Hi, I'm Sarah.
I'm a UX Strategist.
Experienced in user research.
Featured Work
Research-led. Strategy-driven. Shipped.
Fresh Tracks Canada
Understanding the Australian traveller for a premium tour operator
Led exploratory research to understand how Australian travellers think about Canada—uncovering motivations, barriers, and decision criteria so FTC can improve how it markets, sells, and supports this high-priority international audience.
Solace
A gamified wellness app for iron workers
Led a 7-person team through research, design, and full-stack development. Designed for a demographic that rarely engages with wellness tools—building trust and habit through gamification and AI-personalized routines.
Creekside Coffee Factory
A community-first website for a local roaster
Translated a strong in-person brand to a digital experience built for discovery and loyalty. Applied an SEO-first approach to improve local search visibility and grow community reach.
Why Me
What I bring to every team.
Research & Synthesis
I surface what users actually need—not just what they say—and translate findings into strategic direction teams can act on.
Journey Mapping
I map end-to-end experiences to find the moments that matter and the gaps that are costing you users.
Cross-functional Leadership
I've led teams across design, product, and engineering—aligning people around a shared vision and shipping on time.
Systems Thinking
I design for scale—considering edge cases, states, and future evolution so the system holds up as the product grows.
Insight to Action
I turn messy research data into clear, prioritized opportunities so teams know exactly what to tackle next.
Outcome-Focused
Every design decision connects back to a measurable goal—whether that's user confidence, retention, or revenue impact.
Open to new opportunities
Let's build something
meaningful together.