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I'm Chris Nordling, a UX expert with 20+ years shaping end-to-end product experiences for Fortune 100 brands across e-commerce, SaaS, Insurance/Fintech, and healthcare. I thrive at turning complex challenges into intuitive, conversion-optimized interfaces that boost engagement and purchases. I excel in building scalable design systems in Figma, tokenized components, and AI-assisted design workflows to accelerate delivery while maintaining quality. My approach blends design thinking, rapid prototyping, and 0-to-1 product development to deliver measurable outcomes, from multi-million-dollar cost savings to uplift in engagement and conversion.…I'm Chris Nordling, a UX expert with 20+ years shaping end-to-end product experiences for Fortune 100 brands across e-commerce, SaaS, Insurance/Fintech, and healthcare. I thrive at turning complex challenges into intuitive, conversion-optimized interfaces that boost engagement and purchases. I excel in building scalable design systems in Figma, tokenized components, and AI-assisted design workflows to accelerate delivery while maintaining quality. My approach blends design thinking, rapid prototyping, and 0-to-1 product development to deliver measurable outcomes, from multi-million-dollar cost savings to uplift in engagement and conversion.

Chris Nordling

UX Designer, Product Designer, UI Designer, +2

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I'm Chris Nordling, a UX expert with 20+ years shaping end-to-end product experiences for Fortune 100 brands across e-commerce, SaaS, Insurance/Fintech, and healthcare. I thrive at turning complex challenges into intuitive, conversion-optimized interfaces that boost engagement and purchases. I excel in building scalable design systems in Figma, tokenized components, and AI-assisted design workflows to accelerate delivery while maintaining quality. My approach blends design thinking, rapid prototyping, and 0-to-1 product development to deliver measurable outcomes, from multi-million-dollar cost savings to uplift in engagement and conversion.…I'm Chris Nordling, a UX expert with 20+ years shaping end-to-end product experiences for Fortune 100 brands across e-commerce, SaaS, Insurance/Fintech, and healthcare. I thrive at turning complex challenges into intuitive, conversion-optimized interfaces that boost engagement and purchases. I excel in building scalable design systems in Figma, tokenized components, and AI-assisted design workflows to accelerate delivery while maintaining quality. My approach blends design thinking, rapid prototyping, and 0-to-1 product development to deliver measurable outcomes, from multi-million-dollar cost savings to uplift in engagement and conversion.

Available to hire

I’m Chris Nordling, a UX expert with 20+ years shaping end-to-end product experiences for Fortune 100 brands across e-commerce, SaaS, Insurance/Fintech, and healthcare. I thrive at turning complex challenges into intuitive, conversion-optimized interfaces that boost engagement and purchases.

I excel in building scalable design systems in Figma, tokenized components, and AI-assisted design workflows to accelerate delivery while maintaining quality. My approach blends design thinking, rapid prototyping, and 0-to-1 product development to deliver measurable outcomes, from multi-million-dollar cost savings to uplift in engagement and conversion.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Work Experience

Lead UX Design Consultant at Silhouette

May 1, 2023 - February 28, 2026

Led design system creation for an AI-driven app — building tokenized components, interaction patterns, and style guides through a full process. Integrated AI-augmented design, accelerating sprint velocity without sacrificing quality. Conducted heuristic evaluations and iterative usability testing, reducing task completion errors across core user flows. Produced user flows, wireframes, high-fidelity mockups, and interactive prototypes in Figma; partnered with engineering to ensure accurate, on-time delivery.

Senior UX Designer at Hyatt Hotels

July 1, 2021 - April 30, 2023

Applied conversion funnel analysis to redesign booking experiences across web and mobile for three brands, driving ~8% lift in user engagement and bookings. Owned design system evolution in Figma using tokenized component architecture, standardizing 200+ components and interaction patterns across a multi-brand portfolio. Led organization-wide accessibility program, achieving WCAG compliance and establishing design standards across digital products. Designed inclusive collection page to showcase multiple resort family designs, each with its own comprehensive design system and distinct content voice. Established visual and interaction standards across diverse brand identities while maintaining cohesive user experience patterns.

Principal Designer at StringName Software

January 1, 2019 - July 1, 2021

Drove end-to-end UX from discovery through delivery, conducting stakeholder interviews and user research to frame problems before designing solutions. Designed a task management and problem-solving system with full-stack accountability: architected the SQL data model (ERD) and built corresponding front-end interfaces for intuitive task capture, organization, and resolution workflows. Built and maintained a comprehensive design system, reducing design-to-dev handoff time and improving cross-team consistency across a multi-module SaaS product. Validated designs through structured UserZoom usability tests, iterating prototypes to measurably reduce error rates and improve task completion scores.

Senior UX Designer at Macy’s

June 1, 2014 - August 31, 2018

Spearheaded e-commerce checkout UX redesign using design sprint methodology—optimizing funnel conversion through conversion-focused layout decisions and merchandising integration—achieving $5 million in cost savings and accelerating payment completion. Designed Macy’s and Bloomingdale’s Digital-in-Store kiosk and handheld applications, completing Macy’s “Endless Shelf” initiative. Led UX for Wedding Registry and e-commerce platforms, delivering conversion-focused interfaces at scale for millions of customers through strategic product discovery, merchandising layouts, and accessible, research-driven design.

UX Designer at BBDO

January 1, 2008 - March 31, 2014

Redesigned Citi ATM interface after extensive user and fintech research; led UX for Chase Rewards Network (Shopping) and Fidelity account management, applying discovery-through-delivery process to fintech—optimizing conversion-focused customer discovery and purchase through research, user flows, and iterative usability testing. Designed award-winning digital experiences for Delta and Emirates Airlines, earning Best Airline Site from IAC & Web Awards. Contributed to Qualcomm.com, Frito-Lay.com, Armstrong.com and conservation.org with user research and conversion-optimization principles across industries.

UX Designer, Senior Designer, Creative Director & UX Director

January 1, 2000 - January 1, 2008

Delivered UnitedHealth intranet dashboard—Best Intranet of the Year; Pioneered Microsoft's first SaaS data visualization dashboard (Business Desk), defining enterprise dashboard UX patterns from the ground up. Designed uhc.com and Microsoft’s Business Desk application. Designed fully accessible FCC regulatory dashboards, including an early emphasis on Section 508 compliance.