Artistry in BRand and Product Design
Designing what’s next for the world’s biggest brands.
Area of Practice
01
Product strategy
A strong product design strategy isn’t a document—it’s a system for making consistent, high-quality decisions about what to build, why it matters, and how it should feel to users.
02
Product design
Design strategy only works when it’s embedded in cross-functional workflows. Collaborate closely with product managers and engineers to align on priorities, constraints, and timelines. This ensures design is not a downstream activity but a driver of product direction.
03
Brand design
Start by defining the product’s purposewith the outcomes it must drive—both for users and the business. This includes creating a brand that aligns with company goals (growth, retention, revenue) and translating them into design principles. Without this anchor, design becomes reactive instead of intentional.
04
Design system creation
A design system (components, patterns, guidelines) ensures consistency and speeds up execution. It allows teams to scale design across features and platforms without reinventing solutions each time.
05
Research
Tie design decisions to measurable outcomes such as conversion rates, task success, engagement, or satisfaction. Regularly review performance and refine the strategy based on what’s working and what’s not.
06
Building teams
I have a proven track record of execution that succeeds when design thinking is shared across the organization. I encourage collaboration, critique, and continuous learning so that design is seen as a strategic function—not just aesthetics.
The journey to design leader
I have 17 years of experience in UX Design and 10 of those years managing and leading design and research organizations. For the past 7 years I have worked at AWS as a Senior Manager of UX Design and Research supporting the launch of 38 products…
Take a deep dive into some case studies
Executing a product design strategy means turning vision into repeatable decisions, aligning teams around user value, and continuously learning from real-world use. Take a look at some case studies to see how I used these principles to take products from idea to evergreen products.
50+
Products launched
7
Brand designs created
15
Design systems
100+
Workshops and whiteboard sessions
Recommendations
What stood out in working with Laura was how she operated as both a design leader and a strategic ally. She didn’t just focus on usability—she pushed teams to think bigger about end-to-end experiences, often anticipating challenges before they surfaced and helping the team see around corners. That forward-looking mindset made a real difference in how we approached launches and long-term product direction.
Attention to details to ease the pressure.
✓ Interface that reduces hassle and pain.
Frequently Asked Questions
How did you become a designer?
I began my career as an artist with interest in human psychology. I created interactive installation art pieces that were in museums in Washington and California. My curiosity on the human psyche led the way for more digita interactive experiences that pushed me to incorporate sensors and in turn learn how to code to make these experiences a reaity. These museum pieces, opened a door to my Graduate program at Carnegie Mellon where I harnessed my artistry, psychology computer science and physical interactions to create meaningful and tangible experiences.
How long have you been a designer?
I started my career in 2010 as an intern at Apple. So, I have been designing experiences for 16 years.
How do you identify opportunities to take design risks?
Ultimately all designs hold some level of risk, but its the follow through that is the most critical. While we market test items, stress test, run research, sometimes things happen and its important what we do in those moments of pivot. It’s important to be always tracking your launches with constant data tracking, sentiment analysis and be at the ready to pivot in case of emergency.