The WHY Behind the WHAT

Inside the mindset of Randi Brown—where business thinking and human needs meet by design.

What made me trade the pitch for the process?

During a successful career in sales and marketing, I spent years studying what drives people and how they make decisions. But over time, my focus shifted. I became less interested in selling—and more fascinated by why some experiences worked while others didn’t.

I stopped engaging with apps as a user and started thinking like a strategist, questioning every friction point, every design choice. Was that drop-off avoidable? Was that copy intentional—or just filler?

What began as curiosity grew into something deeper: a drive to create experiences that are not just functional, but intentional.

The shift into UX felt natural—like discovering a space where all my strengths finally aligned. Strategy, empathy, creativity, analysis—skills I’d honed for years—suddenly had a shared purpose I hadn’t previously imagined.

Today, I design with the same lens that led me to UX: guided by insight, shaped by intention, and grounded in the human experience.

How do I approach solving design problems?

I start with people—whether that’s users, stakeholders, or the cross-functional team. I want to understand what’s working, what’s not, and why. Research plays a big role in how I think, whether it's user interviews, competitive analysis, or pattern spotting through behavior.

From there, I zoom out to connect the dots between user needs and business goals. I sketch ideas early, test often, and ask a lot of questions along the way. I believe great design isn’t about jumping to the “how”—it’s about sitting with the “why” long enough to create something intentional and effective.

What kind of work lights me up?

I love work that feels equal parts analytical and creative—where I can dig into the root of a problem, then craft a solution that’s both useful and beautiful. I’m especially energized by products that make everyday digital experiences feel more seamless, familiar, and human—like helping someone confidently navigate a convoluted tax filing process without confusion or stress, or designing a site that reads like your favorite magazine.

The sweet spot for me is when design isn’t just functional, but intentional—when every tap, swipe, or interaction tells a story and leaves nothing to chance.