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Welcome
to My Portfolio
Hi, I’m Roman Beauchamp — a creatively curious UX designer with a background in psychology.
I’m passionate about understanding how people think and interact, and I use that insight to design intuitive, human-centered experiences. For me, UX is the perfect blend of empathy, design, and problem-solving — all in pursuit of meaningful, impactful solutions.
My Portfolio
Welcome to my portfolio. Here you’ll find a selection of my work. Explore my projects to learn more about what I do.
MuseMap
Case Study:
MuseMap is a digital tool designed to help gallery and museum visitors log and reflect on the art they’ve seen. A gallery owner highlighted a common issue: visitors often forget what they’ve viewed, making it difficult to define their taste—an obstacle for both art buyers and sellers.
MuseMap solves this by creating a personalized, interactive log of artwork, allowing users to record their reactions and discover patterns in their preferences. This not only deepens engagement with art but also facilitates more meaningful conversations between visitors and gallery professionals.
As the sole designer, I was responsible for creating the app from the ground up—from identifying user needs to designing the full UX/UI experience. While I collaborated with a gallery owner to understand the core problem, I had full autonomy in exploring and proposing solutions.
This project was completed over a 3-week period in July 2025.
Art gallery and museum visitors often forget the pieces they've seen and struggle to articulate what they liked or why. This lack of reflection makes it difficult for them to recognize patterns in their own taste, leading to a passive and less engaging viewing experience. There’s also no simple, intuitive way for visitors to track their emotional and intellectual responses to artwork in real time.
From a gallery owner’s perspective, the inability of visitors to recall or describe what they enjoy makes it challenging to recommend or sell artwork effectively. Without insights into a visitor’s preferences, it's harder to foster meaningful relationships, offer personalized experiences, or guide them toward potential purchases. This gap represents a missed opportunity for both user engagement and sales.
The primary goal for users was to easily log and reflect on the artworks they encountered during gallery or museum visits. They wanted a way to capture their emotional responses, track their evolving tastes, and build a personal archive of their experiences. From the business side, gallery owners needed better visibility into what visitors liked in order to tailor recommendations, foster deeper engagement, and ultimately drive sales. The product aimed to bridge this gap by offering a simple, intuitive tool that helps users develop a stronger connection to art while giving galleries actionable insights into audience preferences.
Grounding the Design in User Research
To better understand the needs of potential users, I conducted on-the-ground research by polling gallery visitors along Canyon Road in Santa Fe, NM—a location known for its dense concentration of galleries and an older, art-savvy audience. Through short interviews and informal polls, I gathered insights from over 20 individuals, most of whom were 55+. Several clear patterns emerged:
o Most visitors wanted a way to remember what they’d seen but didn’t want to interrupt the experience with complex technology.
o Many were not particularly tech-savvy, preferring familiar interaction patterns (e.g., large buttons, minimal text input, straightforward navigation).
o There was strong interest in being able to “look back” on past experiences and reflect on personal taste, but low tolerance for clutter or cognitive overload.
o These findings deeply influenced my interaction design decisions. The user flow needed to be unintimidating, highly legible, and direct, reducing any unnecessary friction.
Feature 1: Logging Artworks – Simple, one tap.
Based on research, I discarded more complex approaches like QR scanning or gallery syncs in favor of a dead-simple logging feature. Users can press one clear button—“Log This Artwork”—which immediately saves the art to your profile and offers optional prompt.
Design Decision: Minimal required fields, high contrast UI, and optional voice-to-text functionality to make note-taking accessible.
This approach respected the user's experience in the gallery while enabling quick reflection, even post-visit.
Feature 2: Emotional & Reflective Logging – Guided but Open
While many users were interested in documenting how a piece made them feel, they were unsure where to start. To support this, I introduced guided logging prompts that could be skipped or selected quickly—e.g., “What emotion did this piece evoke?” with visual mood icons, and a short prompt like “What stood out to you?”
Design Decision: Use of icons, sliders, and minimal text to allow fast input without overwhelming users.
The ability to reflect emotionally helped deepen engagement and encouraged more frequent logging.
Feature 3: My Art Taste – Making Patterns Discoverable
In follow-up conversations, users loved the idea of “understanding their taste,” especially when framed in familiar terms—like favorite colors, artists, or styles.
Design Decision: A “My Patterns” page shows simple, clean visual summaries: frequently tagged emotions, preferred media, and repeated artist mentions.
