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.

multifaceted

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.

ambidextrous

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

featured work

Crypto Fintech App

I led the research, and user experience on this project, working with a remote team, across the globe, solving the problem of bringing crypto a wider audience, of those whom were curious or even apprehensive, for an audience of avid investors, and those that dabbled. I brought the practice of running Discovery Workshops, and User Journey exercises to the company, and enjoyed leading them, as well.

See Case Study

Video Streaming App

This was a green field project, taking a website to an entire video streaming app. What was different about this one was that it was more than just video streaming. We built in community through adding social features and events. I led the design direction in its entirety, from architecture to creating a fresh pattern library, with original iconography.

See Case Study

Sport Scouting Software

Prior to the exciting basketball games we watch, there is a lot of planning and strategy involved. Coaches go through lengths to research their competitors, and plan their plays, with each game.

FastModel offers an array of apps widely used by coaches of both the NBA, WNBA, as well as major college basketball teams. When I first came on with them, I was tasked with the redesign of their game scouting app. With the successful redesign, and acceptance of the improved UI by coaches, over steep competition, we grew the product catalog to offer more features and products. I led the design for both mobile and desktop apps.

View Work

additional
case studies

SnapSheet

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

Nuvolex

SaaS Administrative Software
Desktop SaaS
Handling O365 Users
Role: Product Design
B2B
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

Ramprate

IT Infrastructure Software
SaaS
Role: UX/UI Designer
B2B

Rixty

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

WASTC
Cisco Training Center

Website
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

Witlee

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

Trissant

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

TrusTee

Crypto Imaging App
2 Day Hackathon Project
Role: UX, Branding & Product Design
B2C
See PDF Presentation

testimonials

“She brings an eye of usability and factoring UX into everything she does.
I appreciate her analytical ability as well in wishing to understand the intent of what the workflow is meant to accomplish such that the design is in support. She has a great personality and brings determined focus as well to whatever I’ve asked her to work on. She is a valuable resource...”

Anthony
Schaller

Operating Advisor

“Genevieve is a great designer that we really like working with. She has a very simple, clean approach to UI design and doesn't try to over complicate things. Her work also includes a lot of thought around UX as well. She is very easy to work with and always comes up with great ideas and approaches to tackling any problem we have. Big fan of Genevieve!”

Brian
Hamel

CEO, Nuvolex

“Genevieve has been an integral strategist in the development, branding and recent launch of BitNavi, a Silicon Valley based tech blog. Beyond the logo and website design, which we love, Genevieve has been thorough in her user and market research...she has applied her strategic thinking and brand management well into the content marketing plan...”

Karl
Motey

Business Development Executive

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.

genevieve primavera

Design
Strategy
User Love

UX
UI
Product
Architecture
Visual