About Express UX
Curious by nature. UX by profession. Problem solver by habit.
I'm Shayna Deferme, a Principal UX Designer and Product Strategist. For more than 15 years, I've worked across research, strategy, and design to make complicated products easier to understand, trust, and use.
I started Express UX to bring that experience directly to organizations that need help figuring out what's happening, what matters, and what to do next.

Shayna Deferme
Founder & Principal
Express UX
Selected UX experience
- 15+
- Years in UX & Product
- 100+
- Projects
- 18+
- Industries
How I got here
It started with weather.
I've been fascinated by weather since Hurricane Hugo came through my hometown when I was a kid. I eventually studied meteorology—and started noticing how unnecessarily complicated weather information could be. I kept asking the same question: why does this have to be so hard to understand?
That instinct eventually led me to UX. Different products, same question. What is someone actually trying to do, what's getting in their way, and is there a better way?
My grandfather was a physicist with more than 300 patents. He used to tell me there was usually a better and simpler way to do most things—and that understanding the purpose and the reason why would lead you toward the answer.
That idea has stuck with me throughout my career.
How I think
A few things I believe about good product work.
Start with people.
The user is the best source of truth about whether something actually works.
Follow the evidence.
Research, behavior, feedback, and data should drive decisions—not the loudest opinion in the room.
Solve the problem, not the deliverable.
The goal isn't a journey map, wireframe, or research report. The goal is to change something for the better.
Simpler is usually better.
Complex products don't need to feel complicated to the people using them.
Experience
15+ years of asking better questions.
Weather + early product work
Learning to make complex information understandable.
Meteorology and weather shaped the way I think about information, trust, and decision-making.
Enterprise UX
Solving complex problems at scale.
UX work across organizations including Boeing, Amazon, Whole Foods, Principal Financial, and other enterprise environments.
Broader product experience
Research, strategy, design, and product thinking.
Work expanded across healthcare, telecommunications, enterprise software, access control, consumer products, and emerging technology.
Express UX
Bringing the experience together.
Express UX brings senior research, UX, product strategy, and design directly to organizations trying to solve difficult product problems.
Still curious.
The industries and technologies keep changing. The part I enjoy hasn't: understanding something complicated well enough to make it better.
Looking for my UX career portfolio?
Visit ShaynaUXWork with me
Have a product problem you're trying to figure out?
Tell me what's happening. We can figure out whether Express UX can help.