Hi! I'm Sarah Dzida.

I'm a triple-threat UX, Product & Content Strategist with 10 years of award-winning leadership for pre-seed/Series A startups, B2B2C enterprises and government/nonprofit agencies.

Recent Results

  • Ideated a product roadmap for a startup to evolve its proprietary methodology into an AI system via two MVPs now used by PepsiCo, the United Nations, etc.

  • Reshaped the customer experience for a B2B2C $500 M tech enterprise, freeing the team to sunset products, update web pages, boost B2B leads, setup a CRM, and relaunch key brand campaigns.

  • Helped Gensler complete a $300M new courthouse by digitizing the docket system and designing connected web/kiosk interfaces.


I'm open for engagements. Let's chat!


"Sarah is thorough and delivers impact quickly."Christy Willingham, Head of DTS Powered Marketing

Services

Sarah leads SMEs through a post-it ideation workshop on dementia, caregiving and health.

My Approach

I connect the dots for teams between discovery and development. Like a Marine dropped into a jungle, I map out your product vision into a digital reality. My work is grounded in customer discover, validated UX research and open collaboration. I use my interdisciplinary skillset to build holistic, creative and actionable strategies for teams. I then help execute the strategy while evolving the systems and teams that need to sustain it.I also never approach any project in the same way; you, your team, your problems are NOT cookie-cutter. I adapt my process and skills to your situation, your needs and your goals.


Work With Me

  • Fractional/Interim Leadership: It's not just about building the right product with the best UX but ensuring your team will have the skills and systems to sustain it.

  • Consulting: You or your client or your company want to build a digital thing! But how?!

  • Advising: Strategic product roadmaps in 30 days or 1:1 mentorships


Competencies

  • UX Strategy

  • Experience Design

  • Product Strategy

  • Team Management

  • Project Scoping

  • Content Strategy & Storytelling

  • Customer Discovery/User Research

  • Product-Market Fit

  • Information Architecture

  • Workshop Creation & Facilitation

  • Design Thinking Mentorship

  • Writing - creative, coaching, editing, etc.

Deliverables

  • User/Business Interviews

  • Personas

  • Journey Maps/User Flows

  • System Diagrams

  • IA & Sitemaps

  • Content Strategy

  • Competitive Analysis

  • Contextual Interviews & Usability Testing

  • User Surveys

  • Field Studies

  • Creative Direction

  • Product Ideation

  • Prototyping

  • Wireframes & Mockups

  • Product Roadmaps

  • Etc.


"I very much appreciated Sarah's ability to lead the team through the forest."—Ran Craycraft | Managing Partner, Wildebeest

"Sarah was able to get the team moving toward a singular goal."—Nick Jartcky | Senior Digital Marketing Manager, Xperi


Case Studies

Fractional Executive



Strategy/Design (UPDATE IN PROGRESS)



"We've worked on [lots] of projects, and Sarah consistently delivers work of the highest quality."—Jaime Levy | Author of UX Strategy and Industry Leader

"Sarah knows her craft, is confident in her work, and open to collaboration."—Carrie Ko | Executive Strategy Director, Ueno


About Me

I am a dynamic, multidisciplinary, super curious strategist. I love making sense of complex projects and working in complex environments. Here’s a quick overview of my career:

  • Graduated from college to educate 700 students in ESL in Japan despite not speaking the language initially.

  • On my return to the States, freelanced as a versatile writer from interviewing actors, profiling entrepreneurs and writing science copy for startups.

  • Created and led the end-to-end publishing process of Black Belt Books, publishing 30 books including books by Bruce Lee.

  • Earned my MFA in creative writing and authored a poetry memoir.

  • Switched to tech and got promoted from intern to lead UX designer in 3 months.

  • Collaborated with Jaime Levy on preseed/seed MVPs to validate product-market fit with Lean Startup tactics.

  • Was the sole UX & Content/PM in a nimble design studio, creating 18 web/app experiences for startups, government orgs, and technology companies.

  • Traveled Europe for 5 months; produced a play for the Hollywood Fringe Festival.

  • Established my consulting business, working on diverse experiences from wearables to websites and apps to AI with teams all over the world!

Sarah Dzida Logo

STRATEGY
100 digital experiences over 10 years

Sarah Dzida Logo

WRITING
20 years of books, poetry, webcopy, et al

Sarah Dzida Logo

UX/PRODUCT
Apps, sites, AI, wearables, online platforms, etc

Sarah Dzida Logo

TEACHING
IRL and virtual from Budapest to Silicon Beach

I am passionate about teaching and mentorship. I've taught bootcamps at General Assembly. I co-organized the social-impact design-thinking meetup OpenIDEO Los Angeles for three years and grew the membership to 300+. I'm currently teaching at USC!I also really love: reading, calligraphy, watercolor and yoga.


