CHANGE BY DESIGN

Helping mission-driven organizations create and implement human-centered products and services.

LEARN HOW I CAN HELP
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Jennifer Krul, Close up, Outside

Jennifer Krul, Founder + Principal Designer

Hi, I'm Jen, and I thrive on partnering with teams to turn innovative ideas into meaningful results.

If you have a vision for a new or improved product, service, or process, I can guide your organization from concept to impact.

With over 20 years of experience in leadership, experience design, and product management, I'm as comfortable leading high-level strategy as I am "rolling up my sleeves" to design and implement meaningful experiences that work for real people.

Let's collaborate and create change together.

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MORE ABOUT ME

  • “Jen’s support has been absolutely vital to our company’s growth and development...

    Not only has she led our research and planning related to user experience and design, but she has also helped guide our team through the product development and implementation phases. Jen’s warm demeanor has helped make challenging problems feel more manageable while ensuring that our team stays calm, motivated, and on track!”

    Michelle Lehman, CEO, Think Self-Management

  • “Capable, organized, focused, and so smart, Jen is a terrific person to know and to work with....

    I feel fortunate to have had a front row seat in seeing her guide strategic, complex, and loosely-defined projects that she unravels with sharpies, a whiteboard, and her own research and hard work. Through careful listening and immense insight and thought, she delivers experiences that make lives better. Her work is impeccable. Working with her is a dream”

    Tricia Barfoot, PhD, Independent Consultant

  • “I had the pleasure of working with Jennifer...

    developing a digital prototype for a peer support program I had developed. I would highly recommend her! As a female founder I really needed guidance in many areas and expert help, step by step. She is talented at what she does, super organized, and always encouraging.”

    Kristine Theurer, PhD, Founder and President, Java Group Programs

  • Jen has a masterful way of bringing order to your disorder

    and guiding you and your teams from I-have-no-idea-how to this-makes-so-much-sense and then quickly onto we've-got-this!  And then you all celebrate and acknowledge the great work done by all...and then you as a leader can see that your whole team has levelled up, and you can accomplish hard things...and you're just so grateful.

    Mary Pat Hinton, CEO, Emmetros

My Services

GREAT PRODUCTS AND SERVICES DON’T JUST HAPPEN—

they’re designed with people in mind. When these products and services work well, they make our lives easier, our work smoother, and our impact greater. Improving an experience is complex, but the effort is worth it. Together, we can move from insight to impact, turning ideas into solutions that drive meaningful change.

DISCOVERY

Listen and learn.

I dig into challenges, uncover pain points and opportunities, and provide clear, actionable recommendations so you can focus efforts where they matter most.

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DESIGN

Co-create solutions.

I facilitate collaborative design workshops to shape your vision, align on goals, spark creativity, and generate ideas. Then, we refine your ideas into practical solutions.

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IMPLEMENTATION

Make change happen.

I guide projects through launch and beyond, using evidence-based change leadership approaches to beat the odds and turn good ideas into exceptional experiences.

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CAPACITY BUILDING

Build future skills.

Through workshops, training, and 1:1 coaching, I help teams develop the skills to solve problems creatively and lead change with a human-centered approach.

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Female Nurse + Elderly Female Patient

Discover how thoughtful research, collaboration, and design come together to solve real-world challenges.

CREATING IMPACT, ONE EXPERIENCE AT A TIME

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  • Sector: Healthcare

    To address rising demands in surgical care, we partnered with an orthopedic surgical center to design a patient engagement platform that eased access to personalized patient eduction and boosted survey collection rates. The platform was later acquired by a leading healthcare technology company.

READ ABOUT THE PROJECT
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  • Sector: Healthcare

    To modernize access to chronic care resources, I collaborated with the client to design and launch a scalable digital platform to distribute evidence-based self-management programs to healthcare professionals. Together, we enhanced user experience, reduced administrative overhead, and positioned the organization for growth in European markets.

READ ABOUT THE PROJECT

Let’s connect…

Ready to get started? Reach out anytime—I’m only an email away.

Booking projects for Winter 2025.