Evan Passero

User Experience Team Lead

  • EMAIL : designer@evanpassero.com
  • PHONE : (513) 620-6855

About me


I was first exposed to UX prinicples in a cognative psychology class in 2002. After finishing my psychology degree at The Ohio State University, I thought I would be heading to grad school to pursue a Masters in I/O Psychology, but the more I learned about that field the less it felt like the right fit for me.

After moving to Cincinnati, a family friend recommended I apply to the schoold of DAAP at the University of Cincinnati. Entering the Digital Design program there brought a whole new way to leverage my psychology degree in solving user problems. Throught their Co-Op program I gained exposure to a wide variety of design opportunities — small agency work, 3-D modeling & rotoscoping, and enterprise solutioning. My last Co-Op was at J.C. Penney where I built out a strategy for templatitizing generative product overview content to enhance their online shopping experience.

As an employee at J.C. Penney, I worked on the physical extension of their digital storefront and building out their mobile point-of-sale solution. I also produced prototypes for RFID-based contactless payment systems and leveraged eye-tracking to build a ditital mannequin that could give price points and paired pieces of clothing to each shopper.

After a few years, I moved over to Southwest Airlines. I started as a contractor and worked on the redesign of My Account. After being converted to an employee, I worked on designing the Hotel and Car shopping experiences. One of my favorite projects was our Low Fare Calendar — this was one of the first projects where we leaned on bio-feedback in usability testing to help guide a design direction. Since 2017 I have been leading the UX Research & Design team, where we guide ehnahcements and updates to digital experiences across Southwest.com, the in-flight entertainment portal, Southwest Business, Southwest Cargo, and multiple internal tools.


Client: Southwest Airlines

UX Research & Design Career Pathing

Project details »

One of the challenges I am most proud to have helped solve at Southwest Airlines was building out clear career pathing for the UX Designers and Researchers. When I started leading the team, there were only four design focused roles available, which limited potential for both employee and business growth.

Client: J.C. Penney's

Virtual Mannequins

Project details »

As J.C. Penney was transitioning their stores to meet the needs of their customers, I was asked to look in to new ways to integrate the digital and physical shopping experience. One of the experiences I proposed was leveraging screens to bring the mannequins to life and reduce the need to have in-store associates update the store layout as often.

Work Experience

Southwest Airlines

UX Research & Design Manager

June 2017 – PRESENT

I lead a team of designers and researchers to build out simple, contextually relevant, and anticipatory experiences to meet Customer needs and business objectives. One of the major initiatives I took on as a leader was to build out the career pathing beyond Senior Designer for those that want to remain as individual contributors. We have also imparted a culture of testing and my team is regularly tapped to help Product Owners identify high-impact improvements through biometric usability testing.

  • Oversee implementation of cross-channel digital experiences
  • Assist channel and product owners in defining future opportunities and strategy
  • Advocate for a best-in-class customer expereince across multiple departments
  • Develop biometric testing roadmaps to identify new opportunities and validate design decisions prior to development
  • Manage multiple projects and facilitate delivery within shifting deadlines
  • Mentor team members, provide on-the-spot coaching, and build growth plans
Southwest Airlines

Senior UX Designer                         UX Designer

August 2016 – June 2017                           October 2014 – August 2016

  • Design modernized experiences for Low Fare Calendar, account management, kiosk accessibility compliance, and car bookings
  • Guide development efforts around building a scalable and reusable componitized design system
  • Consult with external vendors to ensure a consistent digital experience for our Customers
J.C. Penney

Digital User Experience Engineer

July 2011 – October 2014

I worked on an internal-facing technology team to develop digital solutions for in-store associates and prototype new technologies. During my time at JCP I helped build out the first generation of in-store mobile point-of-sale technology. I also designed digital sales tools for the custom window covering and Sephora teams, as well as built out the internal tool design system.

  • Design shopping interfaces for in-store kiosks to enable customers to shop from the full assortment of items available on jcp.com
  • Concept & test new shopping experiences leveraging eye tracking, VR, and RFID technologies
  • Design mobile point of sale systems for floor employees



Bachelor of Arts in Digital Design

September 2006 – June 2011

My education at DAAP focused on using design as a tool to solve a problem. Everything we did was based on how does the end product result in a better experience for the user. They wanted to teach us how to think critically about a problem so we could be successful in any field of design.


Bachelor of Science in Psychology

September 2002 – May 2005

During my time at Ohio State, I augmented my Psychology education as a lab assistant and worked on psychology studies looking at how music effects memory and cognition.