UX Design Consultants in Los Angeles to Watch for in 2025
Los Angeles UX Experts to Know in 2025
Los Angeles is more than just a hub for entertainment—it's a living, breathing design ecosystem. From the murals in the Arts District to the layout of your favorite coffee shop app, UX design consultants in LA are shaping how Angelenos interact with the world, both digital and physical. At Digital Reference, we see this city as a fusion of culture, innovation, and experience design. And with 2025 on the horizon, we’re highlighting the consultants making waves in this vibrant UX community.
We didn’t just pick these names out of a hat. Our team at Digital Reference performed extensive qualitative research and evaluation to curate this list. We looked at:
- Proven impact in the UX field
- Innovation in design thinking and user empathy
- Local presence and contribution to the LA design community
- Public speaking, thought leadership, and mentorship
- Real-world case studies and client transformations
These professionals are based in the Los Angeles area and represent a diverse mix of freelancers, solo entrepreneurs, and firm-based experts. This list reflects the themes and values that define Digital Reference: insight-driven decision making, people-first strategy, and digital culture fluency. Before diving in, if you're curious about how we evaluate expertise, check out our article on what product professionals do.
Let’s meet the people who are shaping the UX design narrative in LA for 2025.
Damnjan Krajacic
Damnjan Krajacic is the founder, creative director, and lead UX strategist of ActiveColor—a Los Angeles-based digital agency that’s carving out a niche in healthcare technology. With over two decades of experience, Damnjan has emerged as a standout in digital health, UX design, and creative leadership.
What makes Damnjan a standout?
- Deep healthcare focus: ActiveColor isn’t just another agency. Damnjan has led UX projects for names like the American Cancer Society, Bayer, and University of Chicago Medical, helping these organizations create products that resonate with users emotionally and functionally.
- End-to-end expertise: From branding and strategy to UX execution, Damnjan leads his team with a holistic mindset. His projects often span from wireframes to full-stack development, always with a focus on usability.
- Human-first design: His passion is clear—he builds products that feel great to use and help clients stand out in a crowded healthcare space while making a real difference in people’s lives.
"Good design isn’t just pretty; it’s predictive." — Damnjan Krajacic
Don Norman
LinkedIn | Nielsen Norman Group
A true legend in the UX world, Don Norman needs no introduction — but we’ll give him one anyway. As the co-founder of Nielsen Norman Group and author of The Design of Everyday Things, Don has arguably shaped more UX careers than any other individual in the field.
Why he matters right now in LA:
- Humanity-Centered Design: Through the Don Norman Design Award and Summit (DNDA), Don is championing a new model of UX: one that emphasizes global impact, sustainability, and quality of life.
- Author and educator: His recent book, Design for a Better World, extends his legacy of thought leadership by challenging designers to think beyond screens and consider broader societal impact.
- Legacy of mentorship: As co-founder of Nielsen Norman Group and former VP of Apple, Don has directly influenced the way UX is practiced worldwide—and continues to support early-career professionals through DNDA.
"We must design for the way people behave, not for how we wish them to behave." — Don Norman Design Award and Summit (DNDA), Don is championing a new model of UX: one that emphasizes global impact, sustainability, and quality of life.
Eddie Soto
Eddie Soto is one of the most recognizable voices in experiential design, blending physical, digital, and emotional narratives into compelling brand stories. As President of SottoStudios, founded in 2004, he has delivered cutting-edge solutions for clients ranging from Disney and Porsche to Microsoft and Virgin Galactic.
Why Eddie stands out in 2025:
- Emotional architecture: Through his lecture series, The How of Wow, Eddie explores how emotional storytelling drives memorable user experiences. He’s been sharing this framework with global audiences in both virtual and in-person formats.
- Imagineering roots: Eddie served as SVP of Concept Design at Walt Disney Imagineering for 13 years, a legacy that can still be seen in his immersive design language—rooted in storytelling, detail, and human connection.
- Award-winning innovation: His work in private aviation, including the “Manhattan” and “SkyRanch One” aircraft interiors, has gone viral and earned top design honors at the International Yacht & Aviation Awards.
