Going PRO

The challenge:

Going PRO in Michigan is a statewide campaign focused on changing perceptions of Professional Trades and showcasing viable, rewarding career paths. The client needed an educational website that would connect with Gen Z—one that felt modern, engaging, and informative, while effectively guiding users toward career exploration resources. The challenge was to balance function and appeal for a younger, digitally savvy audience.

The work:

As Senior UI/UX Designer, I led the design process from discovery through delivery. This included competitive benchmarking, user research, and ideation workshops to define a Gen Z-focused strategy. I created wireframes, prototypes, and responsive page layouts, all tailored to the needs and behaviors of younger users.

I collaborated closely with development partners to ensure technical feasibility and responsive performance, supported user testing to refine the experience, and helped shape a site that feels both accessible and inspiring for Michigan’s future workforce.