Toni McAfee

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					Toni McAfee
Information Architect / UX Strategist Phone: 682.554.4462 | Email: Web: | LinkedIn: Background  14 years experience in Web site, Web and Desktop application design, from business requirements gathering and analysis to HTML production.  Practical-minded perfectionist with an ability to create compelling concepts and work through complex details from discovery to concept to design and writing.  Deep expertise in interaction design for transactional and social networking Web applications.  Excellent project leadership, communication, writing, and client interaction skills. Experience Information Architect / UX Strategist RAPP Worldwide October 2007 – September 2009          Design the information architecture and user experience for clients such as Macy’s, Bank of America, H-E-B Grocery, Best Buy, Sears/Kmart, Hyatt, Enterprise, Samsung, 7-Eleven, Amway, IRS and more. Work in close collaboration with both clients and internal teams to develop initial strategy – addressing product, brand, marketing, content and overall user experience. Manage user research efforts including contextual interviews and usability testing. Lead client workshops and meetings. Create internal and external deliverables including consumer touch point diagrams, conceptual diagrams, site maps, interaction flows, storyboards, page/screen schematics/wireframes, content inventories, mediaappropriate copy, detailed business requirements and functional specifications. Develop new types of deliverables (i.e. rapid prototypes), workshops and presentations as necessary. Collaborate with visual designers, technical developers, and project managers to generate superb design and happy clients. Directly manage and mentor junior level Information Architects and occasionally direct the work of contractors. Game changing contributor, evangelizer and educator to both internal and external clients on the importance of User Experience in Digital production of all types.

User Interface Specialist / Creative Director (Freelance) McAfeeDesigns, DFW, TX December 1997 – Present Clients include DFW Airport, CompUSA, Progressive Concepts, IMC2 (Lean Cuisine, Eukanuba, BMC Software (B2B)) DFW Airport, CompUSA, Baylor Health Care Systems, Target Base (Iams), Belo Interactive, Slingshot (Dr. Pepper), TeleFlora & more.          Provide UX direction and creation of detailed IA documentation and/or creative concepts and assets for clients. Responsible for all IA aspects including marketing/business requirements, consumer touch point diagrams, site maps, wireframes, workflows, action response charts, functionality descriptions, prototyping for usability testing, analyzing data, etc. Provide creative vision and art direction for the development of brand experiences and advertising campaigns to graphic, web and flash designers. Guide new business development efforts by providing creative solutions to potential clients. Discovery of client objectives, target audience, preferences and exploring practicalities. Management of project specific budgets as well as creative development budgets ranging from $5K to $2M. Management of design teams ranging from 2-10 designers for both online and print projects. Design and production of User Interfaces for both the web and software development including GUI design and HTML, CSS and JavaScript development within various development environments. Design and production of logos, corporate identity, advertising, promotional and store merchandising materials (brochures, posters, kiosks, packaging, etc.) Page 1 of 2

Creative Director Corpus, Inc. Irving, TX July 2003 – July 2006  Responsible for all User Experience including IA, creative and front-end development for both web and desktop application development for Verizon and Wachovia.  Lead, manage and provide creative leadership and direction to graphic, web and flash designers.  Manage, design and produce corporate identification, promotional, marketing campaigns and sales collateral.  Provided GUI design, Flash and HTML, CSS and JavaScript development as required by projects.  Guide new business development efforts, including responding to RFP’s, contract negotiations, client presentations, etc. Senior Art Director / Front-End Architect, Fort Worth, TX June 1999 – August 2003  Design User Interface, graphics, HTML and CSS development and Flash for large-scale projects within Vignette, TCL and ASP environments.  Lead team of designers across multiple office locations, establishing priorities and ensuring creative consistency and quality for the creative development of large online projects including ecommerce.  Development of wireframes, use-case scenarios and CARD tables and creation of prototypes for usability testing.  Analyze both quantitative and qualitative data and make design recommendations based on test results and usability standards.  Provide artistic leadership and creative guidance to team members.  Counsel on matters of branding, strategy, scheduling and production.  Collaborate closely with marketing teams to ensure consistent implementation of brand across all consumer touch points.  Management, design and production of corporate identification, promotion design, marketing campaigns, etc. and conception, direction and production of promotional videos. Technical Writer (Contract) Reynolds & Reynolds, Irving, TX March 1999 – June 1999     Writing, layout and illustration of software manuals for updates and new releases Designed layout and produced software help using RoboHelp Development, implementation and training of repeatable processes Design and production of marketing materials, brochures, etc.

Graphic Designer / Documentation Specialist (Contract) Abbot Laboratories, Irving, TX March 1998 – March 1999     Creation of medical equipment labeling utilizing Corel Draw, Freehand, Excel and an Oracle database Development, implementation, production and training of electronic document distribution system. (PDF) Development and implementation of Windows training materials including instruction of internal classes. Editing of vector and raster drawings and text documents.

Tools, Design Practices and Associations  Axure, Visio, Morae, Power Point, Illustrator, Indesign, Photoshop, Director, Flash, HTML, CSS  Well-versed in Participatory and Contextual Design (UCD) and UML software design  Information Architecture Institute, American Society for Information Science and Technology (ASIS&T) Education Art Institute of Dallas, TX - 1998 Associate in Applied Arts TCJ, TX – 1995 Associate of Business Page 2 of 2

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