RESUMÉ /
Lead Product Designer specializing in design system strategy and scalable, user-centered experiences. Skilled at aligning system evolution with business objectives to enhance product consistency, efficiency, and innovation across teams.
Lead Product Designer specializing in design system strategy and scalable, user-centered experiences. Skilled at aligning system evolution with business objectives to enhance product consistency, efficiency, and innovation across teams.
I'm currently open to full-time senior-level product design roles (Lead, Staff, or Principal) based in San Francisco. Remote is preferred, but I'm also open to hybrid (2–3 days a week).
I'm currently open to full-time senior-level product design roles (Lead, Staff, or Principal) based in San Francisco. Remote is preferred, but I'm also open to hybrid (2–3 days a week).
FRANCES LIDDELL-RODRIGUEZ
UX Product Design Lead
San Francisco, California 94134
email. francesliddell@live.com
www.francesliddell.com
EXPERIENCE //
EXPERIENCE //
Lead Product Designer, Design Systems / Dec 2024 – Oct 2025
Meta. San Francisco, CA • Hybrid
Leading the application of Meta's business design system (Geodesic) with emphasis on system effectiveness and quality, I defined strategies to enhance the system, evolving patterns and documentation with changing user needs and technology.
Launched a unified design system health tracker and cross-team audit model, identifying major discrepancies, and strategizing a 10% reduction in parity gaps by targeting high-use components.
Led collaborative engineering and design efforts to optimize component search with 100% keyword coverage across Figma and Geodesic website; automated a 6-12 hour manual process to 45 seconds (~99% efficiency gain).
Rebuilt Geodesic Design System site IA simplifying navigation and improving discoverability, projecting a 10-20% boost in usability, contribution, and efficiency.
Standardized documentation practices by establishing playbooks, principles, and templates, reducing inconsistencies and support escalations while accelerating adoption of design system standards across documentation platforms.
Lead Product Designer, Design Systems
Dec 2024 – Oct 2025
Meta. San Francisco, CA • Hybrid
Leading the application of Meta's business design system (Geodesic) with emphasis on system effectiveness and quality, I defined strategies to enhance the system, evolving patterns and documentation with changing user needs and technology.
Launched a unified design system health tracker and cross-team audit model, identifying major discrepancies, and strategizing a 10% reduction in parity gaps by targeting high-use components.
Led collaborative engineering and design efforts to optimize component search with 100% keyword coverage across Figma and Geodesic website; automated a 6-12 hour manual process to 45 seconds (~99% efficiency gain).
Rebuilt Geodesic Design System site IA simplifying navigation and improving discoverability, projecting a 10-20% boost in usability, contribution, and efficiency.
Standardized documentation practices by establishing playbooks, principles, and templates, reducing inconsistencies and support escalations while accelerating adoption of design system standards across documentation platforms.
UX Lead Designer, Design Systems / May 2023 – Aug 2024
Lacework. San Francisco, CA • Remote
Steered initiatives to ensure the system’s maturity and scalability. Designed effective tokens and components with comprehensive documentation, guided feature teams towards best practices, and identified opportunities to enhance their understanding of design systems. Managed system libraries and documentation, guiding feature teams in adopting best practices.
Partnered with engineering to achieve ~70% keyboard navigability and 89% level AA WCAG compliance across the product.
Led the migration to a new component library, achieving 94% compliance, and defined the product vision for the Trellis Design System, aligning with the Senior Design Manager on feature team prioritization.
Implemented cross-functional workflows that reduced design debt by 62%, ensuring consistent use of design system office hours, and achieving a 4.5/5 rating for component ease of use and a 5/5 rating for documentation helpfulness.
Defined metrics, goals, and initiatives aligned with company OKRs, capturing them on the roadmap and driving results.
Build system visual design language, managed transitions between token systems and component libraries, and secured
stakeholder buy-in through collaboration with cross-functional teams on pattern implementation and planning.
UX Lead Designer, Design Systems
May 2023 – Aug 2024
Lacework. San Francisco, CA • Remote
Steered initiatives to ensure the system’s maturity and scalability. Designed effective tokens and components with comprehensive documentation, guided feature teams towards best practices, and identified opportunities to enhance their understanding of design systems. Managed system libraries and documentation, guiding feature teams in adopting best practices.
