Hello, I'm Jess Ruefli
I'm a digital product designer with decades of experience crafting innovative technology products. I bring deep expertise in CAD visualization, developer experience, and cloud platform.
Hello, I'm Jess Ruefli
I'm a digital product designer with decades of experience crafting innovative technology products. I bring deep expertise in CAD visualization, developer experience, and cloud platform.
Hello, I'm Jess Ruefli
I'm a digital product designer with decades of experience
crafting innovative technology products.
I bring deep expertise in CAD visualization,
developer experience, and cloud platform.
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 others become more effective in their craft. People I've mentored have taken roles at Google, Youtube, and Twilio.
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
Helped shape Autodesk's 3D and 2D design visualization technology which
enables cloud based CAD workflows across architecture, engineering, and construction.
Utilized by millions of users per year.
Directed the design of Autodesk Viewer, a web-based design visualization product. Built the product up
from scratch to serving millions of users per year through incremental metrics-driven design approach.
Designed detailed interactions for 3D and 2D CAD design viewing, measuring, sectioning, markup,
commenting, search, and filtering across web and mobile.
Created designs for Autodesk's Shared Views service. Shared Views enables one-click design sharing
from Autodesk's marquee design application portfolio -- a first for Autodesk. This was a
key building block for enabling Autodesk's business model transition from paid licenses to
subscriptions.
Documented the advancements in the enabling technology landscape for real-time design visualization.
Conducted analysis of competitive landscape. Explored how the emergence of elastically
scaled GPU compute and open data exchange standards like USD will change how CAD works.
Created north-star storyboards, presentations, and architecture diagrams to inform Autodesk's platform
visualization and cloud data initiatives.
Created design explorations aimed at increasing the utility and reach of Autodesk's CAD platform.
Explored concepts for staging, storytelling, and rendering of architectural and mechanical
designs.
Created exploratory designs around a material library to be used across Autodesk's CAD tools for
architecture, engineering, infrastructure, and construction.
Authored guiding principles and wireframes for enabling self-service developer experience for
Autodesk's Platform Viewer. Critical for Autodesk's CAD platform growth and adoption.
Designed interfaces and interactions for desktop and cloud-enabled design file storage, a fundamental
building block for Autodesk's CAD platform and a prerequisite for collaboration
workflows.
Partnered closely with product management and research to conduct customer interviews, site visits,
and customer advisory programs to regularly gather and disseminate detailed product feedback.
Managed and mentored talented designers who have gone on to impactful careers at Autodesk, Google,
Youtube, and Twilio.
DEC. 2012 to NOV. 2014
Senior Designer, Rivermeadow Software
Product designer for an early-stage startup that specializes in migrating servers to 'The Cloud'. Worked with executive stakeholders to clarify and articulate the company's long-term product vision. Created exploratory UI mockups and prototypes that demonstrated aspirational capabilities of RiverMeadow's server migration technology. Designed a functional proof-of-concept which was used to validate the technology, secure funding, and attract technology partners.
MAY 2009 to AUG. 2012
Design Lead, Apigee
Founding designer for an API infrastructure startup. Designed the brand identity for an API infrastructure startup and designed a series of applications to help developers to learn and work with REST APIs. Designed the company's marketing site and sales materials. Designed API tooling for software developers including an API Console, API Debugger, API Analytics and API Rate Limiting. Apigee's API Console was used by Facebook and Twitter to grow 3rd-party developer adoption. Apigee went public in 2015 and was acquired by Google in 2016. It's now part of Google Cloud.
JULY 2008 to APR. 2009
Director of Design, Swivel
Designed Swivel Business, a startup data sharing platform for small businesses. Created product information architecture, task flow diagrams, wireframes, and visual designs for the product. We chose too big of a problem. Swivel did not survive. Many hard lessons learned.
SEPT. 2006 to JUNE 2008
Design Lead, Odopod
Designed information architecture for a MTV-branded local guide that launched in over 500 colleges nationwide. Designed the information architecture for Microsoft's Zune.net. Directed a redesign for CNET.com.
SEPT. 2005 to AUG. 2006
Director of Design, Swivel
Founding designer for a small data sharing startup. Facilitated the process of defining the problems the company would attempt to solve. Conducted user research, helped define an overall product design strategy. Designed the company's identity and user interfaces for a community-driven site for sharing data. Designed presentations and graphics used by the company's leadership to secure funding.
