Lex Roman
Lex Roman Photo

I'm a designer who works through the lens of business growth.

 

I am currently a Growth Designer at The Black Tux. I focus on the impact of design rather than the output of design artifacts. My work is designed to drive key metrics in the product like activation or revenue. As a result, I have deep expertise in product analytics, early stage experimentation and AB testing - all of which I consider critical inputs to inform design decisions. This is also known as growth design.

Previously, I was the Lead Product Designer at Burner, leading not only growth design but also customer research, product analytics and experimentation. I have worked for Carbon Five, Neo and Kluge helping clients drive up conversion and reach new audiences. Notable clients include Toyota, Nissan, Macys.com, Deloitte, Prosper and Joyable. 

In my spare time, I use my design skills to give back to my community, advocating for more housing and a more accessible city. I cross-train in industrial design and business to prepare for a digital future that is not confined by glass rectangles. You can learn more about how I see user experience design in my talk: "Mise En World."

[Photo credit: Stephen Tang]

 
 

Mission & Practice

My best work starts with talking to customers and understanding their behavior and environment (customer development). I use Ash Maurya's problem and solution interview style to dig into existing behaviors with the target market.With insights from the customer development process, I develop flows and maps - refining interfaces and interactions as we gain certainty about how to solve problems. I take a UX approach to metrics as well, defining event names as if they are user-facing and building shared understanding about how to look at data.

 
 

Education

BA, Visual Art/Art History, Emory University

Additional coursework:

  • Sketching for Designers, Art Center at Night
  • General Management, Harrison Metal
  • Ideation Sketching, California College of the Arts Extension
  • Intro to Communication Design, California College of the Arts Extension
  • User Experience Design, UCLA Extension
  • Designing Viable Online Products: Where User Experience and Business Strategy Meet, UCLA Extension
  • Design: Creation of Artifacts in Society, University of Pennsylvania Online
  • Human-Computer Interaction, Stanford University Online
  • Design Thinking, Stanford University Online