About me

About me

I love shaping intuitive, accessible experiences through research, journey mapping, and hands-on collaboration. My process is driven by early feedback and continuous iteration—ensuring every detail has a clear purpose and impact.

Outside of design, I stay curious—building LEGO sets, firing up the smoker, chasing the greenest lawn on the block, and spending time with my family. I’m also committed to leveling up through ongoing coursework in UX, accessibility, and design leadership with IXDF.

Dual monitors showing WGAC and framer designs.
Dual monitors showing WGAC and framer designs.
Dual monitors showing WGAC and framer designs.
A whiteboard showing sticky notews.
A whiteboard showing sticky notews.
A whiteboard showing sticky notews.
Image showing Elevance Health office in downtown Atlanta
Image showing Elevance Health office in downtown Atlanta
Image showing Elevance Health office in downtown Atlanta
A Miro screen showing Sydney Health insight cluster
A Miro screen showing Sydney Health insight cluster
A Miro screen showing Sydney Health insight cluster
Image showing Eiffle Tower in Vegas
Image showing Eiffle Tower in Vegas
Image showing Eiffle Tower in Vegas
Notepade showing sketckes of SmartHelp
Notepade showing sketckes of SmartHelp
Notepade showing sketckes of SmartHelp

Every great design begins with a story

Every great design begins with a story

-Lorinda Mamo

Check out my resume

Check out my resume

Check out my resume

When I'm solving real problems

I believe in creating meaningful, purposeful user-centered designs that solve real-world problems. By blending empathy with data-driven insights, I aim to craft intuitive and accessible experiences that delight users and meet business goals. I focus on simplicity and clarity, ensuring every design element serves a clear function.

Collaboration and continuous feedback are key to my process, allowing me to refine designs through iteration and testing. Ultimately, I strive to create impactful, holistic solutions that balance aesthetics with usability, making users’ lives easier and more enjoyable.

How my design journey began

I started my journey in web and graphic design, which sparked my appreciation for visual communication. Shortly after, I became curious about the why in design and user interactions and making things easier. That led me to transition into UI UX where I have been leading and contributing to a wide range of projects from discovery to launch.

With experience across industries like healthcare, fintech, retail, and hospitality, I've gained a deep understanding of diverse user needs. My focus has always been on applying empathy to design, ensuring that every solution not only meets business objectives but also connects with users on a human level. This background has shaped me into a versatile product designer who thrives on creating meaningful, user-centered experiences.

Anthem Design System interface showing components and design patterns.
Anthem Design System interface showing components and design patterns.
Anthem Design System interface showing components and design patterns.
Sketch of Broekr plus application
Sketch of Broekr plus application
Sketch of Broekr plus application
Workspace showing framer designs of Carelon Behavioral Health
Workspace showing framer designs of Carelon Behavioral Health
Workspace showing framer designs of Carelon Behavioral Health

Outside of design:

Outside of design:

Getting in the yard

When I’m not designing, I’m out in the yard making sure the lawn is thriving. There’s something satisfying about the precision of a clean mow, the deep green of healthy grass, and the small details that bring a yard to life. Landscaping, like design, is about balance, patience, and knowing how elements work together.

I also enjoy helping my senior neighbors get their lawns looking lush, whether it's sharing tips or lending a hand. And every year, there’s a friendly neighborhood competition—nothing serious, just a little motivation to keep everyone’s grass at its best.

Scotts Elite lawn spreader on a grassy lawn.
Scotts Elite lawn spreader on a grassy lawn.

Outside of design:

Outside of design:

Sweating it out

Sweating it out

Staying active is just part of who I am. Within the past couple of years, I began my mornings with a good stretch, wind down with a 4-mile walk in the evening, and hit the Bowflex Select-techs when I can. I really enjoy it, because it keeps me feeling sharp and improves my overall health.

Honestly, I just feel better when I’m moving. My head’s clearer, I sleep better, and I have more energy to tackle the day. Plus, there’s something about a tough workout that makes everything else feel a little easier.

Interior of a fitness gym with exercise equipment, weights, and cardio machines.
Interior of a fitness gym with exercise equipment, weights, and cardio machines.

Outside of design:

Outside of design:

A little bit of smoke

A little bit of smoke

Although I don’t consider myself a pit master by any means 😂, I really enjoy exploring new techniques and methods with my digital smoker. There's something about the slow, steady process of smoking meat that’s both relaxing and rewarding.

I’m learning to recognize flavors from different wood chips and how each one brings out something unique in the meat. 😉

Digital smoker used for weekend barbecues, cooking meat evenly with precise temperature control.
Digital smoker used for weekend barbecues, cooking meat evenly with precise temperature control.

Outside of design:

Outside of design:

Learning & Progressing

Learning & Progressing

I’m always eager to continue learning and improving my design skills. I’ve obtained certifications from the Interaction Design Foundation (IXDF), which has been an invaluable resource in expanding my knowledge of interaction design principles.

Staying curious and seeking out new sources of inspiration keeps me engaged in my growth as a product designer and fuels my passion for creating meaningful, user-centered experiences.

Computer screen displaying the Interaction Design Foundation website interface.
Computer screen displaying the Interaction Design Foundation website interface.

Outside of design:

Outside of design:

Brick by Brick

Brick by Brick

I love the challenge and satisfaction of building LEGO sets. Whether it’s the Concord or the Ferrari Daytona, each one offers a unique puzzle that pushes me to think through every step.

Before I was born, my dad had a 1967 Mustang, his favorite car. For his birthday, I surprised him with a LEGO replica of it that brought back many memories. It really made me feel good to give him something meaningful.

Lego Concorde jet model next to an iPad on a table.
Lego Concorde jet model next to an iPad on a table.

Website design and content by Craig Roby | © Copyright 2025

Design and content by Craig Roby © Copyright 2025

Website design and content by Craig Roby | © Copyright 2025