LEADERSHIP APPROACH
With years of honed design expertise - ranging from mastering design principles to implementing comprehensive design systems, I’ve expanded my focus to include leadership and management within the Product Design space. As a certified UX professional, specializing in UX Management and Research (NN/g UX Certification), I’ve hired and developed teams, managed resources and budgets, and shaped the strategic direction of UX initiatives.
My Leadership Framework
The 4Ps - Purpose, People, Product, and Process - are the core of my leadership approach. These pillars guide how I lead teams, shape products, and drive business outcomes. By focusing on these areas in every task, every day, and throughout every product cycle, I ensure that our collective efforts are aligned with business goals, that team members are valued as individuals, and that our work environment fosters predictability, and ultimately, growth for both individuals and the organization.
1. Purpose
Purpose leads the 4Ps, guiding People, Product, and Process in service of that Purpose. It's the 'why' behind everything we do. Whether improving margins or sunsetting products, I ensure our daily work aligns with the bigger picture, keeping our efforts focused on overarching goals and maintaining a clear sense of purpose in what truly matters.
Aligning Purpose to Drive $1M in Annual Savings
As a UX Director, I was tasked with streamlining Appen's product offering and reducing costs by merging three platforms from various company acquisitions. The project had stalled for over two years due to the acquired teams struggling to agree on a common vision. After taking the lead, I collaborated with cross-functional teams to align on a strategic direction. I communicated the merger plan using product documentation and UX designs assets. By setting up clear communication channels, establishing weekly milestones, and keeping teams focused on our shared purpose, we successfully merged the platforms, overcoming several challenges along the way. This effort resulted in annual savings of $1 million, and my leadership was recognized by both Appen’s CPO and CTO.
2. People
As much as I favor a methodical approach to leadership, I recognize that people are the exception. Each person is unique, and what motivates one may not work for another. I take into account each team member's strengths, challenges, and motivations, and then tailor my mentorship to help them succeed not just within the organization, but throughout their career journey.
Influencing Long-Term Career Growth
As a UX Director, I’ve focused on leaving a lasting impact on team members' careers in various ways. One key intiative is organizing the annual UX Kick-Off event. The two main objectives of these three-day gatherings are learning and collaboration. I set an agenda that includes topical presentations by team members, joint workshops, on-site product and user research, and a book club. This event has had a significant impact, as evidenced by numerous LinkedIn posts from team members.
3. Product
I use 'Product' here in a broad sense, it can also encompass service design, or essentially any human-facing solution that contributes to the overall experience. Design and user experience are not just about aesthetics or usability; they’re about creating value for users and driving sustainable business growth. I always encourage the design team, particularly senior designers, to evaluate how their work aligns with the organization's business objectives. At its core, it’s about marrying design with business acumen and optimizing our efforts to improve margins - whether by increasing revenue or reducing costs.
Going Beyond The Surface
Focusing on design and user experience goes beyond benefiting users - it's also essential for driving product innovations and achieving business objectives. Explore my work to see how I've applied this in real-world products.
4. Process
This is the 'how' behind everything we do - delivering value consistently and predictably while accommodating unplanned work. A robust, repeatable process framework supports individual time management and provides a stable environment for team members to perform their duties without losing sight of our goals. I believe this is key to ensuring team satisfaction and building trust with stakeholders, as they can rely on us to deliver results in a predictable manner.
SAFe UX
Whether or not you subscribe to the Scaled Agile Framework® (SAFe), having a structured process is essential. During my time as a UX Manager at Cyara, the organization was undergoing a SAFe transformation. I collaborated closely with the SAFe experts to design a UX framework consisting of three clear phases: Pre-PI, During-PI, and Post-PI. This framework was well-received by cross-functional teams, as it clearly conveyed the process and deliverables at each stage.
Janina Ventanilla
Senior UX Designer | Appen
"Above all, what truly stands out about Andrew is his genuine concern for the well-being and success of his team. It was evident from his actions and words that he genuinely cared about each team member's growth and happiness. Whether it was providing constructive feedback, offering support during challenging times, or celebrating our successes, Andrew consistently demonstrated his commitment to our collective success."
Get In Touch!
I can be reached via LinkedIn. Click on the LinkedIn icon below to connect with me.
