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Principal Product Designer — Broadcom

Designing systems, not just screens.

J. Drew Smith

Principal Product Designer

Austin, TX jdrewsmith.com linkedin.com/in/jdrewsmith

Summary

Experienced in enterprise and B2B desktop SaaS, as both a solo-designer at a scrappy startup and as a principal role steering a sprawling infrastructure suite. I move between research, strategy, systems thinking, and pixel-level work as a project demands. Comfortable designing based on established best practices or working up from first principles. I'm happiest with a lot of ownership, surface area, partner collaboration, and a flexible process to achieve outcomes.

Experience

Principal Product Designer, Broadcom

2023 – Present

  • Design Lead for Application Team pillar of the Tanzu Platform (deployment, autoscaling, security, observability)
  • 0-1 Designer for Portfolio Assessments (analysis, onboarding, and TrueSource adoption)
  • Owned and managed Tanzu Design System used across Tanzu Platform, CloudHealth, and Spring Enterprise.
  • Supported CloudHealth as a solo designer, covering the release of new prominent features like Content Packages, Custom Datasets, PGB Rerun, and more.
  • Created documentation and skills for UX GenAI enablement for the whole organization.
  • Led design for many special initiatives such as: Tanzu's proprietary topology visualization, 0-1 work for Tanzu Intelligent Assist, and many design-powered VMware Explore Keynote vision prototypes.

Staff Product Designer, VMware

2020 – 2023

  • Led and mentored designers of the 0-1 development of Aria Business Insights, an AI/ML event-correlation product.
  • Solo designer for vRealize AI, a cross platform team developing features like Smart Sizing and Smart Placement and vSAN optimizer. All features using AI to optimize and improve the value proposition of our products.

Senior Product Designer, Vettery / Hired

2019 – 2020

  • Solo designer on Adecco (parent company) candidate pooling platform which encompassed the portfolio of brands.
  • Overhauled candidate registration flow and raised registration rate by +10% and overall conversion rate by +23%
  • Led SEO optimization effort rolling out custom landing pages and employer profile pages.
  • Built Vettery's first design system from scratch in close collaboration with UI engineering.

Product Designer & Design Strategist, IBM Cloud / IBM Garage

2015 – 2019

  • Ran +30 design-thinking workshops and MVP spikes for enterprise clients, including US banks, insurance companies, wineries, consumer brands, etc.
  • Trained and mentored +10 designers at a major airline in Design Facilitation, Design Thinking and Lean Theory.

Education

BFA, Industrial Design, Brigham Young University

2015

Case study · Password protected

CVE Rescoring

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Case study

Tanzu Design System

Placeholder case study content — swapped for the real write-up once ready.

Case study · Password protected

TrueSource

Placeholder case study content — swapped for the real write-up once ready.

Get in touch

Let's talk.