Jessica Goldman

About

I design digital experiences that make life easier—for both businesses and their users. With over a decade in UX, growth, and visual design, I help teams clarify their product strategy, improve usability, and build systems that scale. I love working with startups, small businesses, and teams that need UX expertise without the big-agency complexity. Whether it’s refining an existing product or starting fresh, I bring a practical, results-driven approach to every project. Open for freelance opportunities. Let’s chat! jessicagoldmandesign.com

Experience

• Product Designer and Growth Strategist · Independent contractor2024-11-01 –

  Helping businesses create intuitive, engaging digital experiences through UX strategy, research, and design. I collaborate with startups, small businesses, and growing teams to improve usability, enhance conversion, and create seamless product experiences. Let’s connect!

• Mentor · Designlab2021-01-01 –

  - Guide emerging product designers through their educational journey, providing expert 1:1 mentorship on design principles, user research, and design thinking. - Past and current mentor for UX Academy, UX Foundations, Data-driven Design, and Career Services.

• Senior Product Designer, Growth Acquisition · Gusto2022-10-01 – 2024-08-01

  Senior Product Designer, Growth Acquisition FEB 2023 - AUG 2024 - Led design strategy for all of Gusto’s growth acquisition efforts. Surface areas included the marketing website, paid landing pages, demos, internal content management system via WordPress, chat, referral program, and brand design system. - Contextualized all of the initiatives within Growth Acquisition and web marketing into a cohesive design vision, ensuring high-quality user experiences across sign-up funnels, homepage and landing pages, chat, demos, SEO and information architecture, the referral program, and more. - Introduced plan recommendations at the top of the funnel on Gusto.com, resulting in a 12% increase in account creations, with over half of those becoming paying customers. - Provided design leadership through close collaboration with cross-functional Marketing, Sales, and Growth teams. Senior Product Designer, Funnel Optimization OCT 2022 - FEB 2023 - Joined as the lead designer for the Growth Funnel Optimization pod, one of two pods within Growth Acquisition, to increase visit-to-lead conversion. - Leveraged growth insights, experimentation, user insights, psychology, and behavioral data to optimize the shopper journey, sign-up process, and paid funnels. These efforts have resulted in a cumulative 15% increase in Marketing Qualified Leads and a 25% boost in account creations, attracting over 1,000 new companies monthly. - Partnered with engineers to optimize components and color palettes for accessibility and improve responsiveness and interactions. - Proactively enhanced team efficiency and overall design process via brainstorming sessions, design walkthroughs, and agile methodologies.

• Senior Digital Product Designer · Therabody2021-12-01 – 2022-09-01

  - Led end-to-end design projects at Therabody.com, overseeing the entire design process from user research to development. - Leveraged user data, behavioral psychology, and e-commerce best practices to optimize the shopper journey and checkout through AB testing and lean UX, leading to an average 12-15% increase in conversion for Theragun massage devices. - Introduced the first experimentation roadmap for Therabody.com, aligning business requirements, user feedback, and web analytics to test flows, information architecture, and site content. Implemented RICE scoring to aid in idea prioritization. - Spearheaded a redesign of the shopping cart and cross-sell engine, resulting in increased transaction sizes and improved customer exposure to new products. - Contributed to web design system and component library while leveraging the current system to implement designs quickly. - Led the design strategy for incorporating Best Buy in-person ordering within Therabody.com's checkout flow, enhancing the customer shopping experience and expanding sales channels.

• Product Designer · Omaze2019-04-01 – 2021-12-01

  Omaze is an online fundraising platform that offers once-in-a-lifetime experiences and prizes to support nonprofits around the world, raising over $150M for more than 350 charities with donations from over 180 countries around the world. Product Designer, Growth OCT 2020 - DEC 2021 - Partnered with product managers, CRO strategists, and engineers to design growth experiments across Omaze.com to optimize the end-to-end funnel. - Led design strategy for experiments that led to a combined projected $6M+ revenue lift. Product Designer, Platform APR 2019 - OCT 2020 - Influenced product strategy and road mapping through customer research and design explorations. - Redesigned account profiles that boosted sign-ups by 40% and reduced account-related CX tickets by over 50% in under one year. - Designed Omaze's inaugural shopping cart, delivering a 3% conversion increase and an 18% rise in average order value. - Transitioned design systems to Figma and established a reusable component library, enhancing velocity and visual consistency while reducing tech debt. - Tripled the design team's user testing velocity within a year by helping secure budget approval for UserTesting.com.

• Visual Designer · Freelance2015-01-01 – 2019-01-01

  Designed various digital and branding assets for agencies and small businesses across the U.S., including websites, landing pages, marketing materials, presentations, social media content, digital ads, logos, design systems, and more.

• Creative Strategist · Reach Agency2017-11-01 – 2018-04-01

  https://reach.agency/ - Led creative direction, storyboarding, and digital production for paid social video campaigns for Nestle brands Outshine, Nesquik, and Tollhouse. - Designed decks for client presentations, presenting ideas to account managers and creative directors.

• Digital + Social Coordinator · Marketing Factory Inc.2015-01-01 – 2017-01-01

  - Produced all content for both artists and Honda Stage’s social media accounts, email newsletters, tour websites, sweepstake content, and digital ads. (campaigns: Honda Civic Tour and Honda Stage activations at Austin City Limits, Governors Ball, and Music Midtown. Client: American Honda) - Managed all digital content from research and planning to execution, significantly increasing online engagement year over year. - Partnered with photographers at music festivals and tour shows, managing shot lists and legal approvals. - Led comms with artist teams and Honda executives to gather approvals and share analytics reports.

Education

• Chapman UniversityPublic Relations and Advertising
• General AssemblyFront End Web Development Certificate
• General AssemblyUser Experience Design Certificate

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