For older users, the emphasis was on recognizability and clarity—not data density. Cards and icons were prioritized over charts or heavy analytics.
Feature 4: Seamless Gallery Engagement
Business-wise, gallery owners were interested in leveraging user preferences to personalize their recommendations. Users, however, were wary of privacy concerns.
Design Decision: Introduced an opt-in “Share With Gallery” feature that allows users to send their art log to a specific gallery after visiting. It’s entirely optional and clearly explained in plain language.
This supported the business goal of better targeting and communication, while keeping user control front and center.
The design process was deeply shaped by direct user research with the target demographic—older gallery-goers on Canyon Road. By prioritizing simplicity, legibility, and emotional relevance, I crafted a user experience that meets users where they are. Iterations were driven by real-world feedback, not assumptions, and the end result is a product that supports both personal reflection and meaningful gallery engagement.
Although MuseMap has not yet launched, I identified several key metrics that would help evaluate its success for both users and gallery partners. On the user side, I would track log completion rate, return visits to the app, and engagement with the “My Patterns” dashboard—all indicators of sustained interest and reflection on art. For the business side, success would be measured by the number of users who opt to share their logs with galleries, increase in repeat visits or inquiries tied to those logs, and conversion rates for personalized recommendations.
Together, these metrics would help validate whether MuseMap was effectively enhancing user engagement with art and supporting more targeted, informed interactions between visitors and galleries.
MuseMap is a digital tool designed to help gallery and museum visitors log and reflect on the art they’ve seen. A gallery owner highlighted a common issue: visitors often forget what they’ve viewed, making it difficult to define their taste—an obstacle for both art buyers and sellers.
MuseMap solves this by creating a personalized, interactive log of artwork, allowing users to record their reactions and discover patterns in their preferences. This not only deepens engagement with art but also facilitates more meaningful conversations between visitors and gallery professionals.
As the sole designer, I was responsible for creating the app from the ground up—from identifying user needs to designing the full UX/UI experience. While I collaborated with a gallery owner to understand the core problem, I had full autonomy in exploring and proposing solutions.
This project was completed over a 3-week period in July 2025.
Art gallery and museum visitors often forget the pieces they've seen and struggle to articulate what they liked or why. This lack of reflection makes it difficult for them to recognize patterns in their own taste, leading to a passive and less engaging viewing experience. There’s also no simple, intuitive way for visitors to track their emotional and intellectual responses to artwork in real time.
From a gallery owner’s perspective, the inability of visitors to recall or describe what they enjoy makes it challenging to recommend or sell artwork effectively. Without insights into a visitor’s preferences, it's harder to foster meaningful relationships, offer personalized experiences, or guide them toward potential purchases. This gap represents a missed opportunity for both user engagement and sales.
The primary goal for users was to easily log and reflect on the artworks they encountered during gallery or museum visits. They wanted a way to capture their emotional responses, track their evolving tastes, and build a personal archive of their experiences. From the business side, gallery owners needed better visibility into what visitors liked in order to tailor recommendations, foster deeper engagement, and ultimately drive sales. The product aimed to bridge this gap by offering a simple, intuitive tool that helps users develop a stronger connection to art while giving galleries actionable insights into audience preferences.
Grounding the Design in User Research
To better understand the needs of potential users, I conducted on-the-ground research by polling gallery visitors along Canyon Road in Santa Fe, NM—a location known for its dense concentration of galleries and an older, art-savvy audience. Through short interviews and informal polls, I gathered insights from over 20 individuals, most of whom were 55+. Several clear patterns emerged:
o Most visitors wanted a way to remember what they’d seen but didn’t want to interrupt the experience with complex technology.
o Many were not particularly tech-savvy, preferring familiar interaction patterns (e.g., large buttons, minimal text input, straightforward navigation).
o There was strong interest in being able to “look back” on past experiences and reflect on personal taste, but low tolerance for clutter or cognitive overload.
o These findings deeply influenced my interaction design decisions. The user flow needed to be unintimidating, highly legible, and direct, reducing any unnecessary friction.
Feature 1: Logging Artworks – Simple, one tap.
Based on research, I discarded more complex approaches like QR scanning or gallery syncs in favor of a dead-simple logging feature. Users can press one clear button—“Log This Artwork”—which immediately saves the art to your profile and offers optional prompt.
Design Decision: Minimal required fields, high contrast UI, and optional voice-to-text functionality to make note-taking accessible.
