# Jonathan Hoffberg > Social Green Tech Entrepreneur Location: Oakland, California, United States Profile: https://flows.cv/jonathanhoffberg Designer • Thinker • Maker • Shaker Qualifications & Highlights • An entrepreneurial player/coach who leads by example and mentors with empathy. • Strategic, systems level designer with numerous enterprise system design wins. • Service design approach built on the customer journey & mental modeling. • Adept at communicating and presenting to leadership, customers & users. • Spoken on the subject of enterprise product design at IOT World, AWE, and US Navy. My first career was in audio post production, where I worked in a variety of creative and technical roles for Lucasfilm, Dolby Laboratories, Sonic Solutions, and others. Sound design led to opportunities in product and process design where I was able to apply my media technology background to raise the bar on product experience for energy, healthcare and enterprise applications. Along the way, I founded an HMD company called V!ZOR to solve the problem of “the last yard” - the distance between your phone and your face, and an automotive security company called Angyl to reimagine the car alarm. In 2019, I joined a Bay Area sales enablement startup as Vice President of Product and Design, shepherding their flagship application from early alpha through their launch in 2022. The hard-won lessons I learned from these ventures and other experiments in making the future real continue to inform my work and play. In 2023, in collaboration with a committed group of neighbors, volunteers, and local businesspeople, I have become the driving force behind the Lake Merritt Conservancy. Together, we are redefining what an urban park conservancy means, how we may deliver equitable environmental and social impact, and bring the Green New Deal to Oakland through a program we call Green Machines… Skills Entrepreneurship • Product & Program Management, Design & Strategy • Marketing & Communications • Customer Experience • Dashboards & Analytics • Hardware/Software Prototyping ## Work Experience ### Founder, President @ Lake Merritt Conservancy Jan 2023 – Present | Oakland, CA The mission of the Lake Merritt Conservancy is to act as a as a steward of Lake Merritt and the parkland around it, in partnership with the City and our fellow stakeholders, to revitalize our park and meaningfully address issues of ecology, pollution, crime, homelessness and social equity so that the Lake stands as a beacon to communities everywhere, for our children, our children's children, and many generations beyond… To power the conservancy, we are exploring the creation of an impact fund to develop triple-bottom line greentech businesses to help Oakland meet its emissions goals under its 2030 Equitable Climate Action Plan. Collectively and over time, these businesses will generate not only an economic return to investors, positive environmental impact, and jobs for the community, but also, by turns, an endowment for the Conservancy. This endowment will fund, in perpetuity, the compassionate stewardship of Lake Merritt, home to our nation's oldest national wildlife refuge... ### Innovation & Design Consultant @ F360UX - Design & Innovation Consulting Jan 2009 – Present | Oakland, CA Jonathan is a principal user experience designer and systems architect who brings an uncommon level of business context to solving complex product design challenges. He is adept at navigating the often-blurred lines between customer and user requirements, challenges that crop up frequently in B2B and B2B2C companies. An active listener and an articulate speaker and facilitator, he excels at mining unique knowledge and building consensus among diverse stakeholders. Jonathan’s product vision has yielded innovative design solutions at Accenture, Deloitte, Roche, StubHub, Kohl’s, Change Healthcare, Ford Motors, Dolby Labs & Lucasfilm. He has worked closely with product and innovation teams at GE and Ford to develop and codify agile, customer-centric methodologies. Qualifications & Highlights: • A first-principles UX designer who excels in complex contexts • An end-to-end designer who can take a product from inception to delivery • Adept at developing and operationalizing product strategy • A skilled advocate for design with leadership, customers & users • An entrepreneurial player/coach who leads by example and mentors with empathy Jonathan has spoken on the subject of industrial application design at the Augmented World Expo, the Internet of Things Conference, the McGraw Hill Construction Technology Conference and at the US Navy’s Strategic Warfare Command. ### VP of Product and Design @ Provarity Jan 2020 – Jan 2023 Led product and design for a sales enablement startup that facilitates proof