Claudia Zacharias MBA
Experience design leader shaping enterprise digital products, loyalty ecosystems, and customer experiences at global scale. I lead multidisciplinary teams, translate complex business challenges into clear experience strategies, and connect design decisions to measurable outcomes.
Director, Experience Design
VML (WPP) · Ford & Lincoln Rewards and Loyalty - Jan 2025 – Present
Lead experience strategy and design governance for Ford and Lincoln Rewards, a multi-platform loyalty ecosystem serving millions of members.
Lead multidisciplinary experience design teams across interconnected products, journeys, and release cycles.
Align product, engineering, marketing, and brand leadership around CX strategy, priorities, and measurable business outcomes.
Establish scalable UX frameworks, accessibility standards, and AI-enabled design practices across the loyalty ecosystem.
Associate Director, Experience Design
VML / VMLY&R (WPP) · Ford & Lincoln - Jan 2023 – Dec 2025
Directed experience strategy across loyalty, EV retail, guest experience, support, and connected services.
Led the redesign of Ford's enterprise web navigation through iterative research, prototyping, and A/B testing, improving discoverability and customer flow.
Directed complex self-service experience redesigns across North American and European markets, increasing completion and customer satisfaction.
Established UX standards and governance across multi-team, enterprise-scale programs.
Senior Experience Designer
VML / VMLY&R (WPP) · Ford & Lincoln - Aug 2021 – Dec 2022
Designed and optimized global onboarding, ownership, support, and connected-services experiences.
Transformed complex automotive and subscription workflows into accessible, intuitive customer experiences.
Used research, journey mapping, and usability testing to identify systemic friction and improve task completion and satisfaction.
UX Consultant
Independent - Jan 2020 – Jul 2021
Led end-to-end UX engagements across responsive web and mobile products for clients spanning multiple industries.
Senior Creative Manager
Anderson Arts Center - Jun 2018 – Sep 2020
Led digital experience design, creative direction, and brand initiatives while mentoring junior designers.
Senior Marketing Manager & Designer
JLL - Apr 2015 – May 2018
Led digital product and brand initiatives for JLL Midwest, including commercial real estate platforms that increased engagement by 15% and broker lead generation by 10%.
Experience Strategy · Design Leadership · Loyalty & CX · Enterprise Products · Design Governance · Research & Optimization
Selected Work
Ford + Lincoln Rewards — Missing Points
Redesigned the self-service experience to reduce customer friction and support call-center deflection.
Lincoln Rewards — New Member Earning
Led discovery, experience strategy, and iterative testing for a new earning category designed to improve member activation and profile completion.
Education
MBA, Marketing & Brand Management
DePaul University
UX Design Immersive
General Assembly
BA, Marketing Communications & Literature
American University