- Big-brand and bespoke: From theme parks and luxury jets to hospitality and AR/VR, Sotto’s projects bridge brand innovation with deep user insight. His studio’s holistic approach has also earned high-profile collaborations with Blue Origin, Embraer, and the Long Now Foundation.
"Great UX is a place, a feeling, and a memory."
Vinney Dawson
🎯 Sr. E-Commerce Experience Designer and Growth Design Strategist, Vinney Dawson bridges the gap between exceptional user experiences and real business outcomes. A solo consultant based in Los Angeles, he specializes in transforming digital commerce touchpoints into seamless, high-performing user journeys.
Why Vinney makes our list:
- Conversion-first design: Vinney’s forte lies in crafting e-commerce flows that boost both conversion rates and customer satisfaction. From intuitive checkout experiences to frictionless onboarding, he ensures every interaction delivers.
- Growth mindset: He leads and develops data-backed growth experiments that unlock new revenue streams. His approach blends design thinking with iterative testing to scale quickly and effectively.
- Scalable systems: Vinney is a strong advocate for design systems that grow with a brand, empowering startups and established businesses alike to maintain consistency without losing agility.
- Collaborative leadership: He works closely with cross-functional teams—founders, engineers, marketers—to shape digital products that align with customer behavior and business KPIs.
"I don’t just build wireframes. I help founders understand their users."
Chris Do
Chris Do is the founder and CEO of The Futur, and a globally recognized voice in brand design, creative business strategy, and education. With over 27 years of experience, Chris has worked with clients such as Microsoft, Sony, Nike, and Starbucks, helping them express their value through branding and strategic design. But perhaps his biggest impact has been through education and mentorship.
Why we’re watching Chris in 2025:
- Creative education at scale: Chris’s YouTube channel, podcast, and online content have taught millions about branding, business, and UX. His videos regularly break down complex design topics into digestible, actionable insights.
- Community empowerment: Through The Futur, Chris mentors freelancers, agencies, and aspiring UX professionals on everything from pricing strategies to design systems. His courses and workshops are a staple for designers looking to level up.
- Global reach, LA roots: While Chris’s audience spans the globe, he remains deeply embedded in the Los Angeles creative community, hosting live events and collaborating with local design talent.
"Design isn’t just how it looks. It’s how it works, how it sells, and how it speaks."
Jinny Oh
Jinny Oh is the founder of WANDR, an award-winning product strategy and UX design firm based in Los Angeles with a global team. With a strong belief in putting people first, Jinny has built a multi-million dollar remote company that crafts intuitive and impactful B2B SaaS products—designed to be as friendly and elegant as consumer apps.
Why Jinny is essential for 2025:
- People-first philosophy: Having lived in six countries and worked with hundreds of brands, Jinny leads with empathy and a global mindset. This people-first approach is foundational to both her leadership style and UX outcomes.
- Remote-native innovation: WANDR has become a global hub of talent, embracing remote collaboration to deliver high-performance enterprise design solutions. The diversity of her team is key to its creativity and strategic depth.
- Enterprise UX excellence: WANDR's client list includes names like the U.S. Air Force, Geico, Dollar Shave Club, and WWF. From research to usability testing, Jinny ensures user needs and business goals stay aligned.
- Cultural ambassador and educator: Beyond WANDR, Jinny uses her voice to reshape company cultures and champion the value of global diversity in tech. She speaks regularly, advises startups, and fosters a community of remote-first entrepreneurs.
"Great UX aligns user success with business growth."
Wrapping It Up: LA UX and the Digital Reference Way
What ties all these experts together is not just location—it’s impact. Los Angeles is a city of dreamers, builders, and doers, and its UX consultants embody those values. Whether they're working out of sleek downtown studios or collaborating remotely from beachside bungalows, these professionals are crafting the experiences that define how we live, work, and play in a digital-first world.
At Digital Reference, we champion these voices because they mirror our own commitment to strategic, human-centered design. Our platform is designed to help leaders and teams find the insight, inspiration, and talent they need to build better digital experiences. Be sure to explore more on our about page.
As we head deeper into 2025, keep your eye on these consultants—they’re the ones defining what's next in UX.
Stay curious, stay intentional.
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