toddsteinemann
Experience
State Farm
April 2020 – Present
Sr. Director, Experience Design
As the head of experience design for consumer channels, I oversee experience strategy and UI/UX design for products, experiences and services across the prospect and customer journey. During my time at State Farm I’ve established myself as a strong collaborator, inclusive leader and customer advocate. To help mature the team culture and focus on the customer, I’ve built a Design Thinking practice that focuses on strategic engagements and department education and training. My scope of oversight spans unauthenticated dot com, authenticated web self service/account, log on/authentication, global navigation, re-imagined quoting experiences, billing, claims, self service app, driving app and emerging areas of telemtatics, home automation, voice and chat bots.
TEAM SIZE: 80+ [ 60 FTEs & 20+ Contractors across 3 hubs and remote locations ]
SELECT PROJECTS: Future experience Vision Strategy, Product Bundling Strategy, Re-imagined Quote Experiences, State Farm App, .com Redesign
HIGHLIGHTS: Trained over 200 team members on Design Thinking, Grew life quotes 40%, Grew auto quote starts 22% and purchases by 14%, Grew renters quote starts 24% and purchases by 12%, Grew self service actions by 20+%
U.S. Bank
June 2018 – April 2020
Vice President, Experience Design
Responsible for all experience direction and digital visual design across all business lines, digital brand and design system, design thinking and consumer experience across web, voice and app platforms. A highlight of my time at U.S. Bank was leading the redesign of our app, deeply rooted in customer needs and voted best in industry. A major accomplishment was building a robust design system across multiple sub brands for web and the app. My scope of oversight focused on design thinking, design systems, unauthenticated dot com, authenticated web self service/account, global navigation, credit card reinvention, AI insights, voice and app.
TEAM SIZE: 100+ [ 80 FTEs & 20+ Contractors across 4 hubs and remote locations ]
SELECT PROJECTS: App redesign, AI Insights, Design System, Global Navigation and .com redesign, Voice Assistant
HIGHLIGHTS: Trained over 200 team members on Design Thinking, Grew life quotes 40%, Grew auto quote starts 22% and purchases by 14%, Grew renters quote starts 24% and purchases by 12%, Grew self service actions by 20+%
COX COMMUNICATIONS
June 2014 – June 2018
Sr. Director, Research & Design
Growing into a leader of research and design, I was able to not only build a design thinking practice, but successfully blend research and design into a cohesive, aligned team that flourished in finding and solving business/customer opportunities. By ensuring that data drove research and research led all up front ethnographic, qualitative and testing methods in order to add context and insight into the design process we saw significant experience improvements and focus on solving the right problems. In addition to traditional UX focused design oversight,I grew the team’s focus to be more omni-channel by delivering holistic experience design through mapping customer journeys and service design methods.
TEAM SIZE: 50+ [ 18 FTEs & 30+ Contractors ]
Select Projects: App redesign, Global Navigation and .com redesign, Numerous Strategic Design Thinking and Service Design efforts
HIGHLIGHTS: Redesigned app, Built design system, Built Design Thinking team for omni and enterprise engagements, drove new and holistic service and product integration, introduced voice experiences, cart/checkout enhancements increased conversion by +15%, evolved research methods from usability to ethnographic and hedonic studies
HOME DEPOT
Feb 2011 – June 2014
Director, Experience Design
Responsible for defining and driving the digital design and experience vision and execution for all commerce platforms, with a deep focus of leading and evangelizing a unified customer first design across desktop, tablet web, mobile web and app experiences. In addition to the projects, this role was about re-building the team from the ground up, recruiting, defining roles, process, systems, tools, standards and execution to create a culture of excellence and growing talent to deliver amazing experiences.
TEAM SIZE: 30+ [ 22 FTEs & 10+ Contractors ]
Select Projects: Global Navigation and .com redesign, App redesign, building a Pro experience, Shipping and fulfillment methods (buy on-line, pick up in store…), Seasonal digital events, future state experience vision, extended aisle and in-store appliance kiosk
HIGHLIGHTS: Redesigned multi award winning app, Built design system, product detail page design updates that increased conversion by 16%, search/navigation redesign that grew utilization by over 30%, drove cart/checkout design enhancements that increased conversion by over 12%, in-store appliance kiosk drove ~10% sales lift by store
TARGET
Sep 2010 – Feb 2011
Sr. Manager, Presentation & Digital Experience
Responsible for driving an overall creative and experience vision for guest-facing presentation in all emerging and mature digital spaces, delivering strategically planned editorial and creative execution while leading relationships with internal and external creative partners. Responsible for vision and strategy to drive content, creative, style guides, templates and governance of guest-facing presentation including editorial/tone/voice, and creative to ensure consistent, multi-channel experiences.