Partnered with engineering to achieve ~70% keyboard navigability and 89% level AA WCAG compliance across the product.
Led the migration to a new component library, achieving 94% compliance, and defined the product vision for the Trellis
Design System, aligning with the Senior Design Manager on feature team prioritization.
Implemented cross-functional workflows that reduced design debt by 62%, ensuring consistent use of design system
office hours, and achieving a 4.5/5 rating for component ease of use and a 5/5 rating for documentation helpfulness.
Defined metrics, goals, and initiatives aligned with company OKRs, capturing them on the roadmap and driving results.
Build system visual design language, managed transitions between token systems and component libraries, and secured
stakeholder buy-in through collaboration with cross-functional teams on pattern implementation and planning.
Senior Product Designer, Internal Tools / Feb 2021 – Jan 2023
Twitter. San Francisco, CA • Remote
Enhanced internal UX, influenced product roadmaps, and streamlined internal processes. Collaborated closely with cross-functional teams to plan, design, test, and ship research-driven solutions tailored to internal customers.
Reduced time to create alerts by 99.8% (from 7 days to 5 mins) and increased feature adoption by 15% with the launch of a new alerting dashboard creation and editing workflows.
Increased engineering team velocity by 55% by driving internal processes to enhance collaboration and knowledge sharing, including bi-weekly UX + Observability Experience leadership meetings, monthly design + engineering reviews, working sessions, and 1:1s with product and engineering teams.
Achieved level AA WCAG compliance across most components, ensuring accessibility standards were met, with 100% of new features planned or built using the new design system.
Promoted the adoption of the Feather Design System within Observability Experience and Revenue Productivity through proof of concept proposals and driving system integration.
Migrated 90% of components to the Feather Design System and actively engaged with the Feather Design Systems Core Team weekly to discuss guidelines, propose solutions, and contribute to the development of internal tool components.
Senior Product Designer, Internal Tools
Feb 2021 – Jan 2023
Twitter. San Francisco, CA • Remote
Enhanced internal UX, influenced product roadmaps, and streamlined internal processes. Collaborated closely with cross-functional teams to plan, design, test, and ship research-driven solutions tailored to internal customers.
Reduced time to create alerts by 99.8% (from 7 days to 5 mins) and increased feature adoption by 15% with the launch of a new alerting dashboard creation and editing workflows.
Increased engineering team velocity by 55% by driving internal processes to enhance collaboration and knowledge sharing, including bi-weekly UX + Observability Experience leadership meetings, monthly design + engineering reviews, working sessions, and 1:1s with product and engineering teams.
Achieved level AA WCAG compliance across most components, ensuring accessibility standards were met, with 100% of new features planned or built using the new design system.
Promoted the adoption of the Feather Design System within Observability Experience and Revenue Productivity through proof of concept proposals and driving system integration.
Migrated 90% of components to the Feather Design System and actively engaged with the Feather Design Systems Core Team weekly to discuss guidelines, propose solutions, and contribute to the development of internal tool components.
Lead Product Designer, Customer Adoption / Nov 2019 – Feb 2021
New Relic. San Francisco, CA • Hybrid
Led the design of a consumption and commerce experience that enabled customers to understand subscriptions, pricing and
how their system usage impacted their plan costs.
Crafted e-commerce workflows that improved ease of use, achieving a user rating of 4.25 out of 5 compared to 2.25 for
the previous UI.
Boosted task completion rates by over 25% compared to the existing interface and earned unanimous preference from
all study participants over the current UI.
Conducted accessibility and usability assessments, identifying gaps in user experience and creating new components or
variations to support e-commerce use cases.
Participated in an internal design mentorship initiative, working with a mentee to establish measurable goals, identify
strengths and growth areas.
Lead Product Designer, Customer Adoption
Nov 2019 – Feb 2021
New Relic. San Francisco, CA • Hybrid
Led the design of a consumption and commerce experience that enabled customers to understand subscriptions, pricing and
how their system usage impacted their plan costs.
Crafted e-commerce workflows that improved ease of use, achieving a user rating of 4.25 out of 5 compared to 2.25 for
the previous UI.
