Samuel Duran Franada
Creative Direction and Human Centered Design Thinking, with Product Know-how.
I’m a Creative Synthesist — a strategist, thinker, leader, maker, and doer with 19 years of experience in digital design and web product development. I deliver impactful business outcomes through design direction, cross-functional team leadership, and growth optimization, always blending creativity with a results-driven approach.Summary
Web Product Work Samples
Collaborators:
Pat Resaba, Ysa Calinawan, Allen Leng, David Haynes (Intelligent ©2024; OneCare ©2020; Semiologie ©2020)
Brayan Zavala, Jenni Hoang, Dennis Ma, Derek Han, Christopher Baumann, Peter Kim (Reviews.com ©2018)
Skills
Human-Centered Leadership
Strong Communication
Creative Collaboration
Art Direction
Design Tactics & Execution
Design Systems
Product Design (UX & UI)
Visual Design
Graphic Design
Illustration
Content Design
Branding
Typography
Trend Research
Client Management
Design Direction
Product Roadmap
Data-Driven Design Strategy
Cross-Functional Leadership
Engineering Collaboration
Stakeholder Buy-in
Design Thinking
Human-Centered Design
Lean Startup Principles
Agile Methodology
Conversion Rate Optimization
Product Leadership
Figma
Adobe Creative Suite
Google Analytics
Google Suite
Optimizely / VWO
HotJar / Fullstory
Tools
Key Roles & Organizational Impact
Advisor, Design Strategy and Operations
Semiologie LLC Jul 2024 - Present
Revamping the design system for a web product with 1.9M active users, improving UX, typography, and revenue-driving features, resulting in higher user engagement.
Developing a data-driven CRO program, achieving a global CTR of 20–25% on key pages and unlocking $90K+ in monthly revenue potential, doubling previous earnings.
Increased social media followers on Meta platforms by 1,500% (from ~50 to 800+) within 45 days through strategic partnerships and audience engagement.
Mentored a product designer and visual designer through structured feedback, brainstorming sessions, and personalized development plans, driving measurable project impact and professional growth.
Co-Founder and Design Director (Exited)
Semiologie Mar 2020 - Jun 2024
Led the SEO-driven branding, UX, and UI design of a web-based SaaS product in a highly competitive vertical, resulting in a successful acquisition valued at over $50M.
Directed the comprehensive rebranding and UX/UI redesign of a three-brand merger in the online lab testing space, consolidating web assets into a single platform that achieved 2.8M monthly organic visits.
Collaborated on SEO-optimized design strategies for a diverse client portfolio of health-focused web products, engaging 4.6M+ monthly users across sleep, recovery, and mental health niches.
Delivered end-to-end design for 12 SEO-optimized web products across e-commerce, cryptocurrency, education, and career sectors, enhancing user experience.
Entrepreneur in Residence, Web Product and Design
Stripes39 Mar 2018 - Oct 2019
Revived a dormant web property, driving content production across 150+ consumer verticals, leading to sustained growth and acquisition by Forbes.com.
Optimized user experiences and affiliate strategies, achieving revenue growth within six months of relaunch through A/B testing and strategic design.
Built and led a high-performing, cross-functional team spanning Content, Marketing, and Data Analytics across four time zones (Seattle, Chicago, New Delhi, and Manila), fostering seamless collaboration and operational excellence.
Director of Product (Exited)
Reviews.com Mar 2015 - Jan 2018
Launched and led a high-impact CRO program, integrating data from Google Analytics, Affiliate Marketing Revenue Reports, and Optimizely to generate an additional $25K in quarterly revenue, sustaining high performance until the company’s acquisition by fintech leader RedVentures.
Assembled and directed a cross-functional team of a product designer, UX specialist, and three front-end developers, scaling the CRO program to deliver a 20% revenue increase, equating to $100K in monthly gains.
Contributed as a senior leader, modeling human-centered and empathy-driven leadership to inspire collaboration and drive organizational success.
Developed and executed an 18-month product strategy roadmap, expanding into data-driven customer experience enhancements and advanced search features, earning leadership approval and fueling innovation.
Consumer Media Network (merged with HigherEducation.com) Jun 2012 - Jan 2015
Revived a dormant web property, driving content production across 150+ consumer verticals, leading to sustained growth and acquisition by Forbes.com.
Optimized user experiences and affiliate strategies, achieving revenue growth within six months of relaunch through A/B testing and strategic design.
Built and led a high-performing, cross-functional team spanning Content, Marketing, and Data Analytics across four time zones (Seattle, Chicago, New Delhi, and Manila), fostering seamless collaboration and operational excellence.
Producer
Cut Media (pivoted to Cut.com) Oct 2011 - Jun 2012
Revived a dormant web property, driving content production across 150+ consumer verticals, leading to sustained growth and acquisition by Forbes.com.
Optimized user experiences and affiliate strategies, achieving revenue growth within six months of relaunch through A/B testing and strategic design.
Built and led a high-performing, cross-functional team spanning Content, Marketing, and Data Analytics across four time zones (Seattle, Chicago, New Delhi, and Manila), fostering seamless collaboration and operational excellence.
Creative Director
Visual Designer, Mobile App
Curious Office Jan 2011 - Oct 2011
Collaborated closely with renowned entrepreneur Kelly Smith and a cross-functional team of developers and engineers to build Zapd, a mobile photo-blogging app designed to directly compete with the newly launched Instagram.
Visual Designer, Web and Print
Lines&Moodswings Aug 2009 - Jan 2011
Co-Founder and Creative Lead
Stripes39 Jan 2005 - Aug 2009
Education
Cornish College of the Arts Aug 2002 - Jun 2005
Bachelor of Fine Arts, Visual Communication
Kreielsheimer Scholarship Winner 2004 - 2005
Best in Show, 1-2-3 Design Exhibition 2004
Hello, I’m Sam and I’ve lived in Seattle for the past 31 years. I’m what I consider a Creative Synthesist - Strategist, Thinker, Leader, Maker, and Doer - seasoned with 19+ years of start-up experience, from high fashion ($300 gold-threaded Japanese Supima denim, anyone?) to photo-blogging mobile apps (we *could have been* Instagram, am I right?), from early online viral marketing (when being constantly on Digg’s front page was... cool?) to the online reviews space (before AI killed the SEO star).
I also extend my creative pursuits to low-fidelity line portrait drawings on Instagram (@lofidelityline).
Outside of work, I am an expert at support-binge-watching shows my wife is into (Bridgerton), creating unnecessary spreadsheets for everything (who doesn’t spreadsheet travel packing lists), and playing the slowest games of chase with my Swiss Shepherd, Beemo.
Let’s connect and do great work together: sdfranada@gmail.com.