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Leadership is the capacity to translate vision into reality.

- Warren Bennis

Work experience

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Director, User Experience and Product Design
September, 2024 - Present

Inspiring and Guiding Teams

  • Oversee the overall vision, execution, culture, process and results of the Product Design team.

  • Create a culture where creativity, trust, joy, and collaboration come naturally—making it easy for great ideas to grow and for teams to thrive together.

  • Encourage an inclusive, open environment that makes space for different perspectives and work styles.

  • Inspire, lead, and engage the team by providing mentorship through constructive feedback and guidance, fostering design excellence in every aspect of our work.

  • Build the career development strategy, flow, and resources to support managers and designers grow and succeed.

  • Keep the team engaged by providing strategic clarity, direction and focus while identifying and unblocking barriers to success.

  • Introduce user-centered methodologies, frameworks and thought leadership to help the team facilitate strategic alignment across the organization.

  • Leverage Generative AI to streamline workflows, automate repetitive tasks, and enhance team productivity, driving greater efficiency across design processes.

  • Manage the team’s annual budget, including operational and capital allocations, and oversee the procurement of design tools to maximize efficiency.


Crafting Thoughtful Experiences

  • Lead multiple complex B2B and B2C large scale cross-platform design initiatives from concept to launch, setting and achieving key success metrics.

  • Oversee the creation, implementation and governance of the design system, ensuring alignment, accessibility, and consistency across brands.

  • Drive user research to foster understanding and empathy for user needs by guiding the definition, planning, execution, and synthesis of qualitative and quantitative research.

  • Map out user journeys, create personas, and break down tasks to shape the experience strategy.

  • Focus on understanding users, challenging assumptions, and coming up with creative solutions through design thinking.

  • Ensure our products and features are valuable for our members, easy to use, and of the highest level of craft and execution.

  • Harness Generative AI to create intuitive user experiences by personalizing content, interactions, and recommendations to match individual needs and preferences.

 

Championing User-Centered Design

  • Inspire teams across the company to embrace design thinking, putting users at the center and applying systems thinking to drive innovation that scales.

  • Advocate for design’s impact on business success through data-driven storytelling. ​​

  • Champion accessibility and inclusive design, ensuring compliance with WCAG standards. 

  • Embody a growth mindset and a deep curiosity for the business, emerging technologies and human behavior to identify product opportunities.
     

Shaping the Big Picture

  • Contribute to strategic decisions around the future direction of our products, establishing a long-term vision while ensuring near-term product features ladder up to a holistic user experience that delivers on the user’s needs and business goals.

  • Lead product direction and strategic thinking by articulating a product vision, and goals, identifying opportunities, and making decisions based on the impact on people and the company.

  • Embody a growth mindset and a deep curiosity for the business, emerging technologies and human behavior to identify product opportunities.

  • Measure success in terms of both human and business impact.

  • Excel in written, oral, and visual storytelling to drive team and business outcomes.

 

Building Strong Partnerships

  • Team up with Product, Engineering, and business stakeholders to align business goals with product roadmaps, while making sure broader company initiatives come together in a way that feels connected and collaborative.

  • Foster strong cross-functional collaboration by translating complex ideas—from technical constraints to data insights—into clear, compelling narratives.

  • Collaborate with Product and Engineering to define strategic priorities and craft OKRs that drive alignment, focus, and measurable impact.

PREVIOUS WORK EXPERIENCE

Cloud Software Group

Head of User Experience
Dec 2022 – Aug 2024

Citrix Systems, Inc.

Sr. Manager, User Experience
Sep 2017 – Aug 2024
Sr. User Experience Information Architect
Jul 2011 – Sep 2017

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Kaplan University

Sr. User Experience Information Architect
Jun 2007 – Aug 2010

Sr. User Experience Designer
Mar 2001 – Dec 2002
Web/Graphic Designer
Aug 2004 - May 2007

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Motorola, Inc.

Learnings

EDUCATION

Bachelor of Science in Multimedia and Web Design

Art Institute
Fort Lauderdale, FL

Associate of Science in Travel, Tourism and Hotel Management

Marian Court College
Swampscott, MA

Degree in Advertising and Marketing

CELA
Mexico

COURSES

  • Situational Leadership

  • Coach and Develop Others

  • Accelerate Team Productivity

  • Emotional Intelligence

  • Design Thinking

  • Agile and Scrum for Teams

 
An Introduction to Accessibility and Inclusive Design

University of Illinois (online)

Human Computer Interaction
Stanford University (
online)

 

Inspiring Leadership Through Emotional Intelligence

Case Western Reserve University (online)

CONFERENCES

Neuro Leadership
Neuro Leadership Institute
 

Content Strategy
CONFAB
 
Unleashed UX+DEV Summit
Digital Growth
 
Conversion Rate Optimization
Site Tuners

Skills

LEADERSHIP

  • Team mentoring and management

  • Emotional intelligence

  • Project management

  • Time management

  • Budget planning

  • Organization

  • Collaboration

  • Networking

  • Negotiation and conflict resolution

  • Business strategy

  • Communication and presentation

USER EXPERIENCE

  • Design thinking

  • User research

  • Information architecture

  • Wireframing and prototyping

  • User centric design with a content and mobile-first approach

  • Brand and corporate identity

  • Design systems

  • Product UX design

OTHER

  • Conversion and optimization

  • Content strategy

  • Digital marketing

  • A/B testing

  • Personalization

  • Agile and scrum

  • Accessibility

  • Axure RP, Figma, Adobe Suite, HTML/CSS, JIRA, Adobe AEM, Microsoft 365, Google office

BOOK

Publication

A Journey of Clarity - 2011

Amazon, Kindle and Audible

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Graphic Spiral

Where strategy meets design

CONTACT

Get in touch

so we can create innovative  projects together

  • LinkedIn

© 2025 by Ana Diez

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