Aaron
Hoffmann

Lead UX // Product Designer

Specialising in design systemscomponent librarieswireframesprototypesstrategyresearchstyle guidesdocumentation

Who I am

American born, international accent.
Japanese is my second language and culture.
I will probably bow if we meet.
Devoted husband and father;
champion for a better world.
Because we all deserve one.
Tetris is all around us.
I combine an engineer’s mentality with design thinking principles.
Clean design aesthetic; less is more.
Data-driven decisions are easily defended.
I see the micro and macro simultaneously, for holistic purpose.

Why I love UX

Problem solving energises me on every level. When it intersects with improving others’ lives, all the better.
You might catch me manipulating a Rubik’s cube slightly off camera at times; that’s how embedded negotiating solutions is to my psyche.
Because working towards a better world deeply influences my project/company choices, gaming our lizard brains to sell ten more pairs of shoes or becoming internet famous is of zero interest.
I draw inspiration from Japanese packaging design, both for its elegant simplicity and extreme attention to detail with regard to usability and a thorough understanding of the end user.

UX // Product Design Portfolio

Fewer pretty pictures; more UX viscera.
No time to read? Take a self-guided video tour
Link to Figma prototype.
No time to read? Take a self-guided video tour
Link to Figma prototype.
Looking for visual design? Jump to it.

Enterprise UX Governance

Standards fit for hundreds of UX folk.
Topics covered: PatternsComponentsSketch to FigmaDocumentation

Government SaaS Platform

A bit of everything UX start to finish.
Topics covered: Pre-design researchDefining standardsDesign systemDocumentationDashboard designWireframesPrototypingNon-linear navigationReimagined flows

Custom CMS Product Design

One publisher to rule them all.
Topics covered: Pre-design researchDesign systemDashboard designUser research

New Product Launch CX Design

Wrangling loose ends into a cohesive experience.
Topics covered: Defining standardsStyleguideAsset creationWeb & App design

Case study: my process

More than just wireframes.

Essay: what is UX?

Take this red pill.

Past Clients

Where I do it

Primarily a remote resource, but as Covid subsides, happy to negotiate limited travel.
BYOD compatible, but BYONintendo figurines.

Condensed Visual Portfolio

Can I make pretty? Yes.
Each carefully curated entry intends to demonstrate a specific design competency.
For personal creative, keep scrolling…
Physical Product Design
Legacy Digital Products
Promotional Product Design
Logo // Icon // Illustration

Reputation is everything

Aaron is able to perform and deliver on every aspect of UX. He was the key piece in the success of our design system. He questions everything in the perfect way and never backs down from the toughest interaction design questions. Aaron will absolutely become the cornerstone of any team he joins, I guarantee it.
Zachary Koehn
UX Lead
Aaron has a diverse set of skills that makes him an excellent UX/UI designer. He has an eagle eye for details, is highly motivated and will take the lead when necessary. I would love to work with Aaron again in the future. Any team is lucky enough to acquire him.
Eric Lindahl
Senior Information Architect
Aaron has proven himself a reliable and detail oriented designer. He worked diligently and directly with developers (and every team) to ensure that what we originally designed matched what our customers will receive. He has been a clear and articulate communicator; someone who can expound upon or defend any design topic, and demonstrates an abundance of creativity, with outstanding conceptualization skills and a unique approach to problem solving.
Kalyan Apthiri
UX Designer
Aaron is incredibly skilled as a designer and illustrator. He excels not only in bringing the brand experience to life in the digital and web landscape, but he also is well-versed in print and advertising. He is an observant, articulate, kind person, who cares deeply about his team, and the world as a whole. He is intrinsically driven to pursue lifelong-learning and be an early adopter of new technologies. He is always willing to teach out new information/ technology/ software/ styles and continues to be a great resource to me in this regard. I would absolutely recommend Aaron as a Designer and if the opportunity arises, work with him again.
Jess Sicard
Lead Digital Producer | Visual Designer
When you get the right combination, it just works! Aaron is one outstanding designer that I enjoy working with.

It’s amazing how smoothly things are going because he understands his job, completes his work accurately, communicates well and overall, is easy to work with. He has great ideas, a great attitude, and possess the skills, backed up by the motivation, to deliver outstanding work.

Thank you, Aaron, for making my job enjoyable!
Laura D’Andrea
Creative Director
The great thing about Aaron is that even with limited time, his contribution can make a big difference.
Manny Palomo
Group Creative Director
Some of the best gift card designs I’ve seen. Very inventive and unique. Wow. GREAT JOB!

You’re a marvel! Thanks Aaron!
Sheree Flory
Associate Creative Director

Beyond the portfolio

Recent blog posts, usually travel- or art related