This approach respected the user's experience in the gallery while enabling quick reflection, even post-visit.
Feature 2: Emotional & Reflective Logging – Guided but Open
While many users were interested in documenting how a piece made them feel, they were unsure where to start. To support this, I introduced guided logging prompts that could be skipped or selected quickly—e.g., “What emotion did this piece evoke?” with visual mood icons, and a short prompt like “What stood out to you?”
Design Decision: Use of icons, sliders, and minimal text to allow fast input without overwhelming users.
The ability to reflect emotionally helped deepen engagement and encouraged more frequent logging.
Feature 3: My Art Taste – Making Patterns Discoverable
In follow-up conversations, users loved the idea of “understanding their taste,” especially when framed in familiar terms—like favorite colors, artists, or styles.
Design Decision: A “My Patterns” page shows simple, clean visual summaries: frequently tagged emotions, preferred media, and repeated artist mentions.
For older users, the emphasis was on recognizability and clarity—not data density. Cards and icons were prioritized over charts or heavy analytics.
Feature 4: Seamless Gallery Engagement
Business-wise, gallery owners were interested in leveraging user preferences to personalize their recommendations. Users, however, were wary of privacy concerns.
Design Decision: Introduced an opt-in “Share With Gallery” feature that allows users to send their art log to a specific gallery after visiting. It’s entirely optional and clearly explained in plain language.
This supported the business goal of better targeting and communication, while keeping user control front and center.
The design process was deeply shaped by direct user research with the target demographic—older gallery-goers on Canyon Road. By prioritizing simplicity, legibility, and emotional relevance, I crafted a user experience that meets users where they are. Iterations were driven by real-world feedback, not assumptions, and the end result is a product that supports both personal reflection and meaningful gallery engagement.
Although MuseMap has not yet launched, I identified several key metrics that would help evaluate its success for both users and gallery partners. On the user side, I would track log completion rate, return visits to the app, and engagement with the “My Patterns” dashboard—all indicators of sustained interest and reflection on art. For the business side, success would be measured by the number of users who opt to share their logs with galleries, increase in repeat visits or inquiries tied to those logs, and conversion rates for personalized recommendations.
Together, these metrics would help validate whether MuseMap was effectively enhancing user engagement with art and supporting more targeted, informed interactions between visitors and galleries.
Lineage Seeds
Case Study:
Lineage Seeds is a heritage farming company that sells fully organic seeds with lineages dating back millennia. Their business relied heavily on in-person sales at fairs and booths across northern New Mexico, limiting their reach and growth potential.
To solve this, I designed a website that gave Lineage Seeds a strong online presence, allowing customers to easily browse and purchase seeds from anywhere in the country. The streamlined experience supports broader access while maintaining the brands deeply rooted, artisanal identity.
As the designer, I was responsible for the end-to-end design of Lineage Seeds’ website, including the information architecture, user flow, and visual design (4 Week Period in June 2025). I also mapped out the broader service experience—integrating both the physical booth presence and online store—to ensure a consistent and seamless customer journey across touch points.
Before the website was created, customers could only purchase seeds in person at fairs or booths, which limited access for those who couldn’t attend these events. Users had no way to explore the product catalog ahead of time or make purchases at their convenience. This made it difficult to maintain engagement or build long-term customer relationships outside of local events.
Lineage Seeds relied almost entirely on in-person sales, which capped their revenue potential and made growth unpredictable. Without an online presence, they lacked visibility beyond northern New Mexico and missed opportunities to reach a wider audience interested in heritage or organic agriculture. Additionally, there was no infrastructure for managing orders or providing information outside of face-to-face interactions, creating inefficiencies in the overall service experience.
Users wanted a simple and accessible way to browse, learn about, and purchase Lineage Seeds’ offerings without needing to attend local fairs or events. They were looking for convenience, trust in the product’s origin, and a smooth online shopping experience that reflected the brand’s authenticity. From a business perspective, the primary goal was to expand reach beyond in-person sales and grow revenue through an online channel. Product goals focused on creating a clear, intuitive website that communicates the brand’s story, organizes the catalog effectively, and streamlines the purchase process for both new and returning customers.
Starting Broad: Understanding the Full Customer Journey
To create a website that genuinely supported Lineage Seeds’ users and business, I began by mapping the entire service experience—from first encounter at a booth to online browsing and post-purchase engagement. This service design lens helped me identify pain points not just in the digital product, but in the broader brand experience. I found a major gap between the rich, educational in-person experience and the complete lack of follow-up or access beyond the booth.
