Brooke Baldwin

UX Research & Design brooke@brookebaldwin dot com



Accomplished User Research and Experience Designer with over 15 years experience for mobile, tablet, web, and application design. Conduct usability research and manage all stages of user-centered design process. Manage and train junior staff.

Strong full life-cycle project management/business analysis (UML/OOD/RUP/Agile) and implementation experience of enterprise-wide IT initiatives including: Application and Website Development, Content Management, Intranet/Internet Portals, B2C/B2B eCommerce, Electronic Collaboration, Document Management, EDI, and Data Conversions.

Selected Clients include: Hess, McKesson, Morgan Stanley, GlaxoSmithKline, Aetna, Time Warner Cable, The College Board, Thomson Reuters, Advance Publications, CBS, JPMorgan, Bank of America, BusinessWeek Online, CIGNA, American Express, Pfizer, Dept. of Homeland Security (TSA), and Eli Lilly.


User Research:

  • contextual inquiry
  • observational studies
  • field studies
  • recruiting screeners
  • moderator guides
  • usability testing (lab & field, remote & in person)
  • A/B testing
  • participatory design
  • in-person & remote interviews
  • card sorts
  • surveys & questionnaires
  • intercept surveys
  • email surveys
  • message board mining
  • data mining/analysis
  • web analytics
  • expert reviews
  • Agile Zero sprint research
  • business analysis
  • content inventory and analysis
  • content mapping
  • mentor, manage, and coach junior staff

Experience Design:

  • participatory design
  • parallel design
  • JAD
  • personas
  • user scenarios
  • task flows
  • workflows and process flows
  • journey mapping
  • conceptual wireframes
  • detailed wireframes
  • experience design documentation/annotated wireframes
  • data visualizations
  • requirements documents
  • use cases
  • functional specification
  • mobile and tablet design (iOS and Android)
  • SAAS
  • application/product design
  • mentor, manage, and coach junior staff


INDEPENDENT CONSULTANT (Feb 2010 present) User Research & Experience Design

  • Project manager, analyst, and UX SME for content management implementation
  • Lead researcher and experience designer for home healthcare clinical documentation application
  • Lead researcher and experience designer for pharmacy medication dispensing automated machine
  • Provided short-term interaction design for subscription horse racing and wagering website
  • UX researcher and designer for Microsoft Dynamics CRM 4.0 custom implementation for private insurance brokerage
  • Lead UX researcher and designer for content management system

DIRECTV (Feb 2009 Feb 2010) Principle Usability Architect

  • Lead researcher and experience designer for 9 DIRECTV Latin American websites; Agile development environment
  • Designed MiDIRECTV, a secure self-service online bill-pay and account management website
  • Designed DIRECTV mobile DVR scheduler and DIRECTV Sports portal


ENTERPRISE Car Rental (Jan 2008 Nov 2008) Lead Usability Architect

  • Managed and performed daily usability and research analysis efforts for full life-cycle application development projects; develop UCD process and methodology
  • Conducted primary market and user research
  • Consulted with senior-level business owners to assess near and long-term needs; provide expertstrategic guidance

PHARMERICA/Kindred (Nov 2006 Nov 2007) Sr. Business Analyst

  • Managed corporate-wide (all lines of business) scoping and planning for post-merger integrationapplication transitions
  • Consultant on pharmacy division data conversion and replacement of prescription filling and billing system for institutional pharmacies utilizing EDI (electronic data interchange) standards

BE SQUARED CONSULTING (2004-2006, Principle)

CBS Consultant, Manager, UX ,nd Business Analyst

  • Consulted on replacement of 20+ year old mainframe television sales traffic and planning system for media company; business process re-engineering, CRM software selection, training development, and change management, requirements gathering, business process reviews, SOX compliance
  • Business process improvement: evaluated effectiveness, efficiency, and adaptability of existing sales and marketing processes as it related to new applications. Performed gap analysis, created best practices recommendations, produced deliverables (use cases, workflows, functional specs,wireframes, GUI style guide)
  • Managed team of 5; scoped project work effort, developed approach and research methods, project plans, budget and resource planning, managed day-to-day engagement

