Angela Pablo

Product & experience designer. Currently UX at Google. Worked at Case Commons, Scholastic, and Barnes & Noble. Graduate of NYU ITP & SFSU DAI

featured projects


Child welfare social workers face numerous challenges everyday - they juggle visiting families, coordinating services/programs for those families, attending court hearings, and documenting their work to meet regulations. Balancing the needs of users with the needs of government agency stakeholders has been key to understanding how to prioritize the design and development of Casebook, an enterprise web-based case management app from Case Commons used by over 2,000 social workers and other staff across the state of Indiana. I helped plan and conduct field research, usability testing, and workshops to identify those user needs, product improvements, and new product opportunities.


Sep 2011 to Jul 2013


Screencap of Casebook's family network diagram

undercase Pattern Library

undercase is the live pattern library under the hood of Casebook. To help maintain an enterprise application like Casebook and make building new features more efficient, I worked with a team of designers, developers, and product managers to define and build foundational style guidelines, patterns for displaying content and forms, and interactive javascript components. Also supported development of a RubyGem version for easier portability to new Casebook products.


Oct 2012 to Jul 2013


Screencap of landing page for the undercase pattern library

Ra11y for Universal Access

I worked with a small team at Case Commons to organize a 3-day training session with accessibility consultants from Knowbility for our 40+ developers, designers, and product managers. We also planned a one-day ra11y where teams competed for prizes and applied new techniques to improve accessibility within Casebook. The teams improved over a dozen global patterns and identified over two dozen new bugs that were prioritized and addressed after the ra11y.


Nov 2012 to Feb 2013


Photo of teams fixing code during the rally

Scholastic Book Clubs Redesign

In an effort to grow its digital business, Scholastic Book Clubs aimed to expand the selection of products available to teachers, parents, and students. I worked with the product team to redesign the user experience of the Book Clubs site and customer loyalty program. We analyzed site traffic, shopping trends among parents, surveys, and focus group feedback to recommend improvements for existing products and new features. The new design increased conversion rates, cart size, and customer satisfaction.


Dec 2010 to Sep 2011


Screencap of Scholastic Book Clubs landing page

Barnes & Noble NOOK

To stay competitive in the books market, Barnes & Noble launched several ebook and digital initiatives in 2009. I helped design and launch the original NOOK digital ecosystem, integrating the NOOK reading device, mobile, and desktop experiences - this included apps for PC, Mac, iPhone/iPod Touch, iPad, and Blackberry. I also contributed to designing and developing an instant purchase process, a digital library for managing all your ebooks, and a patented digital content lending system.


Jan to Nov 2009


Images of NOOK device and apps for iOS, Blackberry, PC and Mac

Barnes & Noble AJAX Checkout

I worked with designers, developers, and customer service reps to streamline the ordering process from multiple HTML pages to a single-page checkout. We integrated contextual help menus and in-page access to stored payment and addresses for more efficient transactions. This redesign led to increased conversion rates and a decrease in checkout issues reported to our customer service center.


Jul to Oct 2008


Screencap of single page checkout

My B&N Community

I gathered and analyzed research to identify best practices and recommend opportunities to increase conversion with user generated content. My design team reviewed interaction and interface designs from a third-party consultant, including profile pages, reviews, ratings, customized product lists, and activity feeds. I worked with in-house designers, developers, and QA to implement the project.


Dec 2007 to Jul 2008


Screencaps of profile page and sample product review page