Ryan Roff
Creative & Experience Design Leader
- Role
- Experience Design Director at Xcel Energy
- Location
- Grand Rapids, MI, US
- LinkedIn followers
- 500 followers
About Ryan Roff
The best designs are not just seen or used, they are felt. They shape how we move, think,…
Experience
Experience Design Director
Jan 2023 — Present
As the Experience Design Director at Xcel Energy, I lead a multidisciplinary team across Experience Design, Experience Research, Experience Strategy, and Accessibility to craft user-centric solutions that drive engagement and satisfaction. My focus is on delivering top-quartile experiences while maturing our systems and processes to establish a data-driven, design-led organization.I align design, technology, and product to ensure seamless collaboration and execution, transforming insights into intuitive, high-impact digital experiences. By integrating research-driven strategies with innovative design, I shape the vision and strategy that elevates the customer journey and strengthens Xcel Energy’s mission to be the trusted and preferred energy provider.Key Responsibilities Include:• Define and drive the experience design vision and strategy, ensuring alignment with business objectives.• Lead and mentor a multidisciplinary team, fostering a culture of innovation and continuous improvement.• Partner with Product, Engineering, and Business leaders to embed design into agile development workflows.• Mature design operations, building scalable frameworks, governance models, and design systems.• Leverage research, testing, and analytics to drive a data-driven approach to UX decision-making.• Champion accessibility and inclusive design, ensuring compliance with WCAG and ADA standards.• Define and track key UX performance metrics, linking design impact to business outcomes.• Advocate for UX at the executive level, driving customer-centric transformation and demonstrating design’s ROI.
Education
Calvin University
Business Communications
2005 — 2009
Skills
- Web Design
- Graphic Design
- Adobe Creative Suite
- Strategy
- Brand Development
- Social Media
- Packaging
- Layout
- Project Coordination
- Promotions
- Advertising
- Process Development
- Strategic Planning
- Marketing Communications
- Packaging Design
- Art Direction
- Email Marketing
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