Photo credit:  Darrée

Photo credit: Darrée

Designing with intention.

My philosophy in both work and life is that we need to be aware of our choices in order to create the outcomes we want, whether it's the product or life experience we've envisioned.

My passion lies in getting clear on that intention, which requires a deep understanding of the current situation then getting alignment on a vision.

Outside of my day job as an experience designer and true to INFJ fashion, I love focusing on the life aspect of life. :)

When I'm not spending time with my husband and two little ones, I'm working on teaching women how to design their best lives through a process I’ve coined life experience design.

Want to chat? Drop me a line at lia (at) liafetterhoff (dot) com.


  • Currently a lead designer for learning & development experiences at Google

  • Enjoys design planning and systems thinking (the more complex, the better :)

  • Has worked over ten years in a variety of industries including education, payment platforms and e-commerce, games, and healthcare

  • Led and launched end-to-end experiences at Google and Nest

  • Introduced gamification for the award-winning Golden State Warriors mobile app

  • Consulted with CEOs at start-ups to bring concepts and products to life

  • Past education includes BA in Psychology & Cognitive Science from UCLA; MFA in Web Design & New Media; in a previous life worked in marketing communications