Heya! I'm Fred.
Designing value into delightful product experiences.
Case Studies
Design Leadership
#Leadership
#Vision
Leading transformative design initiatives, significantly boosting user satisfaction and team effectiveness at the Academy of Art and Cisco Systems.
Artu LMS: Designing Habits
#Leadership
#Product Design
Improving user retention in the Academy of Art's SaaS-based Learning Management System by cultivating positive user habits.
Artu Hub: Never-Ending Journey
#Leadership
#Product Design
Improving user retention by developing positive habits into the Academy of Art Learning Management System.
Y&H Creative Lab
#Leadership
#Product Design
Providing design expertise to clients such as Audi, Ducati, NASA, Kokoro Spirits, CamelBak, Stellantis, and more.
About
My path to design started at an early age. Coming from a family of artists gave me a deep appreciation for the creative process and beautiful visuals. As I entered into college I took classes in design, psychology, and computer science where I found the desire to understand why and how people interact with technology.   Fast forward many years later and I find myself continuing to have love for this amazing field and wanting to share it with others.
Passionate about good design and mentorship I took on the role of Design Manager at Cisco Systems where my understanding of product strategy grew.  I decided to take this knowledge to the Academy of Art in San Francisco where I am Director of the Interaction & UI/UX Design.  At Artu I am able to lead teams who design products used internationally. This role has also allowed me to coach design managers and product designers. When I'm not working, I enjoy hiking, traveling, playing guitar, and studying languages. 안녕하세요!
When I'm not working, I enjoy hiking, traveling, playing guitar, and studying languages. 안녕하세요!
“You cannot understand good design if you do not understand people. Design is made for people.” - Dieter Rams