genevieve primavera

User Love


i am...

empathy driven

Yes. Everyone has their own personal style – their own voice. This is important as an artist. Not so much, as a designer, though. Design is different. I am designing for the user. I am designing, as the user. Ultimately product and user experience design is about hospitality. I start with the question, how can I make this virtual environment welcoming, pleasant to use, relatable and accommodating.


I have taken on a vast amount of projects in my many years as a designer. Every project has its own unique challenges, goals, KPIs, and audience, along with its own set of user pain points. This is where being empathetic comes into play. I am able to adjust to these various challenges, with an open mind, being consistently resourceful, strategic, and constantly growing and learning.

a leader

Leadership begins with empathy and follows with mentorship. My style of leadership comes from a place of taking people under my wing and lifting them up to draw out their strengths and talents. It comes from a place of listening and learning. Likewise, I bring strong people together, excited about the projects we take on, as a team. People I have managed, have gone on to speak at AIGA and Adobe conferences, in their careers.


My skills are varied and strong. I am both left brained, and right, which is unusual and unique. I can handle projects from the ground up, both in the architectural flow, all the way to the visual design. I take joy in both research and strategy, as much as I do in finessing the visual appeal, the typography, line, shape and color. I solve problems, and I create delight.

speaking engagements

Scout, San Francisco

Keynote presentation on user interface design, the importance of knowing your users, and where to start, for members of the Silicon Valley Mobile Developers Group, speaking to an audience of 90 members

DLA Piper, Palo Alto

Presented and held a user interface design workshop for members of the Silicon Valley Mobile Developers Group

case studies


Insurance Processing Software
Desktop and Mobile
Role: Sr. Manager of UX and UI
B2B and B2C
See Case Study


SaaS Administrative Software
Desktop SaaS
Handling O365 Users
Role: Product Design
See Work

Chas Seligman

UX, Market Research, and Web Design
Rebranding, Content Strategy, UX, UI, Team Management
See Live Site

Treehouse Childhood
Cancer Initiative

Web Site, Branding, Content Strategy
Rebranding, Content Strategy, UX, UI, Team Management
See Case Study

additional projects


IT Infrastructure Software

Role: UX/UI Designer


Video Game Currency Website
Role: Visual Design &
Front End Development

Hot Chalk

College Recruitment App
‍Role: Visual Design
Front End Development

Park Your Profits

Parking Crypto Purchase Website
Role: Visual Design &
Front End Development

Cisco Training Center

Role: UX, Visual Design
and CMS Dev

UCSC Genomics Institute

Web Site, Branding, Content Strategy
Rebranding, Content Strategy, UX, UI, Team Management for 3 of their websites, including their flagship site
Design Direction, Branding,
Execution & Leadership


Instagram Shopping App
Desktop and Mobile
Role: Product Design
B2B and B2C


Shopping Local Made Easy
Desktop and Mobile
Role: Product Design
B2B and B2C


Crypto Imaging App
2 Day Hackathon Project

Role: UX, Branding & Product Design
See PDF Presentation

about me

I was born and raised in Silicon Valley, California. My father was an engineer, and my mother a graphic artist. I have been creating, as long as I can remember. In my early days, I took art and design classes at Otis Parsons. Later, I went on to study design at the Academy of Art University, while interning and eventually working in the field. Mid-career, I attended the Art Institute, for Interactive Design, where I graduated on the Dean's List.

My vast experience in design and leadership, and my eclectic background in multiple facets of design, has enabled me to employ a range of diverse methods, in diverse scenarios.

Over the years, my work has encompassed interactive product design, architectural strategy, web site design, brand identity, fashion design, print, motion graphics, video production, and even entrepreneurship. I have created works for Fujitsu, the NBA, the University of Santa Cruz, among many clients and companies, with a diverse set of business goals and customers. I have also been one of very few designers to attend hackathons with developers, just for fun.

My career has taken me to an audience of a hundred techies, speaking to the process of user interface design, to cohorts of fifty-plus students teaching UX and UI, and making appearances in publications, such as Women's Wear Daily, and California Apparel News. I have mentored and led designers, whom have continued to have successful careers, as well.