Ux Designer Product Design

IMTIAZ SIDDIQI

Lead UX Designer Scalable Product Design · UX Strategy · B2B · SaaS · Consumer Experience AWS, Allstate Email: *********@*****.*** Phone: 312-***-**** Chicago, IL, United States https://www.linkedin.com/in/imtiaz-siddiqi Portfolio - https://immi-ux.com SUMMARY

Lead UX Designer with 12+ years of experience creating scalable, user-centered product experiences across enterprise, B2B, and SaaS platforms. Adept at aligning UX strategy with business objectives, defining MVPs, and building modular systems that simplify complexity and improve adoption. Skilled in leading cross-functional teams and translating research into actionable insights that shape both product and design direction. Proven impact at AWS, Allstate, and SPX Technologies through thoughtful, long-term product design thinking.

CORE COMPETENCIES

UX Strategy & Product Design: User-centered design, product thinking, experience strategy, UX architecture, systems thinking, end-to-end product design, journey mapping, persona development, MVP definition, stakeholder alignment, early-stage product development.

Research & Validation: User research, design research, usability testing, heuristic evaluation, customer insights, behavioral analytics, A/B testing, insight synthesis, data-driven design. Prototyping & Tools: Figma, Axure, Adobe Creative Cloud, high-fidelity prototyping, rapid prototyping, component libraries, design systems, interaction flows, UI patterns.

Leadership & Collaboration: Design leadership, team mentorship, cross-functional collaboration, product planning, agile UX, design critique, stakeholder alignment, design thinking facilitation, remote collaboration. Technical Fluency & Domains: HTML, CSS, responsive frameworks, desktop and mobile UX, cloud platforms, SaaS products, insurance, B2B, B2C, enterprise systems, regulated industries, public sector. RELEVANT WORK EXPERIENCE

Rypil Principal UX Strategist & Designer (Contract) Remote US Jan 2024 – Present Principal UX lead for a stealth-stage SaaS startup (under NDA). Defined UX vision, product architecture, and design strategy for a scalable platform serving both B2B and consumer-facing needs.

• Defined UX architecture: navigation, flows, and modular structure for scalable rollout.

• Co-led MVP definition with founders and engineers; aligned scope with product goals.

• Built and iterated prototypes from low to high fidelity; reduced decision cycles by 50%.

• Designed onboarding and engagement model to support retention and future engagement.

• Created a UX measurement framework to guide iteration and track alignment.

• Shaped experience strategy to support investor readiness and early-stage business milestones. Allstate Insurance Lead Senior UX Designer (Contract) Remote US Jun 2023 – Dec 2023 Led UX for the modernization and integration of Allstate’s home and auto platforms. Established structure, process, and strategy for a fragmented team to deliver a unified experience aligned with enterprise bundling goals.

• Introduced a cohesive UX process where none existed; replaced ad-hoc requests with structured intake, planning, and delivery frameworks.

• Led a 4-person UX team, aligning with product, engineering, and business.

• Delivered MVP in 2 months within an Agile environment, enabling seamless bundling across home and auto insurance products.

• Designed a unified customer journey to support cross-selling and improve product discoverability.

• Developed a reusable design template aligned with enterprise standards, increasing operational efficiency by 63% and enabling future product lines to integrate into the bundling experience. Amazon - AWS Lead UX Designer Remote US Jun 2022 – Jun 2023 Led UX strategy and integration of AWS DataZone into the Athena console, enhancing platform capabilities and unifying fragmented workflows. Drove a 45% gain in data discoverability and advanced design consistency across the AWS ecosystem.

• Defined MVP scope and long-term experience strategy through deep cross-functional collaboration with product, engineering, and subject matter experts.

• Led research and facilitated design thinking workshops to inform product direction and mitigate delivery risk.

• Restructured information architecture and taxonomy to reduce friction and improve search and content discoverability.

• Designed scalable task flows and use cases across varied personas to ensure accessibility and cross-segment usability.

• Created and iterated high-fidelity prototypes in Figma to align stakeholders and validate design decisions; regularly presented and defended design rationale to senior leadership.

• Expanded AWS's component-based design system to support consistency and reusability across product surfaces.

• Designed a unified experience within Athena that supported both DataZone and Athena users, aligning roles, workflows, and access patterns to enable seamless cross-product collaboration. Allstate Insurance Lead Senior UX Designer Northbrook, IL Jan 2017 – Jun 2022 Owned UX strategy and execution for two platforms: the customer-facing Allstate Business Insurance (ABI) platform and the internal Business Planning Platform (BPP). Drove innovation, automation, and measurable business impact across complex ecosystems.

• Built and led a multidisciplinary UX team covering research, visual design, content strategy, and interaction design.

• Facilitated design thinking workshops to align stakeholders, turn insights into strategy, and shape roadmap priorities.

• Partnered directly with the President of Allstate Business Insurance and C-suite leadership to define UX strategy and align platform vision with enterprise business objectives.

• Delivered the ABI platform in 100 days, automating underwriting and increasing commercial auto insurance sales by 56%.

• Designed a machine learning-powered Business Planning Platform that reduced reliance on Field Sales Leaders by 80%, enabling brokers to make faster, data-informed decisions and driving a 15% sales increase within the first 6 months.

• Championed digital transformation through advanced UX patterns and scalable systems that improved experience quality and operational efficiency.

• Connected siloed business functions through shared UX patterns, enabling agents to access planning tools and policy workflows from a unified interface.

SPX Technologies Senior UX Designer Elk Grove Village, IL Aug 2013 – Aug 2016 Modernized public transportation systems by consolidating 25 legacy platforms into a unified, cloud-based solution. Led the full UX lifecycle—discovery, research, architecture, design, prototyping, front-end development, and field testing.

• Established UX research from scratch—partnered with marketing and engineering to lead field studies with transit passengers, uncovering pain points that shaped product direction.

• Defined the experience strategy across e-commerce, kiosks, and fare systems to optimize usability and operational flow.

• Collaborated with engineering and infrastructure teams to ensure seamless integration between hardware and software.

• Built a scalable design system and component library to drive consistency and streamline development across platforms.

• Implemented UX designs directly in code using HTML, CSS, and Bootstrap, accelerating handoff and ensuring alignment across design and engineering.

• Worked in close collaboration with developers throughout implementation, ensuring design intent was preserved and technical constraints were addressed early in the process. EDUCATION AND PROFESSIONAL DEVELOPMENT

User-Centered Design Thinking Facilitator Certificate (2022), LUMA Institute, User-Centered Design Thinking Practitioner Certificate (2017), LUMA Institute Majored in Human-Computer Interaction (HCI), DePaul University

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