Mirrors: Danielle Beecham-Coello, Founder and Principal Consultant
The AdaMarie Mirrors reflect back to us the many roads (often winding, never smooth) to success! Real stories to see yourself reflected. At first, you’ll see Danielle in this mirror, but eventually, we hope you’ll see yourself.
Welcome, Danielle Beecham-Coello!
Getting to Know You:
Major & Minor – If you went to college!: MFA Design and Technology
Field of Work: Product Design/ Design Research
Expertise In: User Research and Strategic Design
Current Company: Truth Layer Design
Job Title: Founder and Principal Consultant
One-liner About What You’re Working On: I help bridge the gap between data and what customers truly need.
Currently geeking out over: Fermentation! I love to cook and I've recently begun experimenting with home fermentation.
STEM Hero: Katherine Johnson
Tell us about your professional journey – how did you get where you are now?
My professional journey is a testament to the power of the pivot. In undergrad, I studied international relations because I thought I'd like to pursue a career in international development. When I finally landed a job with an NGO, I was introduced to web design, and that set me down a new path to pursue UX Design. I freelanced and supported early stage start-up clients, and eventually obtained my Master's in Design and Technology from Parsons School of Design. When I became a consultant, I stepped into the role of user research and I've been there ever since.
Over the last 7 years I've led research across insurtech, healthtech, life sciences, and fintech supporting product innovation and growth. Now, I have my own independent consultancy called Truth Layer Design.
We’re also curious to know your personal story and upbringing. What has made you “you”?
I'm the product of a single mother's love, resilience and self-sacrifice. I was raised understanding that life is a challenge and achievement is not a given. Anything worth having is worth working for.
I think travel has also done a lot to shape my perspective. I lived in South Africa for a year while studying abroad, and that experience de-centered my nationality and re-centered my shared humanity.
We know that real life isn’t a smooth and linear journey. What was your initiating moment that led you to your calling - can you tell us about that moment, what helped you move forward, what you learned/discovered?
Before I transitioned to a career in UX, I often felt like the odd person out in the workplace. I worked under very bureaucratic organizations where improvement was slow and processes were inefficient. I was constantly questioning this and finding work-arounds, but that type of problem-solving approach was discouraged.
When I learned about UX design, I finally felt at home because this was a profession all about problem-solving in creative ways, asking inconvenient questions, and trialing new solutions. I learned to embrace my personal brand of creativity. I create through discovery.
You work in a performance-driven industry. Where do you find balance?
As a contractor and a fractional lead, I have a little more control over my work life. I don't necessarily need to work 40 hours a week all year round to fulfill my financial obligations, and at this stage in my life, that's worth the sacrifice of job security.
Let your geek flag fly! If you were a part of the human body…
If I were a part of the human body, I'd be the heart because it's always fascinated me how we're kept alive by a muscle that works for us every second of our life. All of our organs perform a service, but I find the heart to be the most dutiful.
We would love to feature your work. How can we spread the word about what you’re doing?
If you're a Founder, Product Manager, Design Manager, or you manage growth or innovation, and need insights from the people you're building for, reach out to me at Truth Layer Design. One of our services might be right for you.
Do you have a favorite motivational quote or song?
Do what you feel in your heart to be right - for you'll be criticized anyway. You'll be damned if you do, and damned if you don't." - Eleanor Roosevelt
Any final advice for early-career STEM professionals?
You might not meet success at every milestone, and that's ok. Tune into your purpose and keep going if you have something in your heart you want to pursue.
