Hello, I'm Jess Ruefli
I'm a digital product designer with decades of experience helping companies craft innovative technology products. I bring deep expertise in CAD visualization, cloud platform, and developer experience.
Hello, I'm Jess Ruefli
I'm a digital product designer with decades of experience helping companies craft innovative technology products. I bring deep expertise in CAD visualization, cloud platform, and developer experience.
Hello, I'm Jess Ruefli
I'm a digital product designer with decades of experience helping companies craft innovative technology products. I bring deep expertise in CAD visualization, cloud platform, and developer experience.
About me
Experienced
I've designed digital products and interfaces for more than two decades.
Invents from scratch
I've worked as the design lead for two early-stage startups. I know how to move quickly.
Designs across form factors
I've designed interfaces for web, mobile, kiosks, and interactive TV.
For a wide range of industries
I've designed for startups, boutique agencies, enterprise and consumer software companies.
Wears lots of hats
I've been employed as a design director, visual designer, information architect, and HTML guy.
Design generalist
I enjoy moving between exploratory, strategic, architectural, and visual design roles.
Always learning
I'm self-taught. I'm not afraid to take risks, move quickly, and learn from my mistakes.
Award-winning
My work has been recognized by Communication Arts Magazine, ID Magazine, and the American Institute of Graphic Arts.
Skills
Design direction + strategy
I'm practiced in developing forward-looking design strategies informed by a deep understanding of long-term trends in the competitive technology landscape.
User experience design
I'm well-versed in the artifacts and process of UX: user research, user journeys, task flow diagrams, storyboards, wireframes, information architecture.
Interaction design
I know how to design rich and intuitive software experiences across a wide variety of form factors.
Visual design
I'm comfortable with type, color, composition, layout, hierarchy of information, grid. I'm a student of mid 20th century graphic and product design.
Illustration
I make pictures to explore ideas and get them across. My tools of choice are a Wacom Cintiq, Adobe Illustrator, and an iPad + Apple Pencil.
Multidisciplinary collaboration
I enjoy working in multidisciplinary teams and I strive to meet them more than half-way. I believe that for designers in software, a “seat at the table” is earned.
Shipping iteratively
I'm skilled at breaking down big problems into smaller increments. I'm comfortable working in agile ways while keeping the big picture in mind.
Mentoring
I take great pride in helping the people I work with become more effective in their craft. People I've mentored have taken roles at Google, Youtube, Twilio, and Amazon.
Experience
- Design collaboration applications
- 3D + 2D design visualization
- Platform vision storyboarding
- Product design strategy
- Competitive analysis
- Product marketing designs
- Customer research and interviews
- Enterprise server cloud migration
- Product vision mockups and prototypes
- Product vision mockups
- Identity and brand design
- Marketing site design
- Dashboard design
- Developer tools + API console
- For enterprise API infrastructure
- Product design for data platform
- IA UX for consumer music application
- IA and UX for local university guide
- Tech publication design
- Product vision for data platform
- Rich sports marketing site design
- Rich phone application designs
- Interactive streaming TV designs
- Site design for design institute
- Enterprise software sales demo designs
- Interaction design for touch kiosk
- Built consumer marketing web sites
DEC. 2014 to JULY 2025
Principal Experience Designer, Autodesk, San Francisco
I help shape and improve 3D and 2D design visualization as a platform component for
architecture,
construction, and mechanical design. This technology enables product workflows that span desktop, web,
mobile, and XR, and is utilized by millions of users per year.
Conducted competitive analysis in the real-time 3D visualization space to understand how the emergence
of GPU-based compute and open data exchange standards are reshaping CAD.
Contributed to the company's long-term design visualization strategy. Created north-star storyboards
and presentations used to guide Autodesk's visualization and cloud data initiatives.
Directed the design of Autodesk Viewer, a web-based design visualization product using
instrumentation / metrics, and weekly product updates. Built up from scratch to serving millions of
users/year.
Designed interactions for 3D and 2D design viewing, markup, commenting, measuring, sectioning, 3D
search and filtering across web and mobile.
Helped integrate web based viewing into Autodesk's marquee desktop CAD tools.
Created exploratory work on material exploration, design staging, storytelling, and design review for
architectural and mechanical designs.
