Experience

natvhawkins@gmail.com · +1 517 290 1616 · LinkedIn

Natalie is a product designer with 12+ years of experience in technology, primarily at B2B SaaS and B2B2C startups and large organizations, including Oracle, Amway, and United Airlines.

Download a PDF of my resume here.

Senior UX Designer

United Airlines
Major American airline that operates an extensive domestic and international route network across the United States and all six inhabited continents.
November 2022 – July 2024

I led the launch of a new digital version of United Hemispheres, a travel publication. My responsibilities included leading research, information architecture, UI design, and developing concepts for an AI travel planning tool.

I was also the lead designer on the united.com renovation, revamping hundreds of web pages, implementing digital best practices, and working closely with content design and accessibility experts. This collaborative effort ensured compliance and a smooth transition to the new United brand and UI. After renovating 52% of the targeted pages, organic traffic grew 296% between Q3 2022 and Q3 2023.

Senior Product Designer

Snapdocs
Series D B2B2C SaaS · U.S.-based digital mortgage closing and mobile notary scheduling platform
May 2021 – August 2022

I partnered with engineering, data, research, and content strategy to design features to streamline the Snapdocs user operations specialists’ workflow and reduce COGs by:

  • Conducting user research through interviews, usability studies, and shadow sessions with users.

  • Researching the borrower experience, a new market segment (Snapdocs is mainly focused on the lender, settlement, escrow, and title experiences).

  • Launching a platform that allows mortgage lenders and investors to determine the digital eligibility of closings quickly.

Design Lead

Amway
Direct selling company with products sold in 100 countries
June 2019 – May 2021

  • I led the user experience for the launch of the Nutrition Recommender tool, a quiz/chatbot that helps Amway’s salesforce and customers personalize their wellness product recommendations.

  • Lead user experience and interface design for Amway Healthy Home mobile apps (iOS + Android).

  • Created digital selling tools:

    • Lead user experience strategy and UI execution for the new Amway Creators mobile app.

      • Managed internal stakeholders and agency partners across North America, China, and India to deliver global mobile experiences.Amway Creators mobile app: a way to engage new Amway Business Owners (ABOs), ideally within their first 90 days. Attrition is higher if ABOs do not feel supported in their first 90 days.

    • amway.com: a customer-focused ecommerce experience. Previously, Amway’s commerce site was not built for customers. It was essentially a digital catalog for its salesforce to learn about products and place bulk orders to stock their inventory.

      • MyShop: a personalized shopping experience on amway.com, allowing ABOs to create lists of their favorite products to share with their customers digitally and

        earn attribution for sales.

      • ShareBar: a way for ABOs to share links to products with customers - product detail pages, product lists, search results pages, product category pages - and

        receive a commission for any sales made from that link share.

      • Amway Design System: I led the team in building this after an Amway global rebrand to support amway.com, Amway Creators, MyShop, ShareBar, and all Amway digital tools.

Design Consultant

Science Exchange
Series C B2B SaaS · R&D services management platform
2017 – 2019

  • Lead designer working with internal stakeholders and agency partners to complete a company rebrand and new responsive website. Built out marketing collateral and an asset library as part of the rebrand: scienceexchange.com.

Tech for Campaigns
nonprofit platform: digital resources for political campaigns
2018 – 2019

  • User experience and user interface design for a web-based fundraising tool for political campaigns.

  • Visual assets for social media and marketing projects.

Design & Product Marketing

Oracle / Apiary
Series A (acquired) B2B SaaS · web-based API documentation. Oracle Corporation is an American multinational computer technology company.
May 2015 – August 2017

  • UX/UI for Apiary’s website and web-based enterprise API documentation product. 

  • Content creation, art direction, and design for print, digital, audio, and video marketing materials. 

  • Transitioned Apiary’s brand, product, & customer base to Oracle following the acquisition and merger.

UX & UI Designer 

Bitcasa
Series A B2C & B2B SaaS cloud storage platform
October 2013 – May 2015

  • Designed desktop, mobile, and web apps for consumer, developer, and enterprise turn-key cloud storage products. 

  • Created icons, illustrations, and animations for product features and onboarding. Determined product colors, typography, and transitions. 

  • Translated product requirements and specs into UX flows through low- and high-fidelity wireframes. Created mocks and prototypes with redlines for delivery to engineering. 

  • Developed email templates for customer-nurturing campaigns and company newsletters, as well as templates for product, feature, and competitive analysis one-sheets.

Designer

Aeris Communications
B2B SaaS IoT solution provider
October 2012 – October 2013

  • User interface design, branding, and content management for the Aeris website and customer portal.

  • Visual design and marketing content creation: whitepapers, trade show displays, and videos about the IoT industry.

Designer 

Doner
creative agency
August 2011 – September 2012

  • Branding, visual design, logo design, and illustration for print and digital projects for clients including ADT, The UPS Store, The Detroit Zoo, and the Detroit Historical Society.

Designer

Traction
brand strategy agency
July 2010 – July 2011

  • Branding, logo design, illustration, & layout for print and digital collateral.

Graphic Designer

Michigan State University Design Center
2011

Redefined the brand identity and voice of The Red Cedar Review, Michigan State's undergraduate literary journal, the longest-running undergraduate-managed publication in the United States.

Graphic Artist

The State News
Michigan State University student-run publication
2007 – 2011

  • Created print & digital ads and promotional campaigns for The State News clients.

  • Prepared daily print edition of The State News for publication: placed all ads and non-editorial content, created print-ready files, sent files to press

  • Uploaded all articles and interactive media content to The State News’ proprietary content management platform for publication on statenews.com.

Education

General Assembly San Francisco
Front–End Web Development · 2013

Michigan State University
BFA: Graphic Design · 2011
BA: Advertising · 2010

American University of Rome
International Advertising · 2009