Hi, I'm Laura.
I help teams find
what matters
and build what works.
I'm a strategic design leader with 12+ years guiding research, strategy, and innovation across retail, healthcare, and technology. I turn qualitative and behavioral insight into product direction, brand storytelling, and business growth.
See selected work
Strategic engagements where ambiguity met clarity.
Mapping today's experiences. Reimagining them with agentic AI.
I help organizations map current-state customer and employee experiences and envision how agentic AI can make them more efficient and more human. My work reduces friction, frees teams from repetitive work, and surfaces the moments that still demand human judgment.
For 12+ years I've partnered with executive and product teams to make sense of complex, ambiguous, fast-moving spaces. My work connects data and empathy, aligns leaders around real customer understanding, and turns insight into roadmaps at organizations like Salesforce, Autodesk, Abbott, Medtronic, and NBCU.
Today I partner with leaders standing at the edge of an AI-driven shift in their business. The ones asking not just what they can automate, but what the experience should actually feel like on the other side.
Field notes.
The new architecture of belonging: why trust and community are the future of brand growth.
In a world where everything can be replicated, what feels real becomes the rarest resource. Introducing Living Systems Design: values as architecture, proof over promise, community as amplifier.
Read on Medium →What service design and jazz can teach us about designing with AI.
With AI, users aren't just using technology, they're directing it. Three shifts for designers becoming curators of evolving systems: design for dialogue, define guardrails, design the conditions.
Read on Medium →Ongoing field notes on service design, AI, and the next generation.
A growing collection of frameworks, observations, and experiments at the intersection of service design, brand, and intelligent systems.
Visit Medium →