UX Researcher, Project Management, UX Specialist

Kelsey Cvach

E: ******.*****@*****.*** T: 480-***-**** L: https://www.linkedin.com/in/kelsey-cvach/ Skills:

Project Management

Scrum Master (Certified), Asana, Jira, Airtable, Budgeting, Request For Proposal (RFP) Writing, Project Work Statement (PWS) Writing

UX & Design

Figma & Figjam

Adobe Creative Suite

User Testing

Miro

Analytics

Salesforce

Adobe XD

Content Square

Google Analytics 360

CMS

Wordpress

Drupal

Squarespace

Joomla

Marketing

Constant Contact

MailChimp

Google Adwords

SEO

Work Experience:

Digital Strategist, Converse Jan 2022 - current

On the UX team serving global digital departments, I led efforts to provide continuous improvement to Converse websites, including analyzing user tests, A/B tests, and prioritization exercises.

• Led 12 cross-functional workshops for company priority areas, involving 20+ participants, using Figjam, Miro and other digital collaboration tools

• Conducted, synthesized, and communicated research with recommendations for redesign including moderated and unmoderated user testing, surveys, quantitative analysis, competitive audits, heuristic analyses, and market research best practices

• Analyzed data from Voice of Consumer, SalesForce, Forrester, Baymard, eMarketer and led follow up meetings with partners to build design improvement recommendations

• Developed site-specific strategic principles and communicated to leadership for implementation across 18 countries

• Implemented UX and UI improvements, including 508 compliance, in an agile environment

• Created user flows, wireframes, and prototypes for website optimization

• Conducted card sorting, tree testing and user interviews for information architecture optimizations

• Crafted and analyzed weekly A/B tests, using data analytic software Content Square and Adobe Target, for continuous dynamic enhancements

• Performed rapid, detail-oriented Quality Assurance (QA) partnering with product team Senior Digital Strategist, National Museum of American Diplomacy Jun 2017 - May 2021 In the U.S. Department of State, I served as manager of all digital products and content relating to the National Museum of American Diplomacy. This included website, digital interactives, in-museum mobile guide, email outreach, and funder relationship software.

• Managed launch of interactive online exhibits and digital in-museum guide

• Led website and email platform transition, content overhaul, and SEO improvements

• Executed user interviews, focus groups, and surveys for digital product improvement

• Contracted, budgeted, and project managed four long-term vendor relationships (budgets

$50-100k), including a development support contract for 2+ years

• Founded and led Museum’s 1st and 2nd annual hackathon, resulting in 17 projects and involving 450+ participants; two projects utilized on site

• Initiated new relationships with Amazon, Google, and IBM which led to direct and indirect funding

• Led design of guest exhibits, print donor material, event programs, and educational resources, including informational donor booklet distributed by Secretary of State Mike Pompeo

• Managed office-wide annual exhibit testing at the Smithsonian, including design and execution, drawing 800 participants

• Employed Google Analytics for continual dynamic improvements, including modifying user flow patterns through linking strategy, and making UI design changes

• Implemented and managed the Virtual Federal Service Internship program for 3+ years

• Led adoption and transition to SalesForce, trained 10 staff members

• Designed and implemented museum rebrand, unifying educational and exhibits styles

• Modernized email marketing, quadrupling click-through rate and tripling audience subscription Lead Web Designer, Calvary LLC Jan 2017 – Jun 2017 I created digital design assets and branding for all agency clients.

• Developed branding and web presence for 15 small nonprofits

• Created digital ads, logos, and print material on tight deadlines

• Established design, email marketing, and social media internal processes

• Provided attentive, timely customer service for agency clients Lead Graphic Designer, National Republican Senatorial Committee Jan 2016 – Sep 2016 I created digital design assets for Republican incumbent candidates.

• Utilized analytics and adapted graphics for record-breaking, high-visibility donations

• Piloted new media initiatives, drawing earned media response

• Built templates, visual identity, and comprehensive database for future replication Graphic Designer, Americans for Prosperity Sep 2013 – Jan 2016 I created digital and print design assets for non-profit and led inaugural UX efforts.

• Led series of intradepartmental meetings and workshops to determine tone, mission, and metrics of Foundation web overhaul, designed and A/B tested subsequent website

• Served as interim project manager and marketing coordinator for over 34 states

• Managed design interns, trained print design associate in the intake, approval, and distribution process

• Developed creative strategy and visuals for states which received nationwide recognition, reaching over 2 million views over 6 months

Education:

Humboldt University (Berlin, Germany) Sep 2021 - Feb 2024 M.S. Cum Laude

Economics & Management, Macro Emphasis

“21+ credit hours in economics courses, 6+ credit hours in statistics, Spatial Techniques in Empirical Economics, Econometrics, Microeconometrics, Practical Computational Methods, Agent-based modeling/simulation, Analysis of Experimental Data Northern Arizona University, Honors College Sep 2009 - May 2013 B.S. Magna Cum Laude GPA 3.8

Triple Major Political Science, Public Relations, Advertisement Certificates:

Certified Usability Analyst Remote Jul 2024 - Jul 2024 Human Factors International

User Experience Specialist Washington, DC Sep 2016 - Dec 2016 General Assembly

Scrum Master Washington, DC May 2020

Scrum Alliance

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