About me

Hi, I’m Geoff — a full-cycle UX designer focused on solutions with the user’s needs at the centre. I work under the name The Feral Firm: one designer, fully committed to your project, without the overhead of an agency or the risk of a junior hire.

I travel to where the work is — working on-site in San Francisco, Denver, Austin, and New York, and remotely everywhere else.

See my work Get in touch

My Goal

Even the best work needs context.

My goal is to enhance the user experience — namely, how a person feels when using any given system.

The best user experiences bring meaning and value into each interaction. I design systems according to individual user needs and company performance goals, striving to create a positive impact that can be measured but also evokes a real response. That tension between data-informed decisions and genuine human feeling is the unique challenge — and what I look forward to every day.

Design Principles

Useful
Usable
Desirable
Accessible
Findable
Credible

Mission

Inspirational. Strategic. Diplomatic.

The bottom line is that UX can confuse, de-motivate, and sometimes kill an experience if not done well. My job is to train the user to engage, succeed, and feel good in whatever environment we create.

It’s less about day-to-day details. It’s about the motivation and alignment of the people around the problem — keeping everyone moving in the same direction, trusting those around me to do their best as I try to do the same.

How I work

Full cycle, every time.

Every project follows the same arc: understand the problem deeply before touching a tool, move through the design cycle with intention, ship something that actually solves it.

I work as an embedded designer — inside the team’s process, not alongside it. Figma files your engineers can build from, decisions documented so nothing is lost when I leave, no surprises at handoff.