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.
Case studies that prove the strategy.
City Pages: From Product Catalog to Market Leadership
Led a comprehensive transformation of city pages for a luxury travel platform using a jobs-to-be-done framework. Repositioned the brand as a market leader focused on authentic traveler intent — backed by research, executive alignment, and a scalable design system.
Accessibility Audit — Baker Hill Solutions
Full design and code audit of a public-facing enterprise app. Delivered improvements and created a sales-ready accessibility artifact for leadership.
View Case StudyINSafe Consultation — Mobile Application
UX organization and prototyping for field consultants at the Indiana Dept. of Labor. Research-led design enabling complex workflows in mobile contexts.
View Case StudyThe 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.
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.