I specialize in sparking innovation, fostering creativity, and empowering teams to design delightful experiences.

My Approach

Human-Centred

Start with empathy. We'll collaborate to understand your users' needs, preferences, and pain points, ensuring that every solution we create resonates with, empowers, and delights them. User research is the backbone of my practice and a non-negotiable part of my approach to design.

Collaborative

The best ideas come from collaboration. Great design doesn't exist in a bubble, it comes from alignment with stakeholders and a deep understanding of the organisational constraints. Facilitating design thinking workshops to foster alignment and innovative thinking is my jam.

Technical and Data Driven

To explain something simply, you must understand it deeply. As a communicator, storyteller, and decision-maker, I prioritize technical depth and key metrics. Though many see me as a designer now, my engineering background means I’m no stranger to scientific language, numbers and spreadsheets.

Empathize

• Define

• Ideate

• Prototype

• Test

• Empathize • Define • Ideate • Prototype • Test •

My Skills

Experience Design

With 8+ years in design strategy, I love turning nuggets of frustration into an opportunity for innovation. Using design thinking, I help reframe and define problems. You’ll often hear me ask, “How might we…”.

UX Strategy
User Psychology
Cross-functional Collaboration
Personas
Journey Mapping

User Research

In a recent role, I led a research team at Bell Canada of 8 people, determining the research needs of 4 products launching to over 4 million users, Canada Wide. My skill is scaling research depending on needs and timelines.

Qualitative and Quantitative Research
Stakeholder Engagement
Research Socialisation

Mentorship

I am currently a part-time professor at a local college teaching design. In this role, I’ve coached over 200 future UX professionals. I also co-founded a Toronto-based community for product designers called Product Brunch.

Strategic Leadership
Team Management
UX Design Education
Community Engagment

Trusted By

Testimonials

Anne Mary Pham - UX Designer, Bell

Laura has incredible presentation and facilitation skills. I’ve witnessed her take an exhausted, reserved group of strangers and transform them into engaged participants eager to collaborate and share ideas.
She knows how to ask the right questions to elicit valuable insights, which she expertly applies to enhance the products and experiences she touches.
Maher Albasel - Senior Product Manager, Bell

Laura is one of those X-factor people. She brings an infectious energy and enthusiasm to everything she works on.
Her knowledge and ability to explain and relate to the topic is one of the best I have encountered in my career. Her inquisitive nature and thirst for knowledge help her get down to the root problem statements and build a plan to find opportunities to resolve it.
JC Martel - Senior UX Designer, Bell

Laura is an outstanding UX researcher and design leader. Her enthusiasm and strong people skills make her a fantastic facilitator. She guides people with trust and inspiration, helping them express their thoughts openly and honestly.
Laura's passion and ability to communicate insights effectively are remarkable. Her storytelling knack and ability to turn complex data into actionable strategies make her invaluable to any team or business.