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 senior human experience designer and strategy consultant. I design intuitive, human-centered products — with a special focus on AI that amplifies human potential rather than replaces it.
My work spans complex enterprise tools, consumer applications, and emerging AI interfaces — always grounded in user research and a belief that the best technology disappears into the experience.
Along the way, I've scaled enterprise design systems, built and led cross-functional teams, and guided complex digital transformations from discovery to delivery. I'm a passionate advocate for Ethical AI, Responsible Tech, and Conversational AI — and an 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
- 2000 – Present
- 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 Local Shops 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.
- Smart FarmingService Design · Enterprise SaaS · Research
- 24/7 BankingProduct Design · Enterprise UX · Accessibility
- An App with an AppetiteMobile · Marketplace · Community · Identity
- AstroCompassProduct Concept · UX Research · Design System
- MIRA — Meeting Goals with Your Digital SelfProduct Design · Research · Concept App
- Walk In My ShoesBrand Identity · Print · Web · Education
- Siddhi 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.
