# Tina M Adams

> Enterprise Sr UX UI Product Designer, Strategist |  ServiceNow, Google, IBM, PayPal  |  Pro Mentor & Startup Advisor | LION

Location: San Francisco Bay Area, United States
Profile: https://flows.cv/tinamadams

Enterprise Sr UX UI Practitioner, Strategist, Manager, Director, and professional Mentor of UX/UI for both students and companies (focus on startups), with >42 years of diverse design experience, >32 years in enterprise software (B2B, B2C, SaaS, IaaS, AaaS, PaaS). I keep a laser focus on business goals, users, pain points, usability, and collaboration, and create epic outcomes based on solid user and industry research while fostering strong Stakeholder engagement. 

LINKS
• My Portfolio: https://tinamarieadams.com

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EXPERTISE 
• ANALYTICS: Watson, counter fraud, file curation, city infrastructure & planning, predictive analytics, artificial intelligence (AI)
• ENTERPRISE: content management, file retrieval/workflow, file/case lifecycle & governance, records management, IoT brainstorming for smarter living
• ENVIRONMENTS: existing teams, new teams (startup / incubator type Research & Development teams)

EXPERIENCE
Extensive design and industry experience, encompassing, but not limited to;
- process re-engineering
- AI, ML, BI, BA: predictive analytics, generative, agentic
- design thinking & Agile
- design leadership & teaming
- usability testing & design validation
- mobile, browser & desktop interfaces
- storyboarding & prototyping
- exploratory & evaluative research
- multicultural & multi-geo environments
- coaching & mentoring
- patent writing (holding 5 patents)

INDUSTRIES
- Enterprise
- BioTech
- AdTech
- MarTech
- Fintech
- B2B
- B2C

SERVICES
- SaaS: Software as a Service
- IaaS: Infrastructure as a Service
- PaaS; Platform as a Service
- AaaS: Analytics as a Service

To discuss opportunities, please call me at +1 (408) 472-4618

## Work Experience
### Sr UX UI Designer (ServiceNow Sr UX UI Engineer): Enterprise, remote @ ConfigureTek
Jan 2025 – Present
With my previous ServiceNow experience, I help transform IRM and SecOps capabilities across the client base, including cybersecurity and GRC.

Lead all technical aspects of project delivery and solution delivery, including: 
• Serve as a subject matter expert to the ServiceNow platform team responsible for analysis, design, development, and implementation of modules and applications. 
• Design and implement simple, intuitive software allowing customers to extend and customize functionality. 
• Configure applications leveraging UI/UX capabilities, business rules, Flow Designer, UI Builder, UI pages, DB Views, and more. 
• Develop across the full web technology stack: Java, JavaScript, Angular.js, HTML, CSS. 
• Develop client-specific reporting. 
• Translate business/technical requirements into implementation plans; document requirements and specs. 
• Interface with ServiceNow technical teams, including Cloud Infrastructure. 
• Formulate testing approach, develop test cases, and deploy to production. 
• Contribute as a key member of the implementation project team. 
• Prepare internal and client-facing technology deliverables. 
• Drive continuous improvement of implementation methodology and service offerings.

### UX  UI Product Design Strategy & Process Consultant @ UX Consultant
Jan 2017 – Present | San Francisco Bay Area
Consult with early-stage startups and enterprise-aligned initiatives to define UX/UI direction, shape foundational design teams, and foster cross-functional synergy across product, engineering, and leadership. Support organizations transitioning from engineering-driven workflows to user-centered, design-led approaches—grounding teams in process, empathy, and delivery excellence.

- Advise on design team formation, collaboration models, and operational scaling
- Lead procedural migration from legacy and engineering-first environments to human-centered design
- Provide strategic guidance on internal/external tools, design systems, and data-driven UX approaches
- Facilitate design thinking workshops, agile integration, and cross-discipline collaboration
- Areas of expertise include FinTech, AdTech, MarTech, SaaS, PaaS, IaaS, BI/AI/ML, governance, and smart city infrastructure
- Deep focus on complex data systems: ingestion, transformation, workflow routing, and system health visibility

- NDA required prior to in-depth engagements or onsite strategy work

### Sr UX / UI Designer : Enterprise (contract via DISYS) @ ServiceNow
Jan 2023 – Jan 2025 | San Francisco Bay Area
VERTICAL: Enterprise

Designed and delivered intuitive, insight-driven experiences within ServiceNow’s Partner Portal, supporting internal users, partners, and customers. Collaborated cross-functionally to address legacy complexity and inconsistent workflows identified through business-led user feedback. Integrated generative, predictive, and agentic AI to personalize decision-support tools and streamline program performance.

