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UX Strategy · Design · Facilitation

Sofi Lambert

I turn complex, ambiguous product spaces into clear, scalable, customer-centered experiences.

About

UX Strategist & Experience Design Leader

Strategy, design, and delivery, in one hand.

With 15+ years across financial services, SaaS, and e-commerce, I combine research, facilitation, product strategy, stakeholder alignment, and hands-on design execution to move teams from ambiguity to action. I'm often brought in when the problem is unclear, the ecosystem is complex, or teams need alignment, and I use AI to move faster through the work, without losing the judgment and craft behind it.

The Farmer's Dog Starwood Hotels & Resorts W Hotels Justworks 1stDibs Bloomberg Macy's Audible The Farmer's Dog Starwood Hotels & Resorts W Hotels Justworks 1stDibs Bloomberg Macy's Audible
Consulting Services

How I can help

Website Design & Build

Design and build simple, effective websites, using AI to move from concept to live, fast.

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0→1 Product Vision

Turn an ambiguous idea into clear product direction, before a line of code gets written.

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Design Facilitation

I lead workshops with actionable steps that bring alignment to teams and projects.

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Website Design & Build

Design and build, together

I combine product strategy with AI-assisted development to design and build simple, effective websites, from first concept to a live site. You'll walk away with a site that's clear, fast, and built to grow with you.

Good for: founders, small teams, agencies that need extra hands

Site strategy & structure

Sitemap, user flow, content hierarchy

Visual & UX design

From wireframe to finished design

AI-assisted development

Concept to live pages, without a separate dev team

Fast, iterative process

Design and build move together, not in sequence

Website design and build process illustration
0→1 Product Vision

Define it before you build it

I help teams turn an ambiguous idea into a clear product direction, before a single line of code gets written. You'll walk away with the flow, structure, and detail to jump-start your product on solid foundation.

Good for: founders, early-stage startups, new mobile or web products

Problem framing & scope

Turn a vague ask into a defined, buildable direction

Customer journey mapping

Understand the real path before designing the solution

MVP definition

Decide what's essential now vs. later

Stakeholder alignment

Get product, design, and engineering pointed the same way

"Sofi navigates ambiguity exceptionally well and is highly skilled at bringing stakeholders together to create clarity and buy-in."

Christy Wedge, Dir. Product Design, EvolutionIQ
Product vision sprint process illustration
Design Facilitation

Get the room to a decision

I lead workshops that turn scattered opinions into shared direction, for teams that are stuck, misaligned, or moving too slowly to decide. Using structured exercises and a clear decision process, teams walk out with alignment and a plan everyone can act on.

Good for: enterprise teams, cross-functional groups

Workshop design & facilitation

Structured sessions built around your specific decision

Journey mapping & service blueprints

Make the full experience visible to the whole team

Prioritization & alignment

Turn debate into a ranked, agreed-upon plan

Cross-functional buy-in

Get product, design, and engineering aligned in the room, not after

"Sofi knows what excellence looks like, and helps teams recognize when they've reached it, or when it's time to keep pushing. I have complete trust in her taste, judgment, and product sense."

Edward Urgola, Sr. Director of Product, Change.org
Team alignment illustration
How I Work

From idea to outcome

I move quickly between strategy and execution, using AI where it speeds things up, and hands-on facilitation where it doesn't. That means fewer rounds, faster feedback, and a clear result sooner.

"Sofi combines speed with rigor, grounding decisions in research and real user needs while driving complex products to launch. She elevates both strategy and execution."
Anastasia Konecky, Group PM, Morgan & Morgan
Selected Work

A sense of how I design

Justworks mobile app screen
Justworks · Mobile app

Defined a 0→1 mobile strategy, from ambiguous ask to a clear, employee-first experience.

1stDibs web and app product page
1stDibs · Web & app PDP

Led and launched the iPad app to complete the 1stDibs ecosystem.

The Farmer's Dog website homepage
The Farmer's Dog · Web experience

Audited and restructured the web experience end to end, closing content gaps and friction points.

Starwood SPG app screens
Starwood (SPG) · Guest experience
Justworks web onboarding screens
Justworks · Web app
Macy's e-commerce screen
Macy's · E-commerce

Let's build something.

Clear direction, thoughtful design, and delivery; brought together, start to finish.

sofi.lambert@gmail.com