Product Designer Design

*****@*-*.**

www.petersurrena.com

****–**** / Principal Product Designer. IDC

Led product design and architecture for the IDC Data and Analytics team, launching SaaS platforms including IDC Velocity Sales (sales ops) and Knowledge Platform (competitive intelligence).

• Transformed complex market intelligence into intuitive and accessible dashboards and dynamic visualizations, re- ducing guesswork and expediting decision-making for sales and marketing teams.

• Enabled comprehensive company profiling and market op- portunity identification, leading to more informed strategic decisions.

• Spearheaded a design and user-first approach to product development, establishing new visual and communica- tion standards to simplify complex data and enhance user experience.

• Led user interviews, ideation, concept testing, and synthesis for new platforms and features.

• Built new design system to ensure consistency, scalability, and efficiency across platforms.

• Grew an international team from five to fifteen over the course of 12 months which included engineering, customer experience, sales, and GTM.

• Delivered key insights for market entry planning and part- nership strategy development.

Peter

Surrena

2019–2021 / Product Architect. IDG

Created and led team to develop Neon, a platform that identifies and analyzes behavioral patterns of companies engaged with IDG B2B properties, revealing potential sales and marketing opportunities.

• Developed concepts, prototypes, and production-ready wireframes for the Neon platform, which provided user- facing dashboards for behavioral profiles and sales opportunities.

• Contributed to the development of a strong, flexible design system that supported the creation of diverse digital products and streamlined workflows for a global team.

• Developed IDG’s initial version of an intent score by surfacing usage patterns, determining when key job titles are entering the picture, and pinpointing which business locations are most active.

• Automated company matching and activity association, reducing manual effort for data management.

2014–2019 / Head of Product & Technology.

Digiday Media

Managed design, product, and ad operations with a focus on raising the visual and technical standards, while finding new ways to increase and generate additional revenue across all products.

[ Sites include Digiday.com, ModernRetail.co, and Glossy.co ]

• Led the transition of editorial sites to a subscription model, designing and iterating on user experiences for activation and retention, including extensive A/B testing and user test- ing to optimize design and messaging.

• Developed comprehensive design systems and templates for both web and print products, ensuring visual consistency and efficient production across a wide range of formats and events.

• Created AdOps department. Ran trafficking, forecasting, and reporting on direct-sold and programmatic advertising across Digiday Media sites, newsletters, and podcasts.

Continued on next page

I design products that transform complex

business requirements and user needs into

intuitive, accessible solutions.

Education

1998–2002 / University of the Arts, BFA in Graphic Design. Continued

2010–2014 / Creative Director. PSFK

• Created for brands (such as Google, Microsoft, Target, Intel, and BMW), managed all things digital, and visualized and executed PSFK’s international event series and exhibitions.

• Built design department at PSFK.

• Worked with clients to visualize trends, with a focus on com- peting brands, consumer paths, and future retail concepts.

• Design and development of PSFK.com.

2007–2010 / Senior Designer. WRT Design

• Interactive, information, print, and proposal design for architecture and urban planning projects.

2004–2007 / Designer. Fernley & Fernley

• Brand development, website development, and

migration of existing websites to current standards for various non-profit associations.

2003 / Designer. FAO, Inc.

• Graphic design services for FAO Schwarz, Zany Brainy, and The Right Start.

Peter

Surrena

Skills

Accessibility (WCAG), AI, AI Prototyping, Dashboards, Data- Driven Design, Data Visualization, Design Systems, Print Design, Product Design, Product Strategy, Prototyping, UI/UX Design, Synthesis, User Research and testing, Wireframing

Tools

Adobe Creative Suite, Balsamiq, Figma, FigJam, Firebase, Jira, Lovable, Pendo, PowerPoint, Uizard

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