UX Design is my speciality with over 5 years of working as a Senior UX Design Consultant and 10+ years in product design.

Through user experience design I create digital products, services, or interfaces that are enjoyable, easy to use, and meet the needs and expectations of the people who use them. I make things user-friendly and take into consideration how someone feels and how they are going to interact with a product or service.

I strive to make all of the experiences I work on intuitive, engaging, and satisfying to meet the needs of not only my clients, but most importantly their customers.

Highlighted UX skills:

• UX governance and design ops: I help define systems and standards that ensure consistency and efficiency across teams and products. Whether that’s helping to define component usage guidelines, working with designers to set design system standars, or helping to establish workflows for how components/templates get created, approved, and reused.

• Cross-team alignment and workflow definition: work across disciplines to align goals, streamline workflows, and drive unified design decisions.

• Experience design for internal platforms and agent tools: I specialize in designing intuitive workflows for internal platforms for customers and have worked on enterprise-level tools that support agent and admin users.

UX Strategy

Defining experiences that serve both users and the business

UX strategy is where user-centered thinking meets business impact. It helps align teams on a shared vision, informed by real user needs, data, and stakeholder goals — so every design decision has purpose and direction.

Some ways I approach UX strategy:

• Conduct research to uncover pain points, motivations, and opportunities

• Translate findings into clear experience principles and strategic direction

• Use competitive insights and business goals to shape prioritization

• Collaborate across teams to define and communicate the “why” behind the work

• Connect user journeys to measurable outcomes and KPIs

• Guide teams toward intentional, scalable, and human-centered design

In the digital world, information architecture is the process of organizing and structuring information within a website, application, or platform. I focus on creating logical and intuitive ways for users to find and access information — whether it's in a public-facing site, an intranet, or an internal dashboard.

This involves understanding how users think, what they expect, and how they navigate through complex systems. I design IA that’s not only user-friendly, but also scalable — supporting large content ecosystems and cross-functional teams. That means grouping related information, creating extensible content models, and building flexible navigation systems that grow with the business.

A few components of information architecture include:

• Organizing content

• Navigation design & structure

• Labels (headings, breadcrumbs, menu labels, calls to action, etc.)

• Search functionality

• Scalable IA for enterprise portals and internal tools

Some ways I like to validate and refine information architecture:

• Card sorting

• Tree testing

• Reviewing competitor sites

• Implementing current UX best practices for IA and navigation

• Workshops with users and/or stakeholders

I actively explore how AI and emerging technologies can enhance design workflows, improve efficiency, and shape the future of user experience.

• Collaborative AI exploration: Led internal UX roundtables focused on AI workflows, tools, and trends

• Daily use of generative AI tools like ChatGPT, Claude, and Loveable to support design ideation, UX copy, audit summaries, research insights, and design QA

• Actively researching AI use cases for UX and internal tools, including automation, personalization, and AI-augmented insights

• Familiar with conversational UI, predictive UI patterns, and AI ethics considerations

Creating the structures that support consistent, scalable design

Strong design governance ensures that systems stay cohesive and intuitive — even as they grow. I help teams define the rules, workflows, and shared standards that make collaboration smoother and experiences more consistent.

Some areas I’ve led or contributed to:

• Defined scalable IA frameworks and content models for enterprise portals and internal tools

• Built navigation systems that grow with product complexity

• Mapped component libraries and design systems to development accelerators

• Co-led reusable component strategy for a headless Sitecore accelerator (50+ components)

• Established documentation and guidelines to align multiple teams on design standards

• Supported adoption of governance models that balance flexibility with consistency

Through conducting user research for my clients I am able to gather insights and understand users' behaviors, needs, and preferences to inform design.

User research activities can vary depending on the goals and context of the project I am working on, but here are some common types of user research activities I do:

• User interviews

• Surveys

• Usability testing

• Creating & writing scripts

• Card sorting

• Tree testing

• User personas

• User journeys

• Behavioral archetypes

• Stakeholder discovery workshops

Different projects may require different methods. User research is a crucial part of the design process, as it provides valuable insights that guide help to create products and services that truly meet the needs and expectations of users.

