Systems, Meet Craft

Something isn’t working but nobody can articulate exactly what. Traffic is there but conversions aren’t. The site looks fine on the surface but it’s not performing like the business needs it to.

I start by looking at what’s actually happening: user behavior, technical performance, accessibility, SEO fundamentals. The output is a prioritized action plan scored by effort and impact. Not a 40-page PDF. A decision-ready deliverable that tells you exactly where to invest next, whether that’s with me or someone else.

This is typically the entry point. Even for larger engagements, I prefer to start with a diagnostic pass so we’re building on evidence, not assumptions.

You’ve outgrown your current site, or what you have was never built with strategy behind it. Either way, it doesn’t match where the business is heading.

I handle discovery, UX strategy, wireframes, visual design, and development as a single integrated engagement. No handoff gaps between strategy and execution because the same person is doing both. Everything ships with design system documentation: tokens, components, patterns. The goal is a site your team or next partner can extend without calling me.

Scope varies. A focused refresh of core pages is a different engagement than a ground-up build with e-commerce and integrations. We figure out what’s right in conversation, not from a pricing table.

You’re adopting AI tools but moving faster than your organization can absorb. Tool selection was the easy decision. What’s harder is workflow integration, accountability structures, and knowing whether AI is actually improving outcomes or just adding complexity.

I work with teams to answer those questions and build the operational infrastructure around them: how AI fits into existing workflows, what governance needs to exist so adoption doesn’t outrun accountability, and how to measure impact against baselines that matter to the business.

This isn’t a one-time audit. It’s the same approach I bring to design systems work: starting with how people actually work, then building durable structure from there. Engagements typically include workflow mapping, a governance framework, and a measurement model. It can run alongside a Partner engagement or stand on its own.

You don’t need a one-time project. You need someone who understands your business, sits alongside your marketing and dev teams, and treats UX as a growth function.

This is an ongoing engagement: monthly UX roadmap, conversion testing and iteration, analytics reviews, wireframes and dev-ready designs as needed, and cross-functional alignment facilitation. When AI integration is relevant to your operations, I bring that assessment into the work too.

The result is director-level UX leadership embedded in your team. Strategic thinking paired with hands-on execution, without the overhead of a full-time hire or the ramp-up time of a generalist contractor.