JULY 2005 to AUG. 2005
Human Interface Designer, Apple Inc.
Designed a wiki for the Server And Storage Software Group. I left Apple after 7 weeks. I was impatient to make a dent in the world.
JULY 2002 to JUNE 2005
Freelance Designer, Odopod
Designed Flash-based promotional sites for Nike including Nikecycling.com and Nike Women's Soccer. Designed rich exploratory Flash-based cell phone apps for Macromedia including a local entertainment guide, local weather app, tip calculator, app store, and user guide. Designed streaming interactive television applications for Yahoo! and NPR. Created illustrations for Redbull Air Race. Designed Stanford d.School's first website used to attract funding, corporate sponsorship, and students.
MAY 2001 to JUNE 2002
Senior Designer, Semaphore Partners
Created the interaction design for the BEHR Color Smart Paint kiosk, which was installed in over 1500 Home Depots in North America. A descendent of our original design can still be found at Home Depot today. Designed the information architecture for antivirus software company Network Associates. Programmed Flash microsites for General Motors / Cadillac.
APR. 2000 to APR. 2001
Design Director, Novo
Led the design and development of a sales demo platform for BEA Systems, an enterprise software company once considered one of the "big three" independent software vendors along with Microsoft and Oracle. BEA sold over $400 million in software and services with the help of our demo platform. Directed the development of an enterprise software sales demo for Art Technology Group (ATG), an enterprise software company specializing in application servers and e-commerce.
AUG. 1999 to MAR. 2000
Production Designer, Novo Interactive
Built the HTML for Levis Slates.com, beauty e-commerce site Gloss.com, and Novocorp.com. Directed the authoring of a creative process document used to guide how Novo designed websites.
DEC. 2014 to JULY 2025
Principal Experience Designer, Autodesk
Helped shape Autodesk's 3D and 2D design visualization technology which
enables cloud based CAD workflows across architecture, engineering, and construction.
Utilized by millions of users per year.
Directed the design of Autodesk Viewer, a web-based design visualization product. Built the product up
from scratch to serving millions of users per year through incremental metrics-driven design approach.
Designed detailed interactions for 3D and 2D CAD design viewing, measuring, sectioning, markup,
commenting, search, and filtering across web and mobile.
Created designs for Autodesk's Shared Views service. Shared Views enables one-click design sharing
from Autodesk's marquee design application portfolio -- a first for Autodesk. This was a
key building block for enabling Autodesk's business model transition from paid licenses to
subscriptions.
Documented the advancements in the enabling technology landscape for real-time design visualization.
Conducted analysis of competitive landscape. Explored how the emergence of elastically
scaled GPU compute and open data exchange standards like USD will change how CAD works.
Created north-star storyboards, presentations, and architecture diagrams to inform Autodesk's platform
visualization and cloud data initiatives.
Created design explorations aimed at increasing the utility and reach of Autodesk's CAD platform.
Explored concepts for staging, storytelling, and rendering of architectural and mechanical
designs.
Created exploratory designs around a material library to be used across Autodesk's CAD tools for
architecture, engineering, infrastructure, and construction.
Authored guiding principles and wireframes for enabling self-service developer experience for
Autodesk's Platform Viewer. Critical for Autodesk's CAD platform growth and adoption.
Designed interfaces and interactions for desktop and cloud-enabled design file storage, a fundamental
building block for Autodesk's CAD platform and a prerequisite for collaboration
workflows.
Partnered closely with product management and research to conduct customer interviews, site visits,
and customer advisory programs to regularly gather and disseminate detailed product feedback.
Managed and mentored talented designers who have gone on to impactful careers at Autodesk, Google,
Youtube, and Twilio.
DEC. 2012 to NOV. 2014
Senior Designer, Rivermeadow Software
Product designer for an early-stage startup that specializes in migrating servers to 'The Cloud'. Worked with executive stakeholders to clarify and articulate the company's long-term product vision. Created exploratory UI mockups and prototypes that demonstrated aspirational capabilities of RiverMeadow's server migration technology. Designed a functional proof-of-concept which was used to validate the technology, secure funding, and attract technology partners.
