Hi, I'm Fred McHale. I craft delightful product experiences that people love and get the results that brands crave.

I'm a seasoned design leader with a two decade track record of rallying diverse design teams and winning over everyone from fellow creatives to stakeholders. The secret to my success? Crafting design practices that people are excited to be a part of.

I put empathy at the heart of everything I do – from understanding people who build the products to the ones who ultimately use them. My career has seen me collaborate with major brands like Cisco Systems, Audi, and Apple, and start-ups steering design teams to create insightful, human-centered experiences that deliver for both businesses and users. My UX toolkit is a mix of product design, service design, product thinking, research, and strategy, all laser-focused on craft.