"Sarah is a perfect collaborator. Creative on her feet and able to get the job done."—Alex Molloy | OpenIDEO Los Angeles Chapter Founder


Contact

Let me help you be greater at what you do.Feel free to schedule a consult or email me: sarah.dzida@gmail.com

The About page on the CoreLogic main website.

Professional Channels

Professional Channels


"Our clients enjoy working with Sarah because she digs into the issues."—Diran Yanikian | Founder of Dirango

DTS

DTS powers 2B+ devices globally. As a B2B2C software solutions enterprise, they partner with OEMs to put their audio/sensing codices into cars, homes and movie theaters.

The Problem

Recently acquired by Xperi Corporation for $850 M, the company wanted to:

  • Distinguish their offerings from other brands in the portfolio (TiVo, IMAX Enhanced).

  • Convey new brand value to end users and B2B customers across marketing channels.

  • Expand into new B2B markets like automobiles.

  • Maintain historical relationships with partners like movie theaters and film studios.


What I Did

The Xperi CMO referred me to her VP of Brand Marketing to drive the necessary CX changes through a redesign of DTS.com and other Xperi digital properties.He designated me as the fractional Director of Digital Marketing, working remotely and in-person with the Heads of Marketing for DTS and TiVO as well as directing employees on the marketing (7) and creative (4) teams.Over 1 year, I evolved 5 strategic goals, revaluating each per quarter:

  • Identify all user needs and redefine them into personas

  • Connect the B2B customer experience and funnel efforts to the B2C marketing efforts

  • Define and validate customer journeys through the website and funnel

  • Re-tell the brand value through the website and marketing campaigns

  • Keep the team aligned with a roadmap

"Sarah became the source of best practices for us."—Nick Jartcky | Senior Digital Marketing Manager, Xperi

My Results

I activated a lot of stalled projects:

  • The marketing team reframed campaigns through a new strategic funnel to reach B2B leads by leveraging B2C engagement.

  • We pushed website changes that helped differentiate B2B vs B2C traffic such in how we designed the newsletter sign up, created lead-generation forms, and restructured the navigation.

  • Updated all DTS services through the new brand/web vision on the website. This included sunsetting dormant/inactive offerings.

  • Relaunched 75% of the website within a 6 month period. Removed all obsolete functionality—Dropbox links, email client popups, etc.

  • Redesigned a key B2B product page for TiVo in time for global market expansion.

"Sarah is thorough in getting to know the business so she can deliver impact quickly."—Christy Willingham | Head of DTS Powered Marketing

Sample Deliverable

DTS roadmap

Full-Scale Website Redesign & Strategy
This included personas, user flows, wireframes, sitemaps, content strategy and any other deliverables needed for a successfull relaunch. View site.

Want to learn more details about my process?

CoreLogic

The $1 B+ Fortune 1000 company funnels customized data services across the real estate, mortgage, insurance industries as well as governments sectors.Basically anyone who decides anything about property ownership, land valuation, and risk assessment uses CoreLogic.

The Problem

After multiple mergers and steady changes in leadership, the CoreLogic marketing team under a new CMO had finally aligned on a brand vision and strategy. They just didn't know how to activate it across their website and customer experience AND they wanted to do it in a 4-month timeline.The Sr Creative Director pitched my leadership to the CMO, and we were off to the races!


What I Did

For the 4-month website redesign:

  • Over 4 two-week sprints, crafted product roadmap, sitemaps, personas, wireframes

  • Mentored team, obtained approvals

  • Handed off to creative/digital team, supervised output

  • Collaborated with Japan-based PM

  • Audited, prepped, and migrated 1,000 blog posts

  • Led discussions on chatbots, lead generation, SEO, metadata, brand strategy, communications with global CoreLogic managers.

  • Managed vendor decisions

  • Overcame dev agency change amid Covid surge

After launch over the next 6 months, I:

  • Prepared team for future website phases and provided assets for C-suite presentations.

  • Assisted in onboarding the new CMO and collaborated on launching successful campaigns.

  • Developed updated website roadmap with new navigation taxonomy and SSO portal for services.

"I loved the way Sarah wrangled all our teams into a cohesive strategy."—Josh VandeBrake | Sr Web Strategist, CoreLogic

My Results

  • Removed 68,000 inactive webpages.

  • Successfully launched a leaner website with better UX, UI and content strategy. The website’s been visually redesigned twice since, but the architecture and web strategy is still the same.

  • Provided CoreLogic with a more tensile and sustainable taxonomy for future brand initiatives, messages and acquisitions.

