Sendatsu Evolution

Tribe Yoga International

University of Pennsylvania

School of Visual Concepts

Sr. UX Designer at Amazon Web Services (AWS)

Seattle, Washington, United States

I help people internalize and translate technical complexity into real-world productivity.

Amazon Web Services

Sr. UX Designer

Created scalable digital experiences for product/platform onboarding and adoption. Worked across internal silos to create holistic user experiences. Took initiative to identify high-value yet under-resourced/overlooked experiences and improved them at statistical significance.

Sr. Product Manager

Focused on helping new customers sign up, onboard, adopt, and transition into loyal and long-term advocates for AWS. I was the second hire on my team and helped the team launch and scale its content strategy, design patterns, and web experiences worldwide.Design: I piloted early-stage concepts, designed interfaces, and created engineering requirements for new user experiences, and optimized existing ones on the AWS website globally. The designs I've created and/or productionalized have resulted in statistically significant increases in prospect acquisition rates, early-stage platform/product adoption rates, content consumption rates, and content discovery rates. Content and information architecture: I defined new content types, information hierarchy, and copywriting tone/style for onboarding content on the AWS website. I built a self-service process to enable writers across the org to create and publish their own content, and drove the localization of our content globally. While our content is aimed at driving adoption, it has proven to be an effective driver of prospect acquisition and organic search (SEO). Our content has received positive affect during usability studies and optimal Flesch readability scores. We hired a lead to take on this role full time.To feed my passion for values-based computing, I took on side projects with the Public Sector team on High Performance Computing (HPC) projects when the team was under-resourced to help position, write, design, and launch web experiences and educational material.I am often considered a glue player in a team. I maintain constructive relationships, recruited/interviewed/vetted candidates, mentored others, initiated early mediation, and have played both contributory and lead roles on projects. I collaborated with solution architects, engineers, technical writers, marketers, merchandisers, designers, data scientists/analysts, localization teams, researchers, and more.

Digital Marketing Manager

Specialized in AB/multivariate testing and helped Nordstrom improve their user experience design and content strategy across multiple products and devices at statistical significance. Received the One Nordstrom Award for cross-team collaboration.Desktop: Strategize, manage, and analyze AB/multivariate tests across multiple product areas: global navigation, personalization, keyword search algorithms, category/browse sort algorithms, product search result pages, product search result modules, product pages, fit solutions, landing pages, brand pages, homepage, content/merchandising strategy, and linking strategy. Optimization efforts and results led to production-level improvements on Nordstrom.com.Mobile web: Lead on the expansion of AB testing program for mobile-optimized web. Collaborated with mobile product management to strategize, prioritize, execute, and measure mobile web optimization. Uncovered areas to retain parity and expand on differentiation for mobile web vs. desktop experiences.Mobile apps: Introduce and lead AB testing program on mobile apps with the iOS team. This included strategic and operational roles covering vendor vetting, vendor relations management, requirements gathering and educating/evangelizing for mobile AB testing across senior stakeholders.---Partnering teams: Product Management, Digital Analytics/Business Intelligence, Site Merchandising, Analytics Technology Operations, Front End Development, Voice of Customer, UX Design, Customer Mobile Apps, Web Performance, Catalog Marketing, and external vendorsSkillsets: Web/Mobile AB and MVT test design and analysis, metric validation, cross-functional project management and communication, cross-platform test coordination and prioritization, process efficiency, vendor management, MaxyMiser, IBM CoreMetrics, TeradataSQL

