Anne Dolores Diaz

purpose-driven ux researcher for consumer and mobile web

 

 

Relevant Experience

CAUSES.COM (San Francisco CA)

Director of UX Research. 5/12 - 11/13.
Founded the first Causes UX Research team. Hired, trained, and managed seven full-time team members, including Data Scientists, User Experience Researchers, and Community Support Managers.

Refined the company’s product development process with VP of Product and VP of Engineering to support broad, easy, and consistent access to research, including: providing an embedded UX researcher for all development teams, leading SQL training for business stakeholders, regular check-ins with Marketing and Business Development, and creating an internal wiki for all research findings.

In conjunction with our Data Scientist, identified 23 core characteristics of Causes users; from these, developed the company’s first user personas through k-means clustering analysis, surveys of 1,400 people and hour-long conversations with 61 users.  Our six personas are statistically significant and encapsulate 95.6% of our full 186MM user base.  Findings from this work were presented at Data 2.0 in May 2013 in San Francisco. 

• Created the company’s first mental model focused on the experience of “giving back”, compiled from in-depth conversations with over 120 current and potential users. This work influenced product strategy leading to a complete re-launch and rebrand of the site.

• Developed and maintained the measurement of user satisfaction and brand awareness metrics through onsite tracking of NPS and SUPR-Q scores.

• Evangelist for a “user-centric” culture at Causes. All usability studies and user interviews were open to the company; “This Week in Research” reports sent out weekly to all staff; host regular lunchtime “Tech Talks” to present and discuss current findings.

Highly skilled in a wide range of research methodologies, including contextual inquiry, focus group facilitation, polling, and survey creation.
 

Nonprofit Services Manager and Product Manager. 6/11-4/12
• Supported effective usage of Causes for the company’s 24,000 nonprofit partners through the design and implementation of new marketing materials, including monthly webinars, monthly newsletters, and conference presentations. 

Ran usability studies with nonprofit partners to better understand their usage of Causes and areas for improvement. 

Designed and directed the creation of custom functionality for AT&T and Toyota, at the time our largest clients. 

TAPROOT FOUNDATION (San Francisco, CA) 

Lead Consultant, Advisory Services. 6/10-6/11. 
Lead a small team to design and run pilot customized, scalable pro bono volunteer programs for a range of clients, including Fortune 500 companies, the State of California, and the AARP.  

Program Manager. (Bay Area and Los Angeles). 1/08-5/10. 
• Closed 133 pro bono projects, representing $6.65M worth of consulting services to the nonprofit sector.

Established operations in Los Angeles. Trained and managed first cohort of volunteers, introduced nonprofits in Los Angeles to the Taproot model; hired and trained first full-time staff members. 

DUALISM CONSULTING (San Francisco, CA) 

Managing Partner and Co-founder. 04/07-12/09. 
Co-founder of consulting firm specializing in marketing and strategy for small/mid-size restaurants and consumer packaged goods. 

BUILD (Menlo Park, CA) 

Senior Manager, Development and Communications. 09/04-07/07 
• Raised $1.8M as the sole Development staff member during FY 2006.

Lead and managed the re-branding of the organization, resulting in a new logo, website, and marketing materials.

Leadership

Advisor, UX Research and Product Development, for early stage start-up Curious, Inc. co-founded by Linda Avey. 

• Co-founder of Rosie's Daughters, a monthly speaker's series for women in the Bay Area.  Speakers include illustrator Wendy MacNaughton, author Darya Rose, chef Dominique Crenn. 

Co-founder of the Glow Foundation, a statewide 501(c)(3) non-profit currently serving 15,000 students across California.

Education

• Stanford University, Stanford, CA. Bachelor of Arts in Urban Studies, emphasis on Community Organizing.