Human by design.
Scaled with intent.
I lead through ambiguity, build trusted partnerships, and solve complex product problems — turning strategy, research, and innovation into elegant, intuitive experiences.
Two decades of making technology feel human.

I'm Heather Waugh, a UX designer with over 20 years of experience creating intuitive, user-centered digital experiences. I specialize in AI-powered products that amplify human potential rather than replace it.
My work spans complex enterprise tools, consumer applications, and emerging AI interfaces — always grounded in deep user research and a belief that the best technology disappears into the experience.
I have a proven track record of scaling enterprise design systems, leading high-performing cross-functional teams, and navigating complex digital transformations from discovery to delivery. Pioneering advocate for Ethical AI, Responsible Tech, and Conversational AI integration. Active community leader championing professional growth and design excellence across the industry.
What leaders and product teams say.
A recurring theme across colleagues and clients: calm in complexity, clarity in strategy, and momentum for the teams and products she leads.
“I would highly recommend Heather for any project that requires a strong understanding of user experience and branding. Her ability to collaborate effectively with designers and directors is a testament to her communication skills. What sets Heather apart is her adaptability and ability to pivot when necessary — a valuable asset in any fast-paced environment.”
Two decades of building teams & products.
Tap any role to expand the details.
- 2023 – Current
- 2022 – 2023
- 2019 – 2022
- 20+ Years
- 2000 – 2020
Selected case studies.
A growing collection of product and design explorations — from enterprise systems to conversational AI prototypes.
AI Sales Agent
A strategic proposal for a conversational AI sales assistant built for marine sales reps in the field — on the showroom floor, at sea trials, on the boat, and at boat shows — to answer buyer questions quickly and convert high-consideration sales more efficiently. The same layer can evolve into a consumer-facing self-serve sales experience.
Membership Experience
End-to-end UX strategy, rebrand, and cross-device reservation platform — member mobile, web, tablet, and an on-site admin console shared across franchise locations.
Enterprise E-Commerce
E-commerce strategy and navigation design for a marine engine, parts, and accessories catalog — built from a shared enterprise design system in partnership with executive leadership and a third-party platform vendor. Included a new 'Locally' approach to dealer activation and a visual and conversational AI search proposal designed to reduce friction in part discovery.
CollaMoo
From concept to shelf — brand strategy, visual identity, and product label design for a grass-fed colostrum & collagen supplement launching on Amazon.
Dealer Sales Workspace
Multi-region field research and consumer insight work uncovered what buyers and dealers actually need — then shaped an agentic, CRM-integrated sales workspace designed to convert sales sooner and faster by connecting the systems dealers already use.
Responsible Tech
AI Ethics — charter member of the mentorship program and listed contributor to the All Tech Is Human Responsible Tech Guide.
- 2022Smart FarmingService Design · Enterprise SaaS · Research
- 202224/7 BankingProduct Design · Enterprise UX · Accessibility
- 2021An App with an AppetiteMobile · Marketplace · Community · Identity
- 2021AstroCompassProduct Concept · UX Research · Design System
- 2021MIRA — Meeting Goals with Your Digital SelfProduct Design · Research · Concept App
- 2019Walk In My ShoesBrand Identity · Print · Web · Education
- 2018Siddhi TeaBrand Identity · Packaging Design
Selected outcomes.
Subscription Membership Platform
Directed UX for a subscription-tier mobile application scaling across a national location network.
Global Marine Products Brand
Spearheaded e-commerce flow optimizations and web enhancements that improved the digital consumer shopping lifecycle for global marine products.
