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Me

PRODUCT DESIGNER & ADVENTURER

Like a seasoned mountaineer who surveys the entire range before choosing the best path, I approach User Experience Design with systems thinking and UX strategy—connecting dots across products, teams, and entire ecosystems at a zoomed-out, holistic level to deliver meaningful, integrated experiences. Backed by an award-winning, 16-year background spanning architecture, graphic design, and over a decade in UI/UX, I bring a deep understanding of human-centered design and finely tuned interpersonal skills that make me an invaluable asset in a business UX setting. I excel at collaborating with users, stakeholders, and developers to ensure every facet of the experience is thoughtfully crafted and strategically aligned.

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PROFESSIONAL process

MY EDUCATION & KNOWLEDGE LEVEL

Master of Science (MSc)

Dublin Institute of Technology 

Creative Digital Media

(Mobile & Web App Development)

First Class Honours 

2012-2014

SAFe for Teams

Scaled Agile, Inc.

2019

Collaborative Information Architecture
IA Summit

2017

Leading Highly Effective UX Teams

Nielsen Norman Group

2018

WCAG Accessibility Training

In-house Training

2021

Bachelor of Science (B.Sc.)

University College Dublin

Landscape Architecture

First Class Honours 

2004-2008

From Strategy to Structure

IA Summit

2017

UX Research and Design

Akendi Training & Coaching

2016

User Interface Design for the Web

The University of British Columbia

2015

Applying Cascading Style Sheets

The University of British Columbia

2015

PROFESSIONAL 
EXPERIENCEO

Experience

2022-2024

Best Buy

Senior User Experience Designer IV

  • Principal UX designer for the Best Buy App.

  • Brought the app Store reviews from 2.2 to 4.6 and play store from 3.6 to 4.0. 

2014-2017

Incognito Software

UI/UX Designer

  • Designing for complex B2B technical products for clients including Digicel, Globe, Claro and Megacable. 

2013-2014

Fun Laoghaire App

Principal UI/UX Designer

  • Conceived and developed a GPS based mobile game app, leading it from concept to a successful launch on the App Store.

  • Designed for use on the Dun Laoghaire Pier, Co. Dublin, encouraging children to stay active by exploring their surroundings to unlock games

  • Ranked in top 30 in the Irish App Store.

2010-2011

Renaissance Planning

Graphic Designer / Landscape Architect

  • Led graphic rebranding efforts for Renaissance Planning, redesigning website, logo, and brochures to establish a cohesive brand identity. 

  • Collaborated with clients to understand their needs, applying an empathetic approach to prioritise user-centered design in UX processes.

2017-2022

Staples | PNI Media

Product Design Lead

  • Initially hired as the lead of the UX department and progressed to leading both the UX and UI department. Leading the design team and growing the team to 7 designers by increasing YOY conversion in this e-commerce site for example: 

  • Increasing sales growth in 7 consecutive periods

  • Redesign of homepage increased conversion +2% which equalled to an increase of $2 million annually 

  • Full redesign of key user flow (document printing) with 12k visits per day that increased the conversion rate to 30% (target of 24%). Currently taking sales of $1.5 Million per week.

2014

YakPact Ltd

Principal UI/UX Designer

  • Involved in the creation of a product for call centre agents designed to increase the customers Net Promoter Score by driving more effective conversations by means of gamification.

2012

Dermot Foley Landscape Architects

Graphic Designer / Landscape Architect

  • I designed concept master plans and created 3D renderings, sketches, marketing and report graphics.

  • Conducted research on planning applications and regulations to ensure compliance with local laws and regulations.

2009-2010

SMEC Urban Consulting Group

Graphic Designer / Landscape Architect

  • Presented proposals to senior staff and clients, strengthening my empathy and problem-solving skills by understanding user needs and addressing design challenges effectively.

  • Coordinated information across local, interstate, and international offices.Enhanced communication skills and built strong relationships with clients.

Testimonials

What people say about me

"Danielle is a fantastic UX designer. She always pushes herself and her team to learn and create better experiences, never settling for mediocre. She has a deep knowledge of UX and usability, and she mentors and leads other designers to learn and grow. In addition to her skills in UX leadership, she's a wonderful, kind person with a positive attitude. She's a pleasure to work with. I would work with her again in a heartbeat" 

Ellen Johnston, Director of Digital Experience Staples

CONTACT

CONTACT ME

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© 2025 by Danielle Martin

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