vom Westen
Digital UI Design & Art Direction

About Me

Digital UI Design & Art Direction

Sascha Björn Leifer

Experienced digital designer with a focus on user interaction design across multiple screens. In-depth understanding of web and native OS frameworks with ability to make strategic decisions on when to use which. Strong team lead and collaborator with a record of constructive art direction leading to successful results. Comprehensive approach to user experience flows and evaluation of project needs. Reliable under pressure with tactical ability to prioritize needs and critically evaluate results. Professional knowledge of branding and identity best practices.


Senior UI Designer

Soylent – August 2016 - December 2017

Contribute to the creation of enjoyable digital experiences for users through engaging visual interface designs. Take part in heuristic evaluation and prototyping with the UX (User Experience) team and collaborate with marketing in bringing visual quality and cohesion to the Soylent brand in all of its digital expressions.

Interactive Art Director

Mobile Roadie – July 2010 - December 2015

Work together with the Creative Director to plan UX and UI features to refine, advance and iterate on our DIY mobile app platform and the accompanying CMS and public site. Lead the team in coordination of design efforts as well as work with development to assure all needs are met across iOS and Android systems. Art direct junior designers. Collaborate with development and stake-holders to create custom solutions for top clients in sports, entertainment  and education.

Lead Web Designer

VH1 Digital – August 2005 - July 2010

Maintain the VH1 site with the in-house design group. Work with producers, project managers and developers to build custom vertical web experiences for major events on the channel. Work with ad-sales and marketing to develop dynamic campaigns with outside agencies and advertisers. Assist with art direction for the design team. Report directly to the Director of Design Operations and the Creative Director for VH1 and MTV Digital.

Design Intern

MTV Digital – June 2004 - September 2004

Worked on flash banners and small site maintenance. Helped with internal resource site design. Reported to Sr Designer.


BFA - Graphic Communication Design

Parsons School of Design – September 2001 - May 2005

Core design theory with strong attention to fundamental design practices. Focus on interactive graphics and information architecture.