailed product strategy and related product concepts that included high-level and specific recommendations for near term and long term product development and product management. This strategy was tailored to company’s specific business objectives and technical capabilities, while taking into consideration their go-to market approach, market adoption opportunities, industrial design, usability, human factors, and manufacturability. ∗ Company adopted recommended design concept that employed strategy recommendations that was instrumental in helping company secure their funding goals. Device released to market in Q3 2016. ### Research Assistant (Negotiations, Prof. Jared Simmer) @ Carnegie Mellon University Jan 2011 – Jan 2011 ### Chief Operating Officer @ ConnectSolutions, CMU Tepper School of Business Startup Jan 2010 – Jan 2011 | Greater Pittsburgh Area Acted as COO for ConnectSolutions, a CMU Tepper School of Business pre-seed stage service startup aimed to foster innovation between Japanese corporations and US based universities and start-ups. Solicited and managed partner relationships. ∗ Key member in the designing business plan and model. Instrumental in designing core service and its management. Company’s initiative was adopted by Panasonic Pittsburgh in Summer 2011. ## Education ### Masters in Product Development Carnegie Mellon University Jan 2010 – Jan 2011 ### Bachelors in Mechanical Engineering University of Arizona Jan 2005 – Jan 2009 ### Bachelors in Industrial Design Pratt Institute Jan 1999 – Jan 2003 ## Contact & Social - LinkedIn: https://linkedin.com/in/ivasegalman - Portfolio: http://ivatakesthecake.com --- Source: https://flows.cv/iva JSON Resume: https://flows.cv/iva/resume.json Last updated: 2026-03-25