MAY 2009 to AUG. 2012
Design Lead, Apigee
Founding designer for an API infrastructure startup. Designed the brand identity for an API infrastructure startup and designed a series of applications to help developers to learn and work with REST APIs. Designed the company's marketing site and sales materials. Designed API tooling for software developers including an API Console, API Debugger, API Analytics and API Rate Limiting. Apigee's API Console was used by Facebook and Twitter to grow 3rd-party developer adoption. Apigee went public in 2015 and was acquired by Google in 2016. It's now part of Google Cloud.
JULY 2008 to APR. 2009
Director of Design, Swivel
Designed Swivel Business, a startup data sharing platform for small businesses. Created product information architecture, task flow diagrams, wireframes, and visual designs for the product. We chose too big of a problem. Swivel did not survive. Many hard lessons learned.
SEPT. 2006 to JUNE 2008
Design Lead, Odopod
Designed information architecture for a MTV-branded local guide that launched in over 500 colleges nationwide. Designed the information architecture for Microsoft's Zune.net. Directed a redesign for CNET.com.
SEPT. 2005 to AUG. 2006
Director of Design, Swivel
Founding designer for a small data sharing startup. Facilitated the process of defining the problems the company would attempt to solve. Conducted user research, helped define an overall product design strategy. Designed the company's identity and user interfaces for a community-driven site for sharing data. Designed presentations and graphics used by the company's leadership to secure funding.
JULY 2005 to AUG. 2005
Human Interface Designer, Apple Inc.
Designed a wiki for the Server And Storage Software Group. I left Apple after 7 weeks. I was impatient to make a dent in the world.
JULY 2002 to JUNE 2005
Freelance Designer, Odopod
Designed Flash-based promotional sites for Nike including Nikecycling.com and Nike Women's Soccer. Designed rich exploratory Flash-based cell phone apps for Macromedia including a local entertainment guide, local weather app, tip calculator, app store, and user guide. Designed streaming interactive television applications for Yahoo! and NPR. Created illustrations for Redbull Air Race. Designed Stanford d.School's first website used to attract funding, corporate sponsorship, and students.
MAY 2001 to JUNE 2002
Senior Designer, Semaphore Partners
Created the interaction design for the BEHR Color Smart Paint kiosk, which was installed in over 1500 Home Depots in North America. A descendent of our original design can still be found at Home Depot today. Designed the information architecture for antivirus software company Network Associates. Programmed Flash microsites for General Motors / Cadillac.
APR. 2000 to APR. 2001
Design Director, Novo
Led the design and development of a sales demo platform for BEA Systems, an enterprise software company once considered one of the "big three" independent software vendors along with Microsoft and Oracle. BEA sold over $400 million in software and services with the help of our demo platform. Directed the development of an enterprise software sales demo for Art Technology Group (ATG), an enterprise software company specializing in application servers and e-commerce.
AUG. 1999 to MAR. 2000
Production Designer, Novo Interactive
Built the HTML for Levis Slates.com, beauty e-commerce site Gloss.com, and Novocorp.com. Directed the authoring of a creative process document used to guide how NOVO designed websites.
DEC. 2014 to JULY 2025
Principal Experience Designer, Autodesk
Helped shape Autodesk's 3D and 2D design visualization technology which
enables cloud based CAD workflows across architecture, engineering, and construction.
Utilized by millions of users per year.
Directed the design of Autodesk Viewer, a web-based design visualization product. Built the product up
from scratch to serving millions of users per year through incremental metrics-driven design approach.
Designed detailed interactions for 3D and 2D CAD design viewing, measuring, sectioning, markup,
commenting, search, and filtering across web and mobile.
Created designs for Autodesk's Shared Views service. Shared Views enables one-click design sharing
from Autodesk's marquee design application portfolio -- a first for Autodesk. This was a
key building block for enabling Autodesk's business model transition from paid licenses to
subscriptions.
Documented the advancements in the enabling technology landscape for real-time design visualization.
Conducted analysis of competitive landscape. Explored how the emergence of elastically
scaled GPU compute and open data exchange standards like USD will change how CAD works.
Created north-star storyboards, presentations, and architecture diagrams to inform Autodesk's platform
visualization and cloud data initiatives.
Created design explorations aimed at increasing the utility and reach of Autodesk's CAD platform.
Explored concepts for staging, storytelling, and rendering of architectural and mechanical
designs.
Created exploratory designs around a material library to be used across Autodesk's CAD tools for
architecture, engineering, infrastructure, and construction.
Authored guiding principles and wireframes for enabling self-service developer experience for
Autodesk's Platform Viewer. Critical for Autodesk's CAD platform growth and adoption.
