Raymond Villares

⭐⭐⭐ Nearly 30 years of experience working with some of the world’s biggest and most ambitious brands! ⭐⭐⭐ BACKGROUND Senior practitioner with strong expertise in user experience strategy, UX/UI design, product design, and branding, focused on leveraging emerging technologies to create truly differentiated and meaningful customer interactions. A creator at heart, with a clear sense of purpose and urgency, honed over a 28+ year career as a successful strategist, designer, entrepreneur, leader of digital-first organizations, author, mentor, public speaker, and active community contributor.

Projects

Trailblazing AI-enabled data observability in a crowded and confusing category

Transforming a digital experience for a transformative impact Unravel Data is an AI-enabled data observability and FinOps platform that provides end-to-end visibility, monitoring, and automation for data pipelines, ensuring efficient, cost-effective, and reliable data processing for organizations. By leveraging advanced analytics and machine learning, Unravel Data helps businesses streamline their data operations, reduce operational costs, and enhance overall data workflow efficiency. Given the complexity of their software, prospective customers need to fully understand the platform’s benefits and explore its key features before taking the next step. To drive conversion, Unravel Data needed to tell their story more effectively and efficiently, and to implement changes to their site more swiftly. Solution VSURY partnered with Unravel Data and their third-party development team to redesign their website from the ground up. We began with an in-depth analysis of Unravel Data’s key personas to better understand who visits the site and what they are seeking. Over dozens of sprints spanning several years, we refined the entire digital experience, including an updated look and feel, improved navigation, new page templates, and engaging content. To help Unravel Data keep pace with today’s competitive B2B environment, we enhanced the time-to-market for website changes by developing a common design system and a WordPress-based block library to be utilized across all site pages. This approach not only allowed Unravel Data to rapidly update their site (reducing development time from weeks to hours) and cut costs by an estimated 75%, but also drove much-needed cohesion across the user experience. The result was a world-class digital experience that sets Unravel Data apart in the data observability category, effectively communicates their story to prospects, and enables them to respond swiftly to the needs of the organization. See More

Bringing high-end craftsmanship and design to the masses

Achieving design harmony for a high-end brand MakersFinders, a go-to hub for unique online retail therapy, is not just any e-commerce platform; they’re a curated marketplace that celebrates the creativity and craftsmanship of makers and designers worldwide. With a clientele as design-savvy as their merchandise, MakersFinders knows that presentation is key. So before they could hit the ‘launch’ button on the debut of their website, they had to overcome a bit of a style crisis. The site looked a bit like a mishmash of design explorations, and they worried it might not vibe with their discerning audience or the cool makers they feature. Solution With an eagle eye for detail, VSURY dove into the nitty-gritty, reviewing every page mockup to pinpoint the common set of UI elements that could be utilized across the desktop and mobile digital experience. Armed with our findings, we whipped up a style guide and design system fit for a digital runway. With the help of VSURY’s design system, they were able to bring consistency and flair to every corner of their online home. The result? A website as polished and sophisticated as the makers they champion. Additionally, by implementing a shared design language, MakersFinders was able to develop their site less expensively and get to market faster. See More

Empowering data teams with next-level data observability

Mastering the art of product-led growth Unravel Data is an AI-enabled data observability and FinOps platform that provides end-to-end visibility, monitoring, and automation for data pipelines, ensuring efficient, cost-effective, and reliable data processing for organizations. By leveraging advanced analytics and machine learning, Unravel Data helps businesses streamline their data operations, reduce operational costs, and enhance overall data workflow efficiency. Given the complexity of their software, prospective customers often seek hands-on experience to fully grasp its benefits. To fuel their continued growth, Unravel Data needed to become a product-led company by not only driving conversion volume but also creating a superior digital experience that fosters engagement among new users. Solution Over the last several years, VSURY partnered with Unravel Data to develop their product-led growth (PLG) expertise. We began by understanding Unravel Data’s various personas. From this foundation, we crafted a comprehensive user journey to identify areas for improvement across all touchpoints. We then redesigned and implemented various existing touchpoints across web, platform, and email channels while conceptualizing new ones to facilitate a better onboarding experience. Finally, we collaborated with Unravel Data to outline key metrics for tracking performance, drop-off rates, and platform engagement. The result was a frictionless experience that significantly improved onboarding and overall user satisfaction, while also rallying internal stakeholders around a single strategic objective. VSURY continues to work with Unravel Data to evaluate and refine their product-led growth strategy through insights and experimentation. See More

