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Irina Becker

UX Lead

I have a passion for simplicity, innovation, customer experience and consumer behavior psychology.

Linkedin Profile


  • UX strategy
  • User research (customer interviews, moderated and unmoderated usability testing, A/B testing, surveys)• Creation of personas, user journeys, and customer experience maps.
  • Wireframing and prototyping
  • Visual design
  • Tracking improvements in Google Analytics
  • Conversion Optimization
  • Team Leadership


UX Lead

Batteries Plus Bulbs, Hartland, WI

February 2015 - now

  • Lead UX strategy for the company. Gather requirements and define the strategy for new applications.
  • Lead UX and design teams to ensure customer focus of company websites, in-house built internal applications and in-store customer experience.
  • Lead user research, define personas and customer experience maps for retail, commercial, and franchise prospects. Responsible for information architecture, wireframes, and high-fidelity prototypes.
  • Optimize conversions across all site properties.
  • Develop relationships across teams to promote collaboration, efficiency, and the delivery of business goals. • Provide mentorship and guidance for team development and problem resolution to the team.
  • Promote innovation, design thinking and learning the culture.

Major Projects

  • eCommerce website launch
  • Franchise website
  • B2B Website
  • Work Order Management system
  • POS System relaunch

UX Designer / Art Director

Freelance Consultant

  • Responsible for UX strategy and design of web applications
  • Lead user research to create personas and provide insights
  • Work on information architecture, wireframes, prototypes
  • Supervised team efforts, maintain budgets.

Clients: Readers Digest, Taste of Home, HY Connect, Charleston/Orwig, Tasty Placement, ...

Art Director / UX Designer

Hoffman York/HY Connect, Milwaukee, WI

June 2008 - May 2012

Conception, designing and execution of high end websites, mobile sites and applications - Providing UX and design feedback, establishing priorities and direct revisions and implementation - Interviewing and evaluat- ing junior design and production staff - Ensuring accuracy of scope, schedule, and budget as well as high-quality execution of the deliverables - Researching and communicating best practices in digital design.