Jake Etheridge

Jake Etheridge — Senior UX Designer

I turn ambiguous problems into interfaces people trust.

Currently designing AI-powered risk forecasting at Optro. I diagnose the structural problem underneath the surface one, ship fast, and let the results make the case. Previously TaxAct.

Portrait of Jake Etheridge

Selected work

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How I work

Every good design tells a story.

I keep three principles close on every project. They aren't slogans. They're the filters I run my decisions through.

  1. 01

    Simplicity

    Users should know what to do. Period. Confusion creates chaos. Every good design should be simple, intuitive, and easy to use. Simply put, it should be simple.

  2. 02

    Adaptability

    Constraint is the mother of invention. Good designs adapt to the limitations of the user's needs. No need to do everything when you can do the right thing.

  3. 03

    Empathy

    Everything is about the user. They're the ones doing the using, after all. Good design serves them, helping them find what they need from the service or product.