Boosted task completion rates by over 25% compared to the existing interface and earned unanimous preference from
all study participants over the current UI.
Conducted accessibility and usability assessments, identifying gaps in user experience and creating new components or
variations to support e-commerce use cases.
Participated in an internal design mentorship initiative, working with a mentee to establish measurable goals, identify
strengths and growth areas.
Lead Product Designer, Customer Adoption / Nov 2019 – Feb 2021
New Relic. San Francisco, CA • Hybrid
Led the design of a consumption and commerce experience that enabled customers to understand subscriptions, pricing and how their system usage impacted their plan costs.
Crafted e-commerce workflows that improved ease of use, achieving a user rating of 4.25 out of 5 compared to 2.25 for
the previous UI.
Boosted task completion rates by over 25% compared to the existing interface and earned unanimous preference from
all study participants over the current UI.
Conducted accessibility and usability assessments, identifying gaps in user experience and creating new components or
variations to support e-commerce use cases.
Participated in an internal design mentorship initiative, working with a mentee to establish measurable goals, identify
strengths and growth areas.
Senior Product Designer, Cloud Security / Jul 2017 – Oct 2019
Cisco Umbrella. San Francisco, CA • Hybrid
Empowered network and security administrators with tools to efficiently manage secure systems while overseeing the Umbrella
Design System. Developed user experiences for the cloud-delivered firewall and tunnel management UX, leveraging user
research, iterative mock-ups and prototype testing.
Facilitated workshops, user studies, customer calls, and synthesized qualitative data to inform design decisions, including organizing design system workshops.
Design lead for the Umbrella Design System (UDS), mentoring designers, organizing critiques, and delegating work, leading to 100% design system adoption by feature teams within the first year of redesign.
Increased frontend development contributions to the library by over 23%, with the design system website referenced an average of twice per week.
Developed and managed a quarterly engagement and satisfaction survey, implemented Google Analytics for the design system website, and tracked projects via JIRA, resulting in a 4 out of 5 overall satisfaction rating from feature teams.
Senior Product Designer, Cloud Security
Jul 2017 – Oct 2019
Cisco Umbrella. San Francisco, CA • Hybrid
Empowered network and security administrators with tools to efficiently manage secure systems while overseeing the Umbrella
Design System. Developed user experiences for the cloud-delivered firewall and tunnel management UX, leveraging user
research, iterative mock-ups and prototype testing.
Facilitated workshops, user studies, customer calls, and synthesized qualitative data to inform design decisions, including organizing design system workshops.
Design lead for the Umbrella Design System (UDS), mentoring designers, organizing critiques, and delegating work,
leading to 100% design system adoption by feature teams within the first year of redesign.
Increased frontend development contributions to the library by over 23%, with the design system website referenced an average of twice per week.
Developed and managed a quarterly engagement and satisfaction survey, implemented Google Analytics for the design system website, and tracked projects via JIRA, resulting in a 4 out of 5 overall satisfaction rating from feature teams.
Senior Product Designer, eCommerce / Jun 2015 – Jun 2017
BigCommerce. San Francisco, CA • Hybrid
Delivered e-commerce features spanning channel and product listing management, payment integrations, checkout workflows,
discount management, shipping, orders, and conversation rate optimization.
Leveraged user research, business insights and collaborative critiques to refine solutions.
Designed a new discounting structure that achieved 100% task success rates for creating BOGO discounts and a 91%
overall net promoter score among study participants.
Mentored students through partnership with General Assembly, providing guidance and support to aspiring designers.
Senior Product Designer, eCommerce
Jun 2015 – Jun 2017
BigCommerce. San Francisco, CA • Hybrid
Delivered e-commerce features spanning channel and product listing management, payment integrations, checkout workflows,
discount management, shipping, orders, and conversation rate optimization.
Leveraged user research, business insights and collaborative critiques to refine solutions.
Designed a new discounting structure that achieved 100% task success rates for creating BOGO discounts and a 91%
overall net promoter score among study participants.
Mentored students through partnership with General Assembly, providing guidance and support to aspiring designers.
