Y. Bayi Smith

Multidisciplinary Designer: Industrial | UX/UI | Graphic/Visual Communication

Strategic, multidisciplinary designer driving impactful solutions across visual, industrial, and UX design. Proven track record of delivering brand-aligned, production-ready products—from research and concepting to 3D execution. 

 At Target, I’ve led 8+ product cycle development annually, launched 150+ new product types, and expanded categories across Heyday and Dealworthy brands. My 3D workflow integration has saved over $475K, improved timelines, and supported sustainability through reduced sampling and enhanced packaging visualization. Known for balancing design precision with business strategy to deliver thoughtful, scalable outcomes across digital and physical platforms.

CONTACT

• 480.612.4929
• ujinone@gmail.com
• linkedin.com/in/bayismith
• Download Resume (PDF)

EXPERIENCE

Product Designer
Target Corp., MN. -  2017 - PRESENT

• As a lead industrial designer, my role is to drive and support product design and development for several of Target’s owned brands, including Heyday, Dealworthy, More Than Magic, Open Story, Sun Squad, Project 62, Room Essentials, Threshold, and All In Motion. I helped develop various audio product assortments, including true wireless earphones, headphones, speakers, electronic accessories, travel accessories, and sporting goods such as pool floats and toys.
• Through close partnership with product engineers, cross-functional teams, product insight teams, and vendors, we develop curated product assortments in various categories, 5 to 6 cycles annually. 
• Other responsibilities include conducting product research, user research, assortment and white space opportunities, and driving brand strategies and trend/style applications.
  

Lead Designer II
Rio Salado College, AZ  -  2014 - 2017

• I worked closely with creative/web designers and a project manager to maintain high brand standards and to create marketing collateral to support various departments’ marketing efforts, such as brochures, advertisements ads, posters, banners, signs, magazines, etc. 
• Responsibilities include driving brainstorming for a marketing campaign, creating and maintaining style guides, creative assets, and branding efforts.
• Preview graphic design work. (PDF)

Adjunct Faculty
Rio Salado College, AZ  -  2012 - 2014

• As an online adjunct, I’ve taught Adobe Creative Suite for a number of years. My areas of focus were Phototop, Illustrator, DreamWeaver, and InDesign. 
• The Rio Learn online portal system was used to manage courses, course materials, grading, and collaboration between peers and students throughout the course.

Creative Project Manager
Rio Salado College, AZ  - 2010 - 2014

• I lead a creative design team of 6 talented designers in the marketing department to provide marketing collaterals to promote academic programs and services for various departments. 
• Responsibilities include coordinating with marketing teams to launch an annual marketing campaign, developing and implementing design concepts and producing deliverable creatives, managing multiple projects using a management system, and partnering with department captains to define requirements, establish timing and actions, and manage project workflow to meet project milestones for completion. 
• The Marketing team consists of the Public Relations team, Web management team, Creative teams, Media Buyer team, and Copy Center team. In addition, I lead ongoing marketing efforts to strengthen Rio Salado College branding across various media, such as outdoor advertisements, print publications, digital media, and websites.

FORMAL EDUCATION

MSD in UX Design
Kent State University, OH  - 2018 - 2020 

The User Experience design program focuses on human-centered thinking, design, information architecture, and leadership through various research, data analytics, and testing methods. 
• Preview academic work

BSD in Industrial Design,
BA in Design Management & Minor in Sustainability
Arizona State University, AZ  - 2014 - 2017

The Industrial Design program focuses on how to create product and service systems that benefit society while minimizing impacts on the environment, can be realized through technology and engineering, create measurable value for the business, and satisfy people’s needs.

BA in Graphic Design
Collins College, AZ  - 1998 - 2000

Visual Communication Design focuses on building marketing collateral through strategic and critical thinking skills, developing visual language, and time management of overall development.

SKILLS

Design Strategy & Development
• Early Product Development
• User-Centered Design
• Branding & Visual System building
• Marketing Campaign Development
• Trend & Market Research
• Project Management
• Product Mockup Development

 Tools & Visualization
• Adobe CC
• Shapr3D / Solidworks/Keyshot
• Procreate
• UX/UI Design (Xd & Figma)
• Miro (Collaboration tool)
• GenAI: (Vizcom, NewArc, ChatGPT)

 Collaboration & Execution
• Cross-functional Team Leadership
• Vendor & Merchant Collaboration
• Brand Guideline Compliance
• Built 3D Material Library
• Packaging & Marketing Alignment

FORMAL EDUCATION

AI Prompt Engineering
Certificate - 2024 

UX Design - MSD
Kent State University - 2020 

Industrial Design - BSD
Arizona State University - 2017

Design Management - BA
Arizona State University - 2017

Sustainability - Minor
Arizona State University - 2017

Graphic Design - BA
Collins College - 2000

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