Y. Bayi Smith

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

Strategic and cross-functional designer with a systems mindset and hands-on execution across product, UX, and visual design. Expert at translating insights into manufacturable solutions that balance user needs, technical feasibility, and brand goals. Led initiatives saving over $475K annually through 3D asset reuse, vendor consistency, and packaging optimization. Created intuitive digital experiences by leading the full UX process from research and flows to scalable UI systems. Incorporated generative AI tools to accelerate concept development and streamline collaboration across disciplines. Recognized for driving innovation, improving team workflows, and delivering purposeful design that bridges strategy and real-world impact.

CONTACT

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

EXPERIENCE

Product/Industrial Designer
Target Corp., MN. -  2017 - 2025

  • Led design for Target owned brands Heyday ($230M), Dealworthy, and All In Motion, delivering 150+ SKUs annually across tech accessories, sporting goods, and outdoor categories.

  • Drove category expansion in audio, charging, camera, and computer accessories, along with outdoor products including Embark backpacks, SunSquad pool floats, and Open Door travel gear.

  • Introduced scalable 3D design and GenAI workflows, saving over $475K annually and cutting development timelines by 4+ weeks.

  • Created 3D material libraries and KeyShot standards to support consistency, speed, and vendor alignment across global teams.

  • Piloted tools like Vizcom, Firefly, and ChatGPT to enhance early concept development and cross-functional communication.

  • Collaborated with sourcing, packaging, and marketing to ensure seamless execution from concept through shelf-ready production.

Creative Project Manager
Rio Salado College, AZ  - 2010 - 2017

  • Led a team of six designers producing digital and print content across the college’s internal departments and public-facing campaigns.

  • Directed development of brochures, digital ads, and web content with a focus on clarity, accessibility, and visual storytelling.

  • Built and maintained scalable design systems and style guides, supporting consistent messaging across channels and platforms.

  • Managed cross-functional campaigns from discovery through delivery, aligning creative strategy with stakeholder goals and timelines.

  • Partnered with web, media, and PR teams to integrate content across touchpoints and ensure brand coherence.

  • Balanced hands-on execution with team leadership, cultivating collaborative workflows & driving results across education & outreach.

Adjunct Faculty
Rio Salado College, AZ  -  2012 - 2014

  • Taught online Adobe Creative Suite courses including Photoshop, Illustrator, InDesign, and Dreamweaver
  • Designed and managed course content, grading, and communication through the RioLearn platform
  • Delivered project-based instruction rooted in design fundamentals and technical skill building
  • Provided personalized feedback and led peer critiques to foster creative growth and visual literacy
  • Supported diverse learning styles in asynchronous online environments with a focus on accessibility

Lead Designer II
Rio Salado College, AZ  -  2000 - 2010

  • 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)

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.

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

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

Social

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