Systems, Meet Craft
Design infrastructure, operational strategy,
and the hands-on execution to make it real.
Design with Purpose. Build for Growth.
Serving the Twin Cities & Beyond.
UX Strategy · Design Systems · User Research · Visual Design · Front-End Development · Conversion Optimization · Analytics & Measurement · WCAG 2.1 AA Accessibility · Technical SEO · Documentation & Knowledge Transfer · Cross-Functional Facilitation · AI Integration Assessment
How we work together depends on where you are and what you need. Most engagements follow one of three patterns.
Diagnose
Audit & Assessment
You have a website or digital product that’s underperforming and you need clarity on what to fix first.
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.
Build
Strategy, Design & Development
You need a website or digital experience built on infrastructure your team can actually maintain.
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.
Partner
Embedded UX Leadership
You need ongoing senior UX strategy without a full-time hire.
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.
How Every Engagement Works
*Projects are built upon the execution and completion of an integrated process. Thus, the postponement of one element will likely require a shift in the entire schedule.
Good Work Starts With Good Fit
I take on 1-2 engagements at a time. If you’re thinking about working together, start a conversation and we’ll figure out what the right engagement looks like.
See the Work
Portfolio access is available on request. Tell me a bit about what you’re looking for and I’ll send the link.