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UX Strategy That Drives Results

I’m Matt Herndon — a senior UX strategist and team leader with over 15 years of experience driving digital transformation, improving design operations, and leading multi-disciplinary teams across global markets. My work bridges user-centered design with business strategy to create intuitive experiences that scale.

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15+

Years of UX, design systems, dev and product strategy

2M+

Users Impacted by leading teams across 4 countries

500%

Increase in engagement through redesign

15+

Years of UX, design systems, dev and product strategy

2M+

Users Impacted by leading teams across 4 countries

500%

Increase in engagement through redesign

Strategic Capabilities

Designing With Purpose, Leading With Strategy

My expertise spans UX design, product strategy, design ops, and cross-functional collaboration. I specialize in aligning product vision, team process, and customer insights.

UX Strategy & Design Leadership
Design Operations & Team Enablement
Scalable Design Systems & Libraries
Product Discovery & Research Synthesis
Prototyping & Usability Testing
Agile, SAFe & Lean UX Integration
Multi-CMS & Platform Experience (AEM, WordPress, eComm)
Design and Development with multifaceted software and code
What coworkers Say

"Matt is a creative leader who can deliver across UX design, visual design, and UI development — while also serving in a lead role and engaging with business stakeholders"

"(Matt) was a great teammate: always pushing for better experiences, thinking about the bigger picture, and putting the finer touches on the UI."

"To have such an original ... designer in our in-house creative shop was very beneficial to our numerous subsidiaries. They received agency-quality work at in-house prices"

"Matt's work made taking his design (assets) and HTML (plus CSS code) and incorporating it into the PHP/WordPress code easy."

UX Strategy Process

"Design without strategy is only decoration. With it, it drives effective change."

My UX Strategy Framework

From problem framing to delivery, I use a five-step strategy process tailored to product teams of all sizes:

Discover & Align

Suggests that the component spacing between cards and elements.

Research & Synthesize

Mixed-method research and insight mapping tied to business KPIs

Concept & Validate

Design sprints, prototypes, and rapid user testing

Align & Communicate

Presentations, rationale docs, and roadmap support for leadership

Deliver & Evolve

Dev handoff, documentation, and post-launch measurement

Real-World Results

Case Studies That Prove the Strategy

I’ve worked across industries—from banking and telecom to enterprise CMS—and consistently delivered outcomes that matter.

Enterprise Digital Banking (Regions Bank)

Improved deposit performance +24% YoY with scalable UX system [COMING SOON]

Read Study

Global CMS Redesign (BBVA)

Directed 500+ page rebrand across 3 countries, increasing engagement by +500% [COMING SOON]

Read Study

Telecom UX Ops (C Spire)

Created design library in Figma and increased team alignment via shared documentation [COMING SOON]

Read Study

I adjust my approach to work effectively with different teams and deliver results that align with their goals and pace.

View My Strategy Process
Industry Leadership

Giving Back to the Design Community

I'm an advocate for UX growth at every level—from mentoring new designers to fostering local creative communities.

Founder of UX Birmingham

Figma Community Advocate (AL)

Sketch Ambassador of Birmingham Chapter

AIGA Portfolio Reviewer

Interaction Design Foundation Local Leader