Designed interfaces and interactions for desktop and cloud-enabled design file storage, a fundamental
building block for Autodesk's CAD platform and a prerequisite for collaboration
workflows.
Partnered closely with product management and research to conduct customer interviews, site visits,
and customer advisory programs to regularly gather and disseminate detailed product feedback.
Managed and mentored talented designers who have gone on to impactful careers at Autodesk, Google,
Youtube, and Twilio.
DEC. 2012 to NOV. 2014
Senior Designer, Rivermeadow Software
Product designer for an early-stage startup that specializes in migrating servers to 'The Cloud'. Worked with executive stakeholders to clarify and articulate the company's long-term product vision. Created exploratory UI mockups and prototypes that demonstrated aspirational capabilities of RiverMeadow's server migration technology. Designed a functional proof-of-concept which was used to validate the technology, secure funding, and attract technology partners.
MAY 2009 to AUG. 2012
Design Lead, Apigee
Founding designer for an API infrastructure startup. Designed the brand identity for an API infrastructure startup and designed a series of applications to help developers to learn and work with REST APIs. Designed the company's marketing site and sales materials. Designed tooling for software developers including an API Console, API Debugger, API Analytics and API Rate Limiting. Apigee's API Console was used by Facebook and Twitter to grow 3rd-party developer adoption. Apigee went public in 2015 and was acquired by Google in 2016.
JULY 2008 to APR. 2009
Director of Design, Swivel
Designed Swivel Business, a startup data sharing platform for small businesses. Created product information architecture, task flow diagrams, wireframes, and visual designs for the product. We chose too big of a problem. Swivel did not survive. Many hard lessons learned.
SEPT. 2006 to JUNE 2008
Design Lead, Odopod
Designed information architecture for a MTV-branded local guide that launched in over 500 colleges nationwide. Designed the information architecture for Microsoft's Zune.net. Directed a redesign for CNET.com.
SEPT. 2005 to AUG. 2006
Director of Design, Swivel
Founding designer for a small data sharing startup. Facilitated the process of defining the problems the company would attempt to solve. Conducted user research, helped define an overall product design strategy. Designed the company's identity and user interfaces for a community-driven site for sharing data. Designed presentations and graphics used by the company's leadership to secure funding.
JULY 2005 to AUG. 2005
Human Interface Designer, Apple
Designed a wiki for the Server And Storage Software Group. I left Apple after 7 weeks. I was impatient to make a dent in the world.
JULY 2002 to JUNE 2005
Freelance Designer, Odopod
Designed Flash-based promotional sites for Nike including Nikecycling.com and Nike Women's Soccer. Designed rich exploratory Flash-based cell phone apps for Macromedia including a local entertainment guide, local weather app, tip calculator, app store, and user guide. Designed streaming interactive television applications for Yahoo! and NPR. Created illustrations for Redbull Air Race. Designed Stanford d.School's first website used to attract funding, corporate sponsorship, and students.
MAY 2001 to JUNE 2002
Senior Designer, Semaphore Partners
Created the interaction design for the BEHR Color Smart Paint kiosk, which was installed in over 1500 Home Depots in North America. A descendent of our original design can still be found at Home Depot today. Designed the information architecture for antivirus software company Network Associates. Programmed Flash microsites for General Motors / Cadillac.
APR. 2000 to APR. 2001
Design Director, Novo
Led the design and development of a sales demo platform for BEA Systems, an enterprise software company once considered one of the "big three" independent software vendors along with Microsoft and Oracle. BEA sold over $400 million in software and services with the help of our demo platform and portal. Directed the development of an enterprise software sales demo for Art Technology Group (ATG), an enterprise software company specializing in application servers and e-commerce.
AUG. 1999 to MAR. 2000
Production Designer, Novo Interactive
Built the HTML for Levis Slates.com, beauty e-commerce site Gloss.com, and Novocorp.com. Directed the authoring of a creative process document used to guide how Novo designed websites.
Drop me a line
If you're looking to bring groundbreaking products quickly to market, I'd love to chat.
Drop me a line
If you're looking to bring groundbreaking products quickly to market, I'd love to chat.
Drop me a line
If you're looking to bring groundbreaking products quickly to market, I'd love to chat.
Drop me a line
If you're looking to bring groundbreaking products quickly to market, I'd love to chat.