Seamless, flexible, and innovative subscription billing solutions

A ‘try before you buy’ ecommerce experience to revolutionizing subscription billing Vindicia, a trailblazer in subscription billing solutions, sought to break new ground by embracing a product-led growth strategy. They envisioned offering one of their subscription plans on a “try before you buy” basis, necessitating robust end-to-end ecommerce capabilities on their website. Solution VSURY embarked on a collaboration with Vindicia, meticulously crafting the buyer journey, mapping all key touchpoints along the way, and developing a communications strategy. By closely working with Vindicia’s internal engineers, we documented the technical requirements essential to bring our vision to life. We then created captivating content and user interface designs for both desktop and mobile web resolutions, as well as necessary email communications. The outcome was a seamless and visually simplistic experience that combined good design with the essential functionalities needed to propel Vindicia into the ecommerce arena for the first time. This launch marked a significant milestone, further positioning Vindicia at the forefront of the digital subscription landscape. See More

Empowering minds, unleashing potential

Unlocking knowledge through design thinking Vindicia, a leading provider of subscription billing solutions, recognized the need to enhance their online knowledge portal to better serve their customers and employees. Selecting Zoomin as the platform provider was a step towards this goal, but they required expertise to elevate the portal’s information architecture and overall user experience. Common feedback from users highlighted challenges with ease of navigation, content relevance, and search functionality, indicating an opportunity to improve user satisfaction and efficiency in accessing information. Solution In response to this need, Vindicia engaged VSURY to address the feedback from knowledge portal users and ensure successful adoption of their new platform. VSURY collaborated with internal stakeholders to understand the inventory of available content and developed multiple tailored navigation schemas. Working in partnership with Zoomin, a customized user interface was developed to seamlessly integrate with Zoomin’s platform, optimizing the portal’s user experience. The collaborative efforts between Vindicia, Zoomin, and VSURY yielded significant improvements in the knowledge portal’s performance. The refined navigation schemas and design styles enhanced usability and accessibility, leading to increased user engagement and satisfaction. Users reported greater ease in finding relevant information, contributing to heightened productivity and a more positive overall user experience. See More

Mixing it up for the diy flavoring enthusiast

Reimagining a web app from the ground up Alltheflavors.com, renowned as the Spotify of flavoring, is a dynamic web app and thriving online community for DIY e-liquid mixing enthusiasts. Under new ownership, the leadership team embraced the opportunity to amplify their established success by creating something truly extraordinary for their passionate user base. Solution VSURY was retained by All The Flavors to set the vision for a new platform and develop the necessary artifacts for implementation. Partnering with All The Flavors and their third-party development team, we embarked on the ambitious task of creating an unparalleled user experience. By collaborating closely with internal stakeholders and community power users, we reimagined the platform from the ground up, developed a comprehensive roadmap, and began designing the overarching user experience. Over nearly six months, we mapped all user journeys and created dozens of wireframes to serve as blueprints for redesigning existing user flows and platform capabilities, as well as introducing new ones. We selected a scalable back-end and a framework-based UI for efficient development. From there, the new look-and-feel emerged, and a design system was finalized for implementation. The new web app will enhance users’ ability to find and share recipes, browse a vast library of flavor concentrates, and participate in forums discussing various aspects of DIY vaping. These improvements will significantly boost platform user engagement and satisfaction, setting an even greater course for the brand’s future. See More

Work History

Head of Experience Design / Founder

VSURYFull-time EmployeeFounder of a small digital product design studio focused on delivering award-winning work for mid-sized to enterprise organizations. • Serve as lead user experience researcher, UX/UI designer, and brand strategist on key accounts and initiatives. • Act as the client relationship owner and primary business strategist. • Oversee a multidisciplinary partner team of product managers, brand planners, experience designers, visual designers, and content strategists in developing innovative digital ideas and tactics.

Chief Growth Officer

PROJEKT202Aug 2018 - Oct 2019 • 1 yr 3 mosContinued in a similar role after the acquisition but moved to report to our new CEO in Dallas, Texas. Focus is to assist in driving forward a variety of organization-wide strategic growth initiatives. • Established our strategic partnership program, including Amdocs (parent company) and related sister companies. • Led new business efforts in digital transformation across North America, Europe, and Asia-Pacific. • Planned and executed ad-hoc duties as assigned by the CEO.

