Experience & Skills

of David C.C. Hoffman

“Life is a journey with problems to solve, lessons to learn, but most of all, experiences to enjoy.”  - Anonymous

Work History

Senior User Experience Designer / Scrum Master / Product Owner / Project Manager
Digital Customer Experience Team
Franklin Electric - Fort Wayne, IN 
2021- present

Served as global UX design lead on the highest income-generating sites interfacing with stakeholders from several countries. Refined and made numerous improvements to agile and scrum processes. Worked directly with engineering teams as well as executive staff and third-party remote resources. Provided data to executive staff to aid long-range planning and elevate team performance. Designed prototypes, conducted user research, as well as collected user feedback to improve existing systems as well as inform successful outcomes of new implementations. Dashboards, IOT, Project Management

Senior User Experience Designer
Architecture and Engineering Team
Do it Best Corp - Fort Wayne, IN
December 2011 to July 2021

Championed UX in an agile development environment working with development teams, stakeholders, business units and product owners to escalate the quality of deliverables. Served as the user experience lead for numerous active projects developed simultaneously, wireframing and prototyping projects that improve and raise the bar toward the way the company does business. Architected the flow of numerous web apps as well as mobile experiences for markets in partnership with divisional leads as well as feedback from our membership and vendors. Elevated the ‘IT brand’ and push for a higher standard of deliverable.

Interaction Design Lead
Brotherhood Mutual Insurance Company - Fort Wayne, IN
2005 to December 2011

Served on teams of high visibility initiatives working directly with users to redesign underwriting systems for quotes, proposals and policy administration. Responsibilities include wireframing, prototyping and final product development. Served in lead role of CMS implementation of public presence. Accountable for the development of Adobe LiveCycle forms into a new dynamic flowable form printing process - requiring analysis, quick learning, troubleshooting, and problem-solving skills. Served as the UXD lead for cross-divisional teams.

Web Design Lead, eCampaign Lead
Shindigz Inc - South Whitley, IN
2002 to 2005

Strategic member of every new site launch and redesign effort. Direct collaboration with owners and senior management facilitating the presentation of creative, and development efforts. Success in my role means trusted quality results in a deadline-driven organization. Rapid growth, innovative implementations and proven profitable results were fruits of my involvement and passion to succeed. Lead in Amazon launch, ListServ, WebTrends reports.

Lead Software Engineer, Web Architect
Lincoln Re - Fort Wayne, IN
2000 to 2002

Designed and developed new as well as refreshed existing web app systems. Served in a leadership capacity for less experienced developers. Appointed as team lead implementer of OpenText LiveLink & Eprise - Enterprise Content Management System. Responsibilities included customizing and the development of workflow agents to streamline work processes across various lines of business, enabling greater efficiency and fewer redundancies. User scenario research, analysis, flowcharting, and prototype development were competencies which enabled me to successfully deliver trusted results.

Director of eBusiness Services
Cornerstone Solutions Inc - Fort Wayne, IN
1999 to 2002

Led implementation of eBusiness strategies for clients which included Supply Chain Management and Logistics as well as custom development and manufacturing. Worked with the customization and implementation of SalesLogix CRM. Corresponded directly with SBU leads offering custom design and development to strengthen tools and efficiency.


Comfortable facilitating relationships between IT, Marketing, and other divisions. Able to achieve team success through communication, servant leadership and diligent work efforts.

Competent dealing with confrontation.

Experienced with Design Thinking, User Centered Design, and the Lean UX Canvas

Knowledgeable in Google Analytics, Google Ads and Google Search Ads 360.

Experienced in training material development as well as instructing in classroom settings.

Proficient working in agile development environments leading development design through completion.

Experience in manipulating social media API's for corporate and custom marketing campaigns.

Experience with workflow management tools, dynamic form flow, survey management, imaging expertise and management, google analytics and Adobe CC.

Competent with a variety of prototyping software tools:
Axure RP, Adobe xD, InVision, Sketch, Proto.io.

Proven ability to be a servant leader, motivate others through trust, service and integrity.

Ability to learn technical concepts and software as well as analyze business unit efforts for the purpose of streamlining workflow simplification.

Experienced in conflict resolution, peer coaching, relationship building, active listening.

Relentless attention to detail:  Familiar with overseeing daily team responsibilities and procedures, looking for enhancements, refinements, and professionalism.