of success throughout the sales and customer lifecycle. ### Senior Product Designer @ Futuredraft Jan 2016 – Jan 2018 | Oakland, CA Futuredraft's mission is to make the world a better place through the impact of design. I served as a Sr. UX Designer at Futuredraft on enterprise design projects for McAfee, Change Healthcare, and GE, alongside a number of colleagues with whom I still collaborate. ### Sr. User Experience Designer @ GE Healthcare Jan 2015 – Jan 2016 | San Ramon, CA Led the design of a clinical collaboration platform for improving communication between patients, doctors, and radiologists. Conducted a service design review of GEHC's analytics business and provided recommendations on how to scale the product line and the business at large. ### Sr. User Experience Designer @ Fjord Jan 2014 – Jan 2015 | San Francisco Full-time contract to accelerate the delivery of a replatforming of the Kohl's mobile experience. Performed heuristic analysis of competitive experiences to identify table stakes and market opportunities. Analyzed platform-specific conversion funnels to identify attrition points. Architected new features based on this research aimed at improving cross platform conversion. Successfully delivered designs for iOS, Android & mobile web retail app. Per Yahoo Finance, shortly after launch, the retail app downloads were growing faster than Uber. ### Chief Designer/Cofounder/CEO @ V!ZOR Jan 2009 – Jan 2014 V!ZOR was a see-through wearable display company committed to winning the battle for the last yard: the distance between your phone and your face. We designed headsets and experiences aimed at solving real-world problems for hands-busy, eyes-busy workers. I convened and managed a multidisciplinary team consisting of 17 software and hardware engineers, optical systems and industrial designers and industry partners; Led the design and prototyping of see-through wearable displays. Delivered hardware prototypes, wireframes, flows, & decks; Conducted primary user and market research, & identified, and designed against numerous industry specific use cases in Oil & Gas, Industrial Systems Repair, Asset Management & Protection. ### Sr. User Experience Designer @ StubHub Jan 2012 – Jan 2013 | San Francisco StubHub is a marketplace for event tickets, and a subsidiary of eBay. Served as UX Design Lead for Ticket Mover and Ticket Locker, designated by leadership as Challenge projects. Other responsibilities included design lead for the Event Page, the heart of the buy side of the $2Bn/yr business. Also delivered wireframes for end-to-end flows on the buy and sell side for a major site redesign. ### Director, Product Management @ New Media Broadcasting Company Jan 2005 – Jan 2009 I served as a product and UX leader for desktop, mobile, & P2P backend across six simultaneous development projects and multiple, internationally deployed teams, comprised of up to 15 employees and contractors. I was also the chief designer for the company’s networked rich-media creation console, which was deployed to numerous high-profile entertainment clients, including Monty Python, Will Smith, and Will.i.am. I was integrally involved in the strategic planning of the company's product line, and prepared the pitch materials which were used to successfully fulfill the company's Series B Round. ### Vice President - New Media @ Treasure Entertainment Jan 2003 – Jan 2005 Treasure Entertainment produced feature films, documentaries, and music videos. I oversaw the development of all online and print marketing materials, including one sheets, cover art and print ads. I also ### EVP, Business Development @ Mind Control Software Jan 2004 – Jan 2005 Mind Control was an award-winning game developer that made compact, elegant casual games for PCs and cell phones. Catalyzed the growth of a game developer from a headcount of 6 to 18. I leveraged the success of the company's flagship product to negotiate a multi-game deal with a leading publisher, and managed publishing relationships from inception through delivery. I also oversaw the design and development of the company's web site and other marketing materials. ### Senior Evangelist, PC and Game Initiative @ Dolby Laboratories Jan 1998 – Jan 2001 ### Sound Engineer @ Animatek Jan 1996 – Jan 1998 Provided Sound Design & Composition for various games and multimedia projects for Animatek, the creators of Tetris ### Sound Technician/Designer @ LucasArts Entertainment Jan 1991 – Jan 1992 ## Education ### B.A. in Political Economics University of California, Berkeley ## Contact & Social - LinkedIn: https://linkedin.com/in/jonathan-hoffberg - Website: https://f360UX.com --- Source: https://flows.cv/jonathanhoffberg JSON Resume: https://flows.cv/jonathanhoffberg/resume.json Last updated: 2026-04-08