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Dream Job #5 – Off the the Mecca

The issuu UX team of 4 (myself included) supported 50 engineers and product marketing efforts. We had to work smart and create good systems. We were responsible for all aspects of the UX/UI from research, to user testing to final skin. 


Creative Direction: issuu 2017 "Partnership" video: in collaboration with script by Joel Bernard, animation and editing by Elizabeth Steinberg of Martian and Sons, and voice by Juan Monsalvez.  


July 2014 - June 2017 {Copenhagen, Denmark}


I was happy with the work as contractor at Apple, but the commute from Los Angeles to Cupertino was starting to wear on my family and me. As a family we decided to pack up and move back to the bay area, along with the promise that we would save money and in a few years we'd move to a Spanish speaking country to give the girls an international experience. That was when the opportunity at issuu and working with Jeremy LaCroix as a VP, in Copenhagen arose. Even more amazing than an international Spanish speaking experience we found ourself moving to Scandinavia, to the one of the world most desirable cities and the worlds happiest people.

The transition was not without stress, but the issuu team is one of the most well balances, talented group of people I have met. Consistently inspiring, the agile working environment and cross-functional team model was ideal place to work. As Creative Director I worked closely with the design team and front-end developers to put into place a UI library to help with production velocity and we introduced the very first design sprint. 

issuu is one of those great medium size teams that could think big and get it done.


One of the fundamentals in design is to eat your own dog food. At issuu we started off with a bang, creating from in house brand guidelines and the first ever issuu publications. One of the publications is Orange Juice, a look into how the product team transitioned the digital platform, with millions of daily users, from legacy flash to HTML5. It was not an easy task and it took over a year from planning to first release.



Marketing at issuu had it's own set of challenges. With a very tight budget, the UX team and primary me as the lead also had marketing collateral as part of our product deliverables. The upside of this is we had consistency in messaging and concept from beginning to end, the down side was that it's busy. I took on the responsibilities of the work that fell outside of the delivery team structure to make sure my UX team had focus on their customer.


There were many day to day duties around being a brand ambassador that I was happy to champion alone with Director role tasks:

  • Managed UX team.
  • UX/UI Designer for the Agile Growth Delivery Team.
  • Worked with Frontend Developers and UX team to create UI system to increase production velocity and consistency across platforms.
  • Introduced design sprints, and encouraged a culture of prototyping and testing.
  • Creative Direction and Design of Marketing Materials and visual Marketing Interns.
  • Internally created brand guidelines for brand growth and consistency.