Owned creative direction and UI/UX strategy for digital communication and marketing touchpoint
Visual + Experience Designer II
May 2021 — Present
Figma, Adobe Creative Suite, Salesforce, HTML/CSS
Team & Role
Creative Team Services — The UI/UX Specialist, Interaction Designer, Conceptual Thinker, Innovator.
Who is GeoComply?
Specializing in geolocation compliance and security fraud prevention solutions → GeoComply provides businesses with reliable tools to comply with location-based regulations and protect their platforms from fraud and unauthorized access.
Owned Website and Digital strategy
Aligned strategic objectives across product, marketing, and engineering teams, leading to a 37% engagement increase and 23% conversion growth focusing on interactive experience and product storytelling.
Interactive Kiosk — G2E
Transformed abstract concepts into seamless, high-impact digital experiences, ensuring a perfect balance between user needs and business objectives — such as launching interactive sales tool for 33,000+ DAU, which led to saving 300 hrs of troubleshooting time per week for Sales Team.
Design for consistency and scalability
Led designers and developers to deliver a unified set of guidelines, best practices, and front-end component library using Figma and email templates in Salesforce to enhance scalability. Achieved 100% adoption within a year.
Market analysis and listen to customer feedback
Facilitated user research studies, A/B testing, accessibility reviews (WCAG 2.1 AA) while collaborating closely with Senior PMs, Engineers, and Product Marketers to evaluate performance of the solution and identify strategies for improvement.
What they say
“Felicia is a swish-knife – She can cut through anything and she’ll learn to sharpen her skills if she doesn’t know how to”
— Director of Marketing
Key Learnings
Growth through Design
🧠 From Execution to Strategy
At GeoComply, I moved from focusing on UI details to understanding the broader system—how design decisions affect user experience, marketing performance, and business growth. This mindset helped me prioritize what matters and frame design work in terms of outcomes.
🤝 Leading Cross-Functional Alignment
I worked closely with developers, marketers, and content teams to bring projects to life. Beyond execution, I often led alignment—clarifying goals, resolving constraints, and making sure everyone was on the same page to keep momentum going.
📊 Data-Informed Design Decisions
I regularly audited our website components and analyzed engagement metrics to guide improvements. These insights helped shape our backlog and gave me the confidence to advocate for updates that better served both user needs and business goals.
Looking back…
I’m proud of how much I evolved as a designer and strategic thinker during my time at GeoComply. As the website owner within a fast-moving marketing team, I wasn’t just designing pages—I was shaping how the brand showed up across touchpoints. I learned to approach every decision through the lens of impact: How does this drive engagement? Is this solving the right problem?
Collaborating closely with cross-functional partners taught me how to align fast, communicate clearly, and advocate for design that delivers results. Leading audits and shaping content systems pushed me to think not just about what we were building, but why—and how it would scale. This experience strengthened my product thinking and gave me the confidence to own both the craft and the strategy behind it.