Things I've Learned as a Freelancer
Over the past several years as a freelancer, I’ve worked on a variety of projects, from mobile apps and websites to branding and UX research. Each project presented unique challenges that helped me grow as a designer, problem-solver, and collaborator.
This section shares short case studies and reflections, highlighting what went well, what I’d do differently, and how each experience shaped my approach to design.
From start to survey: Kenzie’s Friends in action.
Final app comps showing the full Kenzie’s Friends experience.
Kenzie’s Friends: AI-Powered Prototype
Interactive prototype in Figma: View Prototype
Oct. 2025 - Nov. 2025
This project aimed to explore how generative AI can support brand creation and UX prototyping by designing a fictional matchmaking app, Kenzie’s Friends, that helps users find partners who “match their weird.” The goal was to create a cohesive brand and interactive prototype by integrating multiple AI tools across text, imagery, color, logos, and interface design, while maintaining human oversight in design decisions.
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What went well: AI provided a strong starting point and helped speed up the design process, allowing me to quickly generate text, images, logos, and interface components. My input was essential to make sure that the experience was usable, clear, cohesive, and consistent, resulting in a playful and inviting final prototype.
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What I’d do differently: I would spend more time iterating on AI-generated assets and refining interactions to make even stronger cohesion across the brand and interface. AI struggled with the user flow, so I would prioritize early checks for usability and smoother experiences.
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How this shaped me as a designer: This project strengthened my ability to integrate AI tools into the UX/UI workflow while emphasizing the importance of human judgment in maintaining consistency, flow, clarity, and brand cohesion.
Designing a Unified App for Coaches, Athletes, and Parents
Sept. 2025 - Nov. 2025
This project aimed to streamline communication and organization for coaches, athletes, and parents by creating a single app with all necessary information in one place. The goal was to keep the experience consistent and easy to use for all user types.
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What went well: I designed a clear login and registration flow for multiple user types (parents, coaches, and swimmers) while maintaining a simple, consistent, and intuitive experience.
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What I’d do differently: In future iterations, I would refine the flow further based on user feedback to make sure that each user type’s needs are fully addressed.
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How this shaped me as a designer: This project reinforced my ability to design for multi-user platforms and think strategically about admin-specific functionality. It also sharpened my focus on creating better user flows, ensuring each login and registration type works together seamlessly for a smooth overall experience.
Early comp for seamless login and register flow.
UX & Visual Redesign for a Growing E-Commerce Brand
2023 - Current
I’ve been working with an e-commerce food company for some time. While I had prior experience designing e-commerce websites, this was my first time working within Shopify’s constraints. Compared to past projects, this one had more limitations in design flexibility and technical capabilities due to the platform and company preferences.
What went well: I found a visual solution that balanced brand integrity with technical constraints.
What I’d do differently: I would initiate conversations with the owners earlier to explore adjustments that support more consistent product displays.
How this shaped me as a designer: This project reinforced the importance of adaptability and problem-solving under constraints.
Homepage design showcasing the creamery’s products and brand identity.
A Design Challenge for a Dairy
May 2025
This project was a design challenge to create a brand and website for a fictional creamery.
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What went well: I built a strong, cohesive visual identity early in the process, which guided later design decisions.
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What I’d do differently: I would start with wireframes or rough layout sketches on paper instead of jumping straight into Figma.
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How this shaped me as a designer: This challenge reinforced the importance of research-driven design in creating cohesive and intentional experiences.
Financial Cloud Client
Aug. 2024 - Dec. 2024
This project was with a financial cloud startup and was unlike any client engagement I had experienced before. The client knew my skills and experience but was initially hesitant to give me creative freedom. Over time, they shifted from providing rigid visual references to detailed written instructions, and eventually to the more collaborative feedback style I’m accustomed to.
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What went well: I was able to adapt my workflow to fit the client’s process.
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What I’d do differently: I would set clearer expectations upfront around terminology.
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How this shaped me as a designer: This project reminded me of the importance of communication. Not just presenting ideas, but truly listening, interpreting, and bridging the gap between different working styles.
Financial landing page designed for clarity and brand consistency
Rapid Turnaround: PowerPoint Design
Less than 24 hours in May 2023
This was the fastest project turnaround I’ve ever experienced as a freelancer. I agreed to take on the project late in the evening, around 10 PM, and was asked to deliver the first draft by the following morning, around 11. The client had already started working on the project and needed help bringing everything together with a clear, cohesive design. We met after the initial draft to review edits, and I delivered the final version around 3 PM the next day. With such a tight deadline, I prioritized usability, content clarity, and a streamlined layout.
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What went well: I met the deadline without compromising on the usability or clarity of the design.
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What I’d do differently: I would clarify expectations around content handoff and feedback windows earlier in the process.
How this shaped me as a designer: This project strengthened my confidence in designing quickly, strategically, and effectively under pressure.