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COOKIE POLICY
Richmond, VA – November 12 – UDig, a technology consulting firm led by impact, is excited to announce Kristen Castells as its new Design Practice Lead. Kristen brings extensive experience in building human-centered design practices, advocating for impactful design, and fostering healthy, productive teams.
Kristen’s career began in digital agencies, collaborating with startups in Atlanta, Georgia. Experiencing firsthand the high-pressure environments common in the industry, she became driven to build teams that prioritize both productivity and well-being. Transitioning into consulting, she led the development of a human-centered design practice, expanding it from a small team of seven to an impressive 150 members within five years. Her leadership not only grew the team but also fostered a culture where designers were empowered to collaborate and push creative boundaries to deliver impactful solutions.
In her role at UDig, Kristen will act as an advocate for both clients and her team, ensuring that technology serves people rather than the other way around. “At the end of the day, it’s always about people,” Kristen shared. Her focus on moving “upstream” from surface-level tasks to strategic, thoughtful design reflects UDig’s commitment to creating meaningful client impact. With advancements in technology, including generative AI, Kristen sees this as an opportunity to emphasize strategic thinking and develop “design thinkers, not just design doers.”
“I’m excited about UDig’s commitment to invest in the future of design,” Kristen said. “The opportunities to elevate design’s role to bring value to UDig’s amazing clients is part of what drew me to this position. We’re committed to building a practice that adapts to emerging technologies and ensures our work is strategic and human-centered.”
Reid Colson, UDig’s EVP of Consulting Practices, shared: “Kristen Castells brings a forward-thinking vision to UDig’s design team, one that aligns seamlessly with our commitment to creating meaningful client impact. Her track record of building collaborative, high-performing teams is remarkable, and we’re eager to see how she’ll shape our design practice for the future.”
Kristen’s leadership promises a bright future for UDig’s design practice, one where creative solutions meet business impact in a collaborative environment.
Connect with Kristen on LinkedIn: https://www.linkedin.com/in/kristen-castells/