Barbara Price.
Barbara Price

About

Design executive. Business partner. Coach.

I'm a digital design enthusiast with a career that spans from the early days of "user experience" to today's cutting-edge digital innovations. Back when "UX" was still finding its name, I was already transforming clunky manual processes into sleek, intuitive digital experiences. Along the way I embraced lifelong learning as my north star — and earned the title of "multiplier" for my knack for amplifying team potential.

My superpowers? Building powerhouse teams and forging rock-solid relationships between business and tech partners that drive real results. Oh, and did I mention I'm a certified Life and Business Coach? It's my secret ingredient for inspiring personal and professional breakthroughs in those I lead.

Off the clock, you'll catch me trading pixels for paintbrushes as I attempt to master watercolors, recharging in the great outdoors, or dreaming up my next big travel adventure. Life's a creative journey, and I'm all in!

UX & CX LeadershipDesign Systems & GovernanceAccessibility & Inclusive DesignProduct StrategyICF Certified CoachMentor

Career arc

Scope that kept growing.

2021 – 2026

VP, User Experience Design · Fidelity Investments

Enterprise UX for 10 products serving 30M+ U.S. customers. Led a 30-person organization across 5 product areas and 17 Scrum teams, and helped double the design org from 170 to 340.

2018 – 2021

Director, User Experience Design · Fidelity Investments

Led 7 designers across 5 high-growth product areas. The Lifetime Moments redesign drove 400K+ new accounts in 90 days, 3M+ unique visitors and +4% engagement; delivered the first-ever CSAT increase on a legacy platform.

2018

Portfolio Lead, User Experience Design · Fidelity Investments

Built the design team from 4 to 8. Design system and governance model adopted by 15 Scrum teams, cutting design/development time by 25%.

2017 – 2018

Principal, User Experience Design · Fidelity Investments

Defined the North Star vision for a new annual enrollment portal for employer-sponsored health benefits.

2014 – 2017

Lead Product Designer · LexisNexis

Built a modular design system adopted across two product lines; delivered a real-time analytics dashboard for a major law firm in three weeks.

2012 – 2014

Lead UX Designer · Syngenta

Established UX standards and a style guide for agricultural tracking applications; a heuristic evaluation cut error rates in a legacy crop system.

2011 – 2012

Lead UX Designer · Quintiles (now IQVIA)

UX design for life-sciences software.

1997 – 2010

UX Designer & Business Analyst · Bloomberg

Led a distributed, cross-functional team of business analysts and designers; recognized by executive leadership for measurable business outcomes, including ~30% readership growth.

Beyond the day job

Coaching

ICF Associate Certified Coach (ACC) and Lumia Level 2 Certified Life & Business Coach — 1:1s on design leadership, team building and career navigation.

Industries

Financial services, retirement, wealth and insurance — plus legal tech, agriculture, life sciences and financial media.

Certifications

CSPO & CSM (Scrum Alliance), Pragmatic Marketing, Six Sigma Yellow Belt, and Fidelity's Leaders for the Future.

Education

B.S. in Fine Art & Graphic Design, University of Wisconsin–Madison.

Speaking

Guest speaker on Systems Thinking for great design — Peace University design students, Raleigh NC, December 2026.

Open to VP+ design leadership roles

Let's talk about what design could move for your business.

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