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Our people

Philip Sorrentino

Director, Design & Production

Biography.

Phil Sorrentino believes that customer experience design, when done right, can transform the value people derive from the products they consume. So do we.

Prior to joining Red Privet, Phil held positions as Experience Design Lead at xfinity.com (Comcast) and before that, as Creative Director at Merck. As part of his award-winning portfolio at xfinity.com, he led the development of a transformational, digital-first experience for the organization. He worked with stakeholders companywide to not only redesign the visual presentation of the website, but to affect operational change to working processes and behaviors within the organization. The result was a huge lift in NPS for Comcast, while helping to reestablish Comcast and a customer-centric organization. A forward-thinking leader, Phil also serves as an Adjunct Professor of UX & Interaction Design at Philadelphia University.

Phil’s clients have described him as someone who “just gets it” – with the creativity and vision to translate business objectives into engaging experiences. Willing, able and dependable – clients and colleagues alike appreciate his ability to handle projects and deadlines with grace and charm.

When the weekends arrive, Phil keeps the wheels in motion – whether figuratively as an avid runner or literally while cruising town on his motorcycle. He has completed the Philly Half Marathon for the past four years as part of the Leukemia and Lymphoma Society’s Team in Training and truly enjoys the comradery and fundraising activities that accompany the race for a cure.

“The ultimate goal of the experiences we create is to provide value to the user with every interaction.”

Leah DeLuca

Principal Experience Designer

Biography.

A top-notch content strategist and information designer, Leah has 11 years of experience in web content strategy and design, information architecture and copywriting for corporate websites, intranets and web applications.

Leah loves words – not just what they say – but, when incorporated into web content, how they create a context in which people can think and act. She enjoys the challenge of distilling technical information into consumable chunks and designing unobtrusive, but effective content that supports each user’s goals.

Sometimes called Red Privet’s utility infielder because she takes on random tasks, Leah always brings a combination of expertise, a solid understanding of usability principles and plain common sense to each information design and usability testing engagement.

When not figuring out how to use fewer words, you’ll find Leah throwing baseballs and talking Pokemon with sons Aidan and Aaron, reading books with daughter Megan and finding ways to avoid cooking dinner.

A well-designed site gets out of the way. It enables the visitor to do what he or she came to do without throwing up roadblocks along the way.

Lissa Richards

Director, Customer Experience

Biography.

Lissa Richards is an accomplished designer who specializes in user experience, information architecture and usability. Fearless in the face of the toughest design challenges, Lissa is an ace at solving strategic problems with online solutions that are simple, appealing and supremely useful (no cape required).

Lissa lives for those moments when a design “clicks” with the user, when she can see what works for them and how to make the product even better. At Red Privet, Lissa leads the conversation between clients and team members, guiding the transition from rough ideas and wireframes to polished final designs.

Before joining Red Privet, Lissa spent seven years improving how PA’s government serves its citizens online. Working for the Governor’s Office and then the Department of Administration, she designed and managed varied government websites, focusing on branding and usability. Lissa also has worked at Pittsburgh-based Alcoa, contributing to the development of a $24M enterprise portal.

Away from work, Lissa is a serious runner (think: marathons) and a passionate cook. Never one to sit and watch the world go by, she also backpacks, skis and plays soccer.

Simple, everyday objects that do their job and do it well inspire me. A perfectly balanced chef's knife. A running shoe that makes you feel like you're running on air. These things don't intrude on your life. They have a specific function, and they do that in a straightforward way. And if they look good while they're doing it, all the better!

Matt Hummel

President

Biography.

Matt Hummel founded Red Privet in 2009 with the philosophy: Our customers’ success is everything. Ever since, he’s employed his strategy, design and consulting know-how -and has led an exceptionally talented team – to get results.

Matt has 20 years of user interface design experience, 13 of those centered on customer experience, user-centered methods and usability. Over the years, his focus on answering the question “What will make this user, this person, successful?” has led to successful consulting engagements with top firms including Walt Disney Imagineering, Fisher-Price, General Motors, Citigroup and Paychex.

Prior to founding Red Privet, Matt established the Customer Experience and Usability department at the Pennsylvania Higher Education Assistance Agency to promote customers’ online self-service. Following this success, he served as a vice president managing all aspects of web products. He also served as Director, Experience Strategy at Rare Medium and Vice President at Ariel PCS.

When he’s not directing the Red Privet’s vision, Matt can be found spending time with his wife, Jody, and pups, Dutch and Tucker, or kayaking the Susquehanna.

I'm fascinated by how hard it can be to make something obvious to another human being. Good design is simple, it's natural.