Stephen Heraldo

Senior UI Visual Designer

Design Approach

When a client or stakeholder comes to me with a request, I use the same core principles to identify the problem, establish goals, and execute on solutions. I lean on my experiences at enterprise companies as well as client work with small businesses to make the best decisions.

Empathy.

Understanding the human impact of any design is key to any successful design solution. It could be an end-user issue, or it could be an internal stake holder trying to improve performance. For great results, it’s all about understanding your audience’s pain points.

Data-driven.

While design is very much a subjective thing, we have to take into account data to properly measure the impact of a design. Using UX practices, it’s imperative to be open to iterations and relying on gathering accurate data to inform design decisions.

Iterative.

Great designers are flexible and open to change. Something I learned over the years, is that you can’t fall in love with any one design – especially when we have the luxury of working in a digital medium. The most successful designs are the ones that are always self-aware and continuously looking to improve the user experience.

Story Telling.

Designers are part of a team of story tellers. Every touchpoint you have with a customer is an experience that shapes the customer’s brand perception. Products should solve problems and be a joy to use. This is the most meaningful interaction a customer will have, and it’s the biggest opportunity to solidify them as brand advocates..

UX/UI Work

Citrix Redesign

Citrix Support

Citrix: Project Themis

Experience

Work

Community Roots Project , Co-founder (March ‘20 – Present)
In response to the pandemic, my wife and I shifted our photography business to telling stories in our community utilizing our photojournalism backgrounds.

Citrix, Senior UI Visual Designer (March ‘14 – January ‘21)
Experience working through multiple rebrand initiatives and rotating C-level executives. Integral part of crafting the Citrix story as a designer in the Digital Marketing organization. Collaborated with the Brand, Production, Development, Strategy, and Product teams to constantly iterate on our digital presence and eventually create a brand that has transcended it’s dated brand perception.

Salesforce, Print Production Coordinator (July ‘10 – Feb ‘12)
Managed communication for the production of all printed materials of day to day marketing operations. Trafficked communication and assets between Salesforce and George P. Johnson for all collateral, indoor and outdoor signage, and tchotchke items for the 8th and 9th Annual Dreamforce. Collaborated with designers, vendors, developers, and executive officers.

Freelance Designer / Photographer / Filmmaker (January ‘07 – Present)
I’ve been a for-hire creative ever since my days in college. It’s liberating to get to pick and choose clients and deliver something to help them achieve their goals.

Education

Cal Poly, San Luis Obispo (class of 2009)
Graduated with a Bachelor or Science in Graphic Communication with a concentration in Design Reproduction Technology

Skillset