Case 6:21-cv-00755-ADA Document 61-17 Filed 05/20/22 Page 1 of 7
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`Exhibit 16
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`Case 6:21-cv-00755-ADA Document 61-17 Filed 05/20/22 Page 2 of 7
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`Contact
`
`www.linkedin.com/in/
`jonathanatkins27 (LinkedIn)
`
`Top Skills
`Information Architecture
`User Experience
`Interaction Design
`
`Honors-Awards
`Best IT Hardware/Software Site
`The Year's Ten Best Support Sites
`The Year's Ten Best Support Sites
`The Year's Ten Best Support Sites
`Best in Industry - B2B Commerce
`
`Jonathan Atkins
`
`Director, Head of Design at Oculus VR
`Austin, Texas Metropolitan Area
`
`Summary
`Executive design and product leader specializing in UX design &
`research for platforms and product ecosystems; with an emphasis on
`integrating R&D and advanced technologies into usable, desirable
`experiences. Extensive experience in design thinking, product
`strategy, org design, coaching, and Agile development.
`
`Experience
`
`Facebook
`Director, Head of Design for Oculus VR and Metaverse
`June 2019 - Present (2 years 5 months)
`Greater Seattle Area
`Designing the future of virtual reality by combining human-centered UX
`methods with Facebook Reality Lab's advanced technology to create world-
`changing spatial user experiences.
`
`Amazon
`Director, Core Shopping Design
`August 2017 - May 2019 (1 year 10 months)
`Greater Seattle Area
`Led the design team for the core Amazon retail experience, including the
`Amazon homepage, detail pages, authentication, shopping cart, checkout,
`personalization, and internal tools for Amazon’s content management platform.
`Delivered over $3 billion in A/B testing wins in partnership with Product and
`Engineering.
`
`Owner and thought leader for Amazon’s retail design language and Human
`Interface Guidelines (HIG).
`
`Led the engineering team driving accessibility conformance to beyond WCAG
`2.1 AA standards.
`
`IBM
`Director of Design and Agile Transformation, IBM Watson
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`Case 6:21-cv-00755-ADA Document 61-17 Filed 05/20/22 Page 3 of 7
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`July 2015 - August 2017 (2 years 2 months)
`Austin, Texas Area
`Led a team of up to 65 user experience designers, visual designers,
`prototypers, user researchers, agile coaches, and program managers working
`on the Watson platform portfolio of products. Including:
`
`• Watson Conversation Service. An API for building natural language
`interactions with chat bots that can be deployed through IBM’s cloud or via the
`user’s own infrastructure.
`
`• Watson Virtual Agent. SaaS product for creating virtual assistants in a
`business context for customer support.
`
`• Watson Discovery Services. An API which enables Watson to read and
`understand unstructured data, revealing knowledge normally hidden in “dark
`data.”
`
`• Watson Signal Services, including Speech, Vision, Tone Analyzer, and
`Personality Insights. A set of APIs that enable machines to hear, see, and
`understand inputs outside the norm for computer interactions.
`
`• The Watson Developer Cloud website, the cloud platform that hosts the
`Watson portfolio of SaaS products and APIs.
`
`Designed strategies for human-to-AI communication. Thought leadership,
`collaboration, and direction on the unique nature of designing experiences
`that involve humans interacting with cognitive computing system (artificial
`intelligence). Cognitive systems do not function in the same manner as a
`traditional programmatic computing experience. As a result, we researched
`and crafted new approaches for humans and AI to interact.
`
`Responsible for the end user experience, administration and customization
`experiences (tooling), and demos for all Watson Core products.
`
`Led the Agile transformation for Watson. Re-oriented the organization
`from viewing Agile as a DevOps practice to practicing whole-team Agile,
`where product management, design, and development are equal partners
`in leading product strategy and jointly executing on the strategy through
`scaled agile practices such as squads, backlogs, grooming, sprinting, demos,
`retrospectives, effective user story writing, etc.
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`Case 6:21-cv-00755-ADA Document 61-17 Filed 05/20/22 Page 4 of 7
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`Magento + eBay Enterprise
`Director, Head of Product Design & UX
`August 2013 - July 2015 (2 years)
`Austin, TX
`Led the design and user research for eBay Enterprise’s four major products:
`Magento 2 – the next generation of the world’s most popular open-source e--
`commerce platform
`Magento Connect – app store for the Magento e-commerce platform
`Retail Order Management – SaaS platform for distributed order management,
`fulfillment, and omni‑channel inventory management
`Commerce Marketing Platform – integrated suite of tools for customer
`segmentation, business intelligence, and marketing campaign creation
`
`Re‑thought traditionally developer‑centric applications, and transformed them
`into merchant- and business-centric experiences
`
`Transformed UX design from waterfall to Scrum and Scaled Agile Framework
`
`Developed strong working relationships with product management and
`engineering to completely overhaul the UX workflow
`
`Up-leveled design talent within Magento, and built the eBay Enterprise design
`team from the ground up
`
`Taught design thinking fundamentals to customers and internal teams
`
`Dell
`13 years
`Group Director of User Experience
`2008 - August 2013 (5 years)
`Led the User Experience Design team for eDell -- a multi-year project to
`transform Dell.com from its legacy experience to a world-class leader in e-
`commerce, support, and community.
