SmartMarket Guide: Navigating the Farmers' Market
This mobile-first UX case study reimagines the farmers’ market experience through dual user roles, Figma prototyping, and strategic design.
Hi! I'm Leah Goldblum, a human-centered UX researcher and digital strategist.
I use data-informed insights and creative thinking to design accessible, user-first experiences.
Portfolio
Explore my portfolio of human-centered UX research, data-informed strategy, and creative digital problem-solving. Every project is grounded in research, designed with intention, and built to connect with real users.
WIC MomStrong: Enhancing Access to Resources
This UX research project improved usability and accessibility of the WIC MomStrong website using mixed methods research and strategic design recommendations.
NIL Strategy: Laila Edwards
Strategic branding for NCAA athlete Laila Edwards using cultural relevance, personal storytelling, and Gen Z marketing trends.
The Madison Thread: Designing for Local Identity
Community-based apparel project rooted in Madison’s architecture and local insight through user research and branding strategy.
IL Buzzo: The Journey of Creating The Buzz
A research-driven innovation project developing a probiotic soda concept for Kerry Foods through competitive analysis and user testing.
Forte 2018: UX & Web Design for Conference Experience
Developed accessible web designs and interaction prototypes for Forte's 2018 conference, including homepage, agenda, and speaker pages.
Tools I Use Regularly
| Tool | Purpose |
|---|---|
| Figma | UX/UI Design, Prototyping, and Wireframes |
| Adobe Creative Suite | Branding, Illustration, Photo Editing, and Visual Storytelling |
| Canva | Quick content design, brand kits, and polished visuals |
| Google Suite | Analytics, Search Console, and Tag Manager for SEO |
| VS Code | HTML, CSS, JS, and PHP development |
Who is Leah Goldblum?
I’m a UX researcher and digital strategist pursuing my Master’s in Information Science at UW–Madison. My work is rooted in a human-centered, research-driven approach that combines creative thinking with data analytics to solve real problems.
With a background in consumer behavior, web development, and digital marketing, I specialize in identifying user needs, improving accessibility, and creating experiences that feel intuitive and purposeful. Every project I take on starts with research, whether it's through analytics, interviews, or usability testing, and ends with design strategies that are both impactful and intentional.
I’m driven by curiosity and collaboration. Whether I’m designing interfaces, leading UX research, or mapping digital strategy, I aim to create meaningful experiences that connect users with what matters most.
