UX Strategy That Drives Results
I’m Matt Herndon — a senior UX strategist and team leader with over 15 years of experience driving digital transformation, improving design operations, and leading multi-disciplinary teams across global markets. My work bridges user-centered design with business strategy to create intuitive experiences that scale.
15+
Years of UX, design systems, dev and product strategy
2M+
Users Impacted by leading teams across 4 countries
500%
Increase in engagement through redesign
15+
Years of UX, design systems, dev and product strategy
2M+
Users Impacted by leading teams across 4 countries
500%
Increase in engagement through redesign
Designing With Purpose, Leading With Strategy
My expertise spans UX design, product strategy, design ops, and cross-functional collaboration. I specialize in aligning product vision, team process, and customer insights.
UX Strategy & Design Leadership
Design Operations & Team Enablement
Scalable Design Systems & Libraries
Product Discovery & Research Synthesis
Prototyping & Usability Testing
Agile, SAFe & Lean UX Integration
Multi-CMS & Platform Experience (AEM, WordPress, eComm)
Design and Development with multifaceted software and code
"Design without strategy is only decoration. With it, it drives effective change."
My UX Strategy Framework
From problem framing to delivery, I use a five-step strategy process tailored to product teams of all sizes:
Discover & Align
Suggests that the component spacing between cards and elements.
Research & Synthesize
Mixed-method research and insight mapping tied to business KPIs
Concept & Validate
Design sprints, prototypes, and rapid user testing
Align & Communicate
Presentations, rationale docs, and roadmap support for leadership
Deliver & Evolve
Dev handoff, documentation, and post-launch measurement
Case Studies That Prove the Strategy
I’ve worked across industries—from banking and telecom to enterprise CMS—and consistently delivered outcomes that matter.
Designing an intuitive AI coding assistant to help young learners navigate programming challenges during the Mississippi Children's Museum's Coding Challenge event.
I adjust my approach to work effectively with different teams and deliver results that align with their goals and pace.
How a 9-month strategy-led redesign unified the BBVA brand, improved mobile engagement by 90%, and boosted checking account conversion by 24%.
In House Leadership and Organization (Regions)
Created design library in Figma and increased team alignment via shared documentation [COMING SOON]
UX Strategy
Design Systems Development
User-Centered Design
Web Content Management
Cross-Functional Team Leadership
Figma & Prototyping Tools
Component-Based UI Design
Agile & SAFe UX Process Integration
UX Documentation & Standards
Accessibility & Inclusive Design
MS Migration & Implementation
Design Operations (DesignOps)
Stakeholder Communication & Alignment
SEO & Content Structure Strategy
AI-Assisted Design & Ideation
Digital Marketing Collaboration
Giving Back to the Design Community
I'm an advocate for UX growth at every level—from mentoring new designers to fostering local creative communities.