  • Aligned all website communications with CoreLogic’s new brand pillars.

  • Transitioned 3 marketing teams with 15 people total into new product marketing tactics through the website.

  • Doubled stock value and helped CoreLogic secure $6 B private investment by Stone Point Capital and Insight Partners.

"I valued Sarah's leadership and ability to move the team forward with a smile."—Tico Clark | Software Engineer, CoreLogic

Sample Deliverable

CoreLogic Sitemap

Full-Scale Website Redesign & Strategy
This included personas, user flows, wireframes, sitemaps, content strategy and any other deliverables needed for a successfull relaunch. View site.

Want to learn more details about my process?

Kid HQ

In 2018, Walmart, the interactive video platform Eko, and the agency Technology Humans and Taste created ToyLab—a interactive toy catalog for kids. Forbes called it, "The best thing Walmart's done all year." It won a lot of awards.In 2019, they decided to see if they could top that, and they asked me to manage three of them.

The Problem

The teams decided to rent out virtual floors in a place called "KidHQ" to companies like Walmart and Mattel. Through a "funovator," kids could access three floors: Toy Lab, Barbie Dream Floor and Meet Santa. There was also a Parents' Only floor where adults could access Christmas wishlists from their kids; mainly, they could see what toys their children loved most!The project was launch in the summer and had to be done by Nov. 1 for the holidays!


What I Did

KidHQ, ToyLay & Grown-Ups Only Floor Process:

  • Built and managed the end-to-end redesign process from concept to launch

  • Scoped out several versions of the experience so Walmart/Eko/That could expand it in 2024

  • Supervised the efforts and provided support to three UX designers across the other shows to ensure the UX was cohesive across all KidHQ

  • Initiated guerrilla user research efforts on the Grown-Up Only Floor. At Walmart’s Toy Day—a special event in which children come to test out new toys—I conducted interviews with parents.

  • Lead/managed across bicoastal teams across 10 agencies including Buzzfeed

  • Advocated for all experience decisions and recommendation; maintained all experience benchmarks across all teams

  • Onsite in Long Beach, CA for a full week of filming; at the same time focus group feedback was coming in and I synthesized it into the documentation on the spot

  • Developed marketing, email and campaign flows; wrote Toy Report emails and other documentation

  • Successfully proposed the chosen name: “Kid HQ,” in a creative brainstorming exercise

  • Took ownership of COPPA requirements for children’s advertisements and onboarded legal team multiple times to assure them of our compliance

  • Developed an interactive video methodology which THAT started rolling out as the standard onto other shows.

My Results

  • Over 3.1 million engaged view with kids spending an average of 10+ minutes playing in Toy Lab

  • Over 2.1 million toys were added to Toy Reports and 90% of Toy Reports were shared with parents.

  • 179 M impressions

  • 8 M total interactions

  • Best Interactive Content Series or Piece - Digiday

  • Silver Telly Branded Content Craft-Interactive Video - Telly Awards

  • Silver Telly, Branded Content General - Children - Telly Awards

KidHQ, ToyLay & Grown-Ups Only Floor Press:

Want to learn more details about my process?

Whaddyawannaknow?

In 2018, Walmart invested in a $250 million strategic partnership with Eko to attract shoppers and boost customer engagement through interactive video experiences.

The Problem

With its proprietary platform, Eko then reached out to the XR agency Technology Humans & Taste (THAT) to develop several shows. THAT pitched three winning ideas, and then they brought on dedicated teams to build out each one.I came on as the UX designer for a show that was like the Internet and about “everything” called “Whaddyawannaknow.” Over 8 months, I became the product manager and all-round guru of the full-experience.


What I Did

  • Built the end-to-end product experience from concept to launch

  • Spearheaded UX research and MVP prototypes to ensure concept validation.

  • Collaborated with creative writer, creative director on building out full experiences and use cases.

  • Created end-to-end documentation and architecture which was used by digital, creative, production, marketing and dev teams across four agencies

  • Ensured custom Eko functionality was feasible while we waiting to onboard a vendor to build it. They eventually were hired but after all design work and filming had been approved.

  • Presented to leadership and advocated for all experience decisions and recommendations

  • Provided support to the discrete team—Create With Me

  • Onsite for filming and guidance


My Results

  • By the numbers, users consistently played up to 20 facts, which equaled about 5-10 minutes of play time.

  • We won the 2020 CommArts Award for Interactive Mobile/Tablet Entertainment

Want to learn more details about my process?

Gensler & Travis County Civil & Family Courthouse

A picture of the kiosks located throughout the Travis County Courthouse building.

