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Tony Jacobson
I am the UX executive you're looking for.
I lead design teams that create world-class products, I'm fluent in Generative AI, and I get things done.

  • I was brought on at INRIX to create a SaaS product suite on top of their massive mobility intelligence DaaS data lake. One of the first things I did was to lead the Product and Engineering teams through the process of creating a product development lifecycle workflow that would enable us to validate the customer problems we need to solve, determine the market value, and ensure the engineering feasibility. Since creating this process we've gone on to launch several SaaS products and gain several millions of dollars in ARR.
  • The first of several products my team and I created is Signal Analytics. Traffic management agencies use this SaaS application to get daily insights into the timing and flow performance of all of the signalized intersections in their cities.
  • Most recently at INRIX I led the charge in how our company could leverage generative AI combined with our proprietary transporation data to dynamically surface more helpful insights. I guided the concepting and exploration efforts in 3 different facets of generative AI experiences: 1) Chat prompt interactions, 2) Auto-generated AI anticipatory responses based on context, and 3) Explorations on autonomous generative AI agents that are constantly working on the goals and mission of the customer.
  • Here's an additional product I lead my team in creating called Location Analytics. It solves the problem for enterprise customers who are wanting to get more insights into potential location selection for new stores and businesses. The product gives them insights into the areas where customers originated and their destinations after leaving a given location. Knowing the origination and destination areas we are able to surface demographic census data and visualize traffic volumes and speeds in the adjacent areas of interest.
  • Since INRIX was historically a data company, I needed to educate the company on the importance of user experience design and how it could be used to create a competitive advantage. I created a UX process diagram to show how we could use design thinking to create a more user-centered product development process.
  • Of course, the first step in creating a user-centered product development process is to do user research. I instilled this imperative, educating all the product managers, sales people, and customer service about the UX Research process.
  • My team and I built a web portal to make this research available across the company, which included video recordings of all the user interviews, and all the key insights we gained from the research.
  • In this screen recording I'm showing a prototype I built to explore how we could visualize a weeks worth of nomralized traffic flow, in 3D, on a given roadway, along with all the meaningful statistics in conext of the traffic flow. / Stockpile Reports
  • Stockpile Reports is an inventory management system for those needing to measure and manage stockpiled materials. Companies use drones and iPhones to capture imagery we generated detailed 3D models with volume and tonnage. As vice president of product at Stockpile Reports, I lead all the product development across a team of developers, research scientists, marketing professionals, and designers. In the above screens you can see the main dashboard where customers, view and manage all their products, piles, and measurements, and how they view all the critical data with each individual measurement report.
  • The above screen is an executive dashboard, giving insight into the state of a company's inventory across their entire organization.
  • I lead the engineering, product, and marketing teams in creating Stockpile Reports Lite, and launched it internationally in 2019 to 7 different overseas markets. This product was aimed at smaller rock, sand, and gravel companies. My team and I were able to generate press coverage in each country with a grass-roots outreach campaign.
  • This visualization was created to show the distribution of how many sites Stockpile Reports users are measuring. I created this infographic to see the concentration of how many sites people were measuring per device.
  • Here's a collection of several proof of concept applications using our computer vision platform, along with AR Kit, to give customers the ability to visualize their own stockpiled material and sites in 3D anywhere they wanted.
  • I played a critical role growing from a 20-person company with single-digit millions ARR to over 500 employees and 100 million in ARR. In my role there I created and led the UX and design teams, positioned at the nexus between the product team, marketing team, sales, and support. Along with guiding the executive team through a major product overhaul, I was responsible for many mission critical product features, and marketing and sales initiatives.
  • One project of interest I worked on at Smartsheet was a 3D Workmap Visualization tool set. In this work, I explored how to map out the work relationships and activity a given Smartsheet customer had as they used the product. It gave customers insights into what work they did that had the most activity and collaboration across their company.
  • I then translated those customer stories into marketing profiles.
  • Here is an infographic based on the smartsheet workmap data, showing a work relationship profile of one of Smartsheet's customers.
  • A corporate collaboration and asset management app for T-mobile. This was a year long project, where I led the team that did all the user research, stakeholder interviews, experience architecture, and ui design.

    The above screen depicts the life cycle of the T-mobile product team as they move through a product creation process. Users were able to see assets created over time, the magnitude of how many assets, in which date range, and which project stage.
Passport Health
  • Passport Health is a hospital billing software company (now owned by Experian Health). I worked closely with them on several projects as an outside consultant to create all the user experiences around several of their products.

