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Keri L. Mitoff
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Hello there, I’m an experienced designer who cares about making beautiful things that help people. I operate globally and am ready to take on any leadership and or design challenge. My new portfolio is in progress.

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About Me

I’m a Senior Systems UX/UI and Product Designer with over 15 years of expertise in Product Design and UX/UI, dedicated to creating impactful, user-centered experiences that drive measurable results. I’ve consistently achieved outcomes such as a 25% increase in user retention, a 15% improvement in task completion rates, and a 35% optimization of product development cycles—reducing time-to-market by 20%. My approach is rooted in innovation and collaboration, and I thrive in dynamic environments that value both.

Passionate about mentoring, I enjoy guiding designers to unlock their full potential, develop unique skills, and feel empowered to innovate. Seeing team members reach new heights and succeed in their roles is one of the most rewarding parts of my work.

As a freelance designer, contract designer and as an employee, I’ve collaborated with a diverse range of clients and talented professionals across various disciplines, allowing me to continually grow my skills. With a background in classical design training, I’m committed to lifelong learning and bringing creative, user-focused solutions to life. Based in New Mexico, USA, I love to spend time outdoors and am excited to contribute to a forward-thinking team that values collaboration and design excellence.

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My Core Values

Thoughtful, Useful, Well Made, Impactful, & Beautiful


These are my core design values, and I strive to imbue them in all of the work I do. I’ve always been making things and inventing ways to improve my surroundings. Solving a tangible need with a beautiful solution is a practice I love and resides in my core. Collaborating with a team to create a far better outcome than otherwise possible alone gives me energy. I like thinking big, working fast, yet carefully, holistically, long-term, sustainably, cross-functionally, zooming out on company strategy, and zooming in on details. I’m always improving, growing, and executing to the highest standard possible. All while achieving a larger mission, connecting my work to something deeper, tethered to improving the world, leaving it better than when I began.

Core Value 01

Thoughtful

Core Value 02

Useful

Core Value 03

Well Made

Core Value 04

Impactful

Core Value 05

Beautiful

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My Background

I studied graphic and visual communication design, got my start in branding, marketing, and web design, ux/ui then evolved to specialize in product design and then leadership. Leveraging my visual design foundation and deep user empathy, I’ve established myself as a well rounded design leader who creates human-centered platforms with cohesive throughlines at every touchpoint: from vision and strategy, to brand awareness and marketing, to product development and delightful micro interactions. Throughout my 15+ years of professional experience, I’ve worked freelance, in-house, at startups, and at established public companies, developing a wide range of multi-disciplinary skills in diverse contexts. My insatiable curiosity, high craft, and adaptability, enable me to generate impact in our ever-changing environment.

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UX & UI Design

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System Design

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Product Design

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Design Thinking

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Interaction and Motion Desgin

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Cross-Functional Collaboration

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Skills

I have experience in a wide range of software products. Below are some of the main ones that I use.

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Figma

93%

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Adobe CC

95%

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Principle

85%

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Miro

85%

If You Are A . .

I’m a, experienced Systems, UX/UI, and Product Designer with 15+ years of experience across product, UX UI,and brand, at companies large and small. I am actively looking for a new role.

I take pride in my craft, and love mentoring earlier career designers. I develop cross functional partnerships, and thrive in complex, ambiguous environments.

I’m a systems thinker with a high bar for quality. From process to pixels, I’ll collaborate with you, learn from you, and help make something we’re proud of.

I bring end-to-end product acumen, from vision and strategy to discovery and delivery. I’ll partner closely with you to generate the highest impact possible.

I’m {slightly_technical} and while (I’m ≠ engineer) I know my way /around & can speak “fluently” with you.

I can provide you with user-focused design solutions that drive engagement, optimize user experience, and support growth through strategic design thinking and effective product innovation.

Case Studies

UX Case Studies Showing All of the Pieces of the Puzzle.

Need Design Work?

Let's work together. Let's discuss your design needs.

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Services That I Provide

My areas of expertise:

I deliver innovative, user-centered solutions that drive success.

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Design, Auditing & Strategy

Design, Auditing & Strategy

I deliver expert product and UX/UI design strategy, and auditing for all platforms, ensuring seamless and impactful user experiences.

I create impactful branding solutions, including comprehensive brand books, custom iconography, and cohesive visual assets that elevate your brand identity.

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After Effects Animations

After Effects Expertise

I create custom After Effects animations for logos, enhancing intros, web content, and social media with dynamic visual storytelling.

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2D and 3D Illustrations

Custom 2D & 3D Illustrations

I provide custom 2D and 3D illustrations and animations that bring ideas to life with unique, captivating visuals.

UX Design Process

I follow IDEO's Human-Centered Design and the Lean UX Design Thinking process.

01. Research

The key is to identify Users pain-points.

  • Usability Tests
  • Depth Interviews
  • Online Surveys
  • Competitive Analysis

02. Analysis

Always keep the user mind.

  • Synthesizing user research data
  • Affinity Diagram
  • Customer Journey Mapping
  • User Personas Creation

03. Design

Confirm data and start design.

  • Defining Navigation
  • Confirm requirements so far
  • Sketching
  • Wireframing

04. Prototypes

Confirm business and user requirements.

  • Low, and High Fidelity Prototypes
  • Interactive Prototype
  • Finalize Design and Strategy
  • Confirm requirements and brand unity

05. User Testing

Test early and often.

  • More Usability Tests
  • Depth Interviews on Prototype
  • Compile testing data and form next steps
  • Make recommendations for next steps

06. Iteration

Know what to fix prior to launch.

  • Make updates from testing results
  • More Testing
  • Complete design
  • Launch

Hello there, I’m a designer who cares about making beautiful things that help people. My new portfolio is in progress.

Location United States of America
Let's Talk