Who am I?

In addition to being a user researcher and designer, I am also an artist, traveler, foodie, and a lover of life! Life is one big adventure with endless opportunity to learn.

What do I do?

 I am a collaborativedetail-oriented, and results-driven team player. With 12+ years of technical experience working on complex FinTech systems, I approach problems from an analytical and strategic perspective with the user in mind. I excel in project management, communication, and partnership with product managers, engineers, key stakeholders, and clients.  


 I like to blend my psychology degree with my creativity and technology background with an empathetic perspective to design products that are useful, usable, and satisfying experience for users. 


I spent many hours of my childhood drawing and people watching. My curiosity in people's behavior deepened in college when I majored in Psychology at UC Berkeley. I receive a deep sense of gratification when I combine my two interests together, people + design. My goal is working on meaningful products with a social impact. 


Professional Experience
UX Researcher/Designer Consultant

Jan 2017 - Present

GrowthX Studio

Discovered, defined, designed, and delivered user-centered solutions to clients based on qualitative and quantitative research insights. Create empathy maps, user personas, and journey maps from research synthesis with affinity diagrams. Produce sitemaps, user flows, pixel-perfect wireframes, and prototypes to formulate and communicate design decisions. Conduct usability testing and reiterate on designs based on user feedback.

  • Improved System Usability Scale Score by 45% by creating a simplified graph for users to easily follow debate discussions with supporting arguments. Client: Truthsift | Website

  • Guided new authors to publish new titles while resolving 67% of its usability issues. Client: Blurb | Website

  • Designed a payment transit app as the Minimal Viable Product to increase user acquisition. Client: VCR Grid | iOS App

  • Redesigned an airport app with an ‘airport concierge’ experience based on user preferences. Client: flightSpeak | Android App

  • Created a responsive mobile and website for an eBook Marketing startup to improve user retention and social sharing capabilities. Client: ShareBird | Website and iOS App

Technology Manager (Data Visualization)

2010 - 2017

Wells Fargo Bank

Provided design leadership in the creation and implementation of operational data visualization. Collaborated with Product and Development teams to revamped static reports into dynamic Tableau dashboards while eliminating manual reporting by 90%.

  • Conducted qualitative research to identify customers’ needs and synthesized research data into insights and opportunities.

  • Sketched ideas into digital prototypes while hosting joint design reviews.

  • Validated the ease of use and customer satisfaction through usability testings and shepherded its launches into production.

  • Presented Key Performance Indicators (KPI) to key stakeholders that triggered a system redesign which improved the application health and performance by 80%.

  • Project managed yearly MBO with well-defined project objectives, milestones, deliverable dates, and resources that resulted in 85% departmental growth in services.

Technology Manager (Bill Pay QA)

 2006 - 2010

Wells Fargo Bank

  • Defined strategic testing approach of Wachovia merger which was adopted across the Internet Services QA Group, causing a reduction of resource efforts by 65% through coordinated, joint cross-system validations.

  • Partnered with Development Manager, Product Managers, and Release Managers to manage overlapping releases while mitigating project risks without compromising quality to the end product of complex systems.

QA Test Lead

2003 - 2006

Wells Fargo Bank

  • Formulated and introduced the first black-boxed testing of Bill Pay systems, validated frontend & backend functionalities, and verified transactional data integrity across internet applications on user interfaces (UI).

  • Led 9 QA analysts in the planning, preparation, test execution, and validations of mobile and websites, web services, database, and batch processing.

  • Created Test Plans, Test Cases, and Test Procedures that consisted of happy paths, alternative use cases, and negative scenarios while managing the completion of test execution within aggressive timelines of overlapping major and minor releases.

  • Received 20+ eWards from partners and a distinguish Top Performer Ride the Wave Award for outstanding quality of services and promoted from a QA System Analyst to a QA lead and then a QA Manager.

Web Developer

2001 - 2003

Wells Fargo Bank

  • Architected, designed, and developed Central Test Group web sites and Test Tracking System application to ensure business needs were met through requirement gathering, JAD (Joint Application Development) sessions,  and user acceptance testings with Product Managers.

  • Defined user flows to determine the user’s path to complete a task.

  • Developed sites and application with HMTL, CSS, SQL queries, stored procedures and scripting languages.

© 2019 Anna Canicosa. All Rights Reserved.