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JOsH Lindsay


									1/4 Asad Kemal

Asad Kemal

Hoboken NJ 07030 Phone: 336.253.5076

Objective Senior-level position in a centralized User Experience department Profile

 14years of experience, designing and developing interactive experiences. Managing, and motivating
organizations to successfully deliver products and services with a high level of quality. Ability to build and retain top-performing teams.

 Hands-on experience in all aspects of User Experience from research to user-centered design to visual
design to content to localization, with a strong focus on design.

 Strong project-management and time-management skills that enable me to effectively manage multiple
projects, exceed expectations, and deliver on or ahead of schedule.

 Business analysis, including gathering, analyzing, and documenting functional/business requirements and
writing use cases, based on information gathering sessions with clients/stakeholders and technical team members

Experience Merrill Lynch – Hopewell NJ VP User Experience GWM- Online Strategy Group Jul 2008 to Current  Responsible for defining the user experience for Global Wealth Management consumer and institutional products, and building the department and processes that can make this happen. Manage a growing team of UI designers, visual designers and content providers. Promote user-centered design throughout the organization and implement processes to support and ensure the success of user-centered design. Part of the leadership team responsible for redefining and implementing design and development processes for Merrill Lynch and Bank of America UX Group. Recent Projects    Redesign and close gaps for Merrill Lynch and Bank of America Trade products ( Equities, Multi and Extended Hours trading, Mutual Funds and Options and Multi Leg Options Trading) Redesign of Options Chain lookup and Options Trade & Probability Calculator. Interactive demos and How to tutorials across all new

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JPMorgan Chase – New York NY Customer Experience Lead and Senior Information Architect Oct 2007 to June 2008 (Consultant)     Responsible for leading and supporting the execution of high priority online initiatives for a diverse set of client organizations in United States and Europe. Managing group of IA’s on multiple projects. Partnering with marketing, technology, compliance, and multiple lines of business to optimize online user experience through content and design enhancements Develop design comps for web properties along with front-end interface screens for various client applications within template based corporate style guide standards

Recent Projects The Treasury and Securities – CCB Access Portal which will incorporate a revised user interface with an updated backend infrastructure, in order to facilitate TSS and CCB requirements around single-sign on, portallevel entitlements and provisioning, and content management White Labeling Project – Lead designer and IA for the Strategic Build to provide Swedbank’s underlying clients with secure access to a “grey labeled” portal that is powered by JPMorgan ACCESS JPMorgan WSS believes that there is and will continue to be a demand for white labeling services, in particular to support custody banks that are looking to provide better end –client services, but do not have the capability and as such this document will assist in moving this strategic initiative forward.

Fidelity Investments (FEB design) – Boston MASS Producer/Director User Experience Oct 2005 to Oct 2007 Lead information architect for Fidelity Investment. Managed group of IA’s on multiple projects. Worked closely with new Microsoft technologies built for Windows Vista. The Microsoft .NET Framework version 3.0 and Web Expression.  Implemented and presented the plan for Buy-in for Business and IT Leadership.  Lead the design and execution of the following UE capabilities: visual design, usability, information  Produced prototypes of UI behaviors, user interaction models and workflow requirements  Develop wire frames and user experience user flows for complex online applications  Closely worked and conducted usability tests in the labs with usability specialists. Recent Projects Active Trader Platform, (Active Trader Pro™) vision for 2008/09. Active Trader Platform. Flash and video demo. (Active Trader Pro™). Mutual Funds evaluator and library pages redesign (RIA using Flex). Mutual Funds compare tool redesign. Exchange Traded Funds evaluator and compare tool redesign.  

