I’m Tony Quiroz, a UX design leader, researcher, and strategist with 20+ years’ experience.

My passions are building high-performing teams, developing talented designers + marketers into senior leaders, leading customer journey research, running workshops/activities, and joining forces with people across the org to create exceptional customer experiences that grow the business.

success stories

Competitor Analysis + CRO + Branding + UX

GoDaddy wanted to know how its website shopping experience measured up to the competition. One key finding led senior leaders to commit to changing their brand on the spot.

Journey Research + UX + SEO + Content

Dime Bank of NY had the best Money Market rate in the country, and a below average CVR. A few changes to their landing page led to +$750M in new deposits in under a year.

UX + Architecture

Lumension acquired 3 leading IT security products with 3 different UIs, & wanted them combined into one unified, extensible platform that wouldn’t alienate existing customers. Here’s how we did it.


“I want my teams to have the freedom and knowledge to do their best work. That means being a good listener; helping them develop new skills; communicating clear goals and expectations for each project; and providing opportunities for them to own and drive things, while always having their backs.”

– Tony Quiroz

I went to a Leadership Meet Up with about 30 other attendees. They asked everyone to stand up and move around the room until we were all exactly one arms length away from each other. After a brief pause, people began shuffling around and in about 5 minutes we were done. The facilitator checked our work and said, “Great. You did it! Now imagine how long it would have taken if I appointed one of you as the leader.”

That lesson stuck with me. Good leadership is important, but just as important is the fact that good people can achieve amazing results when you get them involved vs. trying to tell them what to do. 


Career Highlights

  • Built two successful global UX design teams
  • Principal designer for 20+ projects
  • Ran accounts & strategy for top clients at a digital marketing agency
  • Award-winning Researcher
  • Speaker, Group Leader, ASU GIT IAB Board Member
  • 2017 – Present: Director, Global Research & Insights Team @ GoDaddy

  • 2015 – 2017: VP, Client Services, GAD @ Ethology

  • 2007 – 2015: VP, User Experience @ Lumension

  • 2002 – 2007: Principal UX Design Analyst @ Sage


Buyer vs User Personas, 2023

UX in AZ – Tempe, Arizona

Experience Mapping in a Zoom Crazy World, 2022

UX in AZ – Tempe, Arizona


Agile Methodologies

Agile Design

Sprint Planning

Scrum of Scrums


Cross-Functional Teams

Product Design

Digital Marketing

Care and Services


G Suite






If you want to chat about design, marketing, strategy, or anything else, don’t hesitate to reach out.

Rating: 5 out of 5.

I had the sincere pleasure of partnering with Tony for two years at Ethology. Tony is an outstanding CX expert who always puts his customers first! His solid technical expertise in UX, UI, CX combined with stellar Agile project and account management is very rare. I highly recommend Tony to any organization that wants to enhance Customer Experience (CX) and Client Satisfaction (NPS)!

— Larry K.H. Jenkins, COO, Forthea Marketing

Rating: 5 out of 5.

Tony is one of the few designers that gets the gestalt of human needs, business goals and career path. He has remarkable communication and cognitive skills to execute such things. It was a pleasure to work with Tony and to develop our ongoing friendship.

— Kevin Goldman, Design Executive, FIDO

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