Using these insights, I conducted a content audit and designed the information architecture to support two key journeys: customers who already knew the brand and were ready to purchase, and new users curious about the heritage and values behind the seeds. I structured the site to support both with equal clarity.
Structuring the Experience: Information Architecture
After identifying key content types—product categories, seed histories, educational blog posts, and ordering info—I created a clear and intuitive site map. The primary navigation focuses on three goals:
1. Discovering products
2. Learning about the brand’s lineage
3. Making a purchase
I tested this structure with a few early users who had interacted with the brand at fairs. Their feedback confirmed the importance of making "Education" and "Seed Stories" as prominent as "Shop" in the navigation—something that became a defining part of the IA.
Designing for Simplicity and Trust
Visually, I kept the interface clean, earthy, and accessible reflecting both the brand’s roots and the needs of its audience. Many users were older and not necessarily tech-savvy, so I prioritized large typography, high contrast, and minimal clicks to reach any product. Product pages are stripped down to essentials: image, short story, and clear call-to-action.
While the site is still in its early stages, the design was created to address key business limitations—namely, reliance on in-person sales and limited reach. By building an online presence for Lineage Seeds, the goal was to expand customer access beyond local fairs and create a sustainable channel for year-round revenue.
o To measure success, I would focus on the following key metrics:
o Online conversion rate: % of visitors who complete a purchase
o Average order value: to track whether online shoppers purchase more than in-person buyers
o Geographic distribution of sales: to assess how well the site extends reach beyond northern New Mexico
o Email sign-up rate: as a proxy for customer interest and engagement
o Repeat visitor rate: to gauge customer retention and satisfaction
Tracking these metrics over time would help validate whether the design truly supported business growth, improved accessibility for users, and created a scalable alternative to in-person-only selling.
From a service design perspective, I integrated key user touchpoints such as email signups (for post-fair follow-up), order confirmation flows, and FAQs—ensuring that the website could function not just as a storefront, but as a continuation of the fair experience.
Iteration Based on Feedback
Through ongoing feedback from the business owner and a small group of loyal customers, I refined everything from the homepage layout to the checkout experience. One key insight was that many users didn’t just want to buy—they wanted to understand where the seeds came from. As a result, I reworked the homepage to lead with storytelling rather than just products, creating a better emotional connection.
Lineage Seeds is a heritage farming company that sells fully organic seeds with lineages dating back millennia. Their business relied heavily on in-person sales at fairs and booths across northern New Mexico, limiting their reach and growth potential.
To solve this, I designed a website that gave Lineage Seeds a strong online presence, allowing customers to easily browse and purchase seeds from anywhere in the country. The streamlined experience supports broader access while maintaining the brands deeply rooted, artisanal identity.
As the designer, I was responsible for the end-to-end design of Lineage Seeds’ website, including the information architecture, user flow, and visual design (4 Week Period in June 2025). I also mapped out the broader service experience—integrating both the physical booth presence and online store—to ensure a consistent and seamless customer journey across touch points.
Before the website was created, customers could only purchase seeds in person at fairs or booths, which limited access for those who couldn’t attend these events. Users had no way to explore the product catalog ahead of time or make purchases at their convenience. This made it difficult to maintain engagement or build long-term customer relationships outside of local events.
Lineage Seeds relied almost entirely on in-person sales, which capped their revenue potential and made growth unpredictable. Without an online presence, they lacked visibility beyond northern New Mexico and missed opportunities to reach a wider audience interested in heritage or organic agriculture. Additionally, there was no infrastructure for managing orders or providing information outside of face-to-face interactions, creating inefficiencies in the overall service experience.
Users wanted a simple and accessible way to browse, learn about, and purchase Lineage Seeds’ offerings without needing to attend local fairs or events. They were looking for convenience, trust in the product’s origin, and a smooth online shopping experience that reflected the brand’s authenticity. From a business perspective, the primary goal was to expand reach beyond in-person sales and grow revenue through an online channel. Product goals focused on creating a clear, intuitive website that communicates the brand’s story, organizes the catalog effectively, and streamlines the purchase process for both new and returning customers.
Starting Broad: Understanding the Full Customer Journey
To create a website that genuinely supported Lineage Seeds’ users and business, I began by mapping the entire service experience—from first encounter at a booth to online browsing and post-purchase engagement. This service design lens helped me identify pain points not just in the digital product, but in the broader brand experience. I found a major gap between the rich, educational in-person experience and the complete lack of follow-up or access beyond the booth.
