About One – Haley Rabiu

About me

A Customer Experience Strategist transforming digital journeys and driving business growth.

Hi, I’m Haley. Over the past 8+ years, I’ve worked at the intersection of UX, customer behavior, and front-end development—helping businesses improve their digital experiences in ways that actually move the needle.

I’ve worn a lot of hats: UX researcher, optimization analyst, designer, developer—and honestly, they’ve all had one thing in common: putting the customer first. Whether I’m digging into qualitative feedback, mapping out user journeys, or testing new ways to reduce friction, my focus is always on creating experiences that are easy, engaging, and aligned with what people actually need.

I’ve helped eCommerce brands increase sales, supported government teams in modernizing clunky systems, and partnered with small local organizations to build sites that truly reflect who they are. No matter the size or scope, I care deeply about making things better—for the user and the business.

These days, I’m leaning more into the customer experience strategy side of things—tying together research, design, and data to guide smarter decisions and stronger customer relationships. If you’re looking to improve the way people experience your brand or product, I’d love to help.

My services

Customer Insights & Journey Mapping

Uncovering customer needs and pain points through interviews, surveys, and journey mapping to optimize touchpoints and drive better experiences.

CX Metrics & Optimization

Using data to monitor satisfaction, loyalty, and behavior—identifying friction points and optimization opportunities across the customer lifecycle.

Experience Design Strategy

Designing user-centric strategies and experiences that align with customer expectations and business goals, from acquisition to retention.

Omnichannel CX Strategy

Connecting digital and physical touchpoints through cohesive strategies that enhance brand perception and deliver seamless customer experiences.

Digital Experience Optimization

Improving digital products and websites to ensure they’re intuitive, efficient, and aligned with what customers actually want and expect.

CX-Driven Web Solutions

Building and configuring web platforms that empower businesses to deliver personalized, engaging, and scalable customer experiences.

I’m passionate about crafting thoughtful, human-centered experiences that not only meet customer needs—but elevate them. Whether it’s through in-depth research, strategic planning, or optimizing digital touchpoints, I help businesses build meaningful connections with their audience at every stage. My approach blends empathy, creativity, and data to design experiences that are both impactful and measurable—so you can be proud of the experience you deliver and confident in the results it drives.

Testimonials

Matt Bass

Director of Optimization

Haley is one of the most talented and capable UX Researchers I have had the pleasure of working with. Her keen understanding of what makes an optimal digital experience is merely scratching the surface of the breadth of her skillset. While working alongside Haley I was constantly impressed with her approach to better understanding users and more importantly their behavior. By leveraging extensive qualitative research and her vast experience, she excels at making the connection between what she learns about users, what they are motivated by, and how to deliver an experience that converts. Any company that she works with is sure to be blown away with a newfound perspective on who their users are, what matters to them most, and how the current digital experience can be optimized for conversion.

Laura Bousman

UX Designer

Haley is a collaborative and motivated UX Researcher who is highly skilled in several quantitative and qualitative research methods. When working together on clients, she was always focused on uncovering user pain points, diving into data, and relaying her insight to improve the overall user experience. Her knowledge of user research, business needs and usability best practices was crucial to the success of many of our optimization and redesign projects. Haley was always an engaging and positive person to work with, and would undoubtedly make a great addition to any team.

Toby Hemmerling

Chief Operating Officer

Haley is a very dedicated, curious and smart UX researcher. She possesses a deep understanding of usability principles and heuristic best practices essential for enhancing digital experiences across the direct to consumer ecommerce landscape. She successfully ran comprehensive research programs for clients, where she formulated and tested hypotheses to uncover critical insights into user behavior, driving improvements in site performance aligned with key performance indicators. Haley was laser focused on deepening our understanding of user motivations through various qualitative research methodologies. Her expertise in conducting exit intent surveys, post-purchase user interviews, session recordings, and heat maps provided actionable insights that informed iterative improvements for our clients.

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