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.

About

Two decades of making technology feel human.

Heather Waugh, AI + Human-Centered Product Design

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.

Praise

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.
Frederik
Experience

Two decades of building teams & products.

Tap any role to expand the details.

  1. 2023 – Current
  2. 2022 – 2023
  3. 2019 – 2022
  4. 20+ Years
  5. 2000 – 2020
Work

Selected case studies.

A growing collection of product and design explorations — from enterprise systems to conversational AI prototypes.

Featured spotlight
Case Study· 2026

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.

View AI Sales Agent case study
Case Study· 2026

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 400+ franchise locations.

View Membership Experience case study
Case Study· 2025-2026

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.

View Enterprise E-Commerce case study
Case Study· 2025

CollaMoo

From concept to shelf — brand strategy, visual identity, and product label design for a grass-fed colostrum & collagen supplement launching on Amazon.

View CollaMoo case study
Case Study· 2025-2026

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.

View Dealer Sales Workspace case study
Case Study· 2023

Responsible Tech

AI Ethics — charter member of the mentorship program and listed contributor to the All Tech Is Human Responsible Tech Guide.

View Responsible Tech case study
Earlier work · 2022 & prior
Featured Product Impact

Selected outcomes.

Subscription Membership Platform

Awarded a national industry award for New Product Launch, directing UX for a subscription-tier mobile application scaling across 400+ national locations.

Global Marine Products Brand

Spearheaded e-commerce flow optimizations and web enhancements that improved the digital consumer shopping lifecycle for global marine products.

Let's build something

Ready to lead your next chapter of product design.