Conducted numerous customer interviews, and participated in site visits.
Managed and mentored a small team of designs who have gone on to careers at Google, Twilio, and
Youtube.
DEC. 2012 to NOV. 2014
Senior Designer, Rivermeadow Software, San Jose
As a product designer for an early-stage startup that specialized in migrating servers to the Cloud, I worked with executive stakeholders to clarify and articulate the company's long-term product vision. I designed prototypes and an initial functional proof of concept which was used to validate the technology, secure funding, and attract business partners.
MAY 2009 to AUG. 2012
Design Lead, Apigee, Palo Alto
I designed the brand identity for an API infrastructure startup and designed a series of exploratory applications that aimed to make it easier for developers to learn and work with REST APIs. I directed the design of the company's marketing site / materials and designed Apigee's API tooling for software developers. Apigee's API console was used by Facebook and Netflix to grow 3rd-party developer adoption. Apigee went public in 2015.
JULY 2008 to APR. 2009
Director of Design, Swivel, San Francisco
I returned to Swivel and designed Swivel Business, a data sharing platform for small businesses. Sadly, we chose too big of a problem for such a small team to solve. Swivel did not survive. Lots of lessons learned.
SEPT. 2006 to JUNE 2008
Design Lead, Odopod, San Francisco
I created the information architecture for a MTV-branded local entertainment guide that launched in over 450 colleges nationwide. I was the lead information architect for a redesign of Microsoft's Zune.net. I directed a visual redesign for CNET.com.
SEPT. 2005 to AUG. 2006
Director of Design, Swivel, San Francisco
As one of five original employees at a social data sharing startup, I facilitated the process of defining the problems the company would attempt to solve. I conducted user research, helped define an overall product strategy, and planned the user interaction to support it. I designed the company's identity and user interfaces for a community-driven site for sharing data.
JULY 2005 to AUG. 2005
Human Interface Designer, Apple Inc., Cupertino
While at Apple, I designed a wiki for the Server And Storage Software Group. Yes, I decided to leave Apple after seven weeks. Not my brightest move. I was young and impatient to make a dent in the world.
JULY 2002 to JUNE 2005
Freelance Designer, Odopod, San Francisco
I designed a number of Flash-based sites for Nike including Nikecycling.com and Nike Women's Soccer. I designed Flash-based cell phone demos for Macromedia. I worked on interactive television applications for Yahoo! and NPR. I created visual designs for Stanford University's newly-founded design school.
MAY 2001 to JUNE 2002
Senior Designer, Semaphore Partners, San Francisco
I created the interaction design for the Behr Color Smart Paint kiosk, which can be found in over 1500 Home Depots in North America. I designed the information architecture for the Network Associates web site. I programmed Flash microsites for General Motors / Cadillac.
APR. 2000 to APR. 2001
Design Director, Novo, San Francisco
I led the design and development of a sales demo platform for BEA Systems, an enterprise infrastructure software company (acquired by Oracle in 2008). BEA sold over $400 million in software and services with the sales demos we created. I created the information architecture for BEA Systems' sales portal. I directed the development of a sales demo for ATG, an enterprise software company (acquired by Oracle in 2011).
AUG. 1999 to MAR. 2000
Production Designer, Novo Interactive, San Francisco
I built the HTML for Levis Slates.com, Gloss.com, and Novocorp.com. I directed the authoring of a creative process document.
DEC. 2014 to PRESENT
Principal Experience Designer, Autodesk, San Francisco
I help shape and improve 3D and 2D design visualization as a platform component for
architecture,
construction, and mechanical design. This technology enables product workflows that span desktop, web,
mobile, and XR, and is utilized by millions of users per year.
Conducted competitive analysis in the real-time 3D visualization space to understand how the emergence
of GPU-based compute and open data exchange standards are reshaping computer aided design.
Contributed to the company's long-term design visualization strategy. Created north-star storyboards
and presentations used to guide Autodesk's visualization and cloud data initiatives.
Directed the design of Autodesk Viewer, a web-based design visualization product using
instrumentation / metrics, and weekly product updates. Built up from scratch to serving millions of
users/year.
