I’m Trace, a designer building design<>code workflows with AI and design systems

/PROJECTS

FIG. 01AI/WF
NAME
AI workflows
NOTES
Harnesses in Obsidian. Chains of .md skills. Agent workflows (essentially cron jobs) serving Discworld emojis and Futurama memes.
AI workflows

Harnesses in Obsidian. Chains of .md skills. Agent workflows (essentially cron jobs) serving Discworld emojis and Futurama memes.

/SELECTED WORK

1,000+ subscribers: Research and a feature that helped homeowners find better energy plans

  • ENERGY
  • PRODUCT STRATEGY
  • PRODUCT
ANIMATED EXPLAINER
I illustrated, storyboarded in Figma, and animated this in After Effects. Made for a Deloitte partnership launch. Then produced several derivative edits for Jotson’s marketing campaigns.
APP SUBSCRIBERS
1k+
Surpassed the brand’s goal of 1k subscribers by the end of 2024
USABILITY IMPROVEMENTS
8
Across onboarding, HQ, analytics, resources and the toolkit, plus readable charts and carbon footprint benchmarks
PRODUCT TOOLKIT
+1
Designed a new product feature that led to 1k+ new users
Screen recording of the Contract Comparison Toolkit I designed together with another designer

tl;dr

I led research and shaped the customer discovery strategy for Jotson, an early-stage energy management app.

It turned into a focused roadmap which led to the design of the Utility Contract Comparison Toolkit product feature that helped the team reach their first 1,000 users.

Screen recording of the new Analytics section with richer data breakdown, color coded for easier distinction and improved functionality
Onboarding screen
Onboarding
HQ screen
HQ
Analytics screen
Analytics
Resources screen
Resources
Toolkit screen
Toolkit
Improvements made on the user experience and interface design based on research findings
01—

Speak the language. Get buy-in.

When I joined, leadership was still working out who they were building for and had no structured way to validate it. I built a customer discovery roadmap and put it in a format they already used every day. This got me buy-in that helped shape everything that came after.

Opportunity tree structureOpportunity tree structureOpportunity tree structure
02—

Narrow the focus

To prove those outcomes and understand which product capabilities would enable them, I built opportunity trees. They mapped potential user outcomes, the behaviors and actions needed to arrive there, and where product interventions can support those actions.

When I presented them, the CEO asked for the trees to be printed so he and the team could mark them up. Months later, the COO confided that he still refers to them when problem solving with the product roadmap.

03—

Max efforts, minimal means

Budget was tight. Given the constraints, I proposed a lean research strategy and ran a structured qualitative study between December 2023 and mid-2024.

  • Backyard FGT (Focus Group Testing) – Reached out to friends & family for initial user insights
  • Roadshows & field research – On-site interviews in Canmore, a community already transitioning to carbon-zero
  • User interviews – Invited and interviewed early access users
Original app HQ — beforeOriginal app HQ — before
BEFORE
Redesigned app HQ — afterRedesigned app HQ — after
AFTER
04—

Key insights & design implications

1. Legibility & data visualization issues

  • Older users increased font sizes on their phones, causing data visualizations to break and run off-screen
  • As a stopgap, we fixed the font sizes in the charts so they stayed readable while the layout was reworked
  • It wasn't the right long-term fix, since it overrides the user's text size, but it showed the team that accessibility needed proper attention as development continued

2. Carbon footprint confusion

  • Users didn’t understand if their carbon footprint score was “good” or “bad”
  • We introduced benchmarks to provide clearer insights

3. Cost savings as the primary driver

  • Unsurprisingly, users cared most about how much money they could save
  • This led to the utility contract comparison tool, a feature that helped users find the most cost-effective energy plan
Utility contract comparison feature

Impact & measurable outcomes

Short-term impact:

  • The customer discovery roadmap became an ongoing reference for product planning
  • Prioritized usability fixes improved user experience
  • Jotson gained clarity on user motivations, leading to the contract comparison tool

Long-term impact:

  • Surpassed 1,000 subscribers by late 2024, exceeding the product’s goal for that year
  • The contract comparison product feature became a key growth driver
  • The COO and product owner continues to refer to the roadmap for future product direction

/FEEDBACK

Sheldon: Trace has a fantastic visual sensibility and brought real polish to our product.

01 / 08Jotson
Sheldon ManabatSenior Software Developer

Trace was instrumental in our product design efforts to deliver a clean and scalable design system that made development smooth and efficient. She brought real polish to our product through her thoughtful approach to iconography and visual design.

Her ability to balance design thinking with practical execution made her contributions incredibly valuable from both a product and engineering perspective.

If I had to point out at one of her strongest skills, that would definitely be the ability to look at a design piece, understand that something is off, and turn that vague feeling into an objective and actionable feedback.

This ability to effectively deliver feedback has brought a lot of value to the team output and increasing their work quality.

I loved how she brought fresh ideas to the table, explained everything clearly, and kept everyone on track toward our goals. The design system she built for us finally gave us the consistency we needed.

Trace works fast without sacrificing quality, quickly grasps complex information, and always delivers valuable insights. She’s approachable, genuinely cares about the work and was a true pleasure to collaborate with. I can’t recommend her enough!

I appreciate Trace's organized and analytical mind. She communicates clearly and helps add extra clarity to processes that might otherwise be muddy and unorganized.

She advocated for us, fostered collaboration, and invested in everyone’s growth. Her leadership created an environment where we could do our best work and support each other.

I learned so much from her about what it means to lead.

Working alongside Trace at Helcim was an absolute pleasure. I genuinely miss our collaboration.

If I had to highlight one of her many strengths, it would definitely be her talent for identifying solutions where none previously existed. Her approachability and support made challenging scenarios much smoother, and I was genuinely grateful to have her partnership.

When the client struggled with inconsistencies and scalability issues in their design system, Trace’s deep understanding of both design principles and technical constraints allowed her to implement a solution that not only addressed these challenges but also improved the overall user experience. The impact of her work cannot be overstated.

Her innovative approach to simplifying the design system was a game changer, leading to greater consistency, efficiency, and ease of use for the team.

She is a very strong leader and has immense skill in leading client workshops, especially in the UX and CDR space.

What’s up, what’s up.

Currently at Noterro, building a design-to-code workflow loop with a design system that’s readable by AI on Figma and from the codebase.

Before that, I led design operations at Helcim and designed products at Tiller.

I’ve been lucky to work product end to end. That means weaving comfortably between product discovery, product design, brand design, and design systems.

When off duty, I’m building internal tools and micro apps for fun.

If you’re looking to geek out about AI and design, I’d love to chat. Reach out and we can swap .md skills.