Learn more about me

On this page, I describe a bit more about who I am, my education, and my previous experience in the world of design
Hi! I'm Joel (he/him). I'm a product designer, user researcher, and maker. I'm currently based in Canada, where I studied User Experience Design at Wilfrid Laurier University.

I chose to study UX design because I believe in the power of intentional, human-centred decision making and advocacy. I minored in Philosophy because I believe that considering the ethical implications of our work is the key to being truly human-centred.

I sweat the small details. I care deeply about building products and services that feel easy to use, and enrich the lives of users, no matter the context. I always want to be building things that help people solve their own problems.

In my day-to-day work, I spend a lot of time listening to people, and working to understand how I can help to advocate for user needs with delivery teams. I feel strongly that embracing differences in the ways people interact with products and services is at the core of empathetic design. As designers, we have the power to be advocates for everyone who isn't sitting at the table with us, and that's a responsibility I do not take lightly.

I do my best to contribute meaningfully to the interactions that fill our days: the moments on our screens, with our environments, with each other. I know how fortunate I've been to be able to do work I feel is truly meaningful, and I hope to spend the rest of my career building things that make life a little easier on people.

So whether the output is a bunch of pixels that are arranged just right, or a set of recommendations that inform how a user interacts with a service, I want to be building toward a better world. Here's to working toward a world that's easier to live in, more delightful, and intentionally simple.


Ontario Digital Service
Senior UX Specialist
2020-Present   |   Toronto, Ontario, Canada
  • I work with a team of designers and developers to create insights on user behaviour with focused research, and rapidly iterate on products / services in a variety of contexts that support the people of Ontario.
  • Projects I've worked on include chat support for Ontario.ca, digital identity, e-Signatures, jury modernization, data tables, trade event sign-up forms, and more.
  • I was the lead interface/interaction designer for Verify Ontario, which has been used >4,000,000 times.
View the featured case study
User experience designer, user researcher
2019-2020   |   Kitchener-Waterloo, Ontario, Canada
  • Researching, prototyping, coding, and testing a redesigned e-commerce experience built on Wordpress with a goal of increasing sales conversions.
  • I worked closely with the company CEO and strategy teams to develop brand personas, journey maps and purchase flows to better understand users and their needs.
  • I also served as the primary researcher on a comprehensive website redesign and was responsible for the developmental execution of the redesign.
View the featured case study
Concourse Global
User experience designer
2018   |   New York, New York, USA (remote work)
  • Researching, designing, ideating, prototyping, and testing interfaces for projects on both desktop and mobile platforms.
  • I primarily worked collaboratively with internal and external stakeholders to develop a platform for high school students to connect with international university recruiters.
  • The platform we designed is the backbone of Concourse's offering to recruiters.
Freelance design & community coursework partnerships
UX/UI designer, user researcher
2017-Present   |   Ontario, Canada (remote in some cases)
  • I've worked with not-for-profit groups and other community organizations throughout my degree to help solve their complex, human-centred design problems.
  • I've been hired as a freelance web, graphic, and UX designer for multiple Canadian companies, building out websites and graphics packages at various scales.
  • I've been volunteering my time to help community organizations build graphics since high school.


Wilfrid Laurier University
Honours Bachelor of Design, User Experience Design
Minor in Philosophy
  • Alumni Association Award of Merit (2017-2018)
  • Facilitated multiple design challenges for high school students within the Waterloo Region utilizing 'Extraordinaries' game on behalf of Wilfrid Laurier University
  • Worked with a small group of peers to facilitate a design sprint at Google's Waterloo Campus during Fluxible 2018 on behalf of Wilfrid Laurier University


* paid leadership role
Wilfrid Laurier University Department of Athletics
  • Digital Productions & Outreach Coordinator (2019-2020)*
  • Extramural volleyball team captain, coach (2018-Present)
Wilfrid Laurier University Student Publications
  • Editor-in-chief, The Carnegie (Laurier Brantford's yearbook) [2018-2020]*
  • Yearbook designer (2017-2018)
Wilfrid Laurier University Department of Residence
  • Residence Life Don (2018-2019)*
  • First Year Leadership Program, Residence Athletic Council (2017-2018)
  • Community Representative of the Year, Residence Athletic Council (2018)

Awards and achievements

Communitech Code/Design to Win Finalist (4th Place)
2018   |   Kitchener-Waterloo, Ontario, Canada
  • Placed 4th at the finals of a national design sprint competition
  • Hundreds of design students participated across Canada
Wilfrid Laurier University Alumni Association Award of Merit
2018   |   Brantford, Ontario, Canada
  • Awarded to one student annually who demonstrates outstanding academic achievement, leadership qualities and participation in school and community activities.
Other awards from Wilfrid Laurier University
  • Golden Hawk of the Year (Department of Athletics) [2020]
  • Extramural volleyball team Award of Excellence (Department of Athletics) [2020]
  • Designer / Photographer of the Year (Student Publications) [2018]
  • Community Representative of the Year (Department of Residence) [2018]

Software proficiencies

  • Adobe CC (Illustrator, InDesign, Photoshop, Lightroom, XD, Premiere, After Effects)
  • Sketch (+Zeplin)
  • Figma
  • Invision
  • Working knowledge of HTML/CSS/JS
  • GitHub
  • Wordpress
  • Webflow
  • SketchUp