Norma Velasco
Creative, strategic UX leader with 10+ years of experience designing and building high-performing digital products and websites.
I specialize in translating complex business goals and user needs into intuitive, accessible, and conversion-driven experiences. With a strong foundation in front-end development and component-based systems, I bridge the gap between design and implementation—leading teams, shaping strategy, and delivering work that performs.
What I Do Best
Lead end-to-end UX and product design from discovery through launch
Design scalable systems for web, product, and marketing platforms
Collaborate deeply with engineering, marketing, and product teams
Turn research, data, and constraints into clear design decisions
Build experiences that are both beautiful and technically sound
Professional Experience
Verisign | June 2026 – Present
Lead UX and product design for complex digital products and data-rich enterprise experiences. Translate user needs, business requirements, and technical constraints into intuitive, scalable solutions, partnering closely with Product and Engineering from discovery through implementation. Bring a hybrid UX design and front-end engineering perspective to the role, helping bridge the gap between product strategy, interaction design, and technical delivery.
Lead end-to-end UX and product design, including discovery, workflow definition, information architecture, wireframing, prototyping, interaction design, and high-fidelity UI.
Simplify complex systems, technical processes, and dense information into clear, efficient user experiences.
Apply UX engineering expertise to evaluate technical feasibility, define responsive interaction behavior, and support accurate design implementation.
Collaborate closely with product managers, engineers, and stakeholders to clarify requirements, identify constraints, and translate product goals into scalable design solutions.
Create reusable components, interaction patterns, and design-system guidance that improve consistency and development efficiency.
Develop prototypes at varying levels of fidelity to communicate concepts, validate workflows, and reduce ambiguity during development.
Support design-to-development handoff through detailed specifications, responsive behavior, accessibility guidance, and implementation review.
Use qualitative insights, usability principles, analytics, and iterative validation to improve usability, task completion, and overall product quality.
Brivo | 2023 – June 2026
Lead the design and front-end execution of responsive, high-impact digital experiences across marketing websites, landing pages, and campaigns.
Own end-to-end UX and UI design, from concept and wireframes through final production
Partner cross-functionally with developers, marketers, and product stakeholders to translate strategy into intuitive, conversion-focused designs
Design and maintain scalable, component-based CMS systems that support consistency and rapid iteration
Use analytics, A/B testing, and performance data to refine layouts, messaging, and user flows
Champion accessibility standards, UX best practices, and continuous improvement across platforms
Balance business objectives with human-centered design to drive measurable outcomes
Novel Creative Studio | 2016 – Present
As founder and lead designer, I guide strategy, UX, and front-end development for custom digital experiences across e-commerce, brand, and marketing platforms.
Lead UX strategy, design, and development for client-facing digital products and websites
Design responsive, conversion-focused interfaces rooted in user needs and brand storytelling
Create and evolve design systems and reusable UI components for long-term scalability
Produce wireframes, interactive prototypes, and high-fidelity designs using Figma, Sketch, and Adobe tools
Collaborate closely with developers and stakeholders to ensure clean handoff and execution
Build trusted, long-term client relationships through thoughtful strategy and clear communication
Deploy | 2014 – 2016
Designed and developed accessible, responsive websites across a range of industries
Translated business and user goals into strong information architecture and visual design
Created wireframes, prototypes, and polished UI concepts to guide development
Conducted usability testing and applied UX best practices to improve engagement and performance
Collaborated with creative, strategy, and technical teams to deliver cohesive digital experiences
Skills & Expertise
UX, Product & Experience Design
UX strategy, discovery, and research
Information architecture & user flows
Wireframing, prototyping, and interaction design
Design systems and component-based thinking
Accessibility, usability, and inclusive design
Leadership & Collaboration
Design leadership and creative direction
Cross-functional collaboration with product, engineering, and marketing
Translating strategy into executable design systems
Mentorship and design advocacy
Design Systems & Tools
Figma, Sketch, Adobe Creative Suite
Component libraries and scalable UI frameworks
CMS-integrated design systems
Web Design & Development
HTML, CSS, JavaScript
Responsive, accessible, and performance-optimized web design
Component-based and CMS-driven design systems
Design-to-development collaboration and implementation oversight
Platforms: Wordpress, Webflow, Framer, Drupal, Squarespace, Wix
Optimization, Data & Performance
Conversion-focused design and optimization
Analytics, A/B testing, and data-informed iteration
Performance, accessibility, and SEO considerations
Additional
Bilingual: English & Spanish
Education
ATS, Web Design / HTML – University of Toledo (2014)
ATS, Graphic Design – University of Toledo (2014)
B.S., Zoology, Behavioral Science – University of Oklahoma (2006)