# R. Zoey S. > ⚡️Principal Product Designer (UX/UER/IxD/UI) Location: San Francisco, California, United States Profile: https://flows.cv/rzoeys I'm a design leader, a strong full stack designer who can own the entire life cycle of the product design process. I'm a startup veteran with 17+ years experience shipping multiple apps and features. I’ve worked full time for 9 different startups from angel funded to Series D stages. Acquisitions, funding lost, successes, triumphs, blood, sweat and tears—I’ve been through ‘em. No design dogma is a sacred cow and I design to ship. ...And I'm still bright-eyed, curious and love what I do. Beyond human centric design, prototyping skills, and being a great team player what I bring to your table is HEART, COURAGE, CLARITY, and a promise to kick ass together!! SNAPSHOT: + Strong full stack designer (UX, UER, IA, UI, IxD) +Experienced shipping multiple app titles and features +More than 19 years designing professionally +17 going on 18 years designing products (enterprise, consumer, mobile, B2B, B2C) +Full time at 9 different startups (Cyber Security, EdTech, mHealth and Saas products) +8 years specializing in highly technical big data products (complex data analysis and visualization tools, dashboards and dynamic charts pulling from terabytes of data) +Experience authoring, structuring, designing and implementing design systems and processes from the ground up at 4 different companies. Design system collaborator at 2 other companies +Experience leading in-person and virtual cross functional design workshops for product strategy and roadmap +Experienced in designing native apps with a unified brand experience across multiple platforms (iOS, Android and Mobile Web) +Experienced in designing growth oriented product features +Worked with start-ups in the San Francisco Bay Area, Silicon Valley, UK, Europe and India. Experienced in working with distributed development teams on multiple projects in different time zones. +Experienced in working remotely since 2012. +Deep understanding of how business goals, platform ecosystem, market research, developer requirements, great design and technology—overlap EXPERT IN: Product design & strategy, UI, UX, UER, IXD, user-centered design, design workshops, user flow, wireframes, personas, stakeholder analysis, user behavior analysis, UI/UX audits, visual design, sketching, style guides, design process, product development, mobile apps, prototypes, mockups, system design, brand analysis, positioning and strategy. INTERESTS: Big data, the environment, cyber security, climate change, meditation, holistic health, better government, social justice, companies and organizations doing good in the world. ## Work Experience ### Full Stack UX Designer & Consultant (UX/UER/IXD/UI) @ Self-Employed Jan 2018 – Present | Remote 🚀🌌💫✨Taking on select clients for January 2026! Favorite industries/project: mobile health, big data, AI, machine learning, cyber security, climate change, environment, holistic and mental health, better gov, NGOs and non-profit groups. 💻Types of projects: enterprise, SaaS, mobile web, mobile, iOS, Android, & product strategy for both B2B & B2C companies. 💡⏳⚡️Product development phase: proof of concept for early stage startup (investor pitch, seed or angel stage), redesign or first design for a new product/app, a predefined new product feature for a mature app. ### Lead Product Designer @ PlushCare Jan 2019 – Jan 2020 PlushCare is a telemedicine startup revolutionizing how virtual care is delivered. +One of 2 lead designers responsible for PlushCare's user experience from end to end for iOS, Android and mobile web (UER, UX, UI, IXD). +Designed and facilitated design workshop with cross functional teams, and company stakeholders (e.g. customer journey map). +With PM and Head of Product, designed PlushCare's membership user experience which more than tripled user retention and engagement. +Redesigned PlushCare app's information architecture and navigation. +Designed PlushCare's chat feature. +Advocated for, implemented and set up PlushCare's design system library from scratch. ### Principal Product Designer @ Kiddom Jan 2018 – Jan 2019 Designing technology to streamline school processes so teachers and school admins can do what they do best—educate the future. ### Principal Product Designer @ Loggly Jan 2016 – Jan 2018 | San Francisco, California Loggly (Acquired by Solarwinds Feb 2018), is a big data company with sophisticated log management and analysis app for Developers, DevOps, and Site Reliability Engineers. +Responsible for the product design of the Loggly App from end to end. +Led the design of the company's largest and most complex feature initiative and redesign effort: the Charts and Dashboard project. This feature makes up 75-85% of the Loggly App. The design process concluded with thorough and detailed design documents which had over 1,116 screens and around 45 prototypes of various components and workflow. Designed the feature from start to finish, then maintained and improved the product from initial release to follow up improvements. This feature transformed the Loggly App from simply a management tool into a sophisticated easy-to-use analytical tool. +Created, designed, and solely responsible for modernizing Loggly's visual design. This included authoring, designing, implementing, and documenting the first ever Loggly design system. Advocated and partnered with two front end developers to move the company from a one-off UI component design approach to a component-based design and execution. +As a strong full stack designer: completed initial customer interviews and analysis, brainstormed navigation concepts, researched mental models, created wireframes, designed workflow and screens, designed and conducted usability tests, build prototypes, and designed the visual design of the app. ### Principal UX Designer @ Cisco Jan 2014 – Jan 2016 | San Francisco OpenDNS (acquired by Cisco, Aug 2015), is a cyber security company leveraging DNS and big data for predictive intelligence. Two flagship products, Umbrella and Investigate, query from 80 billion DNS requests per day. +Product design lead on Investigate and a number of Umbrella features. +Introduced formal usability testing and processes which included: a repeatable process for translating customer calls into usability insights and user stories; usability test