Chief Growth Officer / Interim Director of User Experience Design (ORA, later acquired)

ORA INTERACTIVEFull-time EmployeeJun 2017 - Aug 2018 • 1 yr 3 mosExecutive leader and interim head of design for an award-winning digital product studio, specializing in custom native iOS and Android apps, websites, and web-based applications. • Acted as interim UX design lead, delivering world-class UX/UI and overseeing the practice team and the ongoing development of its offerings. • Broadened the company’s product offering to include research, user experience, and performance management. • Improved marketing performance by building a small team and leading the brand strategy and rebranding efforts of the organization. • Partnered with business development to drive top-line revenue. • Opened a second product design studio in Denver, Colorado.

EVP / Digital Practice / Head of Experience Design

SYMMETRI MARKETING GROUPFull-time EmployeeApr 2015 - May 2017 • 2 yrs 2 mosBrought in as an equity partner to oversee the digital services team for a U.S.-based B2B marketing agency. Notable clients included Alpolic, Capsa, Carestream, Dentsply, Focal Point, Quad Graphics, and SGK. • Served as primary user experience director, executing research, UX design, and content strategy. • Managed a team of practitioners across user experience, digital marketing, and technology. • Developed sales enablement materials and support tools, and led all sales efforts alongside the account team. • Crafted the vision, organizational model, and development plan for the agency’s offerings.

Managing Director

HAVAS Worldwide Full-time EmployeeAug 2014 - Mar 2015 • 8 mosExecutive relationship owner for one of the agency’s largest client accounts—a 100+ year-old iconic brand generating over $12MM in annual revenue. Additionally, collaborated with the North American team to establish a new agency studio, Annex, aimed at helping aging brands regain cultural relevance with younger target segments. • Established and grew a team to support all responsibilities of the digital agency of record contract, from tent-pole integrated campaigns to run-the-business tactics across retail/POS, packaging, direct mail, and digital touchpoints. • Led all new business strategies, focusing on deepening and expanding the account relationship.

Executive Consultant

HAVAS WorldwideContract EmployeeJan 2014 - Jun 2014 • 6 mosWorked with North American C-level leadership to envision and implement future-state customer and agency experience strategies that drive valuable interactions with constituents and maximize sustainable performance.

V.P. Client Partner

CRITICAL MASSFull-time EmployeeMar 2010 - Jun 2013 • 3 yrs 4 mosResponsible for the overall growth, direction, and delivery of services for one of the agency’s largest client accounts—USAA. Held full P&L accountability with a focus on revenue growth and strategic selling. • Led multidisciplinary teams of account managers, planners, strategists, UX/UI designers, and content strategists in developing breakthrough digital ideas and tactics. Focus areas included digital strategy for .com, mobile, social, tablet, search, and display. • Successfully defended the relationship through an RFP for Digital Agency of Record (required by USAA procurement every five years), resulting in an $18MM contract. • Senior strategist on an 8-year long-standing relationship, responsible for aligning brand, technology, and digital strategy. • Engaged heavily with C-suite client stakeholders across all departments, providing enterprise-wide perspectives, product strategies, future visioning, new segmentation approaches, channel planning, and brand positioning. • Led new business strategies to deepen and expand the account relationship.

V.P. Digital Services / UX Practice Lead

SYMMETRI MARKETING GROUPFull-time EmployeeMay 2009 - Mar 2010 • 11 mosBrought in as an equity partner to establish market strategy, sales rollout, and UX/UI capability development for a U.S.-based B2B marketing agency’s digital services. Accountable for revenue objectives with decision-making authority over product development roadmaps, go-to-market strategies, training, vendor acquisition, and quality assurance. • Served as primary user experience director, executing research, UX design, and content strategy. • Crafted the vision, organizational model, and development plan for the agency’s offerings.

Digital Design & Implementation: New & Emerging Offerings Director

ACQUITY GROUPFull-time EmployeeJan 2009 - May 2009 • 5 mosResponsible for identifying, developing, and bringing to market new service offerings, as well as extending existing lines within digital, media, and creative services. Accountable for revenue and utilization objectives, with decision-making authority over product development roadmaps, go-to-market strategies, training, vendor acquisition, and quality assurance. Areas of focus included websites and mobile apps, enterprise content management systems, and enterprise e-commerce/m-commerce. • Developed a strategic approach and vision for the New & Emerging Offerings program. • Led the first round of sales and marketing strategies. • Grew the sales pipeline for new offerings to several dozen pursuits within four months, including GM, Kohl’s, Sears, QVC, Best Buy, Playboy, Saks Fifth Avenue, Publishers Clearing House, The North Face, Eastern Mountain Sports, and Northern Trust Financial. • Built rapid-launch solutions for mobile commerce and lightweight commerce product offerings.