Designed interactions for 3D and 2D design viewing, markup, commenting, measuring, sectioning, 3D
search and filtering across web and mobile.
Helped integrate web based viewing into Autodesk's marquee desktop CAD tools.
Created exploratory work on material exploration, design staging, storytelling, and design review for
architectural and mechanical designs.
Conducted numerous customer interviews, and participated in site visits.
Managed and mentored a small team of designs who have gone on to careers at Google, Twilio, and
Youtube.
DEC. 2012 to NOV. 2014
Senior Designer, Rivermeadow Software, San Jose
I was employed as the product UI designer for an early-stage startup that specializes in migrating servers to 'The Cloud'. I worked with executive stakeholders to clarify and articulate the company's long-term product vision. I created a number of UI mockups and prototypes to demonstrate the aspirational capabilities of RiverMeadow's server migration technology. I helped RiverMeadow develop an initial functional proof of concept which was used to validate the technology, secure funding, and attract business partners.
MAY 2009 to AUG. 2012
Design Lead, Apigee, Palo Alto
I designed the brand identity for an API infrastructure startup and designed a series of exploratory applications that aimed to make it easier for developers to learn and work with REST APIs. I directed the design of the company's marketing site / materials and designed Apigee's API tooling for software developers. Apigee's API console was used by Facebook and Netflix to grow 3rd-party developer adoption. Apigee went public in 2015.
JULY 2008 to APR. 2009
Director of Design, Swivel, San Francisco
I returned to Swivel and designed Swivel Business, a data sharing platform for small businesses. Sadly, we chose too big of a problem for such a small team to solve. Swivel did not survive.
SEPT. 2006 to JUNE 2008
Design Lead, Odopod, San Francisco
I created the information architecture for a MTV-branded local entertainment guide that launched in over 450 colleges nationwide. I was the lead information architect for a redesign of Microsoft's Zune.net. I directed a visual redesign for CNET.com.
SEPT. 2005 to AUG. 2006
Director of Design, Swivel, San Francisco
As one of five original employees at a social data sharing startup, I facilitated the process of defining the problems the company would attempt to solve. I conducted user research, helped define an overall product strategy, and planned the user interaction to support it. I designed the company's identity and user interfaces for a community-driven site for sharing data.
JULY 2005 to AUG. 2005
Human Interface Designer, Apple Inc., Cupertino
While at Apple, I designed a wiki for the Server And Storage Software Group. Yes, I decided to leave Apple after seven weeks. Not my brightest move. I was young and impatient to make a dent in the world.
JULY 2002 to JUNE 2005
Freelance Designer, Odopod, San Francisco
I designed a number of Flash-based sites for Nike including Nikecycling.com and Nike Women's Soccer. I designed Flash-based cell phone demos for Macromedia. I worked on interactive television applications for Yahoo! and NPR. I created visual designs for Stanford University's newly-founded design school.
MAY 2001 to JUNE 2002
Senior Designer, Semaphore Partners, San Francisco
I created the interaction design for the BEHR Color Smart Paint kiosk, which can be found in over 1500 Home Depots in North America. I designed the information architecture for the Network Associates web site. I programmed Flash microsites for General Motors / Cadillac.
APR. 2000 to APR. 2001
Design Director, Novo, San Francisco
I led the design and development of a sales demo platform for BEA Systems, an enterprise infrastructure software company (acquired by Oracle in 2008). BEA sold over $400 million in software and services with the sales demos we created. I created the information architecture for BEA Systems' sales portal. I directed the development of a sales demo for ATG, an enterprise software company (acquired by Oracle in 2011).
AUG. 1999 to MAR. 2000
Production Designer, Novo Interactive, San Francisco
I built the HTML for Levis Slates.com, Gloss.com, and Novocorp.com. I directed the authoring of a creative process document.
DEC. 2014 to JULY 2025
Principal Experience Designer, Autodesk
I help shape and improve 3D and 2D design visualization as a platform component for architecture,
construction, and mechanical design. This technology enables product workflows that span desktop, web,
mobile, and XR, and is utilized by millions of users per year.
Conducted competitive analysis in the real-time 3D visualization space to understand how the emergence
of GPU-based compute and open data exchange standards are reshaping computer aided design.
