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.

Portrait of Shayna Deferme, founder of Express UX

Shayna Deferme

Founder & Principal

Express UX

Selected UX experience

BoeingAmazonWhole FoodsPrincipal FinancialT-Mobile
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.

01

Start with people.

The user is the best source of truth about whether something actually works.

02

Follow the evidence.

Research, behavior, feedback, and data should drive decisions—not the loudest opinion in the room.

03

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.

04

Simpler is usually better.

Complex products don't need to feel complicated to the people using them.

Experience

15+ years of asking better questions.

  1. Weather + early product work

    Learning to make complex information understandable.

    Meteorology and weather shaped the way I think about information, trust, and decision-making.

  2. Enterprise UX

    Solving complex problems at scale.

    UX work across organizations including Boeing, Amazon, Whole Foods, Principal Financial, and other enterprise environments.

  3. Broader product experience

    Research, strategy, design, and product thinking.

    Work expanded across healthcare, telecommunications, enterprise software, access control, consumer products, and emerging technology.

  4. 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.

InquiringDrivenCreativeEmpathetic

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 ShaynaUX

Work 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.