Krys Roth

Located in central Ohio with 15+ years of UX strategy, design and research, product management and general people management experience. I am a very strategic, outcomes-focused, UX leader and problem-framer who enjoys applying UX design principles and research insights to drive user-centered, context-first, customer-centric, data-driven digital user experiences and innovative solutions across complex enterprise, retail, healthcare, manufacturing and financial services for responsive web and mobile applications. I build exceptionally successful teams, grow people to their full potential, and create engaging, intuitive designs and effectively integrate UX processes into Agile/scrum methodologies.

I'm looking for roles where I can utilize and share my skills, help others learn and grow while doing so myself.

• Cardinal Health, Pharma wholesaler, 2018-01-01, 2024-01-01, Director, User Experience Strategy, Design & Research, Led and facilitated design-thinking workshops, UX work-sessions, and UX design strategy sessions to define and refine problem statements, journey maps, personas, user scenarios, user flows, service design and high-level roadmaps for multiple business initiatives resulting in digital transformation of $125B Pharma B2B e-commerce platform to combine multiple disparate systems to one future-flexible, unified and personalized experiences., Recruited, built and led a high-performing team of UX and UI designers, product designers, IAs, UXBAs, UX researchers, operations specialists, UX strategists and managers scaling team 1400% in the first year and ending with over 25 team members and 6 direct reports that produce over 20,000 UX artifacts annually., Established standardized processes for iterative design & research and tied directly to the business case. Example: enhancing 'feature A' for $200k increased the business case by $5B with ROI in the first 3 months., Designed and ultimately led 100% growth ($1B in annual sales) and growing, iOS and Android app development resulting in a 5-year funded roadmap from the ground up in 6 months., Designed and led multiple feature enhancements resulting in over $5M in annual tier 1 and 2 benefits., Created and led maintenance of playbooks for UX design & research to include UX artifacts, interaction guides and design system documentation to define and evangelize UX functions and capabilities across the company., Established and led UX Writing capability, guidelines, processes and review to streamline copy iterations., Led creation and maturing of accessible (WCAG 2.2 Level AA) design system components, functions, documentation, intake and governance., Led creation and maintenance of customer research database, recruiting strategy and build of UX research panel, and experience metrics dashboard strategy growing to over 1500 customer participants in 3 months., Established cohesive, trusting relationships with product, program, IT, development, marketing, BUs, and other segment leadership to ensure a balance of user, design, and broader strategic business initiatives., Implemented CX Index to drive measurable improvements using UX methods to raise KPIs like NPS and CLI scores in collaboration with the corporate insights team., Established baseline metrics to measure and pull various experience levers to gauge and determine best improvement opportunities across the platform., Led UX across ecommerce (B2B & B2C) platforms and channels and cross-functional Logistics service systems to support multiple digital transformation initiatives across the Pharma division., Collaborated and partnered with digital teams, business and technical product owners, marketing creative, merchandising, UI developers, back-end developers, technical analysts, architects, cross-functional service teams and business leaders to influence and design best-in-class enterprise ecommerce and logistics services, retail websites and app interactions., Consulted and influenced analytics, CRM and content authoring teams and provided digital product and UX guidance for marketing content, A/B testing and optimization planning to best inform enhancements in the experiences with insights more directly related to behaviors anticipated in the user flows., Identified, defined, refined and designed ad-hoc UX enhancements across the segment on an as needed basis., Developed Digital College curriculum for product and UX and served as program mentor for 4 years.
• DSW, Shoe Retailer, 2016-01-01, 2018-01-01, Senior Manager, User Experience Design & Creative - ecommerce, Owned the user experience for all e-commerce platforms., Led accessibility remediation project for the website and apps (WCAG 2.1, Level AA)., Led UX redesign of new loyalty program for the consumer website, iOS and Android apps, and employee facing POS system redesign., Led design for digital kiosk and back-end inventory system app for innovative in-store application roll-out, design of cutting-edge store operations tools for inventory communications and delivery, all collaborative design sessions for 4.8-star mobile app and product enhancements which led to increase of mobile sales by over 27% YOY., Built proof of concept for augmented reality (AR) shoe finder for in-store experience on the apps., Led last phase of UX functions for $1.5 mil DSW.com responsive website redesign., Led end-to-end design project of new iOS and Android apps.
• GSW, Pharma Advertising, 2015-01-01, 2016-01-01, UX Director, UX Director over agency's largest pharmaceutical client (Eli Lilly) managing multiple brands and tactics including Oncology and Diabetes sites., Wire-framed desktop, mobile and tablet device designs for pharmaceutical clients., Created and developed mobile and tablet device prototypes based on design interactions for user testing., Collaborated and partnered with internal client, account, creative and technology directors, editorial staff, copywriters and strategy partners to establish a single unified brand message and approach to design for each client.
• Huntington National Bank, Banking, 2013-01-01, 2015-01-01, VP, UX Director, Managed, led, directed, recruited and built a high-performing full-service digital design team and created the user experience vision and strategic roadmap., Managed the ADA compliance initiative for all digital assets across the organization., Planned innovative changes to UI design, information architecture, strategy, development processes and organizational capabilities/structure., Established user testing base with customers through feedback tools.
• OCLC, Library Software, 2012-01-01, 2013-01-01, Senior Interaction Design Lead, Designed mobile and tablet applications to enhance usability for library management systems., Established and facilitated participatory user design sessions., Created and developed mobile and tablet device user interactions and prototypes based on design interactions for user testing., Conducted, synthesized, evaluated and presented user testing results., Created and designed visual components for end user facing products.
• Clutch Interactive, Interactive Agency, 2011-01-01, 2012-01-01, UX Team Lead, Led a UX team consisting of business analysts, interaction designers, researchers and usability specialists over several differing projects and clients., Managed the UX portion of a large multi-million-dollar, multi-year, end-to-end (LMS) earning management application development project for McGraw-Hill., Managed the overall process approach on several UX design projects.
• Fahlgren Interactive, Marketing Agency, 2008-01-01, 2011-01-01, Senior UX Architect, Led UX initiatives, design and research across multiple verticals and large B2B brands like Worthington Industries, Cooper Tires, Columbia Gas and several legal and healthcare clients., Developed digital user experiences that drove success metrics based on desired outcomes through goal definition., Created, maintained, and improved Information Architecture documents (sitemaps, annotated wireframes, user flows, uses cases, scenarios, etc.) and contribute to the process of continually refining the documentation as deliverables.
• Resource Interactive, Consulting, 2007-01-01, 2008-01-01, UX Consultant, Created wireframes using site map, information architecture guidelines and business requirements for large redesign effort for HP.com graphics site., Developed and defined requirements, use cases and activity diagrams., Defined and utilized business requirements for project clarity., Created and executed QA test scripts for testing.

