Design that makes sense for your business and the people using it

Headshot of Kristin Iacone sitting at her desk with pictures hanging on the wall and plants behind her.

I'm Kristin Iacone, a UX designer and brand strategist based in Richmond, Virginia.

Before starting Esoterra Designs, I worked in web, UX, and product-focused design across complex digital systems. At Capital One, I focused on customer and employee experience, governance, accessibility, and product thinking at scale.

That experience shapes how I approach design today. I focus on how real people interact with digital experiences and how those interactions support business outcomes.

What I loved most was the puzzle of it: how do you take something complex and make it feel simple? How do you design for thousands of people without losing sight of the one person on the other end?

But I also saw how easy it is for businesses to get tangled up in their own logic, building things that make perfect sense internally but completely confuse the people they're trying to reach.

That's the gap I help close.

Now I work with small and mid-size businesses to create digital experiences that actually connect with their audience and support what you're trying to build.

I help you get clear on what you're saying, who you're saying it to, and how to design systems that support both.

“Good design isn't just about aesthetics. It's about alignment between what your business needs and what your audience expects.”

I bring structure and strategy, but I'm not prescriptive. You know your business better than anyone. My job is to help you see it more clearly, ask better questions, and make choices that hold up over time.

What that looks like:

  • I start by understanding your goals and your audience, really understanding them, not just nodding along.

  • I help you make decisions about messaging, design, structure, and user experience that make sense for both.

  • I keep things simple. Clear systems are easier to use, easier to maintain, and easier to grow with.

  • I build for the long term. I'm not interested in quick fixes or things that fall apart in six months.

If you're looking for a partner who balances strategy with creativity, clarity with care, let's talk.

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A desk setup with two potted plants, a MacBook Pro, a white keyboard, and a white mouse. Behind the laptop, there is a framed illustration of diverse women and a woven wall hanging.

Human-centered and business-minded

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Thoughtful by default

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Clarity over complexity

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Built to Last

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Human-centered and business-minded · Thoughtful by default · Clarity over complexity · Built to Last ·

A bit about me outside of work

When I'm not designing, I'm usually outside, working at a garden center, digging in my own garden, or thinking about how ecosystems work. Honestly, it's not that different from thinking about how brands and audiences connect.

My husband and I love camping, live music, and floating in our stock tank pool. I think staying curious about the world makes me better at this work. It keeps me asking questions and noticing patterns that aren't obvious at first glance.

A woman with blonde braids wearing sunglasses and a wide-brimmed hat, hiking in a desert landscape with red dirt and red rock formations in the background.
Woman sitting on a swing under a wooden frame with the sign 'almost heaven' in a scenic outdoor area with trees, greenery, and a mountain view.
A hand holding a bunch of colorful carrots with green tops, with an indoor background including framed pictures, a window with blinds, and houseplants.
A person holding a small black turtle with a dark shell, near a body of water, under a partly cloudy sky.
A woman with blonde hair in a braid wearing large zebra-patterned sunglasses, and a man with long hair, glasses, a beard and mustache, wearing a wide-brimmed hat and a patterned shirt, taking a selfie at an outdoor event.
A neighborhood front yard vegetable garden with tomato plants and squash plants, some with mature squash, and marigold flowers in black raised beds, with houses and cars in the background under a cloudy sky.