Hi, I'm Ashley.

I am a design strategist with over 13 years of experience working on global teams across various industries, including retail, hospitality, real estate, and CPG, in both in-house and agency roles. I have led global customer research and experience design projects, managing the entire process from design and recruitment to analysis and presentation. I specialize in conducting large-scale qualitative research studies, such as customer journeys, online diaries, focus groups, and workshops. I have experience working directly with executive stakeholders and have served as a panelist, moderator, and mentor at industry events.

I believe that great design is only possible when we radically and intrinsically understand our customers.

I also believe that great design responds to the entire business ecosystem, connecting people, process (or policy) and product. It’s not enough to propose changes to one without acknowledging the impact on the others. I always reference this “resource triangle” in my research and strategy work.

 
 

When I’m not drawing on white boards, I’m on the trails. I’ve been an equestrian since I could walk, a trail runner for the past 7 years, and a skier for the past 3 seasons. I’ve spent time in Montana, Colorado and most recently Patagonia, Chile working as a ride guide, teaching guests about ranching practices and the ecology of national park landscapes.