Portfolio
Symantec Complete Website Security
DigiCert Product Concepts
DigiCert's customers include individual consumers, small businesses, large enterprises and resellers. DigiCert has multiple products and platforms to service these customers but the product customers choose do not always align with their needs.
Based on prior user research, the UX team created product concepts of a single product platform delivering "right-for-me" features that adjust as customer needs change. The design guided users to the right solution if they weren't sure and proactively informed them about better solutions as their usage pattern scaled.
The concepts showed the customer journey of a small consultant whose business grew into a larger enterprise. The concepts were validated with multiple customer segments and the team iterated and improved the designs from the feedback.
VeriSign Managed PKI
VeriSign Managed PKI was an overhaul of several older applications and included a new desktop client. It addressed numerous usability issues and significantly expanded the capabilities over the previous product.
There was very little information about users, their needs and features to build when the project started. The UX team performed extensive research with users and stakeholders, reviewed competitors, documented workflows, developed personas, task analyses and use cases, and worked with product management to define feature sets.
Managed PKI successfully reduced customer onboarding times and support calls. Users applauded the much-requested self-service tools and the new design that allowed them to do their jobs more efficiently.
Complete Website Security (CWS) was a grounds-up consolidation of two aging enterprise applications into a single, modern experience. Customer growth and retention were the key business drivers.
CWS used a new, user-validated UI style guide (see research results) that improved usability, helped users complete their tasks faster and contextually exposed product features to foster adoption over the previous experience.
User response was overwhelmingly positive and customer satisfaction jumped from 60% to over 90%. One user commented: "(Compared to existing products) CWS is a world of difference. It is a lot easier to use... Even a new user wouldn't have to remember how to use it because it is so intuitive."
Len Toyoshiba
User Experience Professional
UX Strategy | Design | User Research | Content
I have over 12 years of UX experience designing consumer and enterprise applications for web and mobile. I've built, mentored and led high achieving global teams that have a track record of delivering great user satisfaction.
And I absolutely enjoy crafting and evangelizing a research driven UX vision that solves challenging user needs.
(408) 757-5344
lentoyoshiba@gmail.com
Phone
linkedin.com/in/len-toyoshiba
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Resume
Professional Experience
Vice President of User Experience
DigiCert, Inc., Mountain View, CA
November 2017 to July 2018
Drove measurable user experience improvements that increased customer acquisition and retention for Symantec’s $400 million website security business.
Increased customer satisfaction to over 90% and improved user productivity by completely re-designing Symantec’s aging enterprise products and adding automation tools to help users with time consuming tasks.
Revamped the online purchase and renewal experience in collaboration with digital marketing, resulting in over 20% improvement in site engagement and a double-digit reversal of year-over-year decline in sales.
Developed new design and content style guides for the next generation of products, improving task completion rates by 36% on average, reducing time on task by 78 seconds on average and increasing ease-of-use ratings by 60%.
Led a cross-functional effort to create SMB and enterprise customer journey maps used to improve the end-to-end customer experience and drive requirements for next generation products.
Drove operational excellence by leading, mentoring and coaching a 20+ global team of user researchers, interaction designers, visual designers, UI content and technical writers to design web and mobile experiences across 4 brands.
Shaped the UX vision and strategic direction for DigiCert's new product platform: an extensible UI architecture that delivers "right-for-me" solutions to SMBs, enterprises and resellers.
Created UI designs to consolidate 12 disparate products serving multiple customer segments into a single modern and scalable user experience.
Led a team of visual and interaction designers to user test and create a style and IX pattern guide for the new platform.
Led the design and front-end development of multiple product initiatives for VeriSign's user authentication consumer applications and PKI digital certificate enterprise applications.
Led the design of VIP Access mobile two-factor authentication from the ground up, the industry’s first and now a standard security technology used by thousands of enterprises and consumers.
Led the design of five PKI digital certificate applications from the ground up, generating $30 million in annual revenue.
Managed a 15+ global team of designers, front-end developers, UI content writers and technical writers to deliver user flows, wireframes, interactive prototypes, visual assets and content across multiple brands and offerings.
Granted multiple technology and design patents for innovations in user authentication and PKI certificate management.
Application Engineering Manager, Sequence Design, Santa Clara, CA
Application Consultant, Synopsys, Inc., Mountain View, CA
Senior Product Engineer, Advanced Micro Devices, Sunnyvale, CA
Director of User Experience
Symantec Corporation, Mountain View, CA
October 2010 to October 2017
Senior Manager of User Experience
VeriSign, Inc., Mountain View, CA
August 2005 to September 2010
Additional experience
Achievements
Patents
US patents 9374229 and 8856527, Graphical user interface for digital certificate profile configuration, issued June 21, 2016 and October 7, 2014
US patents D748123, D696690, D696283 and D683745, Display screen with graphical user interface, issued January 26, 2016, December 31, 2013, December 24, 2013 and June 4, 2013
US patent 9100190, Previewing a digital certificate in a graphical user interface, issued August 4, 2015
US patent 8640213, Method and system for automatic authentication, issued January 28, 2014
US patent application 20110145899, Single Action Authentication via Mobile Devices, filed June 16, 2011
US patent application 20080301558, Interface, Method, and System for Providing Inline Contextual Help and Support, filed December 4, 2008
US patent 8949955, Method and apparatus for mobile time-based UI for VIP, issued October 29, 2008
Toyoshiba, L., Najafi, M. (2008) "Two Case Studies of User Experience Design and Agile Development" AGILE '08 Proceedings, pp. 531-536.
Publications
MS in Electrical Engineering, Stanford University
BS in Electrical Engineering, Santa Clara University
Education
User-centered design and design thinking
Interaction design and visual design
User research, usability testing and analytics
Content strategy
Leadership and team building
Expertise
Product strategy and UX strategy
Project planning and Agile development
Relationship and consensus building
Budgeting and forecasting
© 2020 Len Toyoshiba