How I began noticing.
Jessica CatsExperience strategy across enterprise systems, cultural institutions, and global brands.
I'm usually brought in when people can feel the problem before they can describe it.
It usually starts with arrival. A threshold. The moment someone moves from uncertainty to understanding.
That's the part I design for.
How I see.
Where someone slows down without realizing it.
What makes someone feel comfortable enough to explore.
How one small detail changes the pace of a room.
What someone remembers three days after leaving.
What I've kept as evidence.
I don't keep many souvenirs. I keep the things that taught me something.
A museum map that made a complex building feel intuitive. A hotel key whose typography made arrival feel considered. A matchbook, ticket, or wine label that communicated something so quietly I almost missed it.
They've become my reference library.
The best hospitality asks no questions.
Chateau Marmont
Room Key
Los Angeles
A bar that never stopped being a storybook.
Bemelmans Bar
Matchbook
New York
A map is the first thing a museum says about itself.
Rijksmuseum
Floor Guide
Amsterdam
Even a city can be made legible.
Milan
Street Map
Vintage
Even a stamp has to hold an identity.
South Africa
Postage Stamp
Vintage
The building announces itself before the art does.
The Louvre
Museum Ticket
Paris
How I work.
Cultural institutions
I started in public health, moved through UX research, and eventually found experience strategy, but I keep returning to the same question: how people make sense of where they are, what matters, and what comes next.
I help teams find that direction before anything gets designed or built.
The best ideas emerge when everyone can see the same opportunity.
From there, strategy becomes execution: shaping frameworks, aligning stakeholders, and carrying ideas through budgets, timelines, and build. I stay close to the work from the first conversation to the final experience.
Today I work across enterprise systems, cultural institutions, and global brand environments.
The environments I've helped create.
Notebook • BMW Strategy Workshop
Miro • Exhibition System Architecture
Where the noticing continues.
Every place has its own language. The best ones make arrival feel inevitable, like there was never another way in.
I leave with photographs, a few printed artifacts, and another way of thinking about how places communicate.
Let's talk.
Get in touch