We’re excited to introduce you to the always interesting and insightful Ayumi Williams. We hope you’ll enjoy our conversation with Ayumi below.
Ayumi, thanks for joining us, excited to have you contributing your stories and insights. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?
Have you been able to earn a full-time living from your creative work?
Yes, I’ve been able to earn a full-time living from my creative work, but it wasn’t an overnight success. It has been a journey filled with both strategic decisions and learning from experience. My career has spanned over 20 years in the design field, evolving from apparel design to UX design, with a focus on a user-centered process and business strategy.
Walk us through your journey and how you made it happen. Was it like that from day one?
It definitely wasn’t like that from day one. Early in my career, I started in apparel design, which was creatively fulfilling but came with its own set of challenges in terms of job security and consistent income. I realized that in order to build a sustainable career, I needed to expand my skill set and align it more closely with industries where there was a constant demand for design expertise.
That’s when I transitioned into UX design. This shift wasn’t immediate; I spent time learning, growing, and adapting my skills. By combining my background in apparel design with a user-centered approach, I found that I could provide value in the tech space, especially in industries like education and enrollment systems, which have been my focus recently.
One of the most significant turning points was when I began to understand the intersection of business strategy and design. Understanding the business impact of design decisions helped me stand out, not just as a designer, but as someone who could contribute to broader strategic initiatives.
What were some of the major steps and milestones?
Skill expansion: Moving from apparel design to UX design was a huge milestone. Learning new tools, adopting a user-centered process, and focusing on digital products helped me broaden my opportunities.
Networking and Community: Building a strong professional network was key. Connecting with people in tech and design helped me land opportunities, such as my current contract position redesigning the LAUSD enrollment site.
Strategic positioning: Over time, I began positioning myself not just as a designer, but as a strategic thinker. This eventually led me to higher-level roles, like Sr. UX Designer, and now I’m targeting Director roles.
Do you think you could have sped up the process somehow knowing what you know now?
Absolutely. If I were to do it over, I would focus on upskilling earlier and investing more time in understanding the broader impact of design on business outcomes. I also think I could have leveraged mentorship and professional networks sooner, as these relationships proved crucial to my growth. Additionally, I would have embraced freelance and contract opportunities earlier, which provided me the flexibility and experience to grow while still earning a living.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Can you please tell our readers about yourself and how you got into your industry/business/discipline?
I’m Ayumi Williams, a seasoned UX design leader with over 20 years of experience blending creative design, user-centered processes, and strategic business insights. My journey into design began with a foundation in apparel design, where I spent many years creating fashion lines and managing product lifecycles. As my career progressed, I became more interested in the digital space, specifically user experience (UX) design, and saw a clear intersection between design and human-centered problem-solving.
The transition from apparel to UX wasn’t easy, but it felt like a natural progression. I embraced the challenge of learning new tools and methods, applying my eye for design and innovation to create meaningful digital experiences. Now, I focus on designing solutions that align with both user needs and business goals, helping organizations deliver seamless and impactful experiences across platforms.
What type of products/services/creative works do you provide, and what problems do you solve for your clients?
I specialize in UX design and strategy, UI design, and user research. Whether working as a senior UX designer or in consulting roles, I’ve consistently delivered user-friendly, efficient, and aesthetically pleasing solutions for various clients and industries. My services include:
Designing user-centered digital products: From websites and mobile apps to enrollment platforms, I lead the entire UX design process from concept to execution.
Conducting user research and usability testing: I translate user insights into actionable design improvements, ensuring that the end product resonates with the target audience.
Building and optimizing design systems: I create and maintain scalable design frameworks that enhance consistency and usability across multiple products.
One of my recent projects was leading the redesign of the LAUSD enrollment platform through a contract role at IHI Interface Human. This involved conducting extensive UX research and working closely with developers and stakeholders, ultimately resulting in a 30% improvement in user satisfaction scores.
The main problems I solve for my clients are improving usability, enhancing user engagement, and ensuring that digital products support overall business objectives. Whether it’s streamlining an enrollment process or rethinking a brand’s digital presence, I bring a holistic, strategic mindset to each project.
What sets you apart from others in your field?
What sets me apart is my ability to merge creativity with business strategy. My career started in a highly competitive field—apparel design—where I managed everything from creative direction to production, and I bring that same level of end-to-end ownership into my UX work. I don’t just focus on aesthetics; I consider how the design impacts business outcomes and user behavior.
Additionally, my experience in mentorship and team leadership helps me foster collaborative environments. I’m passionate about building design teams that thrive on innovation and inclusivity. Plus, being bilingual in English and Japanese, I’m able to work seamlessly with diverse teams and clients globally.
What are you most proud of in your career?
One of my proudest achievements is the role I played in the Student Search Redesign at the College Board, where I led a team that ultimately helped increase purchase rates by 41%. This project was not only a technical success but also a testament to the power of user-centered design combined with clear business objectives.