Nordstrom

AB Testing/Optimization Specialist

Conducted data analysis to uncover web-based business opportunities and provide optimization plans for product management, UX design, visual design, marketing, merchandising, and business development.  Volunteer facilitator for a company-wide restructuring rollout (Holacracy).A sampling of analysis projects include send-time optimization for marketing campaigns, UX design iterations for desktop, mobile, and tablets, landing page channel placement, layout optimization, and content strategy. A large part of my work focused on case-specific AB testing design, analyses and post-impact financial and user flow effects. Recommendations and analyses have contributed to statistically significant improvements in business metrics (conversion, RPV) and user engagement (CTR, leave rates). Web analytics enablement: I helped define the sitewide tagging architecture for various web properties, including desktop site, native mobile browser, and mobile applications to enable interface analysis that enable data-based iterative designs. I also provided cross-functional project management, documentation, and communication for multifaceted research projects, dashboard buildouts, and site experience iterations. To help with team branding, I established team style guides for analysis publications and presentations.Reporting and guidance: I built analytics dashboards, reporting templates, and regular reports for internal clients and senior strategy meetings. I also worked with the Site Merchandising team to establish and educate on best analytical practices as it relates to landing pages, AB testing, and content management.---Skillsets include Oracle SQL, relational databases, applied statistics, Excel, data visualization, data mining, data validation, and data-based storytelling. Basic familiarity with SAS, QlikView, and VBA.Certified Holacracy facilitator

Zappos Family of Companies

Sr. Web Analyst

Created, optimized, and managed high-value web content for top brands and key pages that resulted in statistically significant increases in conversion rates, AOV, and RPV. Improved and scaled team efficacy by introducing process efficiencies and offshore training.E-COMMERCE WEBPAGE ANALYSIS, DESIGN, TESTING, & OPTIMIZATION:-Increase conversion rate, average order value, revenue per visit at statistically significant levels-Project manage for the design and optimization of webpages for top-volume brands-Analyze site data to discover insights into consumer web behavior. -Based on data, suggest recommendations for design and creative direction-Run weekly and yearly analysis for senior and C-level management on homepage asset performance-Design, execute, and analyze A/B testsPROJECT & CONTENT MANAGEMENT:-Oversee online campaigns from formulation, execution, to completion -Manage relationships with external vendors and internal clients-Technology teams: Collaborate with UX, IA, SEO, SEM, developers, email marketers, and product/project management to optimize landing page layouts and product findability -Creative teams: Collaborate with graphic designers, copywriters, content editors, and stylists to create visual appeal and cohesive storylines-Merchandising teams: Collaborate with buyers and partnering brands to strategize website content depending on seasonality, trends, and order volumeTRAINING & MENTORING:-Train and maintain lines of communication with offshores team in China about utilizing analytics software and in-house Content Management Systems-Assist and teach junior team members and new hires-Create training documentation, monthly analytics templates, and reporting system for the Site Merchandising team

Site Merchandiser

Site Coordinator

Initiated and managed a Wordpress-driven blog while traveling internationally for a year. Content included original writing, photography, editing, and scheduling to ensure narrative flow and engaging content. Used historic data to deduce time periods of strongest engagement and high-interest content types.

Someday I'll Find a Job

Writer + Photographer + Content Manager

Lead a team of student volunteers in Kolkata, West Bengal, India to provide educational and medical support to underserved community members

Pratit International

Education Lead + Medical Volunteer

Researched, designed, executed, and analyzed data for studies on semantic associations and creativity; methods involved fMRI and TMS.

Center for Cognitive Neuroscience, University of Pennsylvania

Research Assistant

Designed and managed all print and digital material for nationwide student conference

Korean American Students Conference XXIII

Creative Director + Digital Marketing Lead

Researched, executed, and analyzed data for experimental studies exploring the neuroendocrinological basis of behaviors (specifically related to food regulation and copulation).

University of Pennsylvania - Flanagan-Cato Lab for Neuroendocrinology

Co-founded and directed creative for Penn Student Design (PSD), Penn's first student-run design agency

Penn Student Design (PSD)

Co-founder + Creative Director

Composed, shot, and edited photography for professional portraits, travel, weddings, and special events using a photojournalistic style to highlight unnoticed subtleties of everyday moments.

Song-I Yang

Song-I Yang