Using these insights, I conducted a content audit and designed the information architecture to support two key journeys: customers who already knew the brand and were ready to purchase, and new users curious about the heritage and values behind the seeds. I structured the site to support both with equal clarity.
Structuring the Experience: Information Architecture
After identifying key content types—product categories, seed histories, educational blog posts, and ordering info—I created a clear and intuitive site map. The primary navigation focuses on three goals:
1. Discovering products
2. Learning about the brand’s lineage
3. Making a purchase
I tested this structure with a few early users who had interacted with the brand at fairs. Their feedback confirmed the importance of making "Education" and "Seed Stories" as prominent as "Shop" in the navigation—something that became a defining part of the IA.
Designing for Simplicity and Trust
Visually, I kept the interface clean, earthy, and accessible reflecting both the brand’s roots and the needs of its audience. Many users were older and not necessarily tech-savvy, so I prioritized large typography, high contrast, and minimal clicks to reach any product. Product pages are stripped down to essentials: image, short story, and clear call-to-action.
While the site is still in its early stages, the design was created to address key business limitations—namely, reliance on in-person sales and limited reach. By building an online presence for Lineage Seeds, the goal was to expand customer access beyond local fairs and create a sustainable channel for year-round revenue.
o To measure success, I would focus on the following key metrics:
o Online conversion rate: % of visitors who complete a purchase
o Average order value: to track whether online shoppers purchase more than in-person buyers
o Geographic distribution of sales: to assess how well the site extends reach beyond northern New Mexico
o Email sign-up rate: as a proxy for customer interest and engagement
o Repeat visitor rate: to gauge customer retention and satisfaction
Tracking these metrics over time would help validate whether the design truly supported business growth, improved accessibility for users, and created a scalable alternative to in-person-only selling.
From a service design perspective, I integrated key user touchpoints such as email signups (for post-fair follow-up), order confirmation flows, and FAQs—ensuring that the website could function not just as a storefront, but as a continuation of the fair experience.
Iteration Based on Feedback
Through ongoing feedback from the business owner and a small group of loyal customers, I refined everything from the homepage layout to the checkout experience. One key insight was that many users didn’t just want to buy—they wanted to understand where the seeds came from. As a result, I reworked the homepage to lead with storytelling rather than just products, creating a better emotional connection.
Operate
Case Study:
Operate is a service app designed for Account Managers in the commercial landscaping industry, aiming to simplify daily operations and improve communication across teams. Drawing from my background in landscaping, I supported the design process by leading usability testing and collaborating closely with the front-end team to ensure the interface reflected real-world workflows.
In an industry where poor communication with property managers is the leading cause of contract loss, Operate solves this by centralizing communication and task management in a single, streamlined platform. By reducing the need for multiple tools and manual steps, the product helps crews, account managers, and clients stay aligned—ultimately improving retention and service quality.
While I wasn’t the primary UX designer on the project, I played a key role by leading all usability testing and collaborating closely with the front-end development team to ensure the product was intuitive, efficient, and aligned with real-world workflows in the landscaping industry. My background as an Account Manager directly informed these efforts, helping to bridge the gap between user needs and product design.
I worked on this project over a 6-month period in late 2024.
User Problems
Account Managers in the commercial landscaping industry often rely on a patchwork of tools—email, spreadsheets, phone calls, and paper notes—to coordinate between crews and property managers. This fragmented communication leads to missed tasks, repeated follow-ups, and delays in service delivery. There was no single, centralized system that supported the day-to-day workflows of AMs, making their jobs inefficient and reactive rather than proactive.
The lack of streamlined communication with property managers is a major issue in this industry—and one of the top reasons for client dissatisfaction and contract cancellations. Without visibility into what work was completed, scheduled, or outstanding, companies struggled with accountability and retention. Operate was created to address these gaps, giving landscaping businesses a tool to improve service quality, build trust with clients, and reduce churn.
Account Managers using Operate want to efficiently coordinate with crews, track service completion, and keep property managers informed—without juggling multiple tools or chasing updates. Their main goal is to stay organized, responsive, and proactive in managing client expectations. From a business perspective, Operate aims to reduce contract cancellations by improving communication and transparency with clients. Product goals focused on creating a centralized platform that simplifies daily workflows, ensures real-time visibility for all stakeholders, and ultimately supports better service delivery and stronger client relationships.
