Human-centered design leader | UX Design Strategist | visual storyteller 

Greg BRo

 

Welcome! I’m Greg Bro.

I’m a UX designer and design leader based in Minneapolis, with a long-standing background in UX design, UX leadership, and visual storytelling. For more than 20 years, I’ve shaped teams, cultures, and products at Fortune 500 companies including Amazon, Target, Best Buy, and UnitedHealth Group, as well as within creative agencies. I use design, empathy, and narrative to help teams move through complexity and create meaningful, human experiences.

Beyond product design, my storytelling work includes my children’s book Every Shape Has a Place and earlier work creating award-winning animated short films. In 2019, I partnered with DreamWorks TV to create a children’s series that launched on Amazon Prime Video. Across mediums, my focus is the same: turning complexity into clarity and helping ideas resonate with a wide range of audiences.

I’m energized by thoughtful collaboration and working with curious, passionate people. If you’re interested in partnering or learning more, I’d love to connect.

Got a project? Need some help?

If you're interested in a conversation, collaboration, or just want me to email you cat videos, drop me a line.

Clarity through storytelling

Human-centered design & leadership

Storytelling is a critical part of effective experience design. It simplifies complexity, aligns teams, and is an area where I excel. Beyond UX, my visual storytelling includes my first children’s book, Every Shape Has a Place, which explores belonging through simple, emotionally resonant ideas. This builds on a background that includes creating 40+ award-recognized animated short comedies and partnering with DreamWorks TV to launch the children’s series Neighborhood Super Watch on Amazon Prime Video. I use story and visuals to connect with audiences from children to executives.

I have over 20 years of experience as a UX designer and design leader, partnering with Fortune 500 companies to create human-centered digital products and services. My background spans both hands-on design and leading high-performing teams across agencies and large organizations. I bring a research-driven, collaborative approach to solving complex problems, with a strong belief in rapid prototyping, close partnership with product and engineering, and building environments where great work and great teams can thrive. For more, please visit my LinkedIn profile.

 

HUMAN-CENTERED Approach

 

I design and lead human-centered work that drives outcomes that matter for both users and the business.

 
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Discovery + Planning

We start by clearly defining the problem, the people we are designing for, and the outcomes that matter. This shared understanding informs strategy, aligns teams, and ensures we are solving the right problem before moving into execution. Strong discovery creates the foundation for durable, human-centered solutions.

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Design + Test + Improve

With clarity on the problem, we explore and shape solutions through iterative design. The approach flexes based on constraints like timing, budget, and technology, but typically includes prototyping and testing with real users to validate direction early. This allows teams to learn quickly, reduce risk, and refine ideas before committing to build.

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Deliver + Deploy

Once direction is validated, we move confidently into delivery. I partner closely with engineering to ensure designs are clear, build-ready, and aligned to intent. Through review, testing, and iteration, we refine the experience up to launch, setting teams up for a successful release and continuous improvement.

Experience Design & Leadership

 

primary capabilities

  • UX Leadership + Experience Strategy

  • End-to-End Product & Interaction Design

  • User Research, Testing, and Insight Synthesis

  • Problem Framing + Ideation Facilitation

  • Feature Definition, Prioritization, and Roadmapping

  • Information Architecture + Journey Mapping

  • Prototyping for Validation and Alignment

  • Storytelling for Product Vision and Influence

Common Project Types

  • Design Team Formation, Scaling, and Leadership

  • Cross-Functional Alignment and Design Culture Building

  • Multimodal Experience Strategy and Execution

  • Product Ecosystems and Cross-Platform Experiences

  • End-to-End Customer Journey Design

  • Complex Systems, Workflows, and Operational Tools

  • Transactional and Conversion-Critical Experiences

 

Professional highlights

Amazon, Head of design - Last mile transporter experience

March 2022 - November 2025

  • Drove cross-team alignment and elevated UX as a strategic partner within the organization

  • Mentored and developed designers through feedback, career growth, and performance coaching

  • Translated complex operational and business needs into clear, usable experiences for delivery associates and partners

  • Contributed to design systems, multimodal experience strategy, and long-term product vision

  • Led UX strategy and delivery for Last Mile Transporter Experience across mobile, automotive, and multimodal platforms

  • Built and led a cross-functional UX design team, balancing hands-on design with people leadership

  • Partnered with product, engineering, and research to define roadmaps and deliver human-centered solutions at scale

  • Established UX processes and operating models to improve clarity, velocity, and design quality across teams

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Target, Sr. Manager of ux design - Cart, checkout, post purchase, & Returns

March 2018 - March 2022

  • Partnered with product, engineering, and operations to simplify experiences, reduce friction, and improve clarity at scale

  • Leveraged research and data to reduce contacts per order and improve customer clarity

  • Delivered multimillion-dollar cost savings while improving customer satisfaction

  • Led UX design for Cart, Checkout, Post-Purchase, and Returns, owning the end-to-end customer journey across digital touchpoints

  • Built and led a high-performing UX team while remaining hands-on in experience strategy and design execution

  • Defined UX strategy for complex, high-traffic shopping flows, balancing customer needs, business goals, and operational constraints

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Horizontal Integration, Sr. Director of UX & Design

July 2017 - December 2017

  • Assisted agency rebranding effort while optimizing internal marketing processes and execution

  • Developed and piloted design intern program

  • Participated in local UX Design community to mentor, scout, and network with talent

  • Directed and executed UX and Creative projects across a diverse client portfolio

  • Built and led agency design team comprised of UX and Interaction Designers

  • Developed team structure and streamlined overall UX processes and delivery

  • Managed all UX and Creative project resourcing

  • Collaborated with other departments to improve processes, evangelize UX, and forge strong partnerships

  • Supported new business development and sales pitches

Clients: UnitedHealth Group, Raymond James, CHS, TCW, Starkey, First Tech Federal Credit Union

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Slalom, Sr. UX Consultant

February 2015 - July 2016

  • Integrated UX research and concept prototyping into iterative design/development process

  • Led requirements gathering workshops with a range of users and stakeholders

  • Developed strategy, end-to-end user experiences, and functional user interface designs for web and mobile applications

  • Helped to build out the UX Design capability for the Minneapolis Digital Team

Clients: Target, Best Buy, Buffalo Wild Wings, Uponor Plumbing, Prime Therapeutics

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Best Buy, Sr. Manager of UX - Digital Experiences + Mobile

December 2010 - September 2014

  • Integrated UX research and concept prototyping into iterative design/development process.

  • Conducted user research to evaluate various cross channel experiences.

  • Developed and mentored UX and Design talent

  • Generated ideas, flows, wireframes, visual designs, and illustrations for Channel Design digital concept team

  • Developed and managed cross-channel UX team of Information Architects, Visual Designers, and Researchers, with a primary focus on mobile and gestural interactions

  • Led UX for various high profile digital experiences, including Best Buy’s mobile site, mobile app, tablet site, tablet app, and various in-store customer and employee facing tools

View Full Experience & Education

Let's work together.

Have a project you could use some help on? Let's grab a coffee (over Zoom) and chat about it.

Email: Say hello!
LOCATION: Minneapolis, MN