Yf Soreyn
UX Architect - Lead Design
About
Projects
Thinking
I’m an UX/CX architect who bridges user experience, business strategy, technology and marketing operations. I’m constantly balancing user vs business value and can translate ambiguous, cross-channel challenges into structured digital outcomes.
Say hi on Linkedin
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Core
Defining digital roadmaps and UX architectures that translate business goals into measurable user outcomes.
Methodology
Facilitating focused sprints that compress weeks of alignment into days applied across industries and domains.
Growth
Building optimisation practices end-to-end: offering design, A/B frameworks and hypothesis-driven roadmaps. CXL certified.
Validation
Qualitative and quantitative research at scale (up to 5,000 participants). Turns insight into evidence-based decisions.
Innovation
Guiding companies in transitioning into Content Automation.
I translate vague digital challenges into concrete strategies, then turn those strategies into executable prototypes and user stories that development teams can actually build. I operate at the intersection of vision and feasibility, making sure what you want to achieve aligns with what's technically possible and what users actually need.
hello@soreyn.com
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Jan 2019 – Current
Define and drive the UX/CX practice across delaware, shaping offerings, setting quality standards, connecting digital, commerce and marketing tracks.
Jan 2020 - Feb 2024
Part of the leadership of a team of over 100 people. Sole responsibility for the UX, UI and front-end development discipline: building out services & offerings, but also managing a team by planning, recruiting, individual growth plans.Acted as the interface between delivery teams and delaware leadership.
Jan 2014 - Jan 2019
Led complex UX engagements independently, from discovery through delivery. Accountable for quality on multi-track projects, mentored designers and introduced structured UX methods like personas, user journeys, design sprints into the team's standard practice.
Jan 2011 - Jan 2014
Focused on delivering high-quality visual design and front-end code across a broad client portfolio. Developed a dual skillset that bridged design intent and technical implementation enabling tighter collaboration with development teams and more precise delivery of designed experiences.
October 2016 - March 2018
With my background in graphical design and front-end development I mainly worked on projects in support of a development team building omnichannel websites.
Yf Soreyn
UX Architect - Lead Design
About
Projects
Thinking
I’m an UX/CX architect who bridges user experience, business strategy, technology and marketing operations. I’m constantly balancing user vs business value and can translate ambiguous, cross-channel challenges into structured digital outcomes.
Say hi on Linkedin
↗
Core
Defining digital roadmaps and UX architectures that translate business goals into measurable user outcomes.
Methodology
Facilitating focused sprints that compress weeks of alignment into days applied across industries and domains.
Growth
Building optimisation practices end-to-end: offering design, A/B frameworks and hypothesis-driven roadmaps. CXL certified.
Validation
Qualitative and quantitative research at scale (up to 5,000 participants). Turns insight into evidence-based decisions.
Innovation
Guiding companies in transitioning into Content Automation.
I translate vague digital challenges into concrete strategies, then turn those strategies into executable prototypes and user stories that development teams can actually build. I operate at the intersection of vision and feasibility, making sure what you want to achieve aligns with what's technically possible and what users actually need.
hello@soreyn.com
↗
↗
Jan 2019 – Current
Define and drive the UX/CX practice across delaware, shaping offerings, setting quality standards, connecting digital, commerce and marketing tracks.
Jan 2020 - Feb 2024
Part of the leadership of a team of over 100 people. Sole responsibility for the UX, UI and front-end development discipline: building out services & offerings, but also managing a team by planning, recruiting, individual growth plans.Acted as the interface between delivery teams and delaware leadership.
Jan 2014 - Jan 2019
Led complex UX engagements independently, from discovery through delivery. Accountable for quality on multi-track projects, mentored designers and introduced structured UX methods like personas, user journeys, design sprints into the team's standard practice.
Jan 2011 - Jan 2014
Focused on delivering high-quality visual design and front-end code across a broad client portfolio. Developed a dual skillset that bridged design intent and technical implementation enabling tighter collaboration with development teams and more precise delivery of designed experiences.
October 2016 - March 2018
With my background in graphical design and front-end development I mainly worked on projects in support of a development team building omnichannel websites.
Yf Soreyn
UX Architect - Lead Design
About
Projects
Thinking
I’m an UX/CX architect who bridges user experience, business strategy, technology and marketing operations. I’m constantly balancing user vs business value and can translate ambiguous, cross-channel challenges into structured digital outcomes.
Say hi on Linkedin
↗
Core
Defining digital roadmaps and UX architectures that translate business goals into measurable user outcomes.
Methodology
Facilitating focused sprints that compress weeks of alignment into days applied across industries and domains.
Growth
Building optimisation practices end-to-end: offering design, A/B frameworks and hypothesis-driven roadmaps. CXL certified.
Validation
Qualitative and quantitative research at scale (up to 5,000 participants). Turns insight into evidence-based decisions.
Innovation
Guiding companies in transitioning into Content Automation.
I translate vague digital challenges into concrete strategies, then turn those strategies into executable prototypes and user stories that development teams can actually build. I operate at the intersection of vision and feasibility, making sure what you want to achieve aligns with what's technically possible and what users actually need.
hello@soreyn.com
↗
↗
Jan 2019 – Current
Define and drive the UX/CX practice across delaware, shaping offerings, setting quality standards, connecting digital, commerce and marketing tracks.
Jan 2020 - Feb 2024
Part of the leadership of a team of over 100 people. Sole responsibility for the UX, UI and front-end development discipline: building out services & offerings, but also managing a team by planning, recruiting, individual growth plans.Acted as the interface between delivery teams and delaware leadership.
Jan 2014 - Jan 2019
Led complex UX engagements independently, from discovery through delivery. Accountable for quality on multi-track projects, mentored designers and introduced structured UX methods like personas, user journeys, design sprints into the team's standard practice.
Jan 2011 - Jan 2014
Focused on delivering high-quality visual design and front-end code across a broad client portfolio. Developed a dual skillset that bridged design intent and technical implementation enabling tighter collaboration with development teams and more precise delivery of designed experiences.
Sept 2009 - Jan 2011
With my background in graphical design and front-end development I mainly worked on projects in support of a development team building omnichannel websites.
