Hi, I’m Amy.

Before Pixel & Fern, I spent about a decade working in technology and product management. My job was rarely just “build this feature.” It was about figuring out what people were trying to accomplish, where the current system was failing them, and how technology could simplify the experience.

That work pulled together research, UX, analytics, writing, product strategy, testing, and a lot of translating between humans and technology.

I like figuring out why something is harder than it needs to be and whether it can be simplified. Especially when it comes to tech.

I went from a tech career to becoming a therapist.

Smile of a woman wearing a dark green cardigan and blue jeans, standing in front of a wooden bookshelf filled with colorful books and some potted plants.

I'm currently completing graduate training in clinical counseling, which means I've spent the last several years in my Master’s program, learning an entirely different way of understanding people, systems, communication, behavior, and care. Unexpectedly, my two careers started colliding. While doing my practicum with a private therapy practice, I found myself looking at problems that weren't purely technical and weren't purely clinical. They were things like:

How does someone who is already overwhelmed choose the right therapist from twelve profiles?
Why are people finding the practice on Google but not contacting anyone?
Why does changing one clinician's availability require updates in four places?
What happens to an inquiry after someone clicks Submit?
How can the technology support the staff instead of creating more administrative work?

Those are exactly the kinds of questions I love.

My approach to tech brings the human experience and technology together.

I meet you where you are. I don’t dive into jargon, and I won’t ever judge you for not knowing what “SEO” means.
Your clients and team are real people, not conversion metrics. Technology should make things easier for them and you, not harder.
I’d rather fix the underlying structure than create another workaround someone has to remember forever. And it should be something you, or someone on your team, can manage on their own. I don’t want to lock people into ongoing contracts.
We measure what we can, acknowledge what we can’t, and use data to decide what happens next, and to make sure our changes are actually working.
Complexity should earn its place. Things are kept as simple as possible.
I build systems your team can actually understand and maintain. You should not need me forever. I’m here to help and then to hand it back to you better and easier to maintain.