As a former Account Manager in commercial landscaping, I brought deep industry knowledge into the product development process—but my primary role on the Operate team was as a usability tester and front-end collaborator, not a designer. My goal was to ensure that what we were building truly solved the pain points I knew firsthand—and that it worked seamlessly for the real people using it in the field.
Usability Testing: Grounding Design in Reality
I led all usability testing efforts, working closely with the design team to test early wireframes, clickable prototypes, and staging builds. Many of our test participants were current Account Managers or field supervisors—giving us highly relevant, actionable feedback.
During testing, I identified several key friction points:
• Too many clicks to log a completed service
• Confusion between crew notes and client-facing updates
• Lack of clear visual hierarchy in scheduling features
I compiled this feedback into structured reports and worked with both the designers and developers to prioritize refinements. These insights led to clearer action buttons, simplified task logging, and improved labeling—especially for features that bridged communication between crews and property managers.
Front-End Collaboration: Shaping the Details
I worked directly with the front-end development team to ensure UI decisions aligned with user behavior and field conditions. For example, we adjusted button sizes and spacing after learning many users were on mobile devices with gloves or in sunlight. I also advocated for collapsible views and offline caching, based on feedback from AMs working in remote areas.
Many small but meaningful changes—like reordering content in the daily dashboard or tweaking notification settings—came directly from real-world testing and my direct communication with the dev team.
Although the product was still in development during my time on the team, the usability testing and front-end improvements I helped implement were focused on solving one of the most critical issues in commercial landscaping: miscommunication with property managers. By streamlining the way Account Managers log updates, track tasks, and share information, Operate aimed to reduce friction, increase client transparency, and ultimately improve contract retention.
If launched, I would measure success through metrics such as:
• Reduction in client complaints or missed service reports
• Increase in property manager engagement (e.g. logins, acknowledgements of updates)
• Time saved per Account Manager per week (by consolidating tools)
• Improvement in contract renewal rates over time
• Feature adoption rates, especially for logging, messaging, and scheduling
These metrics would directly reflect how well the product addresses the core operational and communication breakdowns that cost companies business in this industry.
Operate is a service app designed for Account Managers in the commercial landscaping industry, aiming to simplify daily operations and improve communication across teams. Drawing from my background in landscaping, I supported the design process by leading usability testing and collaborating closely with the front-end team to ensure the interface reflected real-world workflows.
In an industry where poor communication with property managers is the leading cause of contract loss, Operate solves this by centralizing communication and task management in a single, streamlined platform. By reducing the need for multiple tools and manual steps, the product helps crews, account managers, and clients stay aligned—ultimately improving retention and service quality.
While I wasn’t the primary UX designer on the project, I played a key role by leading all usability testing and collaborating closely with the front-end development team to ensure the product was intuitive, efficient, and aligned with real-world workflows in the landscaping industry. My background as an Account Manager directly informed these efforts, helping to bridge the gap between user needs and product design.
I worked on this project over a 6-month period in late 2024.
User Problems
Account Managers in the commercial landscaping industry often rely on a patchwork of tools—email, spreadsheets, phone calls, and paper notes—to coordinate between crews and property managers. This fragmented communication leads to missed tasks, repeated follow-ups, and delays in service delivery. There was no single, centralized system that supported the day-to-day workflows of AMs, making their jobs inefficient and reactive rather than proactive.
The lack of streamlined communication with property managers is a major issue in this industry—and one of the top reasons for client dissatisfaction and contract cancellations. Without visibility into what work was completed, scheduled, or outstanding, companies struggled with accountability and retention. Operate was created to address these gaps, giving landscaping businesses a tool to improve service quality, build trust with clients, and reduce churn.
Account Managers using Operate want to efficiently coordinate with crews, track service completion, and keep property managers informed—without juggling multiple tools or chasing updates. Their main goal is to stay organized, responsive, and proactive in managing client expectations. From a business perspective, Operate aims to reduce contract cancellations by improving communication and transparency with clients. Product goals focused on creating a centralized platform that simplifies daily workflows, ensures real-time visibility for all stakeholders, and ultimately supports better service delivery and stronger client relationships.
As a former Account Manager in commercial landscaping, I brought deep industry knowledge into the product development process—but my primary role on the Operate team was as a usability tester and front-end collaborator, not a designer. My goal was to ensure that what we were building truly solved the pain points I knew firsthand—and that it worked seamlessly for the real people using it in the field.