- Transformed fragmented UX touchpoints into clear, actionable guidance across multiple user types
- Redesigned workflows and built net-new program experiences to improve clarity and effectiveness
- Aligned stakeholders around simplification through research-backed strategy and execution
- Empowered user performance and trust through AI-enhanced interfaces

Outcome: Delivered improved decision-making pathways and user satisfaction across multiple Partner Portal programs resulting in clearer adoption and operational efficiency gains.

### UX UI Masterclass Course Creator @ Avocademy (YC W22)
Jan 2023 – Jan 2025
Currently authoring a Design Masterclass: Fostering Strong Stakeholder Teams
Future Design Masterclass: Working in Enterprise Software (working title)
_____________________
Avocademy is an affordable online school that specializes in UX/UI design. Students learn the technical skills they will need to thrive in the world of UX/UI design. They will master UX design principles, research methods, ideation techniques, sketching, wireframing, and other foundational and advanced topics.

   • Engagement: UX/UI Course writer
         • "Fostering Strong Stakeholder Teams for Epic Outcomes"

### Interim CEO, Co-Founder : Enterprise IaaS, PaaS, Aaas, SaaS, B2B, B2C @ ThyReality US LLC
Jan 2022 – Jan 2025 | California, United States
Affordable democratization of leading-edge technology for SMBs, allowing them to efficiently compete in their industry. We feel that any company should be able to benefit from technological innovation, in a meaningful way for their business needs and goals, without a cost-prohibitive buy-in.

We enable companies access to bespoke innovative enterprise technology solutions (PaaS, SaaS, IaaS, AaaS) that may otherwise be out of reach due to initial financial outlay, and lack of implementation skillset. 

We have provided custom fully integrated solutions is as little as 3 months.
We grow as you grow with our per-transaction revenue model, with little to no initial outlay.
Our main vertical is Security: Police, EMS, Fire, Private and commercial security, and in the future, Govt & Military

We work closely with our parent company, ThyReality LTD based in London, on our other verticals: Fleet Management, Logistics, Social, Staffing & ERP, AR/VR, Crypto, Quantum computing, AI, R&D, and more coming in 2023.

### UX UI Design Mentor/Advisor: Startup focus @ Newchip Accelerator
Jan 2022 – Jan 2025 | California, United States
I advise SaaS, PaaS, IaaS, AaaS Startups in Design process and organization.

### Chief Design Officer, Co-Founder  |  Enterprise IaaS, PaaS, Aaas, SaaS, B2B, B2C @ ThyReality Ltd
Jan 2021 – Jan 2025 | London, England, United Kingdom
VERTICALS: Fleet Management, Logistics, Social, Staffing & ERP, AR/VR, Crypto, Quantum computing, AI, R&D.

We create custom enterprise solutions, democratizing proven and new technologies to deliver scalability, reliability, and security to businesses, with a transaction-based revenue model rarely seen in the industry. We grow as you grow.

### Director of Product Design : AdTech @ Yieldmo
Jan 2021 – Jan 2022 | NYC
VERTICAL: AdTech Enterprise

Led the design of a next-generation internal and external analytics platform that enabled users to act on real-time ad performance and AI-optimized insights. Collaborated across product, engineering, and analytics to transform underperforming inventory into revenue-driving opportunities through intuitive workflows and decision clarity.

- Built intuitive, insight-driven workflows tailored to advertiser and internal needs
- Integrated real-time analytics and AI to support dynamic ad optimization
- Unified siloed systems and elevated usability across the platform
- Cultivated a collaborative, mentorship-forward design culture across teams

Outcome: Delivered a unified analytics experience that improved inventory yield, shortened decision cycles, and expanded platform usability for both customers and internal stakeholders.

