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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Experience

Principal UX/UI Designer

Selected Work

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.

UX Strategy Jobs-to-be-Done Information Architecture Design Systems Stakeholder Alignment Research Cross-functional Leadership Luxury Travel Revenue Impact End-to-End Design Executive Communication

$442K

Projected Annual Revenue Impact

+25%

Avg. Booking Value Lift

E2E

Research to Handoff

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Lookbook Component Library Design Engineer

Design Engineering · 2026

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.

Design Engineering Frontend Architecture Design Systems Component Library SCSS Ruby on Rails Lookbook Accessibility Edge Case Design Solo IC Rebrand Implementation Production Code

Components Built From Scratch

Public-Facing Page Views Reskinned

10 wks

Christmas to Launch

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The best design decisions happen at the intersection of deep user empathy and clear business thinking. I work in that space.

— Michaela Hoffman

About

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.

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Research

JTBD, user interviews, accessibility audits, competitive analysis

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Design

Strategy, systems, interaction design, executive communication

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Code

HTML, CSS, JavaScript, WordPress, Shopify, frontend systems