At Sub Rosa, I was brought on as a freelance senior UX designer. At the agency, I was responsible for conceptualizing and designing a holistic web experience for motivational speaker Simon Sinek and his business Start With Why. Simon and Sub Rosa required a new information architecture, a site map and thorough user experience flows. I established and documented best practices for qualitative research and feedback methodologies. These tools were used for conducting user and stakeholder interviews and user journey usability tests.