### Sr UX/UI Designer 2 . UX Enterprise Lead . MarTech @ PayPal
Jan 2019 – Jan 2021 | San Jose CA
VERTICAL: MarTech Enterprise

Led UX/UI design strategy for PayPal’s global Marketing and Product divisions, creating an internal platform that streamlined campaign creation and integrated machine learning, analytics, and governance tools. Navigated legacy friction points while building stakeholder trust and delivering user-centered improvements.

- Designed end-to-end flows to deliver precise messaging at scale across customer segments
- Integrated ML and BI for personalized, data-driven campaign intelligence
- Educated stakeholders on UX value, aligning teams around usability and system clarity
- Resolved 85% of major user pain points in the MVP through strategic design refinements

Outcome: Reduced campaign creation time from weeks to days while driving adoption and shifting organizational mindset toward UX-led, scalable marketing workflows.

### Sr UX Designer / Researcher : Enterprise Internal Tooling @ PayPal
Jan 2018 – Jan 2019 | San Jose CA
PROBLEM STATEMENT
Product Owners need a way to create Customer communications with complex dimensions, easily and efficiently, and reduce processing time, in order to send messaging on appropriate channels, in a timely manner.

METHODOLOGY
I worked closely with the Product Owner to start to craft a POC for Product (and Marketing in the future), to allow them ease of message creation.

### Sr UX / UI Professional Mentor (freelance evenings) @ CareerFoundry
Jan 2018 – Jan 2021 | Berlin Area, Germany
Mentor across all aspects of UX and UI design—from foundational theory to real-world application. Each course was individually tailored to the mentee’s background, experience, and learning style to ensure deep understanding and skill development. Students ranged in age from 20 to 60+ and came from diverse fields including accounting, therapy, engineering, design, editorial, and marketing.

- Taught industry theory (color, Gestalt, cognitive load, information parsing) and practical skills (portfolio building, presenting, interviewing)
- Designed customized learning paths based on student backgrounds, enabling accessible explanations and relevant real-world examples
- Delivered instruction and feedback via Skype, chat, and video-based recorded critiques
- Built an external community and post-graduation support system to maintain connection and guidance
- Maintained a 4.92/5 rating across dimensions of helpfulness, encouragement, and timeliness
- Courses taught: Certified UX Designer (8mo), UX Fundamentals (3mo), Intro to UI (3mo), UI Design (6mo), UI Immersion (8mo)

Outcome: Helped dozens of students build confidence, portfolios, and industry fluency, launching them into successful UX/UI careers with a foundation grounded in empathy, strategy, and adaptable learning.

### UX Lead / Project Manager (freelance evenings) @ Self-Driving Vehicle Stealth Startup
Jan 2018 – Jan 2018
Led the global Stakeholder Team (Full-stack Engineers, AI Team, Designers, Mechanics, SMEs, Founder) 
  •  UX / UI, schedule, negotiations, agreement, PRD from LLD

### Sr UX Designer / Researcher: FinTech (Nelson@GOOGLE) @ Nelson Staffing
Jan 2017 – Jan 2018 | Sunnyvale CA
VERTICAL: FinTech Enterprise

Designed and implemented a new internal budgeting tool for over 70,000 users across Google and Alphabet. The previous budgeting process required Financial Analysts to manually compile data over a 2-week period—often resulting in outdated or unusable insights. By replacing this with a responsive platform, we restored analysts’ focus to strategic financial work, and enabled real-time budget visibility on load.

- Reduced budget availability checks from ~2 weeks to instant UI load
- Eliminated summation and reporting errors with inline data validation
- Co-led a design sprint to align stakeholders across Finance and Engineering
- Delivered consistent, actionable data across multiple teams and reporting levels

Outcome: Transformed a fragile, manual process into a high-velocity, trustworthy tool—freeing analysts from repetitive work and dramatically improving data integrity and decision timing.