Interactive Marketing Practice Director

ACQUITY GROUP Full-time EmployeeJun 2006 - Jan 2009 • 2 yrs 8 mosAccountable for revenue and utilization objectives, with decision-making authority over organizational development, delivery and resource management, recruiting, product development, and quality assurance. • Developed completely new service offerings in user experience design, usability validation, user interface design, channel deployment, front-end development, and measurement/analytics. • Formulated the practice vision and strategic direction, initiated growth strategies, established all sales and marketing efforts, and helped elevate the organization to a higher level of maturity. • Worked closely with the sales organization, playing a pivotal role in securing several dozen key accounts and generating over $15 million in revenue within 24 months. Notable clients included AT&T, Ben & Jerry’s, McDonald’s, Motorola, Nokia, Northern Trust, Procter & Gamble, Sears, True Value, and Yamaha.

President / UX/UI Practice Lead

GRAVITYFREE May 2003 - Feb 2006 • 2 yrs 10 mosAssumed leadership of corporate strategy and full P&L accountability. Maintained decision-making authority in the areas of corporate strategy, product/capabilities design, process engineering, delivery, marketing, human resources, technology, and administrative affairs. Fostered beneficial relationships with regional key contacts, news publications, and organizations through community involvement, leadership, and industry recognition. • Halted a 2-year decline in sales and grew annual revenue by 75%, which—coupled with a debt reduction plan—restored a weak balance sheet to a healthy state. • Published articles, columns, and whitepapers, and delivered keynote addresses and facilitated workshops both regionally and nationally. • Awarded “Technology Company of the Year” by the Sarasota County Committee for Economic Development.

Managing Director / Lead UX/UI Designer

GRAVITYFREE Jun 2000 - May 2003 • 3 yrsIn addition to my duties as Creative Director, I spearheaded all general operations and new product development, from concept to go-to-market strategies. I was accountable for brand strategy, market research, positioning, marketing, pricing strategies, and quality management. I also developed strategic direction and financial plans to guide the organization through difficult economic conditions during a downturn when many internet companies were failing. • Structured and implemented a sales and marketing plan that successfully built local brand recognition as a leading service producer in the region. • Led the company’s rebranding campaign, from brand strategy and logo design to execution across sales and marketing collateral and communication devices. • Increased revenue by 25% and gained market share by developing and launching the company’s first e-commerce platform—Virtual Merchandiser. • Awarded “Young Business of the Year” by the Greater Sarasota Chamber of Commerce. • Selected as one of Gulf Coast Business Review’s “40 Under 40” top professionals.

Creative Director / Lead UX/UI Designer

GRAVITYFREE Feb 1997 - Jun 2000 • 3 yrs 5 mosServed as head of creative services, supporting multidisciplinary offerings, directing and mentoring digital creative staff, providing creative direction on key accounts, and advancing the company’s understanding of experience and product design. Design projects included websites, intranets/extranets, kiosks, display advertising, email, and browser-based applications. • Successfully grew the startup to over $1 million in annual revenue. • Awarded “Entrepreneur of the Year” Runner-Up by Gulf Coast Business Review. • Received 25 Addy Awards at the local and state levels, including “Best in Show” in both Digital Media and Print for two consecutive years from the American Advertising Federation.

Web Engineer

COMCAST ONLINE COMMUNICATIONS / @Home Full-time EmployeeMay 1996 - Feb 1997 • 10 mosRecruited from college for the Comcast @Home pilot team tasked with launching Comcast Online Communications. • Assisted the leadership team in formulating the product offering strategy, sales tools, and implementation plan for Comcast Online Communications. • Aided in the product introductions of the organization’s cable modem, web browser, and geo-centric web portal. • Installed the first Comcast cable modem in the country.

Education

Florida State University

Mathematics / Computer Science1993 - 1997

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Nearly 30+ yrs in UX / UI design, product design, and branding.

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Raymond Villares

UX Designer • Product Designer • Creative & Brand Strategist • Denver, CO, US

UI/UX Design

Web Design

Product Design

User Interface Design

Design Systems

Product Strategy

Design Research

Heuristic Evaluation

User Research

Design Thinking

User Personas

User-Centered Design

Usability Testing

User Flows

Available for hire fromNegotiable

Contracts

Projects

Trailblazing AI-enabled data observability in a crowded and confusing category

Bringing high-end craftsmanship and design to the masses

Empowering data teams with next-level data observability