UX/UI Design

In this section, I highlight my passion for creating user-centric digital experiences that are not only aesthetically pleasing but also highly functional, intuitive, and effective. My approach to UX/UI focuses on understanding user needs, optimizing information architecture, and streamlining user journeys to deliver measurable results.

Whether leading comprehensive website overhauls or providing strategic guidance on content organization and navigation, I excel at transforming complex information into accessible, engaging, and conversion-driving digital platforms.

Here you'll find examples of how I've driven impactful improvements in user experience and interface design, from concept and content strategy to optimizing the final product for real-world impact.
I spearheaded a complete rebrand that embraced the beauty and healthy lifestyle of the Pacific Northwest. I curated visuals featuring people enjoying outdoor activities, reinforcing the need for pure, clean water. All communications, from SMS texts and emails to printed materials and letters, were standardized to a friendly, warm, and helpful tone.

Perhaps the most significant undertaking was the complete overhaul of the company website. Instead of focusing on common water problems, which customers were already well aware of, I flipped the paradigm. The new site guided customers by asking them to select their water source—the biggest factor in treatment—and then introduced three distinct types of water: Raw Water (what comes into the home), Working Water (for cleaning and bathing), and Drinking Water (for ingestion). This approach not only educated customers in an entirely new way but also led to increased sales by focusing on effective solutions for their specific needs. The positive feedback from customers who finally understood their water like never before was incredibly rewarding.