Sonia Caltvedt // UX Researcher

San Francisco Bay Area | 415-271-2255 | sonia.caltvedt@gmail.com | LinkedIn


As a UX researcher with two decades of experience in marketing and communications across industries--from tech start-ups to higher education--I’ve become a strong believer in user research and user-centered design. Understanding how and why users make decisions, their challenges, and their motivators has led to strong outcomes and work that I am truly proud of.


SKILLS

UX/UI Design, Design Thinking, UCD Methodology, User Research, Customer Interviews, Survey Design, Journey Mapping, Empathy Mapping, Competitive and Comparative Analysis, Information Architecture, Content Development, Content Management, Usability Testing, Case Studies, Wireframes, Prototypes, Mockups


SOFT SKILLS

Active Listening, Building Trust, Collaboration, Communication, Curiosity, Empathy, Feedback, Presentation


TOOLS
Figma, Adobe XD, InVision, Miro, Whimsical, Photoshop, InDesign, WordPress, HTML, UserTesting, Maze, Optimal Sort, SurveyMonkey, Qualtrics, MailChimp and Network for Good email marketing software, MS Office, G Suite, and Google Analytics



RELEVANT EXPERIENCE

UX Researcher | ASRC Federal | Remote | July 2022—Present

User Experience Design Immersive | General Assembly | Remote | February 2022 – May 2022

On track to complete 500+ hours of expert-led instruction in UX design principles and hands-on learning in design thinking, user research, visual design fundamentals, digital accessibility, and working with developers. 

  • UX Research and Usability Lead | knowRX Health medication adherence app, The Owl App. View Case Study

  • User Research and Usability Lead | FiveThirtyEight election prep app, VoteSmart. View Case Study

  • UX Designer | World of Stones and Mystics website redesign. View Case Study


Director of Marketing and Communications | Holy Names University | Oakland, CA | Aug. 2017-Feb. 2022

  • Led website redesign leading to a 32% increase in new visitors, 100%+ increase in form completions YoY

  • Conducted user and stakeholder interviews, usability tests, and focus groups pre- and post-web redesign 

  • Implemented website feedback survey and Intercom chat functionality

  • Pulling from multiple data sources, worked with enrollment consultants to develop student personas

  • Worked on market research initiatives, e.g., brand awareness study, market analyses

  • Developed and executed strategies leading to a 20% increase in enrollment between fall 2017 and 2021

  • Built multi-channel campaigns spanning the enrollment funnel, including paid social, PPC, and email drip campaigns performing above industry averages

  • Led institutional brand update, including focus groups, all-campus presentations, and open forums

  • Led the design and production of all institutional, recruiting, and fundraising collateral

  • Co-developed HNU’s editorial calendar with Multimedia Communications Director

  • Developed content for and supported production of alumni magazine and monthly newsletter

  • Managed media relations, led campus crisis communications team, and prepared presidential statements

  • Served on the President’s Cabinet

Marketing Director, Community Music Center | San Francisco, CA | January 2008-July 2017

  • Led two website redesigns, including stakeholder and user interviews: unique users tripled from 2013-2017

  • Guided an institutional brand update, facilitating community surveys and focus groups

  • Designed and wrote content for email marketing program: subscribers grew from 1,000 to 7,500 

  • Designed ads and marketing collateral e.g. fliers, brochures, annual reports, and catalogs

  • Led video, social media, and public relations campaigns


Marketing Director, CleanFish | San Francisco, CA | March 2007–January 2008

  • Developed content and oversaw collateral design e.g., sell sheets, product packaging, point of sale materials, video productions, and website

  • Conducted competitive research and built brand positioning and awareness during start-up phase


Marketing and Communications Manager, SPINS | San Francisco, CA | September 2004–March 2007 

  • Led website redesign and designed all sales and marketing collateral, including the quarterly newsletter 

  • Co-authored contributed articles on health and wellness trends for trade journals

  • Provided media with data and analyst interviews regarding the natural products market


Design and Marketing Associate, Fair Trade USA | Oakland, CA | May 2001–September 2004

  • Managed the website and coordinated redesign, participating in user research 

  • Designed or art-directed collateral, including press kits, annual reports, datasheets, tradeshow graphics, point-of-purchase materials, advertising, videos, and monthly newsletter

Freelance Web Designer | San Francisco, CA | December 2000–April 2001

Web Designer and Marketing Coordinator, ZipSend, Inc. | San Francisco, CA | October 1999–October 2000

  • Developed and maintained the company’s e-commerce website

  • Designed or art-directed all marketing collateral

EDUCATION

UX Certification Badge from Nielsen Norman Group

Nielsen Norman Group | UX Certification with User Research Specialty | Remote

General Assembly | User Experience Design Immersive | Remote 

Bachelor of Arts with Honors | McGill University | Montreal, Canada