# Karen S. > Sr. Digital Product Designer at REI Location: Seattle, Washington, United States Profile: https://flows.cv/karens Product designer and strategist with 10+ years of experience helping teams create experiences that feel human, intentional, and joyful. At REI, I lead digital design for Membership; reimagining how potential and tenured members engage with the co-op online. When I’m not designing, I’m probably writing about digital culture, crafting something by hand, or exploring trails with a good playlist. ✨ Portfolio: www.karensoriano.com πŸ“§ Email: ksoandchips@gmail.com ## Work Experience ### Senior Digital Product Designer @ REI Jan 2021 – Present Leads UX strategy for REI’s membership program, partnering with product owners, content designers, developers, and analysts to define measurable objectives. Champions human-centered design across the member lifecycle by integrating research, wireframes, and delivery (typically within Figma). Applies data-driven insights to guide design decisions and tie outcomes to strategic business goals. Drives continuous improvement through usability studies and A/B testing, presenting findings to senior leadership and demoing to technical teams. Advocates for design thinking across the organization, collaborating with legal and cross-functional partners to ensure compliance while advancing innovative solutions. ### UX Lead @ BBVA Jan 2020 – Jan 2021 | Houston, Texas Helped develop a Salesforce-based platform for commercial banking as part of a distributed global team based out of Spain, Mexico, and USA. Facilitated collaborative stakeholder sessions to gather user insight and needs. Prototyped features, modules and solutions at different fidelity levels while reusing components and standard modules as part of a global design system. Participated in bilingual working sessions to solve challenges with product management, engineering, design and executive involvement. Supported program owners in the identification of improvement areas. Helped write business requirements in Jira and participated in the approval of stories to pass on for development. ### UX Designer @ NRG Energy Jan 2015 – Jan 2020 | Houston, Texas Collaborated with a cross-functional team to build personalized experiences that resulted in 5x higher engagement and a 3% lift in lead conversions by testing and optimizing content, text, colors and layouts on the corporate website. Conducted A/B tests to inform high-level design decisions. Created user flows, prototypes, gathered business requirements & worked with development teams to determine technical feasibility and ensure that all specifications are developed properly. ### UX Consultant @ Perficient Jan 2014 – Jan 2015 | Houston, Texas Staffed within Halliburton's Cementing and Production Enhancement Technology Software team. Ideated on the development of software applications in use internationally by oil cementing teams. Developed internal tools for oil and gas workers in line with usability best practices. Collaborated with a global team, interviewed users, created wireframes, and developed design specs ### Graphic Designer @ Buzz Points, Inc. Jan 2013 – Jan 2014 | Austin, Texas Revamped and standardized online graphics, illustrations and logos. Established internal style guide consistent with brand values. Designed trade show booths, promotional items, sales materials. Created various websites and microsites with WordPress. ### Design Intern @ Civitas Learning Jan 2012 – Jan 2013 | Austin, Texas Assisted lead designer in creating mockups for various web apps. Collaborated with the product team in the redesign of the corporate website. Involved in the making of several print and web infographics, iconography, and team t-shirts. ## Education ### Bachelor of Fine Arts (B.F.A.) in Design and Visual Communications, General The University of Texas at Austin ## Contact & Social - LinkedIn: https://linkedin.com/in/karen-soriano - Website: https://www.karensoriano.com - Website: https://www.behance.net/krnsrn --- Source: https://flows.cv/karens JSON Resume: https://flows.cv/karens/resume.json Last updated: 2026-02-23