Steven Crouch Email and Phone Number

In this role, I act as a Product Design Lead for Honeywell Aerospace Cockpit Systems’ user interface solutions for general, business, and commercial aviation (CFRs Part 21, 25, and 135 operations) flight deck avionics. I provide design leadership to cross-functional engineering teams to ensure a desired end-to-end experience by:• Leading the user experience and user interface design for the Dassault Falcon F10X flight deck avionics.• Leading alignment of user needs, design strategies and business outcomes through thought leadership, customer journey walkthroughs, stakeholder reviews, and presentations to executive management.• Conducting behavioral observational research with pilots; working with Aviation Human Factors experts and customers to identify unique user needs, and synthesizing insights into actionable design solutions while complying aviation regulations under the Federal Aviation Administration’s (FAA) 14 CFR 25 guidance materials.• Instructing and ensuring human-centered design methodology is understood and applied throughout the product development lifecycle by engineering teams .• Creating detailed prototypes to communicate the design intent, test user workflows, and validate design decisions through usability studies.• Creating and maintaining design libraries and interaction patterns for user interface systems that meet or exceed the Federal Aviation Administration’s (FAA) Human Factors Guidelines for Multifunction Displays and guidelines for flight deck avionics under 14 CFR 25 and all related regulations.• Designed the initial user interface concepts for the Honeywell Anthem avionics solution specifically designed for Urban Air Mobility vehicles.

In this role, I acted as a Product Design Lead for Honeywell Aerospace Services and Connectivity; providing user interface solutions for general and business aviation Electronic Fight Bag mobile applications.• Provided alignment of user needs, design strategies and business outcomes through thought leadership, customer journey walkthroughs, stakeholder reviews, and presentations to executive management.• Conducted behavioral observational research with pilots, schedules, dispatchers, and customers to identify unique user needs, and synthesizing insights into actionable design solutions while complying aviation regulations.• Partnered with product owners to develop user stories and align design strategies with product development roadmaps and business goals.• Created product concepts through whiteboard sessions, sketches, and medium to high-fidelity wireframes and interactive prototypes in collaboration with human factors aviation experts and pilots.• Produced detailed user interface designs and prototypes for Honeywell Flight Bag Pro—an Electronic Flight Bag solution that provides flight planning, runway analysis and weight and balance calculations, aircraft performance calculations and much more to pilots working in business aviation.• Conducted in-depth reviews with pilots and dispatchers; validated design decisions through usability studies.• Collaborated with another to designer to create and maintain user interface design systems that meet or exceed the Federal Aviation Administration’s (FAA) Human Factors Guidelines for Multi-Function Displays for Electronic Flight Bags (AC 120-76D).• Managed multiple work streams with both internal and external collaborators—ensuring alignment, consistency, and quality—while meeting program delivery milestones.• Worked inside product teams operating in both Scrum and Waterfall methodologies within the engineering product development lifecycle.

As part of a cross-functional team, I worked closely with Product Owners to develop a prefabricated repair and overhaul parts kit for commercial airline operators. The design solution reduced the lead-time from purchase to delivery by roughly 100 days and reduced the time on task for each maintainer by several hours; resulting in significant cost savings for commercial airlines.Collaborating with Product Owners, Human Factors aviation experts and Flight Management Systems engineers, I was responsible for developing high-level user interface concept designs to visualize the takeoff and approach procedures used by pilots. The design solution became the baseline design for the Honeywell GoDirect™ Flight Preview Electronic Flight Bag (EFB) app for iPad, resulting in a patent for Enhanced Instrument Procedure Visualization.

Hired directly by the founder and CEO, I was brought in to transform a small start-up; specializing in premium electronic vapor nicotine products, into a competitive product with a strong brand by:• Developing a new product strategy around key business objectives while placing emphasis on a more human-centered, easier to use product line.• Visiting 12 retail locations to observe and understand both the customer buying behavior, unique individual tastes, as well as the day-to-day activities and challenges of the front-line sales staff.Working with global suppliers to produce new products, packaging, and flavors to meet the changing needs of customers.• Collaborating with B2B channel partners to develop a stand-alone point-of-purchase retail display to showcase the product line while reducing the overall footprint in-store.• Designing and producing a rebranding strategy for the company; securing several trademarks and helping to win a legal battle with a large, well-known competitor who was infringing on a mark.•Creating a visual design language for each product line that carried across multiple touchpoints; providing consistency and brand recognition.• Overseeing, creating, and managing the production and distribution of all marketing and advertising collateral, in-store retail displays, and development of sales promotions and support collateral.• Producing all visual design assets and copy for all product packaging and manuals, website, and marketing collateral.• Managing all public relations messaging and content for social media channels.• Analyzing historical sales trends across online, in-store, and B2B partners to strategically reduce SKU inventory by nearly 70% and increase working capital.• Supporting thousands of customers by reducing—or outright eliminating!—their dependence on tobacco products.

