Hi! I’m Heidi.
I design to make people feel heard, understood, and confident.
I've led UX strategy across enterprise and startup environments, designing B2B and B2C products that people rely on. At Roofstock, I’m designing solutions for real estate investors to confidently transact multi-million dollar deals. Before that, I redefined political fundraising at Bonterra.
I’m based in San Diego and open to remote or hybrid roles. Let’s connect!
Making portfolio transactions simple, transparent, and easy
How I championed design thinking in a challenging real estate market to build a marketplace, driving a 40% increase in task efficiency
B2B real estate startup | Responsive web | 0 to 1
5 min read
Redesigning leases and tenant management
How I shaped the design strategy and led the execution of a core product redesign to increase user engagement and satisfaction
B2C prop tech startup | Responsive web | Strategy and vision
5 min read
Reimagining political fundraising with Call Time
How I stepped in mid-project to complete a mobile app and web redesign, driving a 30% increase in user engagement
B2B enterprise | Responsive web | Mobile 0 to 1
8 min read
Establishing the enterprise design system
How I built the Roofstock design system to provide a unified experience across 6 apps and to reduce dev time by 30%
Systems design | Accessibility
8 min read
