Hi. Nice to meet you! I’m Henni.
She/Her
Since I was a young child growing up on the east coast, I’ve always had an affinity for all things visual. I would closely examine the logos on packaging from items purchased from the store and wonder how they were made and why they were designed that way. Examining fonts, colors and text were some of the first things I noticed. For context, this was all before everyone had internet and it was even before beepers were a thing.
Being a naturally curious person is certainly a trait that comes in handy when faced with the many design challenges I’ve seen over the last 14 years of my professional life. Embracing continuous learning, asking questions, being a good listener, and giving and receiving objective feedback are all qualities that I feel are incredibly important.
I started out my career working in ad agencies until I was recruited by a small startup called Instinctiv, which had an algorithm they were developing that could play songs based on a user’s mood. I was responsible for the entire rebrand, marketing material, pitch deck designs and a portion of the UI and UX of the music player.
After working with Instinctiv, which was acquired by SoundCloud in 2012, I worked for 4 years as the lead designer at Moat, a SAAS enterprise solution that measured attention-based analytics for online and display advertising. I worked on designing both their digital products, Moat Search and Moat Analytics, from the ground up. Along with the product design, I also interfaced with C-level executives on their pitch decks, sales materials, marketing and event collateral. In 2017, they were acquired by Oracle for 850 million.
With startups like Moat and Instinctiv, one of the things I enjoyed the most was the ability to take on different design responsibilities and collaborating with different departments. Startups are notoriously scrappy and I thoroughly enjoyed every aspect of it.
After my tenure with Moat, I was looking for a new challenge and was hired by Crowdtap, a consumer research company, as senior product designer. I worked alongside other product designers and each of us managed one section of the platform. I was responsible for Crowdcast, the B2B portion of the platform, which large consumer-facing clients like Banana Boat, Campbell’s Soup, Kleenex and Dunkin’ used to manage the media and consumer research results produced by Crowdtap’s users.
While at Crowdtap, I was offered the role of head of design and creative at PetFlow, a specialty pet food e-commerce retail store. I love animals and had always been interested in working in e-commerce. I worked on the rebrand saving the company thousands of dollars by rebranding in-house rather than outsourcing to an agency. I worked on everything from redesigning the shipping boxes, to revamping the website’s UI/UX, to marketing in all of its various forms, to eventually creating a whole separate platform called Endless Aisles for independent pet stores nationwide. Toward the end of my tenure at PetFlow, it was acquired by one of the largest pet food and supply distributors in the nation – Phillips Pet Food & Supplies.
In 2017, shortly after the acquisition, I began freelancing on my own to help other companies improve their UX, optimize sales conversions through design, and improve their branding cohesion.
What’s it like working together?
It’s important to recognize good work and uplift others whenever possible
–––
I have a sense of humor but I take work seriously
–––
No job is too small and no task is too large
–––
I have high standards for myself and others
–––
If you can dream it, we can do it! ( I know it sounds silly, but I really do mean it)