Usability Testing: Grounding Design in Reality
I led all usability testing efforts, working closely with the design team to test early wireframes, clickable prototypes, and staging builds. Many of our test participants were current Account Managers or field supervisors—giving us highly relevant, actionable feedback.
During testing, I identified several key friction points:
• Too many clicks to log a completed service
• Confusion between crew notes and client-facing updates
• Lack of clear visual hierarchy in scheduling features
I compiled this feedback into structured reports and worked with both the designers and developers to prioritize refinements. These insights led to clearer action buttons, simplified task logging, and improved labeling—especially for features that bridged communication between crews and property managers.
Front-End Collaboration: Shaping the Details
I worked directly with the front-end development team to ensure UI decisions aligned with user behavior and field conditions. For example, we adjusted button sizes and spacing after learning many users were on mobile devices with gloves or in sunlight. I also advocated for collapsible views and offline caching, based on feedback from AMs working in remote areas.
Many small but meaningful changes—like reordering content in the daily dashboard or tweaking notification settings—came directly from real-world testing and my direct communication with the dev team.
Although the product was still in development during my time on the team, the usability testing and front-end improvements I helped implement were focused on solving one of the most critical issues in commercial landscaping: miscommunication with property managers. By streamlining the way Account Managers log updates, track tasks, and share information, Operate aimed to reduce friction, increase client transparency, and ultimately improve contract retention.
If launched, I would measure success through metrics such as:
• Reduction in client complaints or missed service reports
• Increase in property manager engagement (e.g. logins, acknowledgements of updates)
• Time saved per Account Manager per week (by consolidating tools)
• Improvement in contract renewal rates over time
• Feature adoption rates, especially for logging, messaging, and scheduling
These metrics would directly reflect how well the product addresses the core operational and communication breakdowns that cost companies business in this industry.
SmartAsset
Case Study
At a software startup focused on GPS-based equipment tracking for the landscaping industry, our goal was to help companies raise their bottom line by understanding where their equipment was, how often it was used, and how much they truly needed to own. As National Sales Manager, I worked at the intersection of product, design, and customer success to ensure the product solved real-world pain points.
I led the visual design of the brand, all marketing strategy, and helped shape product refinement through direct customer feedback. My work focused on making the value of the software clear, usable, and actionable—both to improve customer adoption and to support sales growth.
While my primary role was National Sales Manager (December '24-May '25), I was also responsible for the visual design of the brand, marketing strategy, and helping shape product refinement through ongoing customer feedback and usage insights. I worked closely with both the product and design teams to ensure the software was not only functional but intuitive and aligned with industry needs.
Landscaping companies often lacked visibility into where their equipment was located, how frequently it was used, and which assets were underperforming or sitting idle. Users struggled with outdated or manual tracking methods, leading to over-purchasing, lost equipment, and poor utilization of expensive assets. The software initially lacked intuitive visual cues and guidance, which made adoption difficult—especially for field teams with limited technical experience.
From a business perspective, low user engagement and poor onboarding translated to high churn risk and longer sales cycles. Without a clear brand identity and marketing strategy, the value of the product wasn’t being communicated effectively to potential customers. Additionally, without usage data feeding back into product development, it was challenging to refine the platform in ways that improved adoption and retention. My work helped bridge these gaps by making the product more approachable, the brand more compelling, and the feedback loop between users and the product team more actionable.
Users wanted to easily track where their equipment was, how often it was being used, and make smarter decisions about what to buy or keep. Their main goal was to save time and money by reducing waste, loss, and unnecessary purchases.
The company needed to improve customer adoption and retention by showing clear value early on. Building a strong, trustworthy brand and shortening the sales cycle were also key goals.
The product needed to be simple, easy to use, and give users quick, useful insights. Improving onboarding, refining the interface, and using real customer feedback were priorities to help drive engagement and long-term use.
As National Sales Manager, I identified that the product’s value wasn’t clearly communicated to customers. To address this, I developed a focused brand and marketing strategy grounded in industry research and customer insights.
I created a clean, trustworthy visual identity—logo, color palette, and iconography—tailored to landscaping professionals. Using this, I designed marketing assets like pitch decks, product demos, onboarding guides, and email campaigns that helped potential clients understand and adopt the software more easily.
Working closely with product and support teams, I used customer feedback to refine both marketing materials and messaging, ensuring alignment with user needs and improving engagement.