Product Designer, Mobile / Dec 2012 – Jun 2015
Workday. Pleasanton, CA • Hybrid
Created engaging user-centered designs that allowed workers to manage business processes from mobile devices (Android/iOS). Defined interactive mobile redesign efforts by developing proposals, icons, and components.
Utilized storyboarding and animation techniques to demonstrate component and screen animations, collaborating with iOS developers to fine-tune and optimize animations for performance and load times.
Led the team in delivering comprehensive sets of redesigned workflows to iOS developers during a critical phase of the
mobile redesign project as interim design manager.
Product Designer, Mobile
Dec 2012 – Jun 2015
Workday. Pleasanton, CA • Hybrid
Created engaging user-centered designs that allowed workers to manage business processes from mobile devices (Android/iOS). Defined interactive mobile redesign efforts by developing proposals, icons, and components.
Utilized storyboarding and animation techniques to demonstrate component and screen animations, collaborating with iOS developers to fine-tune and optimize animations for performance and load times.
Led the team in delivering comprehensive sets of redesigned workflows to iOS developers during a critical phase of the
mobile redesign project as interim design manager.
EDUCATION //
EDUCATION //
Master of Fine Arts, Graphic Design / Sep 2003 – May 2007
Academy of Art University. San Francisco, CA • GPA: 3.2
Master of Fine Arts, Graphic Design
Sep 2003 – May 2007
Academy of Art University
San Francisco, CA • GPA: 3.2
Bachelor of Arts, Graphic Design / Aug 1997 – May 2001
Jackson State University. Jackson, MS • GPA: 3.6
Bachelor of Arts, Graphic Design
Aug 1997 – May 2001
Jackson State University
Jackson, MS • GPA: 3.6
CERTIFICATION //
CERTIFICATION //
Certificate, Mobile UX/UI Design / Nov 2013
San Francisco State University. San Francisco, CA
Certificate, Mobile UX/UI Design
Nov 2013
San Francisco State University
San Francisco, CA
Certificate, Design Leadership / Jul 2019
Cooper Professional Education. San Francisco, CA • Credential ID: 13822465
Certificate, Design Leadership
Jul 2019
Cooper Professional Education
San Francisco, CA
Credential ID: 13822465
SKILLS //
SKILLS //
Software: Figma, Framer, Photoshop, Illustrator, Google Suite, Keynote
Expertise: AI, Accessibility, Design Systems, Design Thinking, Information Architecture, Interaction Design, Mobile UX, Prototypes, Responsive Web, Typography, Usability, UI/UX, User Testing, Visual Design, Wire-framing, Critique, Collaboration, Design Advocacy, Design Leadership, Mentorship, Planning, Strategy
Industry: B2B, B2C, Business Tools, SAAS, Cybersecurity, Developer Tools, E-commerce, Growth, Customer Adoption
ACTIVITIES //
ACTIVITIES //
Frontify, Designers in Front / 2023
First featured designer
Part of judging committee for MFA/BFA graphic design portfolios
Presenter, BRIDGEGOOD + Twitter / 2021
Presented resume tips for junior designers
Design Mentor / 2020 – Present
Pro-bono 1:1 sessions with designers
Revision Path Podcast, Episode 209: Frances Liddell / 2017
Podcast Interview
For Harriet, The Culture: 26 Apps Created by Black Women... / 2015
Workday, mobile app features
Panelist, GeekGirlCon / 2015
So...You Want to Work in Tech?, tech panel
The $1 Prototype: A Modern Approach to Mobile UX Design... 2014
Be a Hero, mobile app concept
Frontify, Designers in Front / 2023
First featured designer
Part of judging committee for MFA/BFA graphic design portfolios
Presenter, BRIDGEGOOD + Twitter / 2021
Presented resume tips for junior designers
Design Mentor / 2020 – Present
Pro-bono 1:1 sessions with designers
Revision Path Podcast, Episode 209: Frances Liddell / 2017
Podcast Interview
For Harriet, The Culture: 26 Apps Created by Black Women... / 2015
Workday, mobile app features
Panelist, GeekGirlCon / 2015
So...You Want to Work in Tech?, tech panel
The $1 Prototype: A Modern Approach to Mobile UX Design... 2014
Be a Hero, mobile app concept
Projects
Projects
