Hi, I’m Anna Farrell, an award-winning UX/Design Director and transformation leader in Minneapolis.

I am a deeply empathic, strategic leader guiding teams across many different types of projects & subject matters.

My approach to design is tailored to the specific task at hand, but contains a few key ingredients no matter the project, client, or industry:

Staying curious — about our users, the brand, and the broader human context their relationship exists within

Finding ways forward — never bogged down by all the things yet to do, always finding the ways (no matter how small) things can progress

Team over everything — healthy people do good work, so protecting the team and battling burnout culture is at the top of my to do list