A stylized monochrome picture of Alex White with splashes of pink and purple. Alex is fair skinned, with silver hair. A single lock of hair falls across their face.

Alex White

Pivotal Design & Creative Leadership

Get to know me

Get more from your design team

As a full-spectrum leader, I can bring out your team’s potential, because I’ve been in their shoes. The workplace exists at the intersection of passion and compassion, and I understand what it takes to mentor rock stars out of your existing staff.

My approach to customer experience encompasses UX, marketing, user research, customer success, and extensive stakeholder feedback to generate a unified vision everyone can support and understand.

It starts with creativity

A Creative
Powerhouse

My logo wall of brands I've done work for. It includes Dodge, Disney, NFL, Hachette, Paramount, NASCAR, Modern Marvels, DirectTV, John Deere and Chevron.

I’ve worked in almost every medium—from billboards to virtual reality, video, user interfaces, exhibit booths, retail products, orbital hardware, major novel publications, and more—with a few well-known names.

Glassy windows in downtown Washington DC in a photo I took

Business Oriented

A logical network map, depicted in a satellite terminal UI, high-contrast
An attractive enterprise IoT thermostat in dark mode

Research Advocate

I bring clarity to organizations by keeping them customer-focused, confident in vision and in constant conversation with the market. I’ve been trained in a wide variety of data collection methods, including Nielsen-Normal usability studies, CSAT, NPS, the Technology Acceptance Model and others. That means I know the right tools for the job and can help you get the most out of your research.

Sustainable Process Driven

There are a lot of business frameworks out there: Lean, Kaizen, Agile, Entrepreneurial OS, to name a few. I’ve seen a lot of configurations in my career and understand the relative strengths and weaknesses of each. Let’s discuss the best way to tell your organization’s story and get everyone on the same page.

But what do others say?
An indoor cafe, looking out on the sunny palms of Santa Barbara's State Street, in a photo I took during a research trip to look at electric motors. A bicyclist rides blurry through the background.

"Alex is one of the most effective, creative, and intentional people I've met in my life. If you can manage to get them on the hook for a role, they'll be an absolutely incredible asset to a company.

I've had many long conversations with Alex about design philosophy, team building, company culture, and a host of other topics relevant to being an exceptional product and design leader. They'd be a critical team member with any company."

Mike Evans, Co-founder of GrubHub

"In our time both as coworkers, Alex helped support my career development by giving me the space and autonomy to learn from projects but also teaching me soft skills and stakeholder management.

They also didn’t completely throw our team in the deep end, but used the same emotional intelligence, caring, and empathy they employ in their technical work to keep ahead of the team being overloaded."

Soren Hamby, Inclusive Design Leader for Google, inVision, Chase Bank and others

Notable Experience

The Turntide logo: six capital T's arranged to look like a motor's stator coil

Sr. Director of Design (Product Design, Research, Creative, Marketing)

Turntide Technologies - Sunnyvale, CA

April 2022 - December 2023

I ran three design groups here, which focused on UX, User Research and Product Marketing, as well as a CX task force to improve the sales and service processes.

I evolved our holistic CX to create product/market fit by

  • mentoring and elevating design teams with strong creative direction
  • standardizing designs to reduce costs / bugs
  • implementing Lean frameworks to guide leadership
  • founding a full-spectrum marketing group for print, video and web
  • shifting personas to better reflect industry realities

resulting in drastic improvement to user feedback, customer awareness, and development speed.

Turntide is a green energy company specializing in intelligent, high-efficiency electric motors and inverters for buildings, transportation and more. My previous division is now an important part of Brainbox AI.

The CodeMettle logo--a stylized C and M behind a mountain, symbolizing stability.

VP of Design (Product Design, Research, Creative,Marketing)

CodeMettle, Inc. - Atlanta, GA

January 2020 - April 2022

I fully integrated our UX, CX, User Research, Marketing and Technical Documentation teams to provide critical support to one another and ensure experience-first product design for challenging environments.

I also pivoted the company's marketing and user experience (UX) teams from the service to product model by

  • embedding designers with empowered product teams to maximize responsiveness
  • raising the game for all designers with strong art direction and creative leadership
  • socializing good design thinking though workshops, mentorships and evangelism
  • modernizing marketing and content departments for trade show and sales enablement
  • implementing user research in difficult areas such as military installations

which facilitated the launch of our flagship product and significantly reduced professional services spending.

CodeMettle is a networking software developer dedicated to logistics, management and cybersecurity for critical satellite internet resources.

The Acuity Brands Logo: a couple of green swooshes and the name of the company

Director of User Experience (Product Design)

Acuity Brands - Atlanta, GA

April 2016 - October 2019

I unified fractured design teams from across the company into the CX Center of Excellence, enabling superior user research and customer success while providing responsive designs for software and hardware.

I created the CX Center of Excellence to

  • overhaul design across 3 acquisitions and 7 tech stacks for a company of 15,000 people
  • create powerful user interfaces, prototypes and mockups for all software products
  • propagate the Acuity Design Framework--a streamlined solution for agile product development
  • conduct user and customer research in the lab and across the globe, including contextual inquiry, A/B studies, usability studies and ethnography
  • cement UX-to-Marketing pipeline

resulting in stronger strategic vision, lower onboarding costs, and faster design response.

Acuity Brands is a global leader in lighting and smart buildings, providing everything from high-efficiency LEDs to full automation systems for skyscrapers and grocery stores.

And a lot of books

I'm happy to say I'm a traditionally-published science fiction novelist, and invite you to check out any of my works. They're available in bookstores worldwide, translated into a few languages in some cases! If you'd like to learn about the publishing process, consider this article.

  • Ardent Violet & the Infinite Eye (2024, Orbit Books)
  • August Kitko & the Mechas from Space (2022, Orbit Books)
  • Star Trek DS9: Revenant (2021, Gallery Books)
  • Alien: Into Charybdis (2021, Titan Books)
  • The Worst of All Possible Worlds (2020, Orbit Books)
  • A Bad Deal for the Whole Galaxy (2018, Orbit Books)
  • A Big Ship at the Edge of the Universe (2018, Orbit Books)
  • Alien: The Cold Forge (2018, Titan Books)
  • Every Mountain Made Low (2016, Solaris Books)