# Kelli Nordfelt > Senior Product Designer • Data Platforms & AI driven • Human-Centered UX • Adobe Experience Platform (AEP) Location: San Francisco, California, United States Profile: https://flows.cv/kellinordfelt I’m a Product Designer specializing in enterprise data platforms, human-centered AI driven workflows, and large-scale system design. Over eight years at Adobe, I led UX across data ingestion, schema modeling, identity stitching, mapping, governance, and activation for Adobe Experience Platform (AEP). My work helps teams turn complex data into clear, actionable, and trustworthy experiences. With 20+ years in design, including roles in enterprise software, e-commerce, consumer electronics, and creative leadership, I bring a blend of systems thinking, product strategy, hands-on UX execution. I partner closely with engineering, ML teams, data architects, and PMs to collaborate and design workflows that improve clarity, reduce friction, and accelerate time to value across high-volume, mission-critical pipelines. I thrive in complex problem spaces where design can turn ambiguity into structure. My focus today is at the intersection of AI, data architecture, and UX, creating experiences that help people understand complex systems, navigate ML-driven logic with confidence, and make informed decisions at scale. ## Work Experience ### Product Designer, Strategist, and Creative Consultant @ Self-Employed Jan 2007 – Present | San Francisco Bay Area I support clients with product design, UX strategy, and creative consultation focused on human centered AI experiences and complex data workflows. My projects often involve helping teams bring structure to ambiguous problems, strengthen cross functional communication, and align product decisions with both technical realities and business goals. This work includes prototyping, research, creative direction, brand strategy, and guiding teams through decisions when the right path forward is not immediatley obvious. ### Senior UI/UX Product Designer @ Adobe Jan 2016 – Jan 2024 | San Francisco, California, United States I led UX for some of the most complex parts of Adobe Experience Platform, including data ingestion, schema modeling, identity stitching, mapping, enrichment, and activation workflows. My work focused on bringing clarity and structure to places where users often feel overwhelmed, especially when dealing with multi schema models, ML driven logic, and cross service dependencies. A few highlights of my impact: • Designed schema mapping and validation flows that improved accuracy for non technical users and reduced ingestion errors. • Simplified identity and multi schema modeling workflows to reduce onboarding friction for enterprise teams. • Built reusable workflow and design system patterns adopted across multiple Adobe applications. • Improved data connector setup by making dependencies, assumptions, and error states easier to understand. • Worked side by side with engineering, ML teams, data architects, and PM to define the guardrails and system logic that power ingestion and activation at scale. • Mentored designers and contributed to community and inclusion programs within Adobe. My approach was always the same: reduce cognitive load, honor the complexity of the system without exposing all of it, and empower users to trust the data they are working with. ### Creative Director @ ZAGG, Inc. Jan 2014 – Jan 2016 | Salt Lake City, Utah, United States At ZAGG, I led a multidisciplinary creative team supporting four global product lines. The challenge was scale: high volume releases, multiple teams, and fast deadlines. I introduced structure, clarity, and repeatable processes to help the organization work more efficiently. Impact: • Established creative briefs, Agile workflows, and cross team planning tools that significantly reduced turnaround times. • Rolled out JIRA workflows across design, marketing, and engineering to improve transparency and unblock work earlier. • Built photo, video, and content pipelines that supported seasonal launches without sacrificing quality. • Improved vendor quality and consistency through better guidelines and QC. • Helped the team move from reactive execution to more strategic creative planning. This role strengthened my ability to create calm, predictable systems inside fast moving environments. ### Creative Director @ Backcountry Jan 2008 – Jan 2013 | Park City, Utah, United States Backcountry was a high volume, high energy environment supporting six e-commerce brands. I led a team of designers, photographers, and engineers responsible for seasonal campaigns, merchandising, email programs, and on site experiences. Impact: • Built creative briefs, planning tools, and workflows that reduced inefficiencies and improved team alignment. • Introduced JIRA workflows to improve visibility across design and engineering and increase throughput. • Improved seasonal campaigns through persona driven creative, education content, and A/B testing. • Scaled content and creative pipelines to meet the demands of large merchandising cycles. • Strengthened collaboration across design, engineering, merchandising, and marketing. This was where I learned how to design systems that support both creative storytelling and operational scale. ### Art Director @ Ken Garff Automotive Group Jan 2007 – Jan 2008 | Salt Lake City, Utah, United States Led branding and sports marketing campaigns for the Utah Blaze Arena Football League and created modular dealership marketing kits to help regional teams adapt creative quickly. Designed high volume assets across in store, digital, broadcast, and event channels while improving consistency across dealership networks. ### Art Director @ Connor Sport Court International, Inc. Jan 2002 – Jan 2007 | Salt Lake City, Utah, United States Supported global dealer networks with templated marketing toolkits, improving brand consistency and reducing custom asset demands. Served as the primary designer for campaigns, events, signage, and retail collateral across multiple markets. ## Contact & Social - LinkedIn: https://linkedin.com/in/kellinordfelt - Portfolio: https://kellinordfelt.com - Portfolio: https://www.sketchbookandcoffee.com --- Source: https://flows.cv/kellinordfelt JSON Resume: https://flows.cv/kellinordfelt/resume.json Last updated: 2026-04-13