### UX UI Lead : Enterprise @ IBM
Jan 2003 – Jan 2017 | San Jose: IBM Silicon Valley Research & Development Lab
VERTICAL: BigData Enterprise

Evolved from visual designer to UX/UI leader over two decades at IBM, supporting five major product portfolios including DB2, CMS, IBM Watson, Smarter Cities, and Smarter Planet. Led design strategy across enterprise tools with complex data structures and long lifecycle variance—bridging design, engineering, and executive leadership.

- Guided redesign of dozens of large-scale products across SaaS, AI, and data ecosystems
- Introduced and evangelized design thinking practices in cross-functional teams
- Onboarded acquisition teams into IBM brand, IP, and design systems
- Design Team Lead/Mentor for UX/UI teams and scaled design governance across portfolios

Outcome: Helped foster a culture of design literacy, velocity, and clarity across IBM’s global product organization—shaping both systems and teams over time.

### Graphic Designer @ IBM
Jan 1997 – Jan 2003 | Greater Boston Area
Part of a Design Team that supported the Lotus software product line, as well as marketing material and web designs.

Responsibilities included:
- print/marketing collateral
- graphic user interface and iconography sets
- multimedia
- project quoting/management, and prototyping
- database design and maintenance (process reengineering skills) to streamline internal tracking and requirements tracking

### Editorial Design Consultant @ Jones & Bartlett Publishing
Jan 2001 – Jan 2003
Editorial design.

### Senior Designer @ Prentice Hall Publishing
Jan 1996 – Jan 1997 | Greater Boston Area
Sr. Designer/Electronic Tech Art Consultant

Hired as Designer for both Math and World History book prototyping. Created technical diagrams for both programs,

### Design Consultant @ Genzyme Genetics
Jan 1993 – Jan 1997 | Greater Boston Area
Part time consulting: 
Created yearly: trade show banners, marketing flyers, packaging, brochures,  and web site designs
Notable Accomplishments:
Created a calculating device that was later patented as an industry tool that aggregated a series of test data into easily understandable risk categories using visual queues.

### Visual Designer/Electronic Tech Art Consultant @ Houghton-Mifflin Publishing
Jan 1994 – Jan 1996
Originally hired as a Visual Design Lead to prototype grade-level educational book layouts. Identified an opportunity to reduce outsourcing costs by leveraging internal design talent for technical illustration. Authored and pitched a successful proposal to bring illustration production in-house and took on project management responsibilities to execute the vision.

- Managed scheduling, creative direction, and delivery for 300+ illustrations across multiple books
- Coordinated cross-functional collaboration between design, editorial, and production teams
- Oversaw illustration timelines and resource allocation, ensuring quality and on-time delivery

Outcome: Saved the company $90,000 in vendor costs by leading the internal illustration initiative—reallocating existing design talent to meet production needs without compromising quality.

### Design/Production Consultant @ Fidelity Investments
Jan 1994 – Jan 1994
Print design.

### Production Consultant @ Putnam Investments
Jan 1994 – Jan 1994
Print design.

### Creative Director @ PagrWorks Corp.
Jan 1992 – Jan 1994
Print, electronic illustration, trade show.

### Systems/PrePress/Design Consultant @ WearGuard
Jan 1993 – Jan 1993
Catalog design.

### Creative Director @ WordTech Corp.
Jan 1991 – Jan 1992
Print, illustration, editorial design.

### Designer/Systems Manager @ American Kennel Club (AKC)
Jan 1989 – Jan 1990
Magazine design.

### Sr. Chartist @ The Conference Board
Jan 1988 – Jan 1989
Charting design (manual).

### Jr. Designer @ Rowntree Advertising
Jan 1987 – Jan 1987 | New Paltz NY
Layout/paste-up artist.

### Jr Designer @ WTZA, Chanel 62 (NBC affiliate)
Jan 1986 – Jan 1987 | Kingston NY
On-air graphics, print design, studio camera, story-boarding, stylist.


## Education
### Bachelor of Fine Arts - BFA in Graphic Design
SUNY New Paltz


## Contact & Social
- LinkedIn: https://linkedin.com/in/tmadams
- Portfolio: https://www.tinamarieadams.com/

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Source: https://flows.cv/tinamadams
JSON Resume: https://flows.cv/tinamadams/resume.json
Last updated: 2026-04-13