Professional DNA

A blend of strategy, product design, UX/UI craft and team leadership.

I help customer-obsessed brands convert opportunities into competitive advantages with digital strategies and UX solutions that drive business results.

    DNA 01Product roadmaps

    I deliver roadmaps and evolutionary thinking to guide the product development life-cycle.

    All great products evolve. I help clients connect a product vision with an evolutionary plan that aligns with the needs, preferences and behaviors of target customers while delivering tangible business results. Today that includes AI product strategy and roadmaps for enterprise clients.

    • HPESix global customer portals evolved across a 12-year partnership
    • AI productsDefined enterprise AI product roadmaps and AI-augmented delivery workflows
    • KB HomeFrom a KBHome.com redesign to an engagement strategy, two native apps and a touchscreen sales tool
    • Port of Long BeachPOLB.com, an intranet, a touchscreen edutainment experience and an AR project across a 7-year partnership
    HPE · Software licensing portalsJul 2014 – present
    Six portals, one continuous roadmap
    1. 2015MSCMy HPE Software Center
    2. 2016ESSMRetail & channel partner portal
    3. 2017EmployeeCustomer service team tools
    4. 2020FactorySoftware provisioning portal
    5. 2021HitachiProduct partnership portal
    6. 2023Bumble BeeProduct catalog management
    • 6global portals
    • 13languages
    • 33global markets
    • 2.8Mlines of code
    +104%Customer satisfaction scores
    −11%Customer support calls
    +20%Software license activations

    Relationship Ethos

    Partnerships, not projects.

    The relationship-driven ethos we have created at Stellar aligns with one of my core strengths: building highly effective long-term relationships with teammates, partners and clients. Of all the things my teammates and I have built together over the years, it’s the client relationships that really stand out.

    Career

    Thirty-two years, three eras.

    I started when the web was brand new, built some of the first interactive teams, and have led strategy and UX practices ever since. Hover over any segment to see the role, clients and projects.

    Last Twelve Years

    Building Stellar, Leading Engagements.

    Twelve years on Stellar’s agency leadership team, helping grow the agency from 3 people to 23 FTEs while leading strategy and design for long-term client partners.

    2014 – today · Post Falls, ID

    Stellar

    Director, Strategy & UX · Agency Leadership Team

    Senior design executive with shared P&L accountability. I lead the strategy, UX and content practice as a player-coach and serve as lead strategist and principal product designer on client engagements.

    • Hewlett Packard EnterpriseSix global customer portals over 12 years+104% CSAT
    • KB HomeKBHome.com, two native apps and a touchscreen sales tool+40% conversion
    • Port of Long BeachPOLB.com, HQ touchscreen, AR project, intranet and brand rollout7 years
    • AI productsAI-powered features, enterprise AI roadmaps and AI-augmented workflowsAgency-wide
    • Cedars-SinaiUsability testing for nuclear medicine imaging softwareFDA review passed
    • PowerballWebsite redesign and customer engagement strategy5 years
    • PSIMultiple projects
    • Agency growthFrom 3 people and 1 location23 FTEs · 3 locations

    Also: AEG, Dutch Bros, Bill & Melinda Gates Foundation, McDonald's, Puget Sound Energy, World Poker Tour, LA County Fair

    Past Clients

    Who I've worked with.

    Education

    BA, History

    University of California, Santa Barbara

    Community

    Da Vinci Schools

    Professional Advisory Board member for 8 years, mentoring high-school students in design and technology.

    Mentorship

    Stellar UX Internship

    Founded in 2018 to grow new design talent. Seven interns have completed the program; several went on to UX careers and one joined Stellar full-time.

    Get in touch

    Let's talk about product design, AI and building design teams.

    Emailjason@studioserf.com
    Phone208.819.1007
    LinkedInin/studioserf
    Portfoliostudioserf.com