JPMORGANCHASE Consultant, Release Manager & UX SME

  • Handled all aspects of release management (using CMM) for enterprise-wise and client facing tier-3 pre-trade and post-trade investment research portal that manages 80+ upstream/downstream data feeds; ensured the successful planning, control, and execution of all software changes into production, disaster recovery, and UAT environments; directly managed complex releases across multiple teams across multiple time zones
  • Formalized and documented application release workflow and methodology process for Operate, AD, and LoBs; organized compliance activities for application; UX SME for CAN system

MORGAN STANLEY Consultant, Sr UX Research & Design

  • Consulted on enterprise-wide Knowledge Management and Content Management project across allbusiness lines to offer single-point access to proprietary content via a Google-like search
  • Performed first ever one-on-one usability testing within Morgan Stanley


CIGNA User Experience Design

  • Performed expert evaluation and led redesign effort of a global B2C website
  • Facilitated JAD sessions with development, business, and executive teams
  • Devised key business plan for stakeholders with change management initiatives to gain enterprise-wide buy-in for usability improvement

BANK OF AMERICA User Experience Design and IT Strategy

  • Managed team of 6 visual designers, information architects, and developers for front-end development of a $40MM B2B financial exchange to perform eMarketplace integration
  • Designed UI and user requirements for B2C payment system for e-Marketplace integration

ELI LILLY Business Process Automation and IT Strategy

  • Managed functional team of 6 in gathering requirements for targeting and delivering information in context for Pharmaceuticals most comprehensive multi-brand, interactive platform for physicians
  • Identified key analytics, market segmentations, and implicit and explicit personalization rules for primary user needs; wrote use cases (UML); created scope-change process
  • Worked with client’s knowledge management team to revise their metadata management strategy for tracking and tagging content (based on Dublin Core)

PFIZER Business Analysis, Project Management

  • Managed global content management project (RUP) that involved cross-functional team fromcommunications, process, strategy, and technology. Developed SOW, project approach, risks,schedule, and budget
  • Directly produced web-based and traditional courseware for business users; conducted classroomtraining for world-wide deployment; conducted train-the-trainer sessions

ENJEWEL.COM (2000) Digital Asset Manager

NEW YORK TIMES DIGITAL (1999) Marketing Associate – Intern

HEARST CASTLE (1996-1998) Guide Interpreter P.I.



Design and UX Testing tools: Fireworks and InDesign, Visio, Omnigraffle, Camtasia Studio, Morae, Treejack and Optimal Sort, SurveyMonkey, UserZoom

Software/Technologies: Replicon, FrameworkLTC Pharmacy, WebSphere, Plumtree, Vignette, E.piphany Real-Time, Documentum, Commerce One, Siebel, NIC Commerce, DocStar, Eudora, Rational Suite, Interwoven Team Site, Oracle, WebTrends, Vantive, Peregrine, Nagios, InstantDemo, Caliber RM, SharePoint, MS Dynamics CRM, Jira, KanBan, Drupal, WordPress



2012 UXPA (formerly UPA) International Conference Speaker Reading Body language during Usability Testing A Quick Guide (updated for 2012)

2011 TED Project Advisor, The Future of the Book

2011 UPA International Conference, Education Co-Chair; Speaker Reading Body language during Usability Testing A Quick Guide

2010 UPA International Conference, Experienced Practitioner Co-Chair

2009 UPA Conference, Panels Co-Chair

2008 UPA, Idea Market Talk Back-end Usability

2002-2006 UX Talks – New York University, School of Professional Studies Masters Program


New York University

Masters of Science, Business and Technology

(Web Publishing)

University of California, Santa Cruz

Bachelor of Arts, English


Member Usability Professionals Association

Member – NYC Usability Professionals Assoc.

Member IxDA, Interaction Design Association

Member Web Producers Organization

Human Factors International: Putting Research into Practice

Human Factors International: Quantitative Analysis for Usability

Human Factors International: User Centered Analysis

IBM: Content Management

IBM: WebSphere

Nielsen Norman Group: eCommerce Usability

Nielsen Norman Group: User Testing

Deloitte Consulting Training: Strategic Sourcing

Edward Tufte: Presenting Data and Information

UC Berkeley: Cognitive Psychology

Alberto Cairo: Infographics & Data Visualization

New York University: Statistics for Business



Spanish – Advanced Conversation; Intermediate Business