Designing with evidence. Delivering with impact.
My career spans creative leadership and executive-level strategic UX research, shaping complex product narratives across apps, e-commerce platforms, and digital campaigns. I deliver end-to-end design solutions that reflect user empathy, brand integrity, and business goals—translating insights into experiences that resonate.
ShellPop
About me
Strategic Design Meets Story-Driven Impact
I’m a strategic UX and design leader with over a decade of experience turning behavioral insights into high-impact digital experiences. I specialize in omni-channel research, visual storytelling, and cross-functional collaboration—driving measurable growth through data-informed design and creative innovation. Whether optimizing ecommerce funnels or crafting brand narratives, I bring clarity, agility, and a user-first mindset to every challenge.
My Services
What I Offer as a Strategic Research Design Partner
/01
UX Research & Strategy
Research-driven insights and strategy for conversion-focused digital experiences
/02
Visual Storytelling & Brand Design
Expressive character design and brand storytelling for ecommerce, packaging, and promotional assets.
/03
Experimentation & Performance Optimization
A/B testing leadership, funnel diagnostics, and UI refinements that drive measurable revenue growth and user engagement.
/04
Cross-Functional Facilitation & Creative Consulting
Stakeholder alignment and creative guidance for teams tackling complex products and omni-channel strategy.
Why Work With Me?
The Value I Bring
Insight to Action
I turn research, goals, and feedback into clear, actionable direction.
Clarity-Driven
I bring structure and focus to messy inputs and cross-functional noise.
Design That Delivers
I blend story and systems to deliver beautiful, effective solutions.
Creative Partner
Empathy, clarity, and collaboration—how I lead, guide, and partner.
Notable Projects
strategic Case studies
Shelley’s calm and professional demeanor transformed a challenging interview—marked by technical issues and tough questions—into a productive, respectful session. Her ability to stay composed and guide the customer with clarity and empathy was truly impressive.
UX Research Process
How I bring your vision to life
/01
Align
Clarify business goals, user needs, and stakeholder priorities. Audit existing experiences and surface narrative gaps.
/02
Investigate
Conduct mixed-method research using interviews, usability testing, surveys, and analytics. Capture emotional cues and behavioral patterns.
/03
Synthesize
Distill findings into actionable insights. Map journeys, pain points, and opportunities. Deliver decision-ready frameworks for cross-functional teams.
/04
Activate
Translate insights into strategy. Facilitate ideation, guide implementation, and measure impact. Recommend next steps for iteration or scale.
Let’s Work Together
Connect with me
Let’s connect—reach out to collaborate, commission, or explore how strategic storytelling can elevate your brand.
FAQs
What’s the difference between UI and UX design?
UI (User Interface) design focuses on the look and feel of a product, while UX (User Experience) design ensures the product is easy, intuitive, and enjoyable to use. Both are essential for creating successful digital experiences
Why should I hire a UI/UX designer based in Arizona?
Hiring a local Arizona UI/UX designer means you benefit from regional insights, an understanding of local user preferences, and easier collaboration for businesses based in Phoenix, Tucson, and beyond.
How does user research improve my website or app?
User research uncovers real user needs and pain points, guiding design decisions that make your website or app more effective, user-friendly, and aligned with your business goals
What is your process for a typical UI/UX project?
My process includes discovery and user research, wireframing, prototyping, user testing, and iterative design-ensuring each step is informed by data and user feedback
Can you work with my team or developer during the project?
Absolutely. I regularly collaborate with clients, developers, and stakeholders to ensure smooth communication and a seamless handoff from design to development
Do you offer both graphic design and UI/UX design services?
Yes, I provide a full range of design services, including graphic design for branding, logos, and marketing materials, as well as UI/UX design for websites and digital products. This ensures your brand is visually consistent across all platforms.
What tools do you use for UI/UX design and user research?
I use industry-standard tools like Figma, Sketch, Adobe XD for design, and UserTesting, dScout, Hotjar, Contentsquare, Dynatrace, and Google Analytics for user research and usability testing.
Can you help improve the user experience of an existing website or app?
Yes! I specialize in redesigns and UX audits that identify pain points and opportunities, then implement user-centered improvements to boost engagement and conversions.
What types of graphic design projects do you specialize in?
I specialize in a wide range of graphic design projects, including logo design, brand identity, social media graphics, marketing collateral, and print materials. My goal is to create visually compelling designs that strengthen your brand and support your business objectives.