Work experience

Feb 2018 – May 2025

Senior UX Designer
Pizza Hut US    |    Plano, Texas

Hired as UX Designer I, left as Senior UX Designer II.

Lead product designer for internal and employee-facing platforms — including a unified call-center POS, franchisee self-service tools, and menu management — improving operational efficiency, reducing cognitive load and errors, accelerating onboarding and adoption across diverse user groups.

Led design strategy and interaction design for the call-center POS, mapping user roles, permissions, system logic, and task flows into clear UX patterns and workflows that simplified operational complexity and unified two legacy systems into a scalable web-based platform.

Redesigned key customer-facing e-commerce flows — including the pizza builder, localization, and design system foundations — increasing usability, accessibility, and conversion.

Partnered with PM and engineering to clarify requirements, prioritize initiatives, evaluate feasibility, and ensure accessible, high-integrity execution from concept through delivery.

Leveraged qualitative and quantitative research — including user testing, usability testing, and heuristic evaluations — for evidence-based design decisions and rapid iteration.

Created prototypes, flows, and interaction models that clarified direction, exposed edge cases, and aligned stakeholders on validated, testable solutions.

Developed scalable design-system components to promote consistency, accessibility, and long-term product cohesion.

Mentored junior designers to advocate for users and pursue continuous improvement.

Dec 2014 – Feb 2018

Jr Art Director
WorldVentures Holdings    |    Plano, Texas

Hired as Senior Designer, promoted to Jr Art Director in 2016.

Contributed to company-wide rebrand, developed brand guidelines, and partnered with Digital teams to ensure continuity across channels.

Directed creative design for marketing and foundation websites — from content strategy, IA, and wireframes to QA with development.

Fostered collaboration between Creative and Digital departments, improving cross-functional workflows and alignment.

Jan 2007 – Apr 2014

Co-Founder / Art Director
Meva    |    Carrollton, Texas

Co-founded and operated a creative studio serving small businesses and nonprofits, leading brand, web, and digital experience projects from strategy through execution.

Key contributions:

Led end-to-end creative direction across branding, web design, UX/UI, and marketing collateral.

Conducted client discovery, translated business goals into clear scopes, and developed tailored design solutions.

Designed and built responsive websites (HTML, CSS, basic JavaScript) and custom WordPress themes.

Managed long-term client relationships, often acting as a fractional design partner for ongoing creative support.

Hired and directed contract designers and developers, ensuring high-quality execution on tight timelines.

Presented concepts, guided stakeholders through decisions, and owned client communication and project leadership.

May 2014 – Dec 2014

Web Designer
Army & Air Force Exchange Service    |    Dallas, Texas

Designed 140+ landing pages and 900+ assets for e-commerce; coded and managed content across Oracle-based platforms.

Nov 2008 – May 2010

Multimedia Designer
Symon Communications    |    Plano, Texas

Created digital signage content for kiosks, touchscreens, menu boards, and enterprise displays for national clients.

Nov 2005 – Feb 2008

Graphic Design & WEb Specialist
NBFAA    |    Irving, Texas

Maintained and updated a large 1,000+ page website; produced print, web, and marketing materials across channels.

    July 2004 – Nov 2005

    WEb Designer
    TNT Dental    |    Frisco, Texas

    Designed and built custom websites; managed writers and supervised content quality..

      Sept 2003 – June 2004

      Graphic Artist
      Lockheed Martin STS    |    Fort Worth, Texas

      Produced interactive Flash-based training presentations for F-16 aircraft; resolved conflicts between standalone and web-based delivery formats.

        Skills

        Tools & tech

        • Design: Figma, Sketch, Adobe Creative Cloud
        • Prototype: Figma, InVision
        • Collaboration: Jira, Confluence, Miro, FigJam
        • Code: HTML, CSS, basic Javascript

        Product & UX

        • User research (qual / quant)
        • Usability testing & heuristic evaluation
        • User journey & task flows
        • System mapping & complex workflow design
        • Information architecture (IA)
        • Wireframes & prototypes
        • Visual / UI design
        • Accessibility & inclusive design (WCAG)
        • Design systems & component libraries

        Collaboration & leadership

        • Cross-functional partnership with PM & Engineering
        • Clear communication & storytelling
        • Mentoring designers
        • Agile and Kanban methodologies
        • Stakeholder alignment & facilitation

        Education

        Art Institute of Dallas
        2003, Associate of Applied Science
        Multimedia/Web Development

          Awards

          Gold Winner – Travel Weekly Magellan Awards
          New Member Campaign, WorldVentures, 2017

          Gold Winner – dotComm Awards
          Non-Profit Category, WorldVentures Foundation, 2017

          Merit Winner – HOW In-House Design Awards
          Non-Profit Category, WorldVentures Foundation, 2016

            Kind words

            She brings a strong systems-thinking approach, her designs not only solve immediate problems but also contribute to a more scalable, cohesive ecosystem.

            Jessie Lang

            UX Manager

            She has a rare ability to translate complex user needs into elegant, intuitive experiences. Geneva is a generous collaborator who elevates every team she’s part of.

            Zach Rozell

            UX Research

            Whether it’s a product launch, brand development or web design, everything she touches is spot-on and exceeds everyone’s expectations.

            Brittani Kroog

            Creative Director