Make every

digital interaction count.

I help businesses solve the real problems behind underperforming websites and digital products so you can create experiences that connect, convert, and grow.


You know your business. I know how to look at it from the outside. That combination is usually where the answer starts.

What are you working on?

You don't need to know the UX terminology. Start with the kind of problem you are trying to solve.

Website Design

Your website is not doing enough for the business. The message is muddy, the flow is weak, or people are not getting enough confidence to reach out.

Product Design

You are building a SaaS product, platform, or workflow and the experience is getting complicated. It needs to make more sense for the people using it.

It’s not always the design that’s the problem. I help you uncover what’s really getting in the way and focus on the changes that will make the most impact for your business and your users.

See the experience. Solve the right problem.

A better experience usually starts with a better diagnosis.

Where time actually goes without UX thinking Chart

What you notice

People leave, ask the same questions, or struggle through a workflow.

What we learn

The message, structure, process, or product model is getting in the way.

Michelle Morley

Founder & Principal UX Strategist

Michelle Morley Founder & Principal UX Strategist

I founded UX Strategy Lab to bring senior UX thinking closer to the actual work.


I look beyond the interface to understand the customer, the business, the content, the workflow, and the systems shaping the experience. That broader view helps me find the real problem before jumping to a design solution.

Real work. Real impact.

21st Street Fitness
WEBSITE STRATEGY + DESIGN

21st Street Fitness

A local adaptive personal training business needed a more professional digital presence that clearly explained who it serves, what makes the approach different, and how prospective clients could take the next step.

The challenge

Build trust quickly and make a specialized fitness service feel clear, welcoming, and easy to understand.

The direction

A more credible, accessible website with clearer services, stronger positioning, and a direct path to booking.

Website Strategy Content Structure UX Design Online Booking
Brightfield
PRODUCT UX + WORKFLOW DESIGN

Brightfield

A complex SaaS workflow needed to make rate-card validation easier to understand, surface problems more clearly, and help users move from review to confident action.

The challenge

Reduce the friction and uncertainty created by dense data, validation issues, and a multi-step decision process.

The direction

A clearer review workflow that surfaces what needs attention, supports better decisions, and makes the next step easier to understand.

Research & Discovery Journey Mapping Workflow Redesign Product UX

AI changes the tools. It does not remove the need to understand the problem.

For websites, AI is changing how people search and compare businesses. For products, it can remove work, speed up tasks, and create entirely new interactions. I look for the places where it is genuinely useful, and I am just as interested in knowing when it is not.

Where AI comes into the work

DISCOVERY

How customers may find and evaluate your business through AI tools.

Product

Where AI can reduce effort or make a complicated task easier.

judgment

Whether the feature solves a real problem or is simply there because AI is fashionable.

What working together looks like

Listen & Understand

We start with your goals, challenges, and what success looks like.

Find the Real Issues

I dig in to uncover what’s actually getting in the way.



Design What Matters

I focus on the right solutions that create clarity and impact.

Move Forward

You get a clear plan and the support to make it happen.


Tell me what you're trying to improve.

You do not need to diagnose the UX problem first. Start with what you are seeing, what customers are telling you, or what you want the website or product to accomplish.