formby bio

about me

One to never back down from a challenge, I am a visual and UX designer who enjoys tackling anything that comes my way. For over 20 years, I have been creating brand-consistent, on-strategy, compelling, user centered solutions that yield tangible results for my clients. With my diverse experience in marketing, advertising and user experience design, I am uniquely skilled to manage teams of all disciplines. A former mountain bike and hiking guide, I have a knack for bringing people together to achieve a common goal.

professional experience

UX Director, Digital Customer Experience Group, Dell, 2015 - Present
Partner with marketing directors, development directors, product owners, researchers and testing leads to establish the best possible experience for our customers. Act as the north star for user-centered design vision and standards across to ensure a consistent, compelling and evolving user experience. Manage a team of 32 UX and content designers across the US, China, India & Ireland. Oversee the creation of design specifications and design standards in the form of storyboards, prototypes, wireframes, and workflows. Promote overall awareness and competence in design research and design thinking, mentoring all those who contribute to the user experience on

Associate Creative Director, Dell Blue Creative Group, Dell, 2011 - 2015
Manage and mentor a global team of interactive designers. Work closely with key stakeholders to create smart, strategic and award winning product launches. Oversee the creation of templates and guidelines for global online use.

Creative Director, FIELD Branding + Design, 2010 - 2015
Partner with local businesses to build intelligent, relevant, stand-out brands and communications. Consistently deliver distinctive and effective solutions — backed by strong design concepts — that work to define brands, garner loyalty and inspire growth.

Senior Interactive Art Director, Schematic, 2010 - 2011
Worked with the creative director and team to develop strategies, concepts, presentations and final deliverables. Assisted Project Managers with estimates and resourcing. Led creative team to create product launch materials for Dell including online advertising, microsites, homepage banners, e-mails and print advertising.

Senior Art Director, Engauge, 2005 - 2010
Operated closely with account services and clients to meet client goals and vision by carrying marketing material, web content, direct mail and advertising from concept through production. Managed onstaff art directors, production artists and contractors.

Art Director, Temerlin McClain, 1998 - 2001
Conceptualized, designed and produced high impact national advertising campaigns. Was an integral member of the Subaru WRX USA launch team. This integrated campaign was such a roaring success, approximately 2000 WRXs sold in the first two weeks of release in the US. In one dealership, 158 were ordered in the initial shipment and 79 were pre-sold.

Creative Intern, The Richards Group, 1997 - 1998
By following the vision of the creative director, conceptualized and designed components of national ad campaigns including “The Summer of Chicken” program for Chik-fil-A.

Assistant Manager, Sun & Ski Sports Expo, 2003 - 2005
Assisted in the management of all aspects of a $3 million multi-venue retail operation. Supervised and trained a staff of 16 employees. Rallied the sales team to produce best numbers of the quarter for 3 straight quarters.

Head Mountain Bike Instructor and Field Guide, Camp High Rocks and Greencove, 2002 - 2003
Facilitated team building exercises; planned and led multi-day backpacking, kayaking, rock climbing and mountain bike trips.

key clients

Dell, Alienware, Austin Food and Wine Alliance, Vh-1, TiVo, Logitech, Best Buy, Nationwide, Protection One, CDW, Huntington Bank, Subaru, Bank of America, Avocent, American Airlines, Chik-fil-A, Delphi, Waterford Texas, Paramount Theme Parks, Bally’s Casinos, 360 Mortgage Group, Timberline Adventures, St. James Episcopal School of Austin and Austin Management Partners


BFA in Communication Design, Minor in Marketing
University of North Texas, Denton, TX
Volleyball Conference Championship