Overview

I BUILD TEAMS THAT BUILD AMAZING PRODUCTS.

I’m Casey Anderson, an award-winning Sr. Principal UX Design Strategist and design leader based in Austin, Texas, with over 20 years of experience driving user-centered designs and content strategies. I specialize in fostering creative cultures and leading high-performance teams that deliver compelling, brand-consistent content solutions aligned with business goals.

As a data-driven leader, I focus on creating content that enhances the user experience, ensuring clarity, consistency, and engagement across digital platforms. My diverse background in marketing, advertising, and user experience design enables me to lead cross-disciplinary teams, driving impactful results that resonate with users and elevate brand experiences.

EXPERIENCE

2024 - Present

Sr. Principal UX Design Strategist

Dell Technologies

Develop and execute content strategies that align with user experience goals, ensuring seamless and intuitive interactions across digital platforms.
Collaborate with cross-functional teams, including UX designers, product managers, and developers, to create cohesive user flows and consistent content messaging.
Conduct user research and data analysis to inform content decisions, improving usability, engagement, and accessibility across web and mobile interfaces.
Create and maintain digital brand guidelines and standards, ensuring a consistent voice, tone, and style that reflects the brand and enhances the user experience.
Optimize content for SEO and usability, balancing business objectives with user needs to drive traffic and improve conversion rates.
Lead content audits and provide actionable recommendations for content improvements, ensuring content is clear, concise, and user-focused.

2020 - 2024

Principal UX Content/Product Designer

Dell Technologies

UX Content & Product Design Lead managing 5 global design teams comprised of product designers, motion designers, and visual designers, with a focus on the deployment of all new experiences across Dell.com
Partnering and working cross-functionally with marketing managers, developers, product owners, researchers, and testing leads to establish the best possible Dell.com experience for our customers
Act as the north star for user-centered content design, product design, content strategy, WCAG AA accessibility, user testing, and brand standards across Dell.com to ensure a consistent, compelling and evolving user experience
Oversee the creation of design specifications and design standards in the form of storyboards, prototypes, wireframes, and user flows
Promote overall awareness and competence in design research and design thinking, mentoring all design team members who contribute to the user experience on Dell.com

2017 - 2020

Associate Creative Director

Dell Technologies

Serves dual role of creating and overseeing product launches and marketing campaigns for all channels
Collaborates with creatives to develop strategy, create deliverables, manage presentations and discuss feedback
Assigns projects to writers, designers, art directors based on their bandwidth and availability
Provides constructive and direct creative feedback to writers, designers and art directors in alignment with client feedback
Ensure concepts, rounds, creative and final copy is error-free and on-brand
Clearly communicate creative concepts and works closely with CD to sell agency work to clients
Serve as main point of contact for creative during pre-production, production and post production before reviewing with CD and client. This includes casting, wardrobe, edit, music, sound design, graphics, color grading, etc.
Develop and grow the skills of creative team members, and hire new talent as required
Work directly with the PMs and other ACDs to alleviate coverage risks, ensure work is delivered on time and guarantee one unified voice is communicated to the team

2014 - 2017

Sr. Art Director

Dell Technologies

Work in collaboration with the Creative Director on holistic strategy for Dell and Alienware products
Responsible for training new hires, development of training seminars and professional training for 4 senior designers and 8 designers
Develop concepts, storyboards and present creative work to clients and stakeholders
Direct and oversee all global pre-launch design assets for Dell and Alienware including: storyboards, print, email, banners, direct mail, product detail pages, and landing pages
Direct photography shoots and video production for new products
Direct global wallpaper strategy for Dell.com and beauty photography for all Dell products

2012 - 2014

Sr. Art Director

MOSAK Advertising

Managed 9 artists, provided art direction and designs for print, outdoor, branding collateral, and digital media and directly managed photoshoots and video shoots
Implemented a new efficient revision process and reduced the amount of overtime hours per artist by 13% per week (5 hours per artist)
Provided creative direction to artists and ensure brand consistency on all campaigns
Created concepts, strategy, storyboard, and designs for new campaigns while producing 10 - 20 pieces of creative on a daily basis

2012

Art Director

Houndstooth

2004 - 2012

Art Director

Lamar Advertising

Created interactive media for educational learning programs in Austin
Illustrated multi-media assets for use in interactive video reels
Design layout of different print media, brochures, and online training assets

Managed a team of 5 people and developed all creative design projects for Lamar's Transit Department encompassing 59+ markets, also supervised a team of 5 artists in a fast-paced, high volume work environment to fulfill daily art requests for the Lamar’s Digital Display products
When Lamar acquired the Transit Division in 2007, I had one week to learn the entire transit business and their process for handling artwork. I developed growth strategies for the department, streamlined all existing products and processes from the acquired company and integrated them into Lamar’s system
Consistently delivered and innovatively contributed to the process of streamlining art requests on network systems and networks. Directed workflow and trained entry-level graphic designers on principles and practices to widen their degree of creativity and individual design style

2002 - 2004

Visual Designer

WBRZ-TV

Developed creative design elements for the television news broadcast.
Partnered with program managers and news crews to cover breaking news stories.
Worked the assignment desk to find stories answering phone calls, communicating with local government agencies, and listening to multiple broadcast scanners for the latest news.