Kristin’s penchant for research-based strategic thinking led her to start out in advertising and marketing on a wide range of brands, until she found healthcare, finance, insurance, and community outreach clients to be particularly rewarding. Froedtert & the Medical College of Wisconsin, Baxter, and American Family Insurance especially allowed her to transform the impersonal or clinical into human stories. Likewise, these brands became opportunities for her to focus on underserved and emerging markets (such as Latino and LGBTQIA+), and take the lead in mining specific insights and bringing corresponding strategies to life.
While working on web projects, Kristin’s interest in human/technology interaction began to grow. She was compelled by the need to apply empathy to product users in a utilitarian way. A one-day introductory workshop on user experience design confirmed her desire to shift her career focus from marketing to product content. Today, she works as a UX Content Designer. Few things in life make her happier than considering user needs at every product stage, and championing the importance of user research and testing.
Working in technology has opened up additional areas of interest for her, especially those rooted in improving access, including: customer service systems, telehealth, utilities, security and privacy, and the great outdoors.