I find where websites and products lose people, then carry the fix all the way to launch. I connect research, clear messaging, and interface design with front-end code and analytics. AI helps me move faster. The judgment stays mine.
Have one important page that keeps losing people? Start with a free UX audit.“Packy absolutely crushed it.”
Selected work
Two very different problems: B2B SaaS and a wildlife product built from scratch. Each case study shows what was broken, what I owned, what I changed, what shipped, and what happened next.
Whip Around was built to reduce work. Its website made buyers work too hard to understand the product. I rewrote and rebuilt the path from the first question to a trial or demo.
The product had to help people plan where to look without turning wildlife into live targets. It also had to work with weak signal and make safety part of the product, not a warning at the end.
Where I make the difference
Where the brief stops matching real behavior. Where the team knows what it means, but the user does not. Where a polished design loses its point in the live build.
I use research, analytics, team context, and real user behavior to find where the experience is breaking.
I organize the pages, steps, and message so people can understand a complicated product and know where to go next.
I use flows, interfaces, and working prototypes to test the big choices before the team pays to build the wrong thing.
I stay close to the front end so the idea holds up on real screens, for real people, through accessibility checks and launch.
AI helps me explore faster and check more. Evidence, context, review, and human responsibility still decide what ships.
Clicks, paths, sessions, and feedback show whether the experience became more useful or only looked different.
How I work
The same problem stays connected from the first question to the live product. The team can see the evidence, the choices, the decision, and what people did after launch.
Get clear on the user need, business goal, evidence, limits, and definition of success before the wrong solution gets expensive.
Map the journey, test assumptions, compare directions, and make the hard choices while they are still cheap to change.
Carry the decision through the flow, interface, phone and desktop behavior, accessibility, code, and launch checks.
Watch what people actually do, learn where the experience still breaks, and make the next version smarter.
AI-assisted. Human-directed.
I use AI to review more research, spot patterns, explore more options, build prototypes sooner, inspect code, and speed up quality checks. I do not use it to fake user research or make decisions no one has reviewed.
Organize inputs, compare patterns, form useful questions, and show where deeper research is still needed.
More coverage. No made-up evidence.Create alternatives, build working prototypes, inspect front-end code, and get from an idea to something people can use sooner.
Learn earlier. Build tighter.Set clear review rules, test edge cases, check accessibility, and find problems before launch.
Quality checked, not assumed.Show uncertainty, sources, ways to correct mistakes, data limits, and a clear way for people to take control.
Clear limits. Human review.Working principle
AI should make evidence easier to inspect, options easier to compare, and the work easier to test. It should never make responsibility disappear.
What teams notice
The best feedback is not that a page looked better. It is that I understood the goal, made the work clear, and stayed with it until it shipped.
Packy stands out as a UX leader who is both highly skilled and genuinely great to work with. We worked together on a complex website redevelopment involving a challenging migration, a robust research library, and intricate functionalities, and he brought professionalism, speed, and smart solutions at every turn.
Upon introductions, I was immediately impressed with his ability to jump in to the middle of an existing project, grab the ball and run to the end zone!
Packy absolutely crushed it, creating an educational environment that gives the end user a good understanding of the value of our product.
Packy’s ability to incorporate UX/UI design for multiple platforms is impressive. More importantly, I would like to emphasize how intelligently he designs in regards to our vision and end goals.
Ways to work together
The setup can change. What I bring does not: clear decisions and the ability to carry them through.
Full-time product role
Available now
For a product team that needs a senior designer who can take a messy problem through research, flows, interface design, build support, and launch.
Best for a team that wants one senior person who can see the whole problem and still go deep.
Focused UX + website sprint
Starting price
For a live product, homepage, service page, or buying path that looks fine but is not getting people to act.
Best when the experience already exists, but one important path needs clearer thinking and a cleaner build.
Small business website build
Starting price
For a business whose website is too messy to keep patching. I rebuild the structure, message, experience, and code so the business feels easier to trust.
Best when the current site is holding the business back and another patch will not solve it.
About Packy
For more than 20 years, I have worked across UX strategy, product design, interface design, front-end development, content, search, analytics, and team leadership. That range helps me catch the moment a good idea starts to break and keep the user need, business goal, and build connected.
Wildlife photography taught me to notice what happens before the obvious moment: where attention shifts, where behavior changes, and how one missed clue can send everyone the wrong way.
I bring the same attention to digital products. I look at what people notice, what they miss, what they trust, and what the team can still maintain after launch.
One person. Full ownership.The message, UX, interface, front-end behavior, analytics, and launch review stay connected.
Built to survive the handoff.I plan for phones, accessibility, technical limits, and what the team will need after launch.
AI-assisted. Human accountable.AI helps me explore and check more. Evidence, context, and human review still decide what ships.
Based in the Tetons. Working remotely.
Your questions, answered
These are the questions hiring teams and business owners usually ask before we talk.
Start with what is not working
Hiring a senior designer? Have a page, flow, or product where people keep getting stuck? Tell me what should happen and where it starts to break.