Contributed to the company's long-term design visualization strategy. Created north-star storyboards
and presentations used to guide Autodesk's visualization and cloud data initiatives.
Directed the design of Autodesk Viewer, a web-based design visualization product using
instrumentation / metrics, and weekly product updates. Built up from scratch to serving millions of
users/year.
Designed interactions for 3D and 2D design viewing, markup, commenting, measuring, sectioning, 3D
search and filtering across web and mobile.
Helped integrate web based viewing into Autodesk's marquee desktop CAD tools.
Created exploratory work on material exploration, design staging, storytelling, and design review for
architectural and mechanical designs.
Conducted numerous customer interviews, and participated in site visits.
Managed and mentored a small team of designs who have gone on to careers at Google, Twilio, and
Youtube.
DEC. 2012 to NOV. 2014
Senior Designer, Rivermeadow Software
As a product designer for an early-stage startup that specialized in migrating servers to the Cloud, I worked with executive stakeholders to clarify and articulate the company's long-term product vision. I designed prototypes and an initial functional proof of concept which was used to validate the technology, secure funding, and attract business partners.
MAY 2009 to AUG. 2012
Design Lead, Apigee
I designed the brand identity for an API infrastructure startup and designed a series of exploratory applications that aimed to make it easier for developers to learn and work with REST APIs. I directed the design of the company's marketing site / materials and designed Apigee's API tooling for software developers. Apigee's API console was used by Facebook and Netflix to grow 3rd-party developer adoption. Apigee went public in 2015.
JULY 2008 to APR. 2009
Director of Design, Swivel
I returned to Swivel and designed Swivel Business, a data sharing platform for small businesses. Sadly, we chose too big of a problem for such a small team to solve. Swivel did not survive. Many lessons learned.
SEPT. 2006 to JUNE 2008
Design Lead, Odopod
I created the information architecture for a MTV-branded local entertainment guide that launched in over 450 colleges nationwide. I was the lead information architect for a redesign of Microsoft's Zune.net. I directed a visual redesign for CNET.com.
SEPT. 2005 to AUG. 2006
Director of Design, Swivel
As one of five original employees at a social data sharing startup, I facilitated the process of defining the problems the company would attempt to solve. I conducted user research, helped define an overall product strategy, and planned the user interaction to support it. I designed the company's identity and user interfaces for a community-driven site for sharing data.
JULY 2005 to AUG. 2005
Human Interface Designer, Apple
While at Apple, I designed a wiki for the Server And Storage Software Group. Yes, I decided to leave Apple after seven weeks. Not my brightest move. I was impatient to make a dent in the world.
JULY 2002 to JUNE 2005
Freelance Designer, Odopod
I designed a number of Flash-based sites for Nike including Nikecycling.com and Nike Women's Soccer. I designed Flash-based cell phone demos for Macromedia. I worked on interactive television applications for Yahoo! and NPR. I created visual designs for Stanford University's dSchool founded by David Kelley of Ideo.
MAY 2001 to JUNE 2002
Senior Designer, Semaphore Partners
I created the interaction design for the Behr Color Smart Paint kiosk, which can be found in over 1500 Home Depots in North America. I designed the information architecture for the Network Associates web site. I programmed Flash microsites for General Motors / Cadillac.
APR. 2000 to APR. 2001
Design Director, Novo
I led the design and development of a sales demo platform for BEA Systems, an enterprise infrastructure software company (acquired by Oracle in 2008). BEA sold over $400 million in software and services with the aid of sales demos we created. I created the information architecture for BEA Systems' sales portal. I directed the development of a sales demo for ATG, an enterprise software company (acquired by Oracle in 2011).
AUG. 1999 to MAR. 2000
Production Designer, Novo Interactive
I built the websites for Levis Slates.com, Gloss.com, and Novocorp.com. I directed the authoring of a design process document used to guide design initiatives within the company.
Drop me a line
If you're working with emerging technologies or looking to bring groundbreaking products quickly to market, I'd love to hear from you.
Drop me a line
If you're working with emerging technologies or looking to bring groundbreaking products quickly to market, I'd love to hear from you.
Drop me a line
If you're working with emerging technologies or looking to bring groundbreaking products quickly to market, I'd love to hear from you.