Designer · Front-End Developer

Design that moves business forward.

Designer and front-end developer. I design it, then I build it.

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Stashwell's multi-location freezer and pantry inventory dashboardStashwell: Pantry & Freezer Inventory AppAbyte LLCProposed Rome redesign showing the large-city filtering configurationBig City vs. Small City JTBD FrameworkContext TravelThe redesigned group and private tour booker calendarBooker Calendar ReworkContext TravelAgent-driven intake workspace session log showing conversational extraction and built-in verificationAI Knowledge Extraction WorkflowIndependent Consulting
Selected Clients
Context TravelBaker Hill SolutionsTravel IndianaIndiana Dept. of LaborIndiana Dept. of Homeland SecurityAutoOracleContext TravelBaker Hill SolutionsTravel IndianaIndiana Dept. of LaborIndiana Dept. of Homeland SecurityAutoOracle
More Work

Additional case studies and earlier client engagements.

See all projects
01Revenue Recovery AnalysisData-Informed DesignTraced a shipped-but-unmeasured feature back to $483K in recovered revenue across 259 orders: proof that a design decision moved money, with no attribution modeling required.→02City PagesStrategic RedesignLed 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.→03Real-Time Availability LinksAvailability DesignDesigned and deployed a real-time availability link system that eliminated multi-day rescheduling delays during service recovery, reaching 66% utilization and 33% client self-service adoption in its first month.→04Accessibility AuditAccessibilityFull design and code audit of a public-facing enterprise application. Identified WCAG violations, delivered prioritized fixes, and produced a sales-ready accessibility artifact for client-facing leadership conversations.→05INSafe ConsultationUser ResearchResearch-led UX for field consultants at the Indiana Department of Labor, organizing complex multi-step workflows for mobile use while balancing field usability with regulatory compliance.→
“

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 the person who does both halves, design it, then build it, so nothing gets lost in the handoff. 8+ years in fintech, government, and travel taught me to work in the messy part first, figuring out what a product actually needs to be, before I ever touch a pixel or a component.

Then I take it all the way through, UI, JavaScript, TypeScript, and Ruby on Rails, so what ships is what got designed.

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Research
JTBD, user interviews, accessibility audits, competitive analysis
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Design
Strategy, systems, interaction design, prototyping
⟨⟩
Code
UI, JavaScript, TypeScript, Ruby on Rails
Core Capabilities
01
UX Research & JTBDReframed Context Travel's city pages around traveler intent — $442K projected annual revenue
02
Design SystemsSCSS architecture + two-layer Lookbook library behind an 8-template, 58-page redesign
03
Accessibility (WCAG)Full design + code audit for Baker Hill, delivered as a sales-ready artifact for leadership
04
Front-End EngineeringLive Rails/Hotwire/Stimulus implementation — design and code are one handoff-free path
05
Stakeholder LeadershipSelf-initiated revenue analysis, model-free attribution presented across 259 orders

Let's build something meaningful.

I'm currently open to senior design and front-end roles where I can own a product end to end. Let's talk.

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