We recently connected with Fred Carriedo and have shared our conversation below.
Fred, appreciate you joining us today. Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?
In a way, I feel like my entire life has been a series of big risks. Immigrating to the United States from Mexico as a child was a huge leap for my family. Being undocumented for most of my young adult life added another layer of uncertainty. But the biggest risk I ever took was deciding to go to art school, even though I had no idea how I would afford it.
Art was more than just a passion for me, it was a calling. I would spend hours drawing and painting, losing myself in the creative process. My parents, while supportive of my dreams, worried about the financial burden. But I knew I had to take a chance at a creative career. While watching MTV I would see a commercial about the Motion Picture Television program at the Academy of Art University in San Francisco. I thought maybe I could make living creating films instead of trying to sell my art. I wrote a letter of intention and collected my paintings and drawings into a portfolio and met with an adviser who sent me to the Graphic Design department instead. Glad he did because I quickly fell in love.
Art school was an incredible whirlwind. I was surrounded by talented designers and passionate instructors who became my mentors and friends. I took on every project as an opportunity to go above and beyond the brief. It payed off at the end of every semester when I would photograph the projects and they would quickly get published in Graphic Design blogs like The Dieline and Behance.
Fred, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My story isn’t your typical corporate design path. It’s a testament to the power of passion, taking chances, and embracing the unexpected turns life throws your way. The spark that ignited my love for creating immersive experiences came at a young age, during a trip to Disneyland with my family who had just immigrated to the US when I was eight. That magical world left an indelible imprint. Beyond the thrills and rides, I spent hours sketching park layouts, dreaming up new attractions, and devouring every book I could find on Walt Disney’s life and philosophies.
Fast forward to art school – a world of color, composition, and artistic expression. But alongside honing my traditional art skills, a new fascination emerged: design. It was like a revelation. Design took everything I loved about art – the visual storytelling, the emotional impact – and added a powerful layer of purpose. I could use design to not just create beauty, but to solve problems, communicate ideas, and shape user experiences.
My first taste of the “real world” came in the form of a unique opportunity – becoming the first designer at a burgeoning startup called Uber. This was back in the early days, a time of explosive growth and international expansion. I was thrown headfirst into the world of brand identity and digital experience design, working alongside talented UX designers to help Uber build a strong visual foundation as they scaled into Europe and Asia. It was exhilarating, demanding, and an invaluable learning experience. However, when a Presidential Scholarship opportunity arose, I had a tough decision to make. Following my academic goals meant leaving Uber, but the chance to further my education was too good to pass up.
Graduation was a bittersweet moment. Armed with a strong portfolio and a thirst to return to the corporate world, I hit the ground running, interviewing at every place I had an opportunity to. I was having lunch with one of my instructors, Christine George (now a good friend), when she asked me where I was thinking of going. I mentioned my desire to join the Starbucks Creative Studio in Seattle. When I returned to my car that day, I saw a missed call from the Starbucks Creative Director, Mike Peck. He’d seen my work on design blogs and wanted to meet for lunch at the upcoming HOW Design Conference in San Francisco. What started as a casual lunch turned into a formal interview. A few weeks later, I was offered a position, and with a mix of excitement and a touch of nervousness, I packed my bags and moved to Seattle, Washington from Modesto, California with my partner and our two dogs.
Starbucks was a design powerhouse, and I had the privilege of working on a diverse range of projects, collaborating with some truly inspiring leaders like Howard Schultz. One project that stands out involved repositioning the Starbucks Reserve brand to the Starbucks Reserve Roastery and Tasting Room experience of today. It was a challenging but rewarding experience, pushing my creative boundaries and allowing me to see the impact design could have on a global brand.
After a year at Starbucks, the itch to explore the world of UX design grew strong. Amazon, another Seattle giant, beckoned. Here was a chance to expand my skillset and delve deeper into the user experience side of the design spectrum. Just as I started researching UX courses, a recruiter from Amazon contacted me about a highly confidential opportunity. Intrigued, I went through the interview process with minimal details about the role. To my surprise, I landed the job as a UX Designer on a groundbreaking project: building Amazon Go and the revolutionary Just Walk Out Shopping technology. This was a true leap of faith, but it paid off in spades. Being part of a team that was literally redefining retail was an incredible experience. We tackled complex problems, developed innovative solutions, and even received patents and awards for our work. The financial stability allowed me to finally pay off my student loans and take the first step towards homeownership.
But the design journey never truly ends. The more I learned about integrating technology with physical spaces, the more I craved new challenges. When Wayfair, a leading online furniture retailer, announced their first foray into brick-and-mortar stores, I knew I had to be involved. There, I had the opportunity to leverage my combined UX and visual design expertise to shape the customer experience in these new physical spaces.
It was during this time that Walmart, another major player in the retail landscape, caught my eye. They had a team called Store No 8, known for their innovative approach. While the initial role I interviewed for wasn’t with Store No 8, the connections I made led to an offer on a different team, StoreX, focused on in-store technology experimentation. The only caveat? A relocation to Dallas. This was a big decision – a new city, a new team, a new chapter. But the chance to be part of a team pushing the boundaries of retail experience was too good to pass up.
Is there mission driving your creative journey?
My creative journey has always been fueled by a desire to help others. Throughout my design career, I’ve strived to create user experiences that are not just visually appealing, but also intuitive and user-friendly. Whether it’s simplifying the checkout process at Amazon Go or designing engaging navigation for Wayfair’s physical stores, I find satisfaction in knowing my work can make a positive impact on people’s lives.
This desire to empower others extends beyond the realm of design. My next chapter involves opening a business, and while I’m still in the early stages of learning pottery and the intricacies of launching a venture, I’m clear on my mission: to help people achieve their dreams. My story as a first-generation, gay, Mexican immigrant has instilled in me a strong work ethic, resilience, and a deep appreciation for every opportunity. Through my business, I want to create a space that inspires and empowers others, particularly those who might feel like their dreams are out of reach.
Are there any resources you wish you knew about earlier in your creative journey?
This might seem a bit out of left field, but meditation has become a powerful tool for me. The corporate creative field can be demanding and stressful, and early on, I struggled with self-doubt and creative blocks. Learning how to meditate has helped me manage stress, improve my focus, and tap into my creativity in a whole new way. There are countless resources available online and through apps – I recommend checking any of them out and starting with even just 5 minutes a day!
Contact Info:
- Website: www.mybestfred.com, ww
w.specificmatter.com - Instagram: @mybestfred
- Linkedin: https://www.linkedin.com/in/mybestfred/