Hybrid at heart

Obsessed with improving how things work

I'm a product designer also known as Product Designer Interactive Designer Web Designer Graphic Designer User Interface Designer Design Engineer Front-end Designer Web Master Front-end Developer User Interface Engineer Problem Solver with roots in both design and code. Whether I'm redesigning a logistics app, organizing a family dashboard, or building a design system, I'm driven by the same question: How could this work better?

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Becca Kroese, smiling, holding a phone in a sunlit building

My side quest

Building a family dashboard with my 8-year-old son and AI

A family dashboard, designed and coded for real, the same way I work with clients: design something true, build it for real, keep the two from drifting apart. He runs product. I'm documenting the whole thing as we go.

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The family dashboard running on a tablet stuck to the fridge

Recent Impact

A few things I've built lately, and what they did for the teams running them.

  • Built a nonprofit's non-technical team a Claude skill to safely fix their own design system, five years after I built it.

    Read about it

  • Picked up an in-progress email system for an international nonprofit in 2025 and shipped one integrated design system its team could run.

    Read about it

  • Reworked a logistics startup's trucking payments app around how carriers actually work, conducting the AI-assisted production rework. It's live now, rolling out to users.

  • Designed, facilitated, and reported moderated usability studies with real drivers: the evidence that shaped what shipped, and got a founder-favorite feature cut when the data didn't back it.

Teams I've Partnered With

From a Fortune 500 railroad to early-stage startups and nonprofits, often for years at a time.

  • “You're very talented and easy to work with. You served as a guide for us, always leading us to the best place for our goals.” Shelley Ernst, Union Pacific
  • “Your support and design have been so helpful in getting these new content blocks ready.” Carli Williams, Generation
  • “You were able to develop a product for us that improved our presence online.” Mike Lefler, Doane University
  • “The Loup website is doing great. We just had a call with our SEO firm yesterday and traffic to the site is definitely growing... Thanks so much for looking out for us. You truly are the BEST!” Shelley Ernst, Loup Logistics
  • “I appreciate the nimbleness and responsiveness.” Filippa Noghani, CardFlight
  • “She and her team did an excellent job creating our new timeline site! I will definitely be back with more work!” Kacey George, MISO

Using AI with intent

I use AI wherever it helps me deliver better or faster, as an accelerator, not an autopilot.

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Featured Work

Where you can see the thinking, not just the result: the systems, the calls, and what they did for the teams.

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Work Notes

Occasional write-ups on what I'm learning as I build.

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