RESUME

SUMMARY

Fractional UX Research & Product Strategy Leader

I help organizations make sense of complexity—mapping workflows, uncovering user motivations, and turning insights into clear, actionable strategies. I bring hands-on experience across SaaS and IoT products in FinTech, Healthcare, Logistics, and beyond, with a deep interest in how emerging technologies like AI can elevate product thinking. I thrive in ambiguity and specialize in bringing clarity through thoughtful research and strategic collaboration.

Complete list of publications, public speaking engagements and other community involvement

EXPERIENCE

UX & Product Consultant

I Need That Art, Saint Louis, MO | March 2017-Present

Selected consulting engagements:

Signal Ocean (May 2025–Present)
Supported a global maritime logistics platform with fractional UX and product strategy guidance, including process documentation, team coaching, and workflow discovery.
Disabled Journalists Association (November 2023-Present)
Developed digital growth and inclusion strategies.
BioVentures (November 2023-May 2024)
Guided solar and healthcare startups on UX strategy and early product direction.
Green Fin Amendments (February 2024-May 2024)
Defined customer segments, market positioning, and e-commerce roadmap.

Director of Product

Freight Science, Saint Louis, MO | Aug 2022 - May 2023

Led the strategy for two interwoven Clinical products at an early-stage, decision science-powered, B2B, SaaS logistics startup.

Defined product roadmap and structure for chaotic, early-stage SaaS startup in logistics optimization.
Led pilot and launch of new mobile/desktop brokerage product from scratch (zero to one).
Managed UX and engineering teams, implemented Agile, and ran all product ceremonies.
Increased client base by 40%; delivered high-impact UX improvements and captured roadmap pivots.

Senior Product Manager - Clinical (Enterprise)

AliveCor, Mountain View, CA | May 2021 - May 2022

Responsible for leading the strategy for two, interwoven Clinical products (one legacy software platform and one multi-platform service).

Led strategy and delivery for AliveCor Labs, a zero-to-one IoT-based IDTF heart monitor.
Led cross-functional teams across multiple platforms (KardiaPro, KardiaRx, TechTool).
Conducted extensive VOC research with physicians, techs, and patients.
Managed backlog, wrote user stories, facilitated workshops, and prioritized roadmap.

“Martha is the unique individual with incredible passion, work ethic, and ability to learn and grow into new roles. As a product manager, she rises to challenges in every way. She takes the self-directed initiative to educate herself and become better and better at what she does. She is fearless, tireless, and will dive into any challenge headfirst. At AliveCor, she jumpstarted our entry into a new market segment, which required a suite of all-new software products. Her ability to deconstruct a larger objective into actionable tasks was instrumental to delivering the solution on schedule.”
— Al Woo, Chief Product Officer (CPO) of AliveCor

UX Design Lead - Clinical (Enterprise)

AliveCor, Mountain View, CA | February 2021 - December 2021

Led UX design team for IDTF product suite.
Created journey maps, service blueprints, flow diagrams, and UX strategy documents.
Designed workflows and UI in Figma; led participatory design with cardiologists.

HCD Practice Area Lead

1904labs, Saint Louis, MO | June 2017 - January 2021

Advised clients on Agile + Human-Centered Design methodologies.
Facilitated workshops (Design Sprints, Story Mapping), mentored UX staff, and led internal training.
Designed developer experiences (CLI/API) and cross-functional alignment artifacts.

CX Interaction Designer & Researcher

Wells Fargo Advisors, Saint Louis, MO | December 2015 - June 2017

Conducted contextual inquiries, validation studies, and design workshops.
Led UX for an agile transformation project within the enterprise.

"Martha wore many hats from strategist to researcher to designer and handled it like a pro... huge impact on our project."
— Jonathan Sidarous, Senior Vice President, Wells Fargo Advisors

ADDITIONAL EXPERIENCE

Design Sprint Facilitator

CoCreate Collective LLC and XWORX, Saint Louis, MO | June 2016 - June 2018

UX Architect / Business Analyst

Federal Reserve Bank, Saint Louis, MO | 2015

Led User Research

Sr. UX Analyst

Citi, O’Fallon, MO | 2011–2015

Facilitated in-person usability labs and journey mapping.

UX Lead

MasterCard O’Fallon, MO | 2007–2011

Built and managed UX team.
Created UI for global B2B and B2C web applications.
Developed front-end (HTML, CSS, Dreamweaver, JQuery, Dojo, JavaScript, GWT UiBinder). enterprise.

"...because it is intuitive and easy for users of any skill level, and it provides banks with an unprecedented ability to customize the processing platform interface while freeing them from interaction with the back-end system mechanics.”
— Rob Reeg, President of MasterCard Global Technology & Operations | IPS Press Release

Web Designer

Loft 73, Weintraub Advertising, and Aquent Partners, Saint Louis, MO | 1999–2007

Creative Manager & Interim Sales Manager

Morris Communications / Florida Times-Union Jacksonville, FL | 1996–1999

Developed a product strategy that increased annual revenue from $400,000 to $1.2 million.
Managed eight designers, determined client needs, and managed print vendors

EDUCATION

Webster University, St. Louis, MO. 2004-2007
B.A., Business Management, Marketing Minor
St. Louis Community College at Meramec, St.Louis, MO. 1994 - 1996
A.A.S., Graphic Communications

ADDITIONAL STUDIES

XPLANE - Visual Thinking, Online. 2020
Visual Thinking 101
Visual Thinking 201
IBM - Enterprise Design Thinking, Online. 2020
Co-Creator Certificate
Team Essentials for Artificial Intelligence Certificate
Practitioner Certificate
Edward Tufte / Graphics Press, Chicago, IL. 2019
Presenting Data and Information
IDEO U / +Acumen, Online. 2016-2017
Leading for Creativity
Storytelling for Influence
Systems Practice
Design Kit: Facilitator's Guide
Design Kit: The Course for Human-Centered Design
Design Kit: Prototyping
Columbia University - Columbia Business School, Online. 2016
Design Thinking for Innovation Certificate
University of Missouri, St. Louis, MO. 2003-2004
Chancellor's Certificate, Web Design
Westlake Professional Training, Boston, MA. 2000
Springboard: Web Development and Design