# Phylissa L. > Principal Innovation Designer @ Roblox Location: San Francisco Bay Area, United States Profile: https://flows.cv/phylissa www.phylissa.com Currently a Principal Innovation Designer at Roblox, where I’ve made fundamental impact spanning design systems, branding, social identity, digital communication, and creation tools to create a thriving platform for 110M+ daily active users. With over 15 years of experience in delivering impactful and compelling products that resonate with a global audience, I’ve honed a passion for storytelling derived from a holistic balance of technology, business needs, user empathy, and systems thinking. Even in my 5-to-9, you still might find me crafting narratives—whether through sketching a new zine, catching up on internet creepypasta or postmodern literature, or conquering gaming questlines (both video and board). ❍ ## Work Experience ### Principal Innovation Designer @ Roblox Jan 2025 – Present ### Principal Product Designer @ Rec Room Jan 2023 – Jan 2025 ### Principal UX Architect @ Roblox Jan 2020 – Jan 2023 ❍ Established foundational contributions spanning branding, social identity, design systems, digital communication, and creation tools to create a thriving platform for 75M+ daily active users. ❍ Pioneered award-winning virtual experiences through immersive storytelling and innovative creative direction, including one that captivated over 33 million visits in a week. ### Principal Product Designer @ Roblox Jan 2018 – Jan 2020 ❍ Providing design leadership and vision, leading the design system strategy, impacting product brand, and growing and elevating our burgeoning design department. ### Lead Product Designer @ IMVU Jan 2015 – Jan 2018 ❍ Expanded the product into iOS and Android platforms, impacting company metrics (increasing MAU from 1 million to 5 million in less than 2 years). ❍ Heavily defined the overall user experience on web, mobile web, iOS, and Android. Special diligence was paid to holistic consistency and branding continuity, with analytics, consumer, and research feedback honing my designs. ❍ Led the rebranding and development of the core design system on web, mobile web, iOS and Android platforms, working closely with Engineering and key stakeholders from conception to completion. ❍ Conceptualized, branded, and designed app interfaces for highly expressive and customizable messaging — my work directly resulting in a design patent. ### Senior Visual Designer @ IMVU Jan 2013 – Jan 2015 ❍ Established a style guide and design system, curated, and streamlined UI libraries, and worked with the front-end team to improve company processes' efficiency. ❍ Provided design critique, mentored, and led designers on various projects. ### Visual Designer @ IMVU Jan 2011 – Jan 2013 ❍ Produced high-profile and pixel-perfect production assets for print and web, including internationally-distributed prepaid cards, advertising, and games. ### Graphic Designer @ UC Davis Campus Recreation and Unions Jan 2007 – Jan 2010 ❍ Designed key marketing materials for high-profile University clients in various multimedia, including: video, print materials, advertising, merchandising, and web assets. ❍ Executed marketing campaigns and drastically improved student engagement; coordinated closely with Marketing and clients, developing creative strategies within tight monthly/quarterly deadlines. ❍ Designed logos, typography, and visuals, while ensuring brand consistency across all consumer multimedia. ### Teaching Assistant @ University of California, Davis Jan 2008 – Jan 2009 Teaching Assistant to D.R. Wagner, MFA of Design ❍ TA position with responsibilities including tutoring, project and essay grading, and instructing and critiquing new designers on systems, processes, and best practices. ### Web Design Developer @ Country Lifestyle Jan 2005 – Jan 2006 Developed web prototypes in HTML, CSS, and Javascript, working with continual client feedback. Created visual mock-ups and branding concepts, including logos, iconography and typography. Provided pixel-perfect assets, graphical elements, and developed interface style guides. ## Education ### Bachelor of Arts - BA in English Language and Literature, General University of California, Davis ### Bachelor of Arts - BA in Design and Visual Communications, General University of California, Davis ## Contact & Social - LinkedIn: https://linkedin.com/in/phylissa - Portfolio: http://www.phylissa.com - Dribbble: https://www.dribbble.com/phylissa --- Source: https://flows.cv/phylissa JSON Resume: https://flows.cv/phylissa/resume.json Last updated: 2026-04-13