As part of a cross-functional design team with complimentary skillsets, I was responsible for:• The information architecture, visual design direction, interaction design, and front-end development for numerous large-scale global websites for brands such Fender®, EVH®, and Jackson®.• Collaborating with international artists—such as Eddie Van Halen, Kurt Cobain, Elvis Presley, Stevie Ray Vaughan, Wayne Kramer, Johnny Marr and more—to produce compelling online experiences to support marketing efforts for signature model musical instruments and products.• Leading the UI/UX design efforts for the first Fender software application—Fender® FUSE™—used to create custom digital amp modeling presets for use with Fender guitar and bass guitar amplifiers; allowing users to share and download presets with other guitarists globally.• Creating and developing the first digital consumer release for Fender in the Apple® iTunes® Store—Fender: Building A Legend iBook.• Collaboratively developed the end-to-end product offering for The American Design Experience—the first online, direct-to-consumer customizable guitar configuration and purchasing solution for Fender• Conceptualizing, implementing and managing a project with an outside vendor to produce the Fender 360º Interactive Guitar feature for fender.com; allowing visitors to rotate a photorealistic, 3D-rendered version of 290 instruments. Initial project delivery was completed in less than 8 months, produced 321 digital assets per instrument, and saved thousands of dollars in product photography costs associated with labor.

As part of a cross-functional design team with complimentary skillsets, I was responsible for:• The information architecture, visual design direction, interaction design, and front-end development for numerous large-scale global websites for brands such Fender®, Squier®, EVH®, Jackson®, Guild®, and Gretsch®.• Working closely with business development partners on cross-branding promotions; designing rich interactive online experiences for products such as: Rock Band™ 1 & 2 (MTV® Games & Harmonix®), Fender™ Premium Audio (Volkswagen®), and Shine a Light (Martin Scorsese film documenting The Rolling Stones 2006 Beacon Theatre performance).• Leading the internal stakeholder presentation pitch, design, front-end and back-end development of the Fender® Lounge™ Online Community Forum—adding over 1 million new users in the first year and growing the direct-to-consumer email marketing database by over 75%.• Visual design, interaction design, and ActionScript development of numerous Flash-based promotional microsites.• Designing and producing email blast for global marketing campaigns.

I occasionally accept freelance projects that focus Branding & Identity, UI/UX Design, Front-End Web Design and Graphic Design. I choose projects that interest me personally and work with clients that exhibit a fundamental desire to develop creative solutions, uphold high standards and have a solid vision without compromising design principles or the quality of the end-product in order to “save money.”

I volunteered as the garrison’s Webmaster after being asked by the Commanding Officer to improve the image of the group and redesign the website to be a central hub for membership and community outreach. Within six months, I had developed a new brand identity, merchandise for members and launched a new website, which helped the garrison to achieve a 330% increase in membership in less than two years and over a 400% increase in community-related events. After a year as Webmaster, I was appointed the additional role of Executive Officer where I helped to lead the membership by coordinating charity and promotional events in the community, arbitrating internal affairs and fostering an environment to promote continued growth and member involvement.

The incredible success of my endeavors on the Citizens Savings Bank website helped to increase the overall attractiveness of the institution to investors, leading to the acquisition of the institution by Main Street Bank & Trust. Worked closely with the Senior Vice President of Marketing at Main Street Bank & Trust, I helped transition customers through the acquisition period via consumer education pieces and designed a new online presence for the newly-formed institution. This new and improved website was based on the core principles employed at Citizens Savings Bank; relying on better UI/UX design, logical content structure and increasing their overall content offering to provide a more engaging and thoughtful consumer experience.Upon leaving Main Street Bank & Trust to pursue a new career opportunity, I was asked by the SVP of Marketing to provide design consulting support to the institution for nearly two years by producing online adverts, developing content for the website and ultimately developing an online branding strategy proposal when the institution was merged with Busey Bank in late 2007.

I was hired to reinvent the online presence of the financial institution and its parent holding company by creating sites that were customer-centric and focused heavily usability and consumer education.Acting as the creative director, content strategist/developer and UI/UX designer, I developed and maintained a website filled with content which provided educational articles and videos; showcasing how-to videos for using online banking, best-practices for online banking security and how to avoid phishing scams. Through the use of SEO improvements and constant analytical tracking, I was able to increase website traffic by nearly 400% while also increasing the online banking adoption and usage rate of customers by nearly 300% in less than six months.

Responsible for the development of interactive CD-ROMs using Macromedia Director used as sales tools for Caterpillar, Inc., the Peoria Civic Center and local businesses, as well as creating motion graphics, video production/editing, rotoscoping and compositing for commercials and training videos. Additionally, I acted as Assistant Systems administrator for the company, managing Windows NT-based systems, software installation and workstation networking.

Acted as the lead designer for all internal projects; including branding, collateral and web-based software solutions designed for resale to small businesses. Additionally, acted as lead web designer for all client projects; including the production of UI/UX layouts and hand-coded HTML/CSS front-end designs for use in final implementation by a collaborative team of developers.