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?
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’s it like to work with me?
People tell me I’m easy to collaborate with because I listen well, ask thoughtful questions, and don’t make things precious. I care deeply about the quality of my work, but I care just as much about the people I'm working with.
I bring a calm presence to the table, even in fast-paced environments, and I believe the best ideas come when everyone has space to contribute. Whether I’m presenting a solution or reviewing a flow, I stay focused on clarity, intention, and moving forward together.
I didn’t start out in UX. I came from sales and marketing—where I spent years studying what motivates people and how they move through decisions.
But somewhere along the way, my analysis shifted. I found myself less focused on selling and more fixated on why certain experiences worked—and why others didn’t. I began engaging with apps less like a user and more like a strategist, questioning every friction point, every choice in the flow. Was that drop-off avoidable? Was that copy intentional—or just filler?
What started as curiosity gradually became something stronger: a desire to create experiences that weren’t just functional, but thoughtful.
UX became the space where everything clicked—where strategy, empathy, and creativity finally shared the same table.
Now, I design with that same lens: driven by insight, shaped by intention, and always rooted in the human side of the experience.
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.