C. R. England
UX/UI for a suite of enterprise-level digital tools and mobile apps, as well as public facing email and web design for C. R. England.

Creative development, design, and direction.


Safe & On Time, Every Time is a performance initiative directed towards C. R. England drivers to help motivate and track their performance throughout their driving career.
Learn moreUX/UI for a suite of enterprise-level digital tools and mobile apps, as well as public facing email and web design for C. R. England.
Complete brand identity, stationery, printed marketing materials, email campaigns, web design, and more for Sorenson Media.
Various advanced TV concepts proposed to potential clients of Sorenson Media including Interactive TV Portals and Dynamic TV Ad Overlays.
Complete brand identity, stationery, and web design for Continuum, a subsidiary of Sorenson Media.
Complete brand identity, stationery, and web design for Attrix, a subsidiary of Sorenson Media.
Brand identity, business cards, web design and development, photography, and social media planning for Bear Scar Designs.
Complete brand identity for the Utah Co-Op Market in Salt Lake City.
Ad designs for Valle Nevado Ski Resort in Chile, published in Snowboard, Free Skier, and SKI Magazines.
Complete brand identity, website, and social media design for Shaffer Metal Fab. located in Sidney, Ohio.
Complete brand identity, website, and social media design.
Complete brand identity, website, and social media design.
Complete brand identity, website, and social media design.
I’m Andy Shaffer. I’ve spent my career leading UX teams, shaping products, and making things. My background crosses design, creative direction, and development because the best ideas rarely stay in one lane. I live near Burlington, Vermont with my family, where I continue to experiment with novel ways to bring technology and storytelling together.

Board Member 2026–Present
I contribute to Frank:’s strategy and long-term sustainability, bringing UX leadership, creative direction, and digital product thinking to its member experience, communications, events, and community engagement.
4 years, 5 months
Nov 2024 – Mar 2026 1 year, 5 months
As Head of UX Design, I lead the agency’s UX strategy, guiding a multidisciplinary team and ensuring user-centered principles are embedded across all client engagements. I define and scale design processes, set the experience vision, and collaborate with executive leadership to align UX efforts with broader business and product objectives. I mentor senior designers, foster innovation, and thoughtfully integrate modern tools and AI-supported workflows where they add measurable value. My focus is on elevating design as a strategic capability that drives clarity, usability, and long-term impact in complex digital products.
Jun 2022 – Nov 2024 2 years, 6 months
Led the design of complex digital products, driving user experience improvements from initial concept through to final delivery. In this capacity, I refined my expertise in creating intuitive user interfaces, conducting user research, and applying insights to optimize designs for both usability and business goals. My work involved close collaboration with cross-functional teams, mentoring junior designers, and playing an instrumental role in aligning design strategies with the broader goals of the company.
Nov 2021 – Jun 2022 8 months
Contributed to the design and user experience strategy for various client projects, collaborating closely with product managers, developers, and stakeholders to deliver user-centered solutions. Responsibilities included conducting user research, wireframing, prototyping, and performing usability testing, all while ensuring seamless interactions between design and development teams.
3 years, 5 months
Jul 2018 – Nov 2021 3 years, 5 months
Redefined UX design process from the ground up around user-centered, data-driven design practices to support a suite of digital tools that manage 7K drivers, 6K CDL students, 5K tractors, and 8K trailers; while also mending relationships between creative and business units that had previously been burnt by organizing and advocating for company-wide design coordination and adherence to design standards.
3 years, 10 months
May 2015 – May 2018 3 years, 1 month
Built and led the in-house creative team who oversaw visual consistency of brand elements & graphics across all mediums and product initiatives while working closely with the marketing and business solution teams to implement advertising, social media, video, and email strategies.
Aug 2014 – May 2015 10 months
Managed all aspects of visual communication, shaping the company’s corporate identity and producing materials for internal and external audiences. I developed cohesive brand systems, marketing collateral, presentations, and digital assets that reinforced brand consistency and clarity. Collaborating with leadership and cross-functional teams, I transformed complex ideas into impactful visuals that supported business goals and strengthened the company’s overall brand presence.
7 years, 1 month
Jul 2007 – Jul 2014 7 years, 1 month
Directed and designed communications for the district’s departments, schools, and programs. Led over 300 print and web content editors across 60 internal teams, which consistently reached a public audience of over 30,000 and an internal staff of 3,500 personnel.
6 years
Aug 2001 – Jul 2007 6 years
Creation of internal corporate and subsidiary communication materials, for web, email, and print, as well as a external clients in local, regional, and national markets.
You have both been AMAZING!!!!! Your dedication and commitment has been exemplary and the quality of your work outstanding. I couldn’t be happier and prouder to have you both on our team! This is just the start but we couldn’t have done this without the 2 of you!Marcus Liassides | CEO | Sorenson Media
Users are the experts of your product, not you. I employ a user-centered approach to understanding your business and design challenges. Starting with research, through product design, to user acceptance.
Understanding your business and users is the first-step to creating useful and efficient design. I dig in to understand your business in three major areas.

First I begin with understanding the vision of key stakeholders and the value proposition for the business. Along with this I strive to understand what solutions the business has currently.

Analyzing competitors and the overall market a business is competing within is important for developing an appropriate design strategy.

Users are the heart of every business. Understanding how their needs and process requirements compete with business requirements is critical.
I draw insights and connections based on collected research, analytics, and an overall understanding of the business and users.

I analyze the information acquired during the discovery phase, organizing and making inferences that help the design project succeed.

I help you understand which key performance indicators can be addressed via design solutions.

I strategically map out how new functionality will integrate or change the application’s current navigation and page structures.
It’s all about translating high-level requirements into design artifacts and visual designs that make an impact.

After gaining an understanding of the problem, I utilize rapid ideation methods to quickly generate ideas and solutions for the defined problem.

I utilize an iterative process to develop low-fidelity sketches and wireframes in order to quickly explore ideas and workflows.

I create a lightweight testable implementation of the application allowing design assumptions and workflows to be tested with real users.

I bring the initial designs to life by incorporating the brand’s color scheme, iconography, and additional visual embellishments to aide users’ comprehension.
Just as important as understanding the needs and requirements is measuring goals and outcomes. I utilize the principles of the Google HEART framework as a systemic approach to measuring UX effectiveness.

I utilize surveys, ratings, and reviews to measure happiness of users and stakeholders.

Number of visits, session length and actions taken are key indicators of users’ engagement levels.

I measure adoption by tracking the number of users completing intake or using new features.

The number of users that continue to use an application versus the number of users that discontinue use allows me to measure retention rates.

I measure task success by determining if a user has been able to complete their job with ease and efficiency.