Award winning Silicon Valley designer and product design strategist delivering breakthrough new mobile products and optimizing SAAS products to new levels of performance and profitability.
Excel working with cross functional product teams at all levels. Extremely creative, organized, and focused. Able to assimilate ambiguous requirements; framing them into measurable goals and objectives; working with teams to design, test and deploy viable, feasible, desirable products, informed by customer insights and big data.
Expert builder of cross functional UX teams. Comfortable working across time zones. Revered for supporting diverse, creative teams enjoy building products together.
Able to attract and retain the highest caliber UX and UI designers, user researchers, content strategists, and senior UX leaders at fast paced, rapid growth companies who value great customer experience as a cornerstone of their businesses value proposition.
Director of Product Design, Facebook, Menlo Park, CA — 2017-present
To protect legitimate political discussion on Facebook and fight foreign interference in US election, I lead the design of products to ensure political ads will be authenticated, correctly labelled with sponsor data and searchable in an ad archive.
Introduced process changes to help cross functional team’s collaborative better through product reviews, stand-ups, and clarity on roles, responsibilities and deliverables.
Chief Design Officer (CDO), 247.ai, Campbell, CA — 2012-2017
Increased the value proposition of the company introducing UX Design as a source of competitive advantage. Built product design teams in India and USA with a deployment team in the Philippines.
Built a state-of-the-art user research lab inside the chat center to observe the work of human agents. Ethnographic research informed the redesign of chat agent software leading to an increase in CSAT for retailers and banking clients when agent software became easier and faster to use.
Reduced chat deployment times from weeks to days with the design of a component based product framework. Introduced content strategy to improve conversational chat bot dialog, using patterns from human chat agents as conversational maps.
Designed an award winning multi modal fraud alert and payment apps for client AMEX.
UX Consultant, Redwood City CA – 2006-2012
McAfee – Product optimization of shopping cart flow and product detail pages.
Cloudshield – Workshop facilitator exploring collaboration opportunities with the NSA.
ReQall – Workshop leader, customer journey mapping for product roadmap.
Sr. Director of Product Design, Yahoo!, Sunnyvale, CA — 2001-2006
Redesigns: Took Y! News to the #1 news site on the web, doubling revenue in one year. Y! Sport to became the #2 sport site behind ESPN with monthly visitors increasing 52%.
New Products: Led the Integrated Consumer Experiences (ICE) design team, bringing a next generation of product ideas for mobile, desktop, TV, and integrated devices to life.
Team Building: As Yahoo grew from 3k-13k employees, I helped the design team grow from 20 to150+. Introduced processes to improve network design consistency; product quality metrics; addressing retention by writing career paths; built an internship pipeline for future talent; hired directors to work with business leaders on UX business strategy.
Principle UI Designer, Excite@Home, Redwood City, CA — 1999-2001
Designed the first generation of mobile apps empowering Sprint WAP phone customers to take their email and news with them anywhere. Increased sign up conversion rates by12% with a research led redesign of the sign up/sign user flows.
Director Interaction Design, Studio Archetype, SFO, CA — 1997-1999
For Kodak, IBM Research, Peoplesoft and realtor.com consumer software, delivered interaction design specs to developers for coding. Introduced user-centered design as a source of competitive advantage and new revenue stream for the design agency.
Design Manager, ATG, Apple, Cupertino, CA — 1993-1997
Set up a multi-disciplinary team to research and prototype alternative information displays and user/device interaction mechanisms. “Big Table” was a large multi-user interactive table which explored the implications of new technologies, based on real-world user activity, developments in display technology, and customer needs.
Lead designer for the R&D of a mobile data capture application for the Government of India’s Health and Family Welfare Division, representing a potential $18 million in sales and the transfer of technology into an emerging market.
Speaker at Apple Developer Conferences; IID Vision Plus; ACM CHI conferences. Liaison officer for the global Apple student design awards.
Women 2.0, California, USA – Lean Startup Methods for Women Founders, 2012
Harvard Business School, Boston, USA – Executive Program, AIGA Business Perspectives for Design Leaders, 2005.
The Royal College of Art, London, UK – Master of Arts, Computer Related Design, 1993.
University of Westminster. London, UK – Bachelor of Arts with Honors (1st), Graphic Information Design.
Honors and Awards
Fellow of the Royal Society of the Arts, London, UK – 1991.
Winner, Royal Society of the Arts Communications and Information Technology Competition, London, UK – 1991.
Chartered Society of Designers, Winner, Medal for Graphic Design, London, UK – 1991.
Grisedale, S., Miller, G., Anderson, K. “3Desque: Interface Elements for a 3-D Graphical User Interface”. Journal of Visualization & Computer Animation. Vol 10, 109-119; 1999.
Graves, M., Grisedale, S., Grünsteidl, A. “Unfamiliar Ground: Designing Technology to Support Rural Healthcare Workers in India”. SIGCHI Bulletin. Vol 30, Number 2. April, 1998.
Grisedale, S., Grünsteidl, A., Graves, M. “Designing a Graphical User Interface for Healthcare Workers in Rural India”. Conference Proceedings, ACM SIG CHI, 1997.