DON FLORA
Graphic Designer • Product Designer • Art Director • User Researcher
Summary and Work Experience
Strategic pro with over 15 years experience who leads with empathy and a focus on the customer. Consistent producer of innovative work that lives at the intersection of creativity and user experience–inspiring delight, while being informed by research and data. Design Unicorn. Big picture thinker who gets the end-to-end details and collaborates across teams to make things happen. Agile practitioner with deep tech experience who continuously improves work and processes. Helped evolve F5’s marketing by proactively introducing testing to the creative process, ensuring the work would connect.
Lead Digital Designer • F5, Seattle, WA (07/23-10/24)
- Increased usability and brand consistency by overseeing alignment of the F5 family of sites across different platforms, collaborating cross-functionally with internal teams to get it done
- Informed creative direction by performing internal qualitative research, and promoted testing in the org by socializing results and mentoring team members
- Improved brand awareness by leading a successful rollout of a new creative framework
- Optimized web experiences by giving regular inputs on A/B testing ideas as well as brand guidance
Senior Interaction Designer • F5, Seattle, WA (05/17-07/23)
- Facilitated the communication of technical concepts by creating an extensive system of brand iconography, later evolving it to illustrations that would become the core of F5’s visual identity
- Created richer interactive experiences with agility by leading adoption of the Ceros interactive platform
- Transformed the f5.com experience by playing a lead role in a major redesign on the AEM platform
- Improved accessibility and the development process by contributing to creation of the f5.com design system
- Drove increased traffic to landing pages for major initiatives, including F5’s yearly thought-leadership report and flagship awareness campaign, by creating engaging designs and optimizing them via testing
- Increased usability for the f5.com home page by redesigning it strategically and updating it on a monthly basis based upon analytics
Senior Graphic Designer • F5, Seattle, WA (10/11-05/17)
- Improved brand and UI/UX consistency by leading redesigns for F5 sites including F5.com, DevCentral Community, Partner Central, Investors Center and Support
- Influenced F5’s evolution to a security company by contributing to the first brand guidelines
- Drove UX consistency on f5.com by creating F5’s first web standards guide
- Engaged users by concepting and designing monthly home page heroes
- Designed and produced printed brochures, event collateral and the annual report
Contract Graphic Designer • Bainbridge Performing Arts, Bainbridge Island, WA (05/10-10/18)
- Concepted and produced print, web, email and social media creative promoting shows for this non-profit arts organization
- Delivered a wide variety of design concepts continuously with tight budget and timelines
Skills
UI/UX Design:
User Research and Analysis, Wireframing and Prototyping, Usability Testing, Information Architecture, User Flows, User Journeys, Product Demos, Design Systems, Interaction Design, Intstructional Design, Agile Methodologies
Creative:
Art Direction and Visual Storytelling, Identity Design, Brand Strategy, Digital and Print Design, Animation, Illustration, Iconography, Data Visualization, Infographics, Advertising Campaigns, Creative Briefs, Presentations, Project Management, Client Relations, Design Thinking
Technical:
Adobe Creative Suite, Adobe Experience Manager, Figma, Ceros Animation Platform, UserTesting Research Platform, HTML/CSS, WordPress, MS Office Suite
Soft Skills:
Organization, Attention to Detail, Entrepreneurship, Communication, Leadership, Teamwork, Problem-Solving, Adaptability, Critical Thinking, Time Management, Agility
Brand Experience
F5, Microsoft, HP, Intel, T-Mobile, Indeed
Education
University of Illinois at Urbana-Champaign
Bachelor’s Degree in Marketing
University of Washington, Seattle
Certificate in User-Centered Design
General Assembly, Seattle
Web Development Program