I humanize complex systems to create elevated experiences by making people feel understood
and supported

Hi, I’m Laura

A Senior Service Designer based in Toronto.

I make organizations smarter, teams stronger, and leaders more confident through human-centred design.

My nature as an extrovert and a customer-obsessed design leader makes me the ultimate collaborator for cross-functional challenges.

I have a history of turning out award-winning projects and elevating high-performing staff.

With a hybrid skill set in User Experience Design and Engineering, I thrive with technical complexity, data-informed design and AI integration.

About Laura

My Approach

Understanding stakeholders
& end users

Who are the users and implementers of your service, and what do they need?

As an empath, I love listening to your employees, your customers, and the patterns that emerge between them. From there, a shared understanding of opportunity can take shape, and we can define the problem space.

Co-creation
& ideation

How might we solve this problem? How can we balance needs and requirements?

My zone of genius is creating a safe space for wild ideas and honest pain points. I’ve led hundreds of high-impact brainstorming sessions that have unlocked innovative, human-centred solutions. Building together leads to better solutions.

Prototyping
& testing solutions

Is the solution desirable, feasible and valuable? Can we test it with a small group and learn?

We’ll build a clear roadmap toward your future mode of operation and identify a ranked list of opportunities to guide your next steps. The changes we design will be ones your employees feel aligned with, and your customers feel delighted by.

Empathize

•

Define

•

Ideate

•

Prototype

•

Test

•

Empathize • Define • Ideate • Prototype • Test •

My Skills

Experience Design

With 9+ 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

Testimonials

  • 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.

  • 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.

  • 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.

Check out my success stories

See Portfolio

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