Felicity Smith
@felicitysmith
Design leader building scalable design systems, research operations, and cross-functional alignment.
United StatesWhat I'm looking for
I am a design leader who builds systems, processes, and practices that allow product organizations to scale. I operate at the intersection of design strategy, organizational design, and hands-on craft to raise quality across teams.
At Zeta Global I redesigned team operating models, established intake and roadmap systems, standardized collaboration workflows, and led a company-wide Figma migration and governance effort across 250+ users. I managed a team of seven designers and partnered with senior leadership on budget, staffing, and performance processes.
Previously, I built a UX research practice, centralized research repositories, and created templatized FigJam workflows while owning design for a $60M product portfolio. At Jellyfish I led UX for complex data products, delivering tools that dramatically reduced report generation and calculation times and supported revenue goals.
I began my career contributing to large government design systems and accessibility compliance, and I have freelance experience improving WCAG accessibility and delivering branding and visual design for civic and community clients. I bring a track record of operationalizing design at scale and mentoring teams to run research and craft independently.
Experience
Work history, roles, and key accomplishments
Appointed interim Design Lead during a $325M acquisition, redesigned a siloed design org and introduced paired-designer operating model, improving cross-functional visibility and continuity across six products. Led enterprise Figma migration for 250+ users, established intake and roadmap systems, and managed a team of seven designers.
Owned design for three products within a $60M portfolio and built the UX research practice and centralized research repository, enabling designers to run independent research and reducing duplicated effort. Implemented structured handoff guidelines and designed executive-level workshops to secure UX investment.
Led UX for a suite of data products serving 500+ clients and 32,000+ accounts, delivering tools that cut report generation from 72 hours to 15 minutes and reduced calculation time from 5 hours to 1 minute, contributing to revenue and operational efficiencies.
Junior UX Designer
Ministère des Armées
Jan 2020 - Dec 2022 (2 years 11 months)
Redesigned the public-facing Ministry of Defense website, increasing average session duration to six minutes and contributed 50+ components to the national State Design System, improving design/development efficiency across government sites.
Designer
Freelance
Jan 2018 - Dec 2020 (2 years 11 months)
Provided branding, visual design, and accessibility improvements for civic and community clients across the US and France, including WCAG compliance work for a municipal website and campaign and nonprofit communications.
Education
Degrees, certifications, and relevant coursework
ISEA Multimedia Digital Campus
Master of Arts, User Experience Design / Digital Strategy
Completed a master's program focused on Lead User Experience Design and Digital Strategy, emphasizing user-centered design methodologies and strategic digital product practices.
Paris College of Art
Bachelor of Fine Arts, Communication Design
Earned a Bachelor of Fine Arts in Communication Design with coursework in visual communication, branding, and digital design.
Availability
Location
United StatesAuthorized to work in
Job categories
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