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Caroline's areas of expertise

User experience

User interface design

UX strategy

Information architecture

Object-oriented UX

User research/testing

Business analysis


Hi, I’m Caroline Sober-James, Director of User Experience and leader of Acumium's UX and Design team. My team designs intuitive, beautiful, and highly functional websites and applications for people who don't want to experience software...they just want to "get sh*t done." We're here to create digital experiences for your customers that are frictionless, goal-oriented, and easy to use across all devices.

BA: Before Acumium 

I joined Acumium in 2015 after 15 years at Promega Corporation. In my time there, I got to wear a lot of hats, working as a content engineer, customer experience specialist, business analyst, project manager, web designer, and ultimately server-side software developer. I enjoyed each role for different reasons, and retain valuable lessons, experiences, and knowledge from each. User experience was a consistent focus through them all, but the diversity of those roles gave me a deep toolkit of skills, and a lot of empathy for all the players in complex digital initiatives.

Certified OOUX fangirl...

Object-oriented user experience (OOUX) is my design methodology of choice, and what we use at Acumium. It allows us to build websites and applications that align with people’s real-world mental model of concrete, defined objects, making them inherently more usable. In May of 2020, I was thrilled to be part of the first cohort of Certified OOUX Strategists.

A passion project...

I get to work on so many exciting and challenging projects at Acumium, but one that's close to my heart is leading our annual HackingKindness social good hackathon for local companies trying to make a positive difference in the world. 

Last seen on stage...

Since joining Acumium, I've come to enjoy public speaking, and have been fortunate enough to be part of some great events.

A few of my favorite things...

I love to cook and nurture people with food—you can sometimes even find me selling veggies at the Madison Farmer’s Market. I’m a writer, occasional knitter, decent singer, out-of-practice massage therapist, and trained birth doula. I’m a dabbler and love to experiment with new things. Most importantly, I’m a wife and mom to two pretty awesome kids. Our family also includes our Alaskan Malamute, Sugar Bear, and his 135 pounds’ worth of derpy sweetness.

The UX ethos...

Our team is passionate about what we do. We work hard to understand the problems our clients and their customers need to solve so we can design a human-centric, goal-oriented product that's efficient and easy to use. We believe user experience is about service; helping people is at the core of everything we do. We're happiest when we can build our clients a solution they love, and their customers love to use. 

Some of our work… 

Acumium’s UX prowess...

Solving user experience problems has been part of Acumium's business for over 15 years, and we’re honing our craft every year. Our team of accomplished designers dives in to describe, design, prototype, and test usable and intuitive websites and applications that drive great outcomes for our clients and the people they serve. We work with clients and use customer insights to create experiences that promote conversions and drive leads, make complex transactions easy, and increase customer loyalty to your brand. You can check out some of our UX projects here.

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