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Museum of Fine Arts, Boston– Boston MA Director User Experience December 2003 to September 2005     Put together and managed design and development team of 10. Implemented and presented the plan for Buy-in for Business Leadership, IT Leadership. The CIO and the Development Organization. Liaised with the development and business teams during the design, build and testing phases. Resolved issues arising during development and testing. Worked directly with MFA management to design and develop complex X/D/HTML and _JavaScript wire-frames and production ready prototypes Company website Senior User Interface (UI) Designer and Information Architect. User Centered Design – responsible for design and development of usability requirements, user profiles, use cases and scenarios. Designed and build user interface conceptual models, extensive web application prototypes and wire-frames. Perform early design evaluations, usability tests, surveys, and presented the results of these activities to project teams. Liaised with the development and business teams during the design, build and testing phases. Resolved issues arising during development and testing

Awais Interactive -Boston MA (Awais Interactive was acquired by Accenture in Jan. 2004) Head of the User Experience (UE) / Interface (UI) design and Project Manager June 1999 to December 2003  Managed design and development teams of up to 20 people, on a broad range of client projects including usability engineering, information architecture, corporate ID and Web site design and development for Fortune 500 companies and small to mid-sized companies  Produced prototypes of UI behaviors, user interaction models and workflow requirements.  Documented all analysis, findings and relevant information in a comprehensive series of deliverables.  Headed the development of full life cycle methodologies for analysis, design, implementation, testing and maintenance of projects.  Directed the creative output of digital media project teams requiring articulation of a strong vision for creative values and strategies as well as overall project direction for team members, and that I be an advocate for needs of the team to other groups.  Developed design briefs and implemented critique sessions for projects requiring a solid understanding of the practical benefits and limitations of Internet technologies. “Express Fashion” company website Information Architect/Lead GUI Designer and Developer for the complete website. Utilizing advanced ActionScript and Flash Web Services. Worked closely with The Corporate creative Director and the development team. Created information structures and wireframes, usability tests with case models. Resolved issues arising during development and testing. (Technologies: Flash, ActionScript, JSP/ JAVA, HTML, DHTML, CSS, Photoshop, Dreamweaver) “Bostonian Shoes” official website GUI Designer/ Developer for the website. Worked closely with the software development team. Resolved issues arising during development and remote testing of database scripts. (Technologies: Flash, ActionScript, JSP/ JAVA, Oracle, HTML, DHTML, CSS, Photoshop, Dreamweaver)

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“The Isabella Stewart Gardner Museum” Information Architect/GUI Designer/ Developer for the complete project. Utilizing advanced ActionScript and Flash Web Services. (Technologies: Flash, ActionScript, ASP, MS SQL, HTML, DHTML, CSS, Photoshop, Dreamweaver) “Boston Ballet” Technologies: .NET, MS SQL, ASP, JavaScript, HTML, XHTML, DHTML, CSS)

Razorfish -Cambridge, MA Director of Architectural Visualization September 1997 to April 1999  In charge of architectural modeling and rendering for schematic designs, presentations, advertisements, and construction documents.  Constructed intricate models of building exteriors and interiors, as well as interactive walkthroughs and multimedia presentations.  Directed and produced full-motion DVD quality 3d animations for video demonstrations and press releases

Skills and Software Project Management, Usability Engineering, Creative Design, Information Architecture, Corporate Identity, Advanced DHTML, Brand Strategy, Web Site Design, Action Script 2.0, Advanced CSS-2 Primary graphic and Web design software: Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Adobe Acrobat, Visio, Microsoft Project, Adobe Flash and Adobe Dreamweaver Education History University of Punjab, BA Communications Boston College, MS Computer Communication Design (Point, Line and Plane Theory course work)

User Experience Coursework 2005 Certified Usability Analyst (CUA) from Human Factors International, Managing User Experience Groups, Essentials of Interaction Design, Practical Usability Testing, Science and Art of Effective Web and Application Design, User-Centered Analysis and Conceptual Design, Rapid Prototyping, Advanced CSS, JavaScript, ROI of User Experience, Usability and Product Development, Ajax Design and Usability, How to Build Rich Personas Recognition/ Awards     Media Inspiration Featured Artist (Nov. 2005) Interview in Industry Standard (Sept. 2004) Interview in Media Magazine (2002) Macromedia International Design award (1998)

Samples wireframes, functional specifications Documents, web page Mock-ups and working prototypes available upon request

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