While, I specialize in UX Design, I worked as a hybrid UX + UI Designer for five years and still consider myself to have visual design skills that I am able to utilize on various projects even as a UX expert.

My skills involved designing interface components such as buttons, navigation, forms, page layouts, and reusable components that can scale in a visually appealing way. I focus on creating a seamless and engaging interaction between users and the digital product they are interacting with.

Visual design plays a crucial role in establishing the brand identity and evoking emotions or reactions from users which is incredibly important when building a brand.

Bringing ideas to life through structure, interaction, and iteration

Depending on the project and client needs, I create wireframes and prototypes to visualize, iterate, and refine design concepts — helping teams align, gather feedback, and build with clarity and confidence.

Here’s how I approach it:

• Start with page content diagrams to define content structure, outline components, and ensure alignment with CMS capabilities

• Use low-to-mid fidelity wireframes to explore structure, layout, and content hierarchy

• Focus on modular, reusable patterns that support component-based design systems

• Develop mid-to-high fidelity prototypes in Figma to simulate user flows and interactive behaviors

• Prototype dashboards, portals, and complex internal tools to validate workflows before development

• Collaborate closely with dev teams to ensure prototypes translate smoothly across platforms

• Experience working with Sitecore, Optimizely (early stages), Drupal, and WordPress to align design with CMS capabilities and constraints

Whether I’m sketching early ideas or building clickable flows for stakeholder review, prototyping is one of my favorite ways to bring strategy into action — and make abstract ideas feel real.

User Personas

Empathizing with real users through research-driven profiles

User personas are fictional profiles grounded in qualitative and quantitative research. They represent real users’ goals, needs, and frustrations—helping teams empathize and make informed design decisions. I use personas to align stakeholders around who we’re designing for, often as a foundation for shaping content strategy, product direction, or marketing initiatives.

However, traditional personas often rely heavily on surface-level traits like demographics or preferences, which can limit how deeply they inform design choices.

Behavioral Archetypes

Designing for patterns of behavior, not just profiles

While I’m experienced in creating personas, I prefer to take it a step further by identifying behavioral archetypes—a skillset that focuses on users' actions, motivations, and mindsets rather than demographics. Behavioral archetypes are based on patterns that emerge from user research and are especially valuable in complex or multi-audience experiences.

They help guide more inclusive, scalable, and behavior-driven UX strategies by answering questions like:

• What motivates this user?

• What behaviors are consistent across segments?

• How do users make decisions under pressure?

• What are their jobs to be done?

This leads to more nuanced, human-centered experiences that resonate across diverse audiences.

Competitor Audits

Understanding the landscape to identify opportunities

Competitor audits are a strategic skill I use to analyze how other products or brands in a similar space approach user experience and visual design. This involves a deep dive into their IA, interaction patterns, features, content strategy, and UI aesthetics. I look for what’s working well, what’s falling short, and where there’s room for differentiation. These insights help inform design decisions by setting a baseline and surfacing inspiration or gaps in the market.

UX Audits / Heuristic Evaluations

Identifying usability issues through expert evaluation

A UX audit (also known as a heuristic evaluation) is a methodical skill I use to assess the usability of an existing experience against established UX principles. This includes identifying pain points, accessibility issues, friction in flows, and inconsistencies in UI patterns. My audits help uncover what’s preventing users from having a seamless experience and provide actionable recommendations to improve overall usability, clarity, and effectiveness.

Benchmarking

Comparing experiences to elevate standards and define success

Benchmarking is a comparative analysis skill I use to evaluate how a product measures up to industry leaders or defined best practices—not just direct competitors. This can include reviewing feature sets, personalization tactics, page structure, service offerings, or design systems. It helps set UX/UI performance baselines and goals for the future state, aligning design strategy with business objectives. I often use this to show clients where they are now vs. where they could be.