Get in Touch
FocusExperience & Product Design
BasedLexington, KY
StatusOpen to Opportunities
Josh CrandallUX & Product Design Leader

Innovation starts
with the right question.

True "full stack" design generalist with 14+ years in practice across healthcare, automotive, consumer goods, and entertainment. I help teams move from ambiguity to clarity early in a project, building shared understanding across research, strategy, and delivery so the work moves forward with confidence. I am always on the lookout for the moments that make us wonder — what would fly.

14+Years in Practice
50+Client Engagements
9+Industry Verticals
01
Featured Work

Work that moved
the needle.

The biggest risk in complex work is misalignment around users, priorities, or what success actually looks like. These engagements demanded the clearest thinking and produced the most honest questions.

UK HealthCare
Project — 01

UK HealthCare

A large academic health system whose website reflected internal organization rather than patient needs. Through stakeholder interviews, analytics, and journey mapping, we redesigned the information architecture to create clear pathways, shifting the internal conversation toward patients.

Healthcare UXIA RedesignJourney MappingStakeholder Alignment
PC(USA)
Project — 02

PC(USA)

Designing digital tools and communication systems for a national denomination, honoring a complex organizational structure while centering the real people the work serves. Strategy, systems thinking, and empathy in equal measure.

Non-ProfitProduct DesignContent StrategySystems Design
Activate Games
Project — 03

Activate Games

Reimagining the in-venue digital experience for a fast-growing active gaming brand scaling across North America, from touchscreen kiosks to game-state feedback loops.

Case Study Coming Soon
UX StrategyExperience DesignPrototyping
02
Organizations I've Worked With
GE Appliances
GE AppliancesConsumer / Tech
Toyota
ToyotaAutomotive
Tempur Sealy
Tempur SealyConsumer Goods
Valvoline
ValvolineAutomotive Services
A&W Restaurants
A&W RestaurantsFood & Beverage
Buffalo Trace Logo
Buffalo Trace DistilleryAmerican Spirits
Keeneland Logo
Keeneland AssociationEquine Sales & Racing
Lane's End Logo
Lane's End FarmThoroughbred Breeding
VisitLex
VisitLexTravel & Tourism
+40
+40 MoreAcross 14 Years
03
Design Philosophy
How I
think.
And why.

I'm drawn to work where trust, empathy, and thoughtful decision-making matter, and I care about leaving both the experience and the organization stronger than I found them. I am always on the lookout for the moments that make us wonder — What Would Fly.

IClarity is the whole job.

Whether it's an enterprise platform or a patient portal, the work is always the same. Take something hard and make it feel obvious. That's not just UX. That's product strategy.

IIAlign people before you align pixels.

The most expensive design decisions happen before anyone opens a tool. Shared understanding between research, product, engineering, and business is the foundation everything else is built on.

IIIDesign for trust, not just tasks.

I'm drawn to work where trust, empathy, and thoughtful decision-making matter. Systems that earn trust don't just function well. They communicate that someone thought carefully about the person on the other side.

IVInclusion is a requirement, not a feature.

Designing for the edges improves the whole. Accessible, inclusive practice is built into the process from day one, not retrofitted after the fact.

VSystems that grow without becoming overwhelming.

Scalability is a design challenge. I focus on creating structure that handles complexity gracefully, so organizations can grow without the product fighting them every step of the way.

VIAlways ask: what would fly?

Stay on the lookout for the moments that invite real wonder. Then build toward them. The Wright Brothers didn't tinker with what was comfortable. They asked a better question.

04
AI & Research Practice

Research at a scale
that used to take
weeks.

AI hasn't replaced the work. It's changed what's possible within the work. I use AI throughout research synthesis, pattern detection, and persona development to surface insights faster and explore them more deeply. The result is better decisions made earlier, with more confidence.

1,400+Survey Responses SynthesizedAI-assisted affinity mapping and pattern detection across a single research initiative.
24Interviews AnalyzedQualitative synthesis across two dozen interviews, identifying themes, contradictions, and opportunities.
WeeksSaved in Synthesis TimeCompressing research timelines without compressing the quality of insight.
VirtualUsers & AI PersonasInteractive AI-powered personas that let teams explore research findings conversationally.

Design Leadership · Lexington, KY · Available Anywhere

The biggest risk in complex work is misalignment around users, priorities, expectations, and vision. I help teams move from ambiguity to clarity early in a project, then build a foundation of shared understanding so the work moves forward with confidence.
AvailabilityFull-Time & Consulting
LevelLead / Staff / Principal
BasedLexington, KY
TravelAvailable Anywhere

Let's make
something
worth flying.

Whether you're building something new, untangling something complex, or just want to talk through a problem. I'd like to hear from you.