About Me

Hi! I’m Azaria

I am originally from South Africa. After winning the green card lottery in 2016, I made the decision to relocate to California.

I am following my dream of furthering my UX and technology career in one of the leading tech cities in the world. My passion is simplifying and streamlining user experiences to ensure consumer loyalty and satisfaction. I am skilled in UX Strategy, Digital Product Management and Delivery, and Creative Direction.

Let’s be about the user.

Moving away from product-centric language, complex Information Architecture and superfluous processes is imperative today – no one wants to have to learn how to use something, interfaces should be intuitive. Helping businesses achieve simplicity is one of my favorite parts of my job.

When I’m not designing user friendly experiences I am reading, writing and creating art. I love to explore LA and discover hidden gems as I believe we can learn something from every facet of life.

Work Experience

DIRECTOR, Product Design & UX Strategy

BERA Brand Management / 2020 - 2023

Leads a team of UX/UI and Graphic Designers through a data driven Product Design lifecycle, while conducting UX Research to inform the design patterns and outputs. Facilitation of ideation and feedback sessions with Stakeholders to efficiently deliver high fidelity designs and prototypes.

  • Leadership through the end-to-end design process (from ideation to delivery of a functional product as BETA release and beyond) of our flagship product

  • Conducted User Testing and ran customer round table sessions for feedback on new features to iteratively improve upon the designs

  • Worked with key stakeholders to decrease load times, improve user interactions and feedback, streamline onboarding, and create a responsive experience for new and existing users

  • Owned the Design Roadmap and communicated new features to the Board and Executive Leadership using conceptual documentation for stakeholder alignment

PRODUCT DESIGN AND UX STRATEGY CONSULTANT

Rocket Mortgage, Phoenix Outcomes and others  / 2021 - Present

Consulting for multiple B2B SaaS companies, including augmenting existing staffing needs, consulting, & working with visionary leaders to define and create world class products

  • Worked with multiple clients to create & implement UX & UI standards across both greenfield & existing software solutions

  • Facilitated requirements gathering, ideation, & feedback sessions with key stakeholders

  • Created Low & High Fidelity Prototypes for user testing and implementation

LEAD UX DESIGNER

DocMagic / 2017-2020  

Created and defined user experiences and interfaces as a direct Report to the CEO. Ideations sessions and an iterative design process allowed for the development and release of multiple B2B SaaS solutions in the Mortgage and Real Estate technology space

  • Developed key personas, wireframes, user journey maps, & information architecture

  • Conducted User Testing and presented findings, using the feedback to iteratively improving in the designs

  • Managed multiple external vendors including front-end engineers, graphic designers and UX/UI Designers

DIGITAL MARKETING COORDINATOR

Osiris Trading / 2016-2017  

Digital Marketing Company specialized in online gaming with platforms in 10+ countries

  • Creative & UX coordination for 9 online gaming brands, enhancing onboarding & game-play

  • Brief creation & UAT for all UX improvements to the websites & apps

  • Localization of each brand in 10+ countries for design, content & layout

  • Increase Conversion rates through A/B testing, data tracking & analysis of user behavior metrics

LEAD UX CONSULTANT

Vodacom / 2015-2016  

Major Telco operator owned by Vodafone, operating across Africa

  • Increase conversion rates by implementing UX best practices in e-commerce journeys

  • Plan & attend workshops & presentations with key stakeholders

  • Rapid high-fidelity prototyping, user journeys, wireframing and Information Architecture

  • User testing in a controlled lab environment & iterative enhancements based on data & feedback

UX DESIGNER

Africa Multimedia Creations / 2009-2019

Multi-media platform marketing consultancy specialized in Digital, Strategy, & CX solutions for its B2B and B2C clients

  • Workshops & brainstorming with key stakeholders for conceptual development & iterative improvements to current processes

  • Graphic and UI design to enhance existing and new products and interfaces

  • UX end to end solutions - focus on information architecture and new taxonomy for user journeys