Meet the Team

The event is run by an all-volunteer personnel, comprising of professionals and students from various disciplines in the User Experience and related fields. We appreciate any help we can get, from sponsors to volunteers who somehow find the time from their busy schedules to help out with this event.

In alphabetical order:

David Nguyen

David Nguyen

El Director

User Experience Evangelist.


Alberta Soranzo

The Recruiter

Testing, critiquing, and making things better since forever. User Experience Lead, Information Architect and disruptor extraordinaire, across several continents and languages. At UCLA, Alberta develops strategies, workflows and interfaces for public health. She is passionate about big data and specializes in statistical analysis online query tools. She consults on strategy and IA for the RFK for Justice & Human Rights and other organizations. Notable hard skills: playing ice hockey and sarcasm.

You can reach her on Twitter at @albertatrebla.

Crystal Ehrlich

Crystal Ehrlich

Sponsorship Diva

UX Community Advocate / UX Design / Enterprise Software Design / Native Android & iOS Mobile App Design / POS Design / BI Dashboard and Data Visualization Design / Speaker



Born in New York City, Jamie grew up in Iran, England and France, before heading to the frozen tundra of Syracuse University. In 1988 he joined Artisan Creative with his brother in Chicago and has now been working in the warmth of LA since 1992.

His spirit and passion for entrepreneurism never waning, Jamie became involved with the Entrepreneur’s Organization (EO) in 2004. Serving in 2008 and 2012 as Chapter President, then as Regional Director for the Western U.S., and as Global Chair for EO’s Accelerator Program, Jamie is helping EO achieve its mission – to engage leading entrepreneurs to learn and grow. With all that’s going on around us these days, Jamie believes that by building better entrepreneurs, we build better leaders, and with better leaders you build better communities. He has also served on the board for the Make A Wish Foundation for Greater LA as well as AIGA LA.

When Jamie isn’t working, he can be found training. A competitive foil fencer since the age of 17, he is a two time 40+ US National Champion, (’03 and ’06) and has represented the U.S. at the Veteran World Championships in 2009 and 2012. He now gives fencing lessons at the LA International Fencing Center in West LA.

Connect with Jamie on LinkedIn


Jess Bedford

Marketing & Project Manager at

Over the years, Jess moved more than 14 times throughout the US, Europe and Australia before finally settling down in LA where she joined the Artisan team in 2008.

Working previously in Marketing for the Music, Mobile and Non-Profit Industries, Jess discovered recruitment 7 years ago and has held a variety of positions in the field.  Today, she can be found managing the Artisan Facebook community or Tweeting the latest Creative news.  She also enjoys assisting clients with their Marketing & Communications projects.

Outside work, Jess enjoys spending time with her husband, a TV & Film Editor, and their two young daughters. Travel, Music & Photography remain a shared passion for the family. An SMU grad, Jess still has a special place in her heart for Tex-Mex, Shinerbock & Country music.

Jess can be reached on


Joe Villanueva


Joseph O'Conner

Accessibility Consultant

Joseph Karr O’Connor lives in Santa Monica, California. When Section 508 came into effect in 1999 he began leading teams producing accessible web environments, first at Pasadena City College and then at California State University, Northridge. He has been using WordPress in support of non-profits, research, and university news since 2005. Now leading Cities, a world-wide effort to build free accessible WordPress themes, Joe also contributes to Make WordPress Accessible and asks you to get involved.

Joe presented “Cities: Making Accessible WordPress Themes” on April 27, 2013, at Reno-Tahoe WordCamp, in Reno, Nevada. He will also speak about WordPress accessibility at WordCamp Montreal, June 29 and 30, 2013. He is working with all the amazing startups here in Santa Monica, also known asSilicon Beach. In 2012 he organized the Los Angeles Accessibility and Inclusive Design Group. The group hosted an event here in Santa Monica on May 9, 2013 for Global Accessibility Awareness Day with Joe’s good friend Molly Holschlag as the main speaker.

You can reach him on Twitter at @AccessibleJoe.

Justin Lascelle

Justin Lascelle

Design Slayer

Justin specializes in Typography, Identity & Branding, Illustration, HTML / CSS, jQuery, CMS integration, Website User Interface Design, and Usability.


Lane Halley

Product Designer

Lane excels at collaborative product design within a lean startup or agile development environment. As a coach, she helps teams integrate product design methods into their process. Teams that work with her experience an increase in harmony, productivity, sense of purpose and fun. Her core product design skills include user research, persona and scenario creation, product visioning, sketching, storyboards, wireframes, paper prototypes and qualitative usability techniques. Lane recently extended my practice to include corporate identity and graphic design and welcome opportunities to do work in these areas.

You can reach her on Twitter at @thinknow.

Lara Federoff

Noel Saw

Lead Web Monkey Wrench Operator

Noel is the founder of many startups. His most recent are Neochrome, Inc. and He has been a Product and UX designer for over 15 years since 1996 before the term UX was invented. He is also currently a lead UX designer at Fabric Interactive in downtown LA. Noel lead his tech team at Neochrome to build/architect this outpost you’re visiting now.

Web Dev Team

Neochrome Team

Sr. Code Monkey

Software Engineer and also a Bassist at G.53!


Peter Amaraphomkul

Tech Guru

Peter is the guy who gets the video for our events and helps out anything tech related for the group. He is well in tune with designers, developers, and it folks as he is the CTO at BidMail.


Shraddha Swaroop

Propaganda Specialist

Spreading the word of the event. She’s a UX Designer. UI Designer. Award-winning graphic designer. Web designer. Illustrator. Social Media Coach. Home chef. Amateur photographer. Friend. I wear many hats but my core values are collaboration, communication and team building.

Theodore Chao

Wendy Eichenbaum

Principal - Ucentric Design