participant-outreach process, template, and training; and a setup guide for conducting internal usability tests. +Ran the UX team's design sprints while the company was OpenDNS. +Managed and mentored junior designers. Coached team members by encouraging complementary skills, dissenting points-of-views, and a healthy debate to reach an optimal, contextual solution together. +Helped create and nurture a strong team. Specifically: wrote job descriptions, help recruit talent, interviewed candidates, and stay up-to-date with the development of design education in order to best source talent. +Created a unified and organized home for UX assets and source files, moving us away from hosting source files in individual computers to a single shared repository. +Created greater visibility into the product development process in the company which translates into earlier alignment on design direction across departments. +Handled Senior Stakeholders, Product Management, and/or Engineering concerns as they came up. +Balanced immediate goals with long term vision. ### Senior Product Designer @ Jiff, Inc. Jan 2013 – Jan 2014 | Palo Alto JIFF is an enterprise mobile health startup reinventing healthcare one employee at a time. Their product portfolio of apps (Challenges, Incentives, and Achievements) are designed to be completely configurable, brand-able set of app and game modules customized for specific customer needs. +Lead designer on the Challenges app, a fitness app that link to activity trackers (ie. FitBit, etc.) for playing collaborative and competitive games. +Designed the visual concept and user experience of the app. +Collaborated on game mechanics and incentive strategy. +Designed the information architecture, user flows, and wireframes. +Produced game app and content assets from end to end. +Designed and created stylesheets that could rapidly be modified depending on the customer’s need. +Worked with engineers to work around technical issues for aspects of game element functionality (e.g. camera mode, game map movement). ### UI/UX, Print & Web @ Self Employed Jan 2005 – Jan 2013 | Self employed SUMMARY: +User interface (web applications, social networking apps, enterprise software, visual design, & mobile projects). +6 Years designing and coding websites (HTML/CSS, Wordpress) +7 Years designing graphic, identity & print design. +2 Years designing graphic for museum exhibits and signage. +8 Years creating custom drawings & illustrations for various print projects. *Client list available upon request. ### Senior UI/UX Designer @ WorkSimple Jan 2012 – Jan 2013 | San Francisco Worksimple was an enterprise subscription app solution that made it fun to share goals, and work on goals together in the workplace. +As the first full-time design hire, created and lead the user experience of the Worksimple application from end to end. +Designed and oversaw 2 major redesign of the Worksimple app. +Designed the onboarding experience, subscription upgrade, and reporting feature. +Designed a robust activity stream (e.g. posting, commenting, etc.) +Designed “goals and objectives” landing screen including a more user-friendly goal creation module. +Streamlined the brand and look of the app. ### UI/UX Design Lead @ iSwifter Jan 2011 – Jan 2012 | Menlo Park, CA iSwifter was an educational game app company for ages K-12. The company was later rebranded as Agawi Games before it was eventually acquired by Google in 2015. +Responsible for the user experience, concept, design, development, and execution of 3 mobile product brands including Rover the flash browser for the iPad (Top 50 Education Apps in the US and UK App Stores, 4.5 stars all time rating in Dec 2011). +Managed 2 freelancers and their projects. +Designed wireframes and user flows. +Created prototypes. +Wrote design documentation, created style sheet, and visual vocabulary standards. +Designed app icon and marketing copy. +Produced high fidelity pixel-perfect developer assets. +Additionally: designed app icon, logo, marketing collateral, websites & advertisements; wrote presentations; and conducted design and target market research. iTunes Store: https://itunes.apple.com/us/app/rover/id483262612 ### Web and Graphic Designer @ RLDGROUP Jan 2006 – Jan 2009 | San Francisco, CA An incredibly dynamic and fast paced small design firm. +Designed a wide variety of projects ranging from branding a popular yogurt chain, to designing exhibit panels for a museum, to packaging design and illustrations. +Worked directly with clients. +With formal design background, raised the bar on the kinds of projects the firm was able to take on. ### Design Intern @ Leonardo/ISAST Jan 2005 – Jan 2006 | San Francisco, CA +Designed Leonardo Journal magazine cover for Volume 39, Issue 4 (August 2006, MIT Press) +Brainstormed concepts, presented to art director and client, created final high fidelity production ready file. https://www.leonardo.info/journal-issue/leonardo/39/4 ### Office Assistant @ ArtCenter College of Design Jan 1998 – Jan 2003 | Pasadena, CA +Worked as office assistant in the Student Services and PR department. +Filed sensitive student records, worked registration, and became a pro at operating a copy machine. ### Summer Program Leader and Residential Advisor @ Institute for Educational Advancement Jan 2001 – Jan 2001 | Pasadena, CA Co-led a two-week summer school industrial design workshop for gifted high school students. +Co-created the summer program with Instructor and co-leader. +Designed complementary design activities. +Vetted and organized talks and outings. +Supervised students in the dorms. +Participated and mentored students during the duration of the program. ### Teacher's Aide, Product Design @ Pasadena City College Jan 2001 – Jan 2001 | Pasadena, CA +Ran an after class open sketch workshop in the design department. +Be available as a resource for students for design feedback and sketching help during class. ## Education ### Industrial Design ArtCenter College of Design ### BFA in Film San Francisco Art Institute ### Industrial Design Focus Pasadena City College ### Professional and personal development classes on communication and life skills Landmark ## Contact & Social - LinkedIn: https://linkedin.com/in/zoeysetiawan - Portfolio: http://lifeisdelicio.us --- Source: https://flows.cv/rzoeys JSON Resume: https://flows.cv/rzoeys/resume.json Last updated: 2026-04-13