Resume - Luis Merino

I am a creative problem solver and visual communicator who is passionate about designing seamless digital experiences that anticipate user needs and strategically tell a story. I live for building and leading effective teams through trust, collaboration, innovation, and empathy.

Professional Experience

Director of Digital Experience

7/2021-now

Dallas College

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Advanced UX maturity and culture (human-centered research, design, usability testing) across digital team and leveraged data, user feedback, testing, and results to improve digital experience for students, employees, and partners
Established effective relationships and communication with cross-functional partners at all levels, through leading collaborative workshops and delivering impactful presentations, resulting in overarching solutions that aligned with organizational needs and goals
Led cross-functional research and discovery collaboration for student resource directory (2022), which met goals of increasing traffic to resources by 26% and to admissions by 48%
Developed college’s design system (2021), amplifying new brand and increasing team efficiency in wireframing and development while greatly reducing UI and accessibility issues
Led, coached, and motivated a diverse team of 8 designer/developers responsible for visual UI design, information design and architecture, strategy, usability, UX, accessibility, and governance of content-rich, 5,500-page college website

Design Strategist and Architect

3/2023-5/2023

EndoMD Initiative

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Leveraged eight key research insights to build a strategy with five pillars that drove the strategy and foundation for diabetes education website aimed at rural North Texans.
Applied strategy to rebuild the 63-page information architecture into a streamlined new structure based upon the five phases of the customer journey.

Asst. Director of Digital Experience

5/2018-6/2021

Dallas College

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Managed the web team responsible for front-end development, accessibility, UX design, and analytics, while upholding a high level of customer service for internal stakeholders through various internal and external web projects
Led and primarily contributed to the design, development, research, and collaboration for the new Dallas College Website (2020), improving: average homepage load time (4.3 to 3.0 seconds), click rate on home directly to apply (0.1% to 1.0%), and traffic on apply page (1.6% of all visits to 3.1%)
Collaborated with cross-functional content, graphics, and IT teams on dozens of digital projects

Rich Media Developer/Producer

6/2015-5/2018

Dallas College (Dallas County Community College District)

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Developed graphics, videos, and interfaces for websites, intranet, mobile app, and email as well as designing graphics, video, and other digital media for marketing the district
Primary designer for the Unified Student Experience Project (2017), which met the business goal of establishing a cohesive digital experience between eight websites