Uba E. Obasi

About

I am a Senior UX/Product Designer specializing in AI-driven UX, service design, and digital transformation. I craft human-centered, scalable experiences for eCommerce, entertainment, B2B, and enterprise platforms—leveraging my work with Microsoft, NBCUniversal, and Best Buy to design products that drive business growth while meeting user needs. My expertise spans user research, UX strategy, and data-driven design, helping businesses achieve higher engagement, retention, and revenue. My background in marketing analytics and behavioral economics ensures that my solutions are both customer-centric and business-impactful. UX Research & Testing: Usability Testing, A/B Testing, Heuristic Evaluation, Eye Tracking. Product Design: Wireframing, Prototyping, Service Design, Interaction Design, Accessibility (WCAG). AI & Strategy: AI/ML Product Design, Ethical AI, Digital Transformation, Product-Led Growth. Washington, D.C. | Los Angeles, CA. Security Clearance Eligible | Open to Relocation & Remote.

Experience

• Product Design Consultant · Uba Obasi Design2023-10-01 –
• Senior Product Designer · NAX Group2022-04-01 – 2023-10-01

  Led UX design thinking in the launch of a warranty company, Reguard, to a $300M valuation by developing structure with end-to-end service design, UX copy and communication skills. Defined opportunities for new 0 to 1 joint ventures, aligning strategic plans across e-commerce, fintech, B2B, ESG & AI by securing a $22M investment for the development of three concepts. Owned concepts and designed products to satisfy user experience, business goals and solutions within tight deadlines to launch ventures within 12 months using project management. Created hi-fi designs from ideation to development handoff with user testing, iterating based on feedback & collaborating cross-functionally with business leadership, product, marketing, branding, and software engineering to go to market.

• UX Designer · NBCUniversal2021-10-01 – 2022-02-01

  Strategized new experiences for existing iOS, Android, and web apps of popular NBC shows by conducting competitive analysis and usability heuristics. Incorporated sports content for SFVOD across multiple platforms. Revamped user flow pathways for account registration and activation between the NBCUniversal profile and Peacock content. Quality-assured design assets across all owned brands on OTT, web, tablet, and mobile versions of the NBC App.

• UX Design Associate · Best Buy2021-06-01 – 2021-09-01

  Collaborated with the product team on daily use solutions for the Best Buy retail app with research, journey maps, competitive analysis, and personas. Created high-fidelity wireframes and prototypes for improving My Best Buy membership sign-ups through the mobile app after analyzing competitors. Considered input from various stakeholders, including product managers, engineers, and payment partners, in refining the user flow. Ensured brand alignment and data consistency across all projects to actualize business objectives.

• Professional development · PlateRate2020-01-01 – 2021-06-01

  Completed User Experience Design Certification and additional Graphic Design courses at Santa Monica College.

• UX/UI Designer · PlateRate2019-12-01 – 2020-08-01

  Advised the CEO on UX design improvements for restaurant search capabilities based on competitor analysis. Re-designed the preexisting mobile app with a more efficient user flow and information architecture. Improved the web-based application experience with expert review and usability testing from the results of over 150 user research interviews. Utilized typography, color theory, and design consistency techniques.

• Premium Account Specialist · Microsoft2018-07-01 – 2019-12-01

  Elevated strategic account engagement with executives through data-driven insights and KPI optimization. Spearheaded the PAS team during corporate restructuring, streamlining training and requests for increased efficiency. Addressed information gaps through dynamic PowerPoint graphs and Excel reports, enhancing the clarity of search result explanations. Achieved measurable results in client ROI through the application of diagnostic KPIs, delivering impactful presentations that showcased optimization strategies.

• Jr. Executive · All Def Media2017-10-01 – 2018-03-01

  Crafted compelling Keynote presentations for board member and investment meetings, resulting in securing tens of millions in funding and garnering positive investor reviews. Collaborated cross-functionally with analytics, sales, finance, and brand studio to effectively communicate engagement results, earnings, and future projections. Showcased diverse content in music, comedy, and social justice through visually compelling presentations, positioning All Def as a premier content producer for the hip-hop audience. Analyzed entertainment and technology market trends using Winmo, ensuring All Def's continued relevance, and equipped the sales team with strategic insights through Tubular Dealmaker for targeted client engagement.

• Sales And Marketing Associate · Complex Networks2017-03-01 – 2017-09-01

  Strategized and organized sales bulletins for current and upcoming Complex Video programs. Crafted impactful POV decks to identify and showcase emerging talents in writing, blogging, and content creation. Analyzed Snapchat ads on Complex and competitor platforms, contributing to the development of innovative strategies. Played a key role in brand partnerships and sales/marketing planning through active meeting participation, while ensuring accurate monthly audience engagement reporting using comScore.

• Field Team Leader · USC Suzanne Dworak-Peck School of Social Work2017-01-01 – 2017-03-01

  Supervised field surveyors in designated service areas and employed stringent research protocols. Strategized plans to better serve and understand the Los Angeles homeless population.

Education

• Loyola Marymount UniversityBachelor of Arts, Economics
• UC IrvineCertificate, Digital Marketing & Communications
• Santa Monica CollegeCertificate, User Experience Design
• Cornell Johnson Graduate School of ManagementCertificate, Marketing Strategy

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