UX Design is my speciality with over 5 years of working as a Senior UX Design Consultant.

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.

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.

Depending on the project and client needs I will create wireframes and prototypes to visualize, iterate, and refine design concepts, gather user feedback, and collaborate with stakeholders throughout the design process.

Wireframes allow me to think critically about the structure and organization of information, create clear and intuitive layouts, and effectively communicate design ideas.

Prototypes (mid-high fidelity designs) allow me to translate wireframes into interactive experiences that are functional representations of the product that I and/or my team are building.

In the digital world, information architecture is the process of organizing and structuring information within a website, application, or any digital product.I focus on creating logical and intuitive ways for users to find and access information.

This involves considering how users think, what they expect, and how they navigate through content. I focus on creating a structure that makes sense, grouping related information together, and providing clear pathways for users to follow.

A few components of information architecture include:

• Organizing Content

• Navigation Design & Structure

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

• Search Functionality

Some ways in which I like to validate information architecture are:

• Card sorting

• Tree testing

• Reviewing competitor sites

• Implementing current UX best practices for IA and navigation

• Workshops with users and/or stakeholders

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.

UX Strategy

Aligning user needs with business goals to drive design decisions

UX strategy is one of my core skill sets—it’s where business objectives meet user-centered thinking. I use this approach to define a clear vision for the experience, grounded in research, competitive insights, user behaviors, and stakeholder input. It’s not just about wireframes or UI—it’s about understanding the why behind the experience and making sure every design decision ladders up to both user and business value.

This big-picture thinking helps teams move from reactive problem-solving to intentional, goal-driven design.

Roadmapping

Turning strategy into an actionable, prioritized plan

Once the UX strategy is defined, roadmapping helps bring it to life. I create UX roadmaps to communicate what’s coming next, what’s most important, and how different initiatives connect over time. Whether it’s a redesign, a new feature, or an experience optimization effort, the roadmap outlines timelines, priorities, and dependencies across workstreams.

It’s a collaborative, evolving tool I use to keep stakeholders aligned, set realistic expectations, and ensure that design efforts stay focused on what matters most—at the right time.

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.