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Experience.
Leadership.
Innovation.
Culture.

I bring over two decades of leadership experience across health and social care, financial services, e-commerce, technology, and entertainment.

I create mature, resilient UX practices by recognizing and developing talent, building culture, and effecting organizational change.

If you're looking for dynamic, entrepreneurial leadership, your search ends here.

J-J de Roover
Download Resume ↓Let's Talk

Experience

Director, UX

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Unite Us

Unite Us

  • Formalized and matured UX practice to support platform portfolio growth from four to 11 product lines
  • Established UX processes, standards and best practices, including development library-linked design system and AI integration
  • Referral flow redesign
    • 66% faster referral completion
    • 32% increase in successful referrals
    • 60% decrease in error-related session abandons
    • 10 million lives reached in 2024
  • Internal tools revamp
    • 50% faster customer onboarding times
    • 30% decrease in engineer support tickets
    • 1200 average fewer clicks required for bulk operations
  • Operational SME and roadmap driver for accessibility for the entire company
  • Member of company's DEI steering committee, Product team DEI working group, and executive sponsor of AAPI ERG
  • Team Leadership
  • UX Strategy
  • Design Systems
  • Accessibility (WCAG)
  • User Research
  • Product Design
  • Technical Documentation
  • AI Integration
  • DEI
Unite Us Project - Image 1 of 3
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Senior Product Manager, Debit & Prepaid

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CO-OP Financial Services

CO-OP Financial Services

  • Flagship debit card platform - $260+MM annual revenue
  • Prepaid card portfolio - $12MM annual revenue
  • DEI committee member - cultural competency, organizational change
  • UX representative on "Platform of the Future" team, to roadmap future-state technological landscape and strategy
  • Product Management
  • Roadmap Planning
  • Stakeholder Management
  • Financial Services
  • Debit/Prepaid Products
  • Platform Strategy
  • UX Representation
CO-OP Financial Services Project - Image 1

Director – Digital Strategy

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Connexus Credit Union

Connexus Credit Union

  • Change agent for digital transformation. Increased Digital Banking user base by 400% over 5 years
  • Converted Digital Banking from cost center to $1+MM revenue generator
  • Grew digital experience team from solo operation to six direct reports, managing operational budget of over $1.2MM
  • Led launch of over 100 Digital Banking features increasing member value and operational efficiency
  • Digital Transformation
  • Team Building
  • Digital Banking
  • Product Roadmapping
  • Revenue Growth
  • Innovation
  • Budget Management
Connexus Credit Union Project - Image 1

Supervisor – Web Development, E-Commerce Group

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Eastbay

Eastbay / Foot Locker, Inc.

  • Built branded and co-branded web sites for Eastbay.com, Footlocker.com, Champssports.com, Footaction.com, and more
  • Built front-end practice to include development, UX design, user research and analytics, A/B and multivariate testing
  • Resolved multimillion-dollar legal exposure by ensuring accessibility of ecommerce platform
  • Managed Agile transformation for development department and coached managers in team leadership and culture
  • E-Commerce
  • Web Development
  • Team Leadership
  • Accessibility
  • Agile Transformation
  • UX Design
  • Multi-brand Platforms
Eastbay Project - Image 1 of 6
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Skills

Leadership

  • Team Building
  • Talent Development
  • Empathy/Emotional Intelligence
  • Culture Creation
  • Problem Solving
  • Decision Making
  • Change Management
  • Mentorship
  • Skills Analysis
  • Career Coaching
  • Audience Engagement
  • Storytelling
  • Writing/Editing
  • Public Speaking
  • Vendor Management
  • Process Optimization
  • Strategy

UX

  • Process Mapping
  • Workflow Design
  • Empathy Mapping
  • Prototyping
  • Iteration
  • Persona Creation
  • A/B Testing
  • Multivariate Testing
  • UX Writing

Web

  • Standards-Based Development
  • Web Usability
  • Accessibility
  • Web Architecture
  • Security
  • Analytics
  • SEO
  • Version Control
  • Internationalization
  • Localization

Frameworks

  • Scrum
  • Kanban
  • Product Development Lifecycle (PDLC)
  • Software Development Lifecycle (SDLC)

Patents

  • Design Patent #D669285

Operating Principles

Create more than you consume.

Culture eats strategy for breakfast.

If your goals don't freak you out a little, you're not reaching high enough.

If we take care of our users, our users will take care of us.

None of us has all the answers. That's why we have each other.

Growth is a result, not a strategy.

Don't be nice. Be kind.

Education & Professional Development

Education

Bachelor of Science, Industrial Design

IIT – Institute of Design, Chicago, IL

Continued Professional Development

  • Accessibility: How to Design for All - Interaction Design Foundation (IxDF)
  • Nielsen/Norman Usability Week, San Francisco, CA
  • An Event Apart, Seattle, WA & Chicago, IL

Interests & Hobbies

  • Automotive Design
  • Bass Guitar
  • Cooking
  • Drawing
  • Drums
  • Motorcycling
  • Travel
  • Woodworking

Let's Talk

Open to Director or VP-level UX/Product leadership opportunities. Let's discuss how I can help you meet - and exceed - your goals.

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