I’m also proud of the work I’ve done as a mentor and team leader, guiding junior designers and fostering a culture of continuous learning and improvement. Being able to positively impact both products and people is incredibly rewarding.
What are the main things you want potential clients to know about you and your work?
I want potential clients and collaborators to know that I am deeply committed to user advocacy and design excellence. I don’t just deliver pretty interfaces—I craft thoughtful, functional designs that enhance the user experience while driving business results. My multidisciplinary background allows me to approach problems from multiple angles, making me a versatile and strategic partner in any project.
Additionally, I pride myself on being highly adaptable, able to work with startups as well as large-scale organizations. I’ve co-founded a company myself, so I understand the pressures of growth and the need for design solutions that are scalable, flexible, and aligned with long-term business goals.
At the end of the day, my goal is simple: to create designs that not only solve problems but also inspire and delight.
How about pivoting – can you share the story of a time you’ve had to pivot?
One of the most significant pivots in my career was transitioning from apparel design to UX design. I had spent years in the fashion industry, working as a head designer for various brands and managing the entire product lifecycle—from concept to production. While I loved the creativity and fast-paced nature of the fashion world, I began to feel a growing need for something more impactful and sustainable.
The fashion industry, though creatively rewarding, can be unpredictable. I started to realize that my skills could be applied beyond physical products, and I became intrigued by the digital world and how design could solve real user problems. I was at a crossroads: Do I continue down the familiar path of apparel design, or do I embrace the unknown and pivot into a new discipline?
The Pivot to UX Design
I chose to pivot. It wasn’t an easy decision, but it was one of the most rewarding moves I’ve made. I invested time in learning new tools like Figma and InVision and enrolled in courses to sharpen my skills in UX research, wireframing, and prototyping. This shift allowed me to combine my design background with a more user-centered approach, where I could directly influence how people interact with products and services.
My first major UX role was with FundEvolve, where I developed designs for access control and building management solutions. It was a completely different environment from fashion, but the pivot proved successful as I was able to translate my skills in design thinking into user experiences that mattered on a daily basis. I found that this new field allowed me to make a tangible difference, whether it was through simplifying a complex interface or improving user satisfaction.
What I Learned
The most valuable lesson I learned from this pivot was the importance of being adaptable. Moving from a creative field like fashion into tech required a mindset shift, but it also made me realize that design is universal—it’s about solving problems, whether for clothing or digital experiences. The fundamentals of creativity, empathy, and collaboration remain the same, and that realization empowered me to embrace change rather than fear it.
Looking back, I believe this pivot allowed me to grow not only as a designer but as a leader. It taught me how to approach problems from different perspectives and gave me a broader understanding of how design impacts both users and businesses.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
One of the biggest lessons I had to unlearn was that working harder always equals success. Earlier in my career, especially when I was in the fashion industry, I believed that the more hours I worked, the more successful I would become. I was often the first one in and the last one out, taking on every task, every deadline, and saying “yes” to every opportunity. It was a mentality of hustle and grind, thinking that pushing myself non-stop would inevitably lead to bigger rewards.
The Backstory
During my time as a head designer for multiple fashion brands, I prided myself on delivering creative work on tight deadlines while managing entire collections from start to finish. I worked long hours, often sacrificing personal time to meet demands and expectations. But over time, I realized that despite all my efforts, I was burning out. The work-life imbalance was taking its toll, and ironically, it wasn’t leading to the outcomes I hoped for. Instead, I started to notice that constant hustle was diminishing my creativity and making me less effective at making strategic decisions.
When I transitioned to UX design, I realized that working smarter, not harder, was more important. UX design forced me to slow down and think critically about user needs, research, and the broader impact of my designs. I had to unlearn the idea that success is solely tied to how much effort you exert and embrace the value of strategic thinking, collaboration, and effective time management.
The Shift
Once I let go of the “more is more” mentality, I began to focus on prioritizing tasks and setting boundaries, which, surprisingly, led to greater success. Instead of saying yes to every project or working overtime to meet unrealistic deadlines, I started assessing where I could add the most value. This shift improved not only my productivity but also the quality of my work. I became more strategic in my approach, whether leading UX initiatives or mentoring design teams. My decision-making improved, and I had more mental space to think creatively and lead with clarity.
What I Learned
Unlearning this lesson helped me recognize the importance of balance. It’s not just about working hard—it’s about working smart, taking breaks, and trusting that slowing down can often lead to better results. By focusing on quality, strategy, and maintaining a sustainable workflow, I was able to achieve more without burning out.
Now, when I mentor junior designers, I emphasize that success isn’t about working yourself to exhaustion—it’s about being intentional, knowing when to take a step back, and finding balance so that your best work can come forward.
Contact Info:
- Website: https://ayumiwilliams.weebly.com
- Instagram: @appleskyy
- Linkedin: https://www.linkedin.com/in/ayumiwilliams//
Image Credits
Ellor Brand
LAUSD