Principal UX/UI Designer · Frontend Engineer
Design that moves business forward.
I lead end-to-end UX strategy for complex software; from research and systems thinking to code. Obsessed with making enterprise information accessible, usable, and impactful.
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Case studies that prove the strategy.
Product catalog to market leadership
Context Travel's city pages were organized as a product catalog, listing inventory without connecting to how luxury travelers actually make decisions. I led an end-to-end strategic redesign applying a jobs-to-be-done framework, shifting the architecture from inventory-first to intent-first across research, stakeholder alignment, and a scalable design system.
From Figma to Production:Closing the Gap on a Luxury Travel Rebrand
A luxury travel rebrand arrived as Figma files. I turned it into a 43-component production system, architecting the SCSS, building every Lookbook component, and closing the gap between ideal design and real content across 8 redesigned templates that reskinned 58 public-facing pages in 10 weeks.
THE PRICING CLIFF Designing a New Product Category for the Space Between Private and Group
Context Travel had two tour formats and a 7-year-old gap between them. I designed a new product type to bridge it: a shareable private experience that made the economics work for budget-conscious travelers without cannibalizing the private tour business. 483 tours delivered in year one.
The best design decisions happen at the intersection of deep user empathy and clear business thinking. I work in that space.
— Michaela Hoffman
Research, design,
and code.
I'm a Principal UX/UI designer with frontend engineering depth — which means I can take a design from whiteboard to working code. I specialize in complex enterprise software and have led projects from discovery research through design system architecture and production implementation.
I'm obsessed with finding new ways to make complex information accessible to everyone.
Research
User interviews · JTBD · competitive analysis · accessibility audits · synthesis
Design
Strategy · systems design · interaction design · prototyping · executive communication
Accessibility
WCAG 2.1 AA · ARIA · screen reader testing · color contrast · keyboard navigation
Code
HTML · CSS · JavaScript · React · WordPress · Shopify · frontend systems
The rest of who I am
Let's build something meaningful.
I'm currently open to senior and principal-level roles where design strategy drives real business outcomes. Let's talk.