My name is Edward Amaral and I am a design leader with over 10 year of experience in product design. Graduating with a degree in graphic design, my career has spanned the gamete of graphic for print, interaction for UI, to UX and finally product design. I grew up as a visual story teller, drawing comic books and flip book animations. My dream was to create for a living and so I studied fine art, illustration and animation. Somewhere along the way I discovered design and that was all she wrote.

 

As a product designer, I take ownership of large ambiguous projects and are accountable for the design quality of our products and our processes on the team. I’ve had the privilege of leading transformative design efforts for some of the largest and most reputable companies in the world – VMware, Cisco, SAP and Apple just to name a few. I'v also had the privilege to help start-up maturity level orgs with complete redesign overhauls of existing products to companies starting from scratch with their very first app. My passion lies in crafting data driven experiences for the customer and the users that make a difference in the company. I take pride as a passionate collaborator where I can influence extended teams in how we think about process and the vision of the desired outcome.

 

Today I serve as Principal Design Director and Partner at 33 Degrees Media. Here, I lend my strategic expertise to shape the user experience of a key revenue-generating eCommerce product. I'm also the proud founder of Happy Shark CGI, a global organization of CGI artists spanning across continents like the USA, India, Brazil, and beyond. Building and scaling this diverse team has been nothing short of inspiring, and fostering a culture of collaboration has been at the heart of our success.

 

However, if there's one experience that truly defines my career, it's my time at VMware as Lead Product Designer for the SaaS 'lead to cash' go to market initiative. During my 4.5 year tenure, I led the charge in designing CPQ (configure, price, quote) – a game-changing tool that propelled VMware's revenue generating velocity to new heights with a jaw-dropping 300% increase. From advocating for user-centric design principles to conducting rigorous usability studies, every step of the way was a testament to my unwavering commitment to driving excellence in product design and user experience. As I continue to embark on this journey, one thing remains clear – my passion for innovation and collaboration knows no bounds.