Title: Strategic UX Design, Product & Research Transformation Executive

• Design Leadership: Scaled and directed UX, UI, product and research teams across enterprise and infrastructure products.
• Owned end-to-end design and design ops. Proven experience mentoring and inspiring product owners, designers and researchers, building a high-performance culture with clear feedback loops and empathy at the center.
• AI & Technical Systems: Designed interfaces for personalized AI workload deployment, internal ops tools, and complex compute workflows.
• Design Systems: Built, governed, and scaled atomic design systems and tooling across web UIs, dashboards, internal tools, and mobile apps.
• UX Research: Established centralized UX insights repository, usability testing practices, and data-informed experience roadmaps.
• Managed research ops with robust recruiting practices.
• Visual & Interaction Design: Created elegant, usable, and consistent experiences that align with brand and business goals.
• Cross-Functional Collaboration: Driving end-to-end product design with Product, Engineering, and Executive leadership.
• Accessibility & Compliance: Leading WCAG 2.2 AA-compliant initiatives and inclusive design methodologies. Championed user trust, safety, accessibility, and diversity through inclusive research and design frameworks.
• Resolved product issue through consumer testing.
• Supervised team of 45+ and 8 direct reports.
• Built 4 UX/product teams from scratch in transformational projects that led to successful deployments of re-imagined products and established long-term UX and product practices.

• Women in Digital - Founding Member
• UXPA
• IXDA
• CPG