Hi, my name is Adam Ruf.
I'm a UX designer who codes.
I help teams deliver smiles.

Pyramids representing the hierarchy of user needs, as described by Aaron Walter in his book, Designing for Emotion. From bottom to top: Functional, Reliable, Usable, & Pleasurable

Who Am I?

I'm Adam Ruf, SF-based Design Lead & Sr. User Experience Designer on the BrightRoll Ad Products team at Yahoo.

When I'm not mentoring the next generation of UX/UI designers, I support teams with UX strategy and design.

Learn more about Adam »

How Can I Help?

I help teams achieve their goals through user research and design leadership, including usability testing and prototype development.

I also provide mentorship for startups and user experience designers.

Explore UX resources »

What's New?

May 18, 2016
I'm creating a monthly newsletter aimed at helping you become a better UX/UI designer. Subscribe to Design Juice!

May 10, 2016
On Tuesday(5/24) and Wednesday (5/25), I'm mentoring at back-to-back UXNight events providing career advice, design critiques, and stickers.

Recent Side Projects

Cannaly website

Shifting perceptions of Cannaly through a website redesign

Cannaly's a tech startup providing a marketplace platform for manufacturers and retailers of cannabis-infused products. Working with the founders, I leveraged proven content strategies, like social proof, repeated CTAs, and imagery to help visitors better understand Cannaly's offering.

Tool for creating fast and fun user dialogue flows

I wanted a faster way to create attractive user dialogue flows than using Sketch, so I built a simple MVP that allows UX designers to create a dialogue flow between a user and an app and then print to PDF or paper to share with stakeholders.

See more work