How it all started

Having outgrown its previous space, Travis County—the fifth most populous county in Texas—formed a public/private partnership to construct a new Civil and Family Court Facility that better serves its constituents. Hunt Development Group partnered with the architecture and design firm Gensler to bring the new building to life. There were lots of digital aspects to consider in addition to the building itself. And now that the teams were less than 6 months away from bringing people into the building, it was time to address them.Gensler asked me to help connect the digital experiences with the physical space. In 2022, the $333M building welcomed constituents!


Strategic Process & Tactics

I was two years behind everyone else on the project. So I needed to onboard fast. I also couldn’t visit the space in person; so I had to figure out how to close that knowledge gap. I ended up hanging the blueprints for the entire building in my office. This way I had a quick reference to where everything was located. From there, I had to:

  • Audit the jury process, provide a digital-transformation and connected-experience recommendations to the Travis County stakeholders and Hunt.

  • Reassess all the previous and approved concept work to make it a reality.

  • Articulate, connect and supervise Travis County stakeholders on how to evolve their operations to make the intended new digital kiosks and docket system work smoothly.

  • Navigate different stakeholders, teams and their priorities at the Gensler, Hunt, Travis County level for buy-in, collaboration and approval.

  • I also conducted multiple interviews of judges, Travis County personnel and Gensler stakeholders to do this.

  • I meticulously and surgically inserted the design goals across multiple systems on the Travis County government website and kiosks about to be installed in the buildings.

  • I advocated for content strategy needs across all pages.

"Sarah is no-nonsense and quick with an answer."—AJ Patterson | Director of Connected Experiences, Gensler

Our Deliverables

Service blueprint of the jury experience

Jury Flow
I audited the full front- and back-stage jury flow across all government teams. I made targeted recommendations for digital transformation across the entire experience.


A picture of the kiosks located throughout the Travis County Courthouse building.

Kiosk Interfaces & Digitizing the Entire County Docket
The concept sold over 2 years ago now had to be made a reality. I connected the online website pages to sync and display across multiple kiosks. I also created a brand-new online docket experience for the county. View here.


A picture of the kiosks located throughout the Travis County Courthouse building.

Integrating New Pages on TravisCountyTX.gov
Government sites are complex and cumbersome. I wireframed and ensured our new pages got inserted properly into the current website. View here.


MCR Labs & Zera Hemp Labs

How it all started

In 2018, the United States signed into law the Farm Bill, which removed restrictions on the sale and production of hemp by no longer classifying it as cannabis. It also made it easier to send hemp products and samples across state lines, and that’s why Zera Hemp Labs came to us. They tasked L3A Studio with helping them launch a laboratory network for the new market of hemp cultivators nationwide. And L3A Studio brought me on as a partner.What followed was a robust and in-depth process to understand, ideate, strategize, design and launch not just a website service but a fully-fleshed business for a new industry.


Strategic Process & Tactics

Our strategy work needed to serve and satisfy a range of users. This included people who cultivated hemp, people who produced hemp products, people who bought them, people who sold them, our client’s employees and future lab partners, and all the federal and different state legal requirements and regulators.Here are some strategic tactics we employed:

  • We conducted a competitive analysis of over 30 competitors in the hemp testing space.

  • We wrote and evolved multiple user flows and personas to capture all layers of information needed to build a great UX and product experience.

  • We interviewed end-users about their needs, including hemp cultivators and product makers.

  • We designed sitemaps, wireframes, prototypes, and UI for a marketing site, an accounts portal, and a shipping kit.

  • We tested our designs on real users before finalizing them.

  • We developed a content strategy, UX writing, and other product copy.

  • We also just learned A LOT about hemp and documented that research as we went.

"Sarah is simply awesome to work with. I can't wait to work with her again."—Lisa Lokshina | Co-Founder L3A UX Studio

Our Deliverables

The Zera Hemp Lab Marketing Site

Marketing Site
The outcome of our strategic work allowed us to build the first touchpoint for most users—the marketing website.


The Zera Hemp Lab Marketing Site

Accounts Portal
We built Zera Hemp Labs an account portal unlike any other in the marketplace. This is where users can order, pay, track and manage tests for their hemp products all in one place.


The Zera Hemp Lab Marketing Site

Shipping Kit
Because hemp isn’t restricted like cannabis, we innovated and designed an easy shipping kit for users to send their samples. This helps customers who need quick turnaround and ease of mind to send their product to labs in an easy-to-use kit equipped with instructions, product containers, and a pre-paid shipping label to boot.


The Zera Hemp Lab Marketing Site

MCR Labs Navigation & Website Ecosystem
L3a Studio asked me to stick around to help MCR Labs build a new navigation system that networked together all their subdomain properties. View here.