This strategic and visual design work helped clarify the product’s value, support sales efforts, and drive business growth.
At a software startup focused on GPS-based equipment tracking for the landscaping industry, our goal was to help companies raise their bottom line by understanding where their equipment was, how often it was used, and how much they truly needed to own. As National Sales Manager, I worked at the intersection of product, design, and customer success to ensure the product solved real-world pain points.
I led the visual design of the brand, all marketing strategy, and helped shape product refinement through direct customer feedback. My work focused on making the value of the software clear, usable, and actionable—both to improve customer adoption and to support sales growth.
While my primary role was National Sales Manager (December '24-May '25), I was also responsible for the visual design of the brand, marketing strategy, and helping shape product refinement through ongoing customer feedback and usage insights. I worked closely with both the product and design teams to ensure the software was not only functional but intuitive and aligned with industry needs.
Landscaping companies often lacked visibility into where their equipment was located, how frequently it was used, and which assets were underperforming or sitting idle. Users struggled with outdated or manual tracking methods, leading to over-purchasing, lost equipment, and poor utilization of expensive assets. The software initially lacked intuitive visual cues and guidance, which made adoption difficult—especially for field teams with limited technical experience.
From a business perspective, low user engagement and poor onboarding translated to high churn risk and longer sales cycles. Without a clear brand identity and marketing strategy, the value of the product wasn’t being communicated effectively to potential customers. Additionally, without usage data feeding back into product development, it was challenging to refine the platform in ways that improved adoption and retention. My work helped bridge these gaps by making the product more approachable, the brand more compelling, and the feedback loop between users and the product team more actionable.
Users wanted to easily track where their equipment was, how often it was being used, and make smarter decisions about what to buy or keep. Their main goal was to save time and money by reducing waste, loss, and unnecessary purchases.
The company needed to improve customer adoption and retention by showing clear value early on. Building a strong, trustworthy brand and shortening the sales cycle were also key goals.
The product needed to be simple, easy to use, and give users quick, useful insights. Improving onboarding, refining the interface, and using real customer feedback were priorities to help drive engagement and long-term use.
As National Sales Manager, I identified that the product’s value wasn’t clearly communicated to customers. To address this, I developed a focused brand and marketing strategy grounded in industry research and customer insights.
I created a clean, trustworthy visual identity—logo, color palette, and iconography—tailored to landscaping professionals. Using this, I designed marketing assets like pitch decks, product demos, onboarding guides, and email campaigns that helped potential clients understand and adopt the software more easily.
Working closely with product and support teams, I used customer feedback to refine both marketing materials and messaging, ensuring alignment with user needs and improving engagement.
This strategic and visual design work helped clarify the product’s value, support sales efforts, and drive business growth.
About Me!
With a background in psychology, I’ve always been fascinated by human behavior and how design influences the way we think and interact. I began my career in landscape, where designing outdoor spaces & bringing them to life was my favorite part of the job. That passion for design evolved as I moved into the tech world, working with SaaS products for landscapers—where I discovered UX design and fell in love with creating intuitive, user-focused digital experiences. Today, I combine my love for psychology, design, and technology to craft thoughtful, human-centered solutions.
Education
2025
Ux/UI Design Certificate
Google
I completed the Google UX Design Certificate, where I developed skills in user research, wireframing, prototyping, and usability testing. Throughout the program, I designed and iterated on several real-world projects, building proficiency in tools like Figma and Adobe XD. This experience strengthened my understanding of design thinking, accessibility, and creating intuitive, user-centered digital experiences.
2022-2023
Certificate of Landscape Design
New York School of Design
Landscape design was a central focus of my role as an Account Manager, where I led the creative development of outdoor spaces tailored to each client's vision and site conditions. I specialized in translating ideas into functional, visually compelling designs—balancing hardscape and softscape elements to create cohesive environments. This Certification sharpened my skills in conceptual design, spatial planning, and visual presentation, while allowing me to manage projects from initial sketches through final implementation.
2015-2019
B.S. Psychology
University of Oklahoma
I earned a Bachelor’s degree in Psychology, where I developed a strong understanding of human behavior, cognition, and decision-making. My studies emphasized research, empathy, and critical thinking—skills that directly inform effective design and user-centered problem-solving. Through coursework and projects, I gained experience in data analysis, behavioral observation, and translating psychological insights into practical, real-world applications.
Get in Touch
I am always open to collaboration. Reach out and I will get back to you soon!
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