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Hi, I'm Kellie. I'm a designer.

Most of the time, that means designing products. Over the years I've worked on commerce platforms, advertising systems, measurement tools, and more recently, AI-powered experiences.

But I don't really think of design as something limited to software.

To me, design is a way of understanding the world.

It's a way of asking better questions, making sense of complexity, and intentionally shaping the things that matter.

Sometimes that's a product.

Sometimes it's a workflow.

Sometimes it's a business.

Sometimes it's your own life.

I studied Human-Computer Interaction and later Interaction Design, but the longer I work, the less interested I become in screens themselves.

What keeps me curious are systems.

How people make decisions.

How habits form.

Why some ideas stick while others disappear.

How technology changes behavior.

And how small changes in a system can create completely different outcomes.

Those questions have shaped much of my work, both professionally and personally.

Lately, I've been spending a lot of time exploring the intersection of design, AI, and software creation.

I'm interested in what happens when designers can move directly from ideas to working systems.

When interfaces become conversations.

When products can explain themselves.

And when knowledge can be transformed into tools that help people think.

I don't have definitive answers yet.

I'm mostly here to explore.

Outside of my day job, I enjoy building things simply because I'm curious.

Some projects stay as experiments.

Some turn into businesses.

One of them became Erbal, a modern herbal wellness brand inspired by the idea that small daily rituals can meaningfully shape how we feel.

Others are still unfinished notes, half-built tools, and ideas scattered across notebooks and folders.

I'm okay with that.

Exploration is part of the process.

This website is a collection of some of those explorations.

Thanks for stopping by.

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