TEAM SIZE: 22 [ 22 FTEs ]
Select Projects: Global Navigation and .com redesign, App redesign, building a Pro experience, Shipping and fulfillment methods (buy on-line, pick up in store…), Seasonal digital events, future state experience vision, extended aisle and in-store appliance kiosk
HIGHLIGHTS: Building the team from the ground up, setting roles, recruiting and on-boarding new team members, Defined vision and sold in/acquired and managed +$12M photography budget, Lead site redesign roll out plan, experience, photography, design and drove experience and content strategy across all digital channels.
Target
Nov 2009 – Sep 2010
Sr. Manager, Creative Visioneer Group
Responsible for creative direction and overall vision for key categories such as fashion, jewelry, accessories, kids and baby. My main focus was to identify category and brand white space, competitive creative and innovation tracking and setting and driving the creative vision and execution for assigned categories and owned brands.
TEAM SIZE: Site redesign steering committee to drive vision and brand, Target Baby social platform, Seasonal store signage refresh, Thanksgiving and Holiday catalogue, baby catalogue, owned brand vision, fast fashion campaigns, Target Style campaign – short form video and social platform, Kaleidoscopic fashion show
HIGHLIGHTS: Drive multi-channel marketing and event creative across all categories, Direct and manage creative on extreme high profile campaigns and shoots
Target
Nov 2006 – Sep 2010
Sr. Creative Manager, User Experience
As part of new interactive group, I built and lead the first user experience team at Target. By pulling together a cross-functional group of IAs, designers, writers, and front end developers we were able to align multiple internal and external groups in our vision and governance across all marketing and commerce initiatives. Responsible for setting the strategies, business processes and leading a team responsible for establishing a solid foundation upon which best-in-class interactive experiences were built.
TEAM SIZE: 30+ [ 22 FTEs & 10+ Contractors ]
Select Projects: 3 Site Redesigns, Amazon platform integration, Future owned Experience Vision, Pattern Library/Design System, Ongoing site refresh and seasonal updates, Photo art direction, In store registry kiosk
HIGHLIGHTS: Structured team, roles and processes, Drove multi year growth in conversion, findablity and use, Championed the need for services based API’s to allow for great creative and experience design & development, Established and rolled out enterprise wide pattern library/design system
Target, Creative Manager Interactive
2002 – 2006
Target, Sr Designer
2000 – 2002
Neiman Marcus : On-line, Sr Designer
1999 – 2000
Awards
Webby Awards:
Retail, People’s Voice Winner, Target.com
Events, Nominee,Target Kaleidoscopic Fashion Spectacular Retail,
Mobile Winner, Target Tablet, App + Mobile Best
Visual Design Aesthetic, Honoree, GetIntotheGame.com
Best Use of Video or Moving Image, Nominee, Back To College: Odds Against 7even
Best Home/Welcome Page, Nominee, FreeStyleLivin.com
Banners and Rich Media, Honoree, ‘Sounds Good’ Rich Media Banners
AIGA 356 Year in Design 26 Category Marketing Experience Design Shaun White Site-let
Ad Age Top Ten Web film sites, Shaun White KickflipLivinDigital
Out-of-Home Awards Digital Place Based Home Depot Appliance Experience
Cyber Lion Target Design for All, Best of Show and Best Consumer Web site
AdTech Target Design for All, Best of Show and Best Consumer Web site
How Design, Interactive Design Winner, Outstanding [Miscellaneous and navigation] KickflipLivin’
Oct Step by Step Best of Web Design Winners 2006, WEB/Interactive Advertising Campaign – up2d8
The Show Silver, Target Greetings, Fuzees Silver, Wake Up Call ’05 Silver, Back to College ’05 Bronze,Star Wars takeover
One Show Interactive Merit, Other Digital Media, Target up2d8
Patents
USD807340S1 | Home Depot Appliance Kiosk Physical Design
Education
UNIVERSITY OF FLORIDA | BFA GRAPHIC DESIGN