    The above screen depicts a product called Patient Simple, where I did all the UX and design work for a patient billing portal. Patients manage all their personal information, payments, billing, and insurance through this portal.
  • In a follow-on project, I added user experiences for giving patients the ability to see what stage their hospital bills are at, as well as set up and manage payment plans to the hospital.
  • HxStory was a start-up concept around the idea of giving doctors a fast visual history of a patient's medical records, making sure they are able to quickly take into account the entire medical history, not missing any important details as they are giving care to their patient during an appointment. In this screen the doctor is hovering over a past episode of care to see what actions were performed during that visit.
  • If the doctor selects the 'Labs' item in a given episode of care, the details around that item are displayed. This screen shows a patient's Comprehensive Metabolic Lab Panels, over time, and whether each element is within normal ranges or not.
  • With a simple mouse hover the progression of a patient's weight is revealed and whether it is within normal healthy range.
  • Similarly, with a simple mouse hover the doctor can view the patient's blood pressure from visit to visit, over time.
  • The patient's medication history is displayed so the doctor can properly see past and current medications, ensuring they can safely prescribe medications and avoid potential risks.
  • Lastly, the patient's condition history is displayed as block regions, communicating to the doctor the start dates, end dates, and duration of each condition. The doctor then has proper context along with all the other data to make sound judgements as s(he) provides care to her/his patients.
  • Hypermiles was a competitive social driver commute game, where users track how well they drove on their commute and challenge friends to see who can drive better.
  • Drivers lost points for texting while driving, jack-rabbit starts, and other non-safe or non-economic driving behavior.
  • is 'The Ultimate Wine Tasting App'. I designed and build it all, launching in December 2017.
  • Users get a beautiful visual history of all the wine they've tracked.
  • As they drink a wine, they use 4 sliders to give their subjective opinion about the Aroma, Taste, Finish, and Overall Impression. I created an algorithm to calculate an expert wine score just like what they see on the shelf tags in the store, purely based on their raw opinion in the 4 sliders.
  • If they want to go deep with a wine, they can use what I branded as TouchTags, to quickly describe the wine without the need to type, just by tapping on the elements they are able to See, Smell, and Taste.
  • I lead the team who designed and developed this drag racing game simulator for Powerade. It was a 4 player game where each player would answer trivia questions, and the faster they answered the questions, the faster their dragster would go down the track. The game was built on top of a driving simulator hardware, and integrated with real starting line lights. The game was built for the Powerade booth at the NHRA drag racing events.
    Screen 1: Players select their dragster.
  • Screen 2: The trivia question is displayed on the players screen.
  • Screen 3: The player then has to steer their dragster to the correct answer, and hit the accelerator as fast as they can. Whomever has the fastest reaction time, with the correct answer, wins!

Work History

Time Frame: 2020 - Present
Role: Director of User Experience
Lead the development of SaaS products with a focus on user-centric design and innovative AI implementations, directly managing a diverse UX team and collaborating with cross-functional groups including Product Management, Engineering, and Executive Leadership. Key achievements include launching 6 new products in public sector, enterprise, automotive, and financial services, contributing to significant revenue growth. / Stockpile Reports
Time Frame: 2016 - 2020
Role: VP of Product
Set strategic product vision, leading UX and Engineering teams to develop cutting-edge computer vision technologies and 3D point cloud analytics for construction materials industry. Spearheaded technology and product line development, focusing on user experience and technical excellence.
Time Frame: 2012 - 2016
Role: Director of User Experience
As one of the early members, led the transformation of Smartsheet into a world-class SaaS application through user experience strategy and design. Built and managed Product UX and Marketing Design teams, contributing to significant ARR growth through a major product redesign.
Real Networks
Time Frame: 2010 - 2012
Role: Director of User Experience
Directed the UX team in developing a cloud-based media management app, focusing on mobile and desktop integration. Led UX concepting, UI design, user testing, and played a key role in cross-functional collaboration.
Ratio Interactive
Time Frame: 2005 - 2010
Role: Co-founder and Chief Experience Officer
Co-founded and led UX and Design, overseeing UX Strategy, UI Design, and Development. Developed proprietary processes for high-quality project delivery, contributing to the agency's success and acquisition.
The Dual Group
Time Frame: 2003 - 2005
Role: Co-founder / Designer / Developer
Co-founded and contributed to UI development and product design, leading to the successful launch of a Content Management System and securing the first 10 paying customers. Played a crucial role in client acquisition and award-winning design projects.
Time Frame: 2001 - 2003
Role: Co-founder / Designer / Developer / Deal Maker
As a co-founder, led new business development and project management. Specialized in UX Design, UI Design, and Development, contributing to multiple award-winning projects.
Time Frame: 2000 - 2001
Role: Designer
Specialized in UI design and product branding, enhancing the ecommerce experience for
Independent Consultant
Time Frame: 1999 - 2000
Role: Designer / Developer
Provided expert design and development services to a variety of clients in the Seattle area, including notable companies like Microsoft and CVS Pharmacy.
Time Frame: 1995 - 1998
Role: Designer / Developer
Transitioned Costco from a content site to its initial ecommerce platform, contributing to the early digital transformation of the company.
Costco Wholesale
Time Frame: 1985 - 1995
Role: Carts > Boxer > Cashier > Supervisor
Make happy customers and help the warehouse run smoothly and efficiently.

School of Visual Concepts
1998 - 1999
Graphic Design & Advertising
Edmonds Community College
1992 - 1993
Digital Music Production
Northwest University
1988 - 1990
Music Composition & Performance
Highline Community College
1986 - 1988
General Studies