About
Strategy is only as strong as the story it tells—and design is the language that brings it to life.
Meet Hayley—Strategist, Researcher, & Designer
Over the past decade, I’ve helped brands, nonprofits, and mission-driven teams clarify their voice, deepen their impact, and connect with the people they serve—through strategy that’s as intentional as it is intuitive. My work sits at the intersection of systems and storytelling. I believe design is a powerful tool for empathy, and strategy is how we give it purpose.
Location
Greater Grand Rapids
Experience
+10
Work Philosophy
Design Thinking
Education
BFA, MPS
My Approach: Design Thinking
Design thinking is a human-centered, iterative approach to problem-solving. It’s a flexible framework for addressing complex challenges by focusing on the needs of the people involved, generating creative solutions, and refining those ideas through rapid testing and feedback.
While its roots are in design, this approach can guide work in any field where people are at the center—whether you’re shaping public policy, refining internal workflows, or strengthening community partnerships. It’s about solving problems with empathy, creativity, and a willingness to learn.
At the foundation is a deep understanding of people’s needs, pain points, and aspirations. This principle is essential for designing experiences, shaping policies, or building organizational practices that truly resonate with those they serve.
Iterative, Flexible Processes
Design thinking doesn’t follow a strict, linear process. It embraces continuous cycles of prototyping, testing, and refining to allow ideas to evolve based on real-world insights.
Collaboration Across Disciplines
Design thinking emphasizes working with diverse teams—combining the expertise of researchers, strategists, engineers, and end users. This cross-disciplinary mindset ensures that solutions are well-rounded and consider different viewpoints.
From Insight to Implementation
Design thinking moves ideas from abstract possibilities to actionable solutions. It bridges the gap between strategy and execution, making it valuable for developing new products, improving services, or rethinking systems and processes.
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