`
`Built a globally responsible team from the ground up, which now leads the
`information architecture, interaction design, and visual design for all strategic
`Dell.com initiatives. At any given time, the team successfully handles up to 40
`concurrent projects.
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`Case 6:21-cv-00755-ADA Document 61-17 Filed 05/20/22 Page 5 of 7
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`Trained, directed, and coordinated UX design activities between internal
`design teams and external digital agencies.
`
`Created the eDell UX Framework – a design methodology for creating global
`websites, with a focus on massive scalability, localization, modularity, and
`CMS integration. Includes methods for creating templates, design patterns,
`wireframes, process flows, and site blueprints.
`
`Created delldesignlibrary.com, a pattern and component library used
`throughout Dell and partner agencies to rapidly design new sites within the
`eDell UX Framework.
`
`2011 Webby award winner for best IT website.
`
`Implementation of a new information architecture in the Solutions and Services
`area of Dell.com resulted in a 300% increase in lead generation. Won Best
`B2B site from NewMediaAwards.org.
`
`Design Manager
`2005 - 2008 (3 years)
`Built a design center of competency within the newly created eSupport team
`to reduce task failure on support.dell.com, which supports over 1 billion unique
`visitors annually.
`
`Developed future state vision for support.dell.com, and created high-fidelity
`wireframes demonstrating envisioned capabilities.
`
`Co-created the eSupport governance process for managing a high volume of
`both tactical and strategic projects.
`
`Lead a team of interaction designers and project managers responsible for the
`completion of 30+ projects per year.
`
`Institutionalized user research.
`o Designed and built an on-site usability lab
`o Moderated and analyzed usability tests
`o Conducted global research in England, Germany, China, and Japan
`
`Awarded Top 10 Best Support Site from ASP for three consecutive years
`(2005 – 2008).
`
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`Case 6:21-cv-00755-ADA Document 61-17 Filed 05/20/22 Page 6 of 7
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`Reduced operating costs by an additional $1M /year through the development
`of topical support centers.
`
`Web Operations and Design Manager
`2004 - 2005 (1 year)
`Managed daily design and content operations for the legacy support website,
`and mentored a team of junior front-end developers.
`
`Re-aligned the information architecture of the initial entrance to the support
`website, removing customer segmentation as a required step.
`
`Conducted usability testing on new designs using rapid prototypes.
`
`Alternate Channels Technology Strategist
`2004 - 2004 (less than a year)
`Optimized the user experience for contacts made to Dell through e-mail,
`community forums, chat, and automated speech recognition.
`
`Launched Click-to-Chat capabilities in the purchase path on Dell.com. Initially
`piloted with 14 sales agents, and ramped to 120 agents globally after proving
`an increase in conversion rates.
`
`In its first year, Sales Chat delivered a 3.4% increase in conversion for laptop
`sales - an additional $25M of margin annually.
`
`Sr. Product Manager
`2000 - 2004 (4 years)
`Created the “Titan” telephony strategy - a multi-year program portfolio
`designed to transform Dell’s legacy call centers into a global virtual call center
`using VoIP and Unified Communications technology
`
`Designed telephony integration software that passed customer data collected
`in Dell’s IVR to CRM software, allowing for automatic identification of
`customers, and instant access to their account information on the call center
`agent’s screen
`
`Designed CRM software that allowed call center agents to schedule customer
`callbacks, which automatically transitioned the agent from the in-bound call
`queue to outbound mode, and automated outbound dialing
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`Case 6:21-cv-00755-ADA Document 61-17 Filed 05/20/22 Page 7 of 7
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`Lead the requirements process and voice user interface (VUI) design for Dell’s
`first speech recognition applications, including order status, catalog requests,
`and ink purchases for Dell printers
`
`Independent Consulting
`UX Design Strategist
`2005 - 2010 (5 years)
`Developed online strategies, conducted user research, and created end-to end
`experience designs for Austin area non-profits and start-ups.
`o Gathered requirements
`o Conducted card sorting exercises
`o Moderated and analyzed usability tests
`o Created wireframes and visual designs
`o Coded CMS templates in HTML/CSS
`
`Mirus Audio
`Founder
`2002 - 2006 (4 years)
`Co-founded high-end audio brand; specializing in design and manufacture of
`custom-built luxury listening experiences and home theaters
`
`Developed business plans, including marketing and operations strategies
`
`Industrial design and prototyping of high-end loudspeakers
`
`Acoustical and interior design of custom theaters, including multi-room control
`systems
`
`Education
`DePaul University College of Computing and Digital Media
`MS, Human-Computer Interaction
`
`Wichita State University
`BBA, Management Information Systems
`
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