Lex Roman
 

I'm a digital Product Designer with a focus in data and experimentation.

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I work at InVision where I help create tools for designers to collaborate with their teams. I believe that design can and should provide measurable value. Customer development, experimentation and analytics are core components of my design practice. I call it growth design.

In addition to being a full stack designer, I define the instrumentation and validation plans for products. I spend as much time as possible with customers to inform design. As soon as we release anything, I make sure it's being measured.

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

While I currently work in software, I see user experience design as a practice that applies to any industry. When I look at the problems our world faces, I know designers have a massive opportunity to contribute solutions. In my spare team, 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 my vision for user experience teams in my talk: "Mise En World."

 
 

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. As I raise fidelity, I define key metrics and lightweight tests to validate we're on the right track.

I take a UX approach to metrics as well, defining event names as if they are user-facing and documenting how to pull analytic reports so it's hard to screw up. We often measure too many things and document very little of it. Data is only as good as the humans who interpret it. I find that if you talk to people and measure actual behavior, design becomes more science than art.

 
 

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