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.
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
Traveling slowly
Working with Context Travel changed how I move through the world. I'm less interested in itineraries and more interested in what makes a place feel like itself — the food, the rhythm, the things that don't show up on travel guides.
Board games — the complex ones
Not Monopoly. The kind with 40-page rulebooks, hidden information, and asymmetric player powers. I think the best games are the ones where the real design challenge is making the complexity feel earned rather than overwhelming.
Ballroom dancing
I've been dancing for years. It taught me that mastery is built in tiny increments, that partnership requires constant communication, and that you can't fake precision — you either have it or you go back and practice.
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.