An acknowledged User Experience (UX) professional with expertise in building and designing UX Strategies. Extensive experience in User-Centered Design (UCD), Information Architecture (IA) and Workflow Engineering, UI Design and Engineering, User Research, and Usability Design, Engineering and Evaluation.

Always a user advocate — always a business champion.



More than fifteen years of hands-on UX Design and Engineering practice. Collaborate with stakeholders at every level across business, customer and user scenarios. Knowledge expert on optimization of user interaction with web-based application interfaces. Advocate for a pragmatic approach to UX solutions for both the business and its users. Expert in screen-based interaction and intuitive workflow design: PC, mobile, and print.


  • Strategic Planning:
    • Create UX Frameworks
    • Create UX design consistency through collaborative communication
    • Communicate strategies to engage business application stakeholders in UX design
  • Design and Build UX Frameworks:
    • Build requirements-based UI sketches, wireframes, prototypes, screen designs and mockups
    • Create UI design documentation and annotation
    • Contribute to and provide oversight to Interaction Design
    • Perform Expert and Heuristic analysis
    • Conduct Usability Scorecard reviews and System Usability Scale surveys
  • Orchestrate Information Architecture and Workflow Engineering Practices:
    • Conduct ethnographic and usabiltiy research
    • Sever as UX Subject Matter Expert in Requirements Elicitation Process
    • Build usable application Workflow Experience Design based on business requirements


  • UI Design and Development:
    • Design and build complete web sites from requirements to production and roll out
    • Institutionalize standards-based UI development
    • Drive and implement cross-platform design and development compliancy
    • Drive and implement Section 508 Accessibility compliancy


Walmart Stores, Inc. • Bentonville, AR
Sr. UX / Usability Specialist • 2010-Present
UX Generalist, acknowledged "Team of One" US Practitioner, supporting multiple web-based software development projects for internal and external business stakeholders
  • Provide Workflow Engineering and UI design deliverables to multiple project teams
  • Consult with multiple development teams across IT division to improve UX and UI
  • Present to multiple teams on topics germane to UX and Usability
  • Evangelize UX across IT, Home Office, and Sam's Club divisions
  • Design ongoing Prototyping training curriculum for Business Analysts
  • Engage iterative prototyping and user testing during requirements elicitation
  • Developed Usability Scorecard for Walmart's IT division to identify and measure development team's adherence to Usability Best Practices
  • Developed UI Design Guidelines and Best Practices for cross-divisional UI standardization
  • Wrote Web Usability Software Design and Accessibility Standards
  • Created ongoing User Experience User Group (UXUG) which consistently hosts presenters on UX topics; attended by 80-260 IT and Business associates
  • Developed and facilitated training for Business Analysts in IT division on sketching and prototyping during requirements elicitation
  • Designed ongoing Prototyping training curriculum for Business Analysts
Advanced SQA Engineer – CTFL • 2009-2011
Served as QA test lead and SME on IT Merchandising software development projects, consulted on business requirement testability, built and executed test cases, managed vendor partner QA testers
  • Served as SME for Walmart's Retail Link during requirements
  • Collaborated in development of QA testing standards & practices
  • Worked with QMO to develop defect resolution workflow
  • Developed Visual QA test methodology; implemented methodology into SDLC
Programmer Analyst, Web Developer, UX Evangelist • 2007-2009
Performed as .NET, VB, SQL, HTML, CSS, and JavaScript developer for web application development team; acted as Art Directory and UX Expert for major redesign or premium retail application portal web site (Retail Link)
  • Designed and developed "Getting Started" and "What's New" web-based tutorials for Retail Link redesign project
  • Designed successful POC for a standards & guidelines web site for Retail Link development (RLDN)
  • Consulted & advised development teams on UX guidelines & UI best practices
  • Performed usability testing of wire frames and prototypes
  • Designed & built on-boarding web site for Retail Link team new hires
Seidel & Associates • Palo Alto, CA and Bentonville, AR
Sr. UI Designer, Web Develop, Project Manager, Information Architect • 1998-2012
Owned & operated web design and development consulting business; provided full-service graphic, web and architectural design to clients in need of professional web branding, site design, development, and maintenance
  • Provided professional services to small businesses, small tech, and nonprofit organizations
  • Developed and managed team of associate web developers for client projects
  • Implemented best practice Usability and User Experience engineering methodologies
VeriSign • Mountain View, CA
UI Designer, Web Developer, Usability Engineer • 2006
Consulted as Graphic, UI, and Usability Design Engineer to internal product group
  • Advised internal product Usability Group
  • Produced rapid prototyping for UI screens & workflows on existing and new product web sites
  • Developed HTML, CSS, and JavaScript web prototypes
  • Conducted usability testing in formal usability test lab environment
  • Applied RITE usability testing methodology • San Leandro and Foster City, CA
Sr. UI Designer / Web Developer / Team Lead • 2004-2006
Acted as Sr. Usability and UI Design Consultant and Employee to premier print on demand and ecommerce storefront provider
  • Performed as UI designer and HTML, CSS, and JavaScript web developer
  • Managed corporate partner web site design and development
  • Led product & web graphic design team
  • Developed, trained and led team of web designers & developers, insuring consistent client services and quality assurance
  • Developed online documentation & training service manuals for client services and design personnel
  • Designed and developed templates for e-commerce storefronts deployed to members within membership administration
  • Developed product specification & informational web pages depicting printing of member designs on product templates

UI Designer and Web Developer
Aquent Partners • Sunnyvale, CA
Creative Services and Web Consultant
PROVISTA Software Intl. • Fremont, CA
Web Master and Web Design Consultant
PROVISTA Software Intl. • Fremont, CA
Director of Sales



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Connie Seidel, Seidel & Assoc., and