Chief Design Officer and Co-Founder @ Flipside Innovation | UX, Web Applications, Design

Design Leader with Clearance and Passion for Innovation

I'm Hubert Schoemaker—designer, builder, and co-founder of Flipside Innovation, where we create software people actually want to use, even in the toughest places to design for—like national security.

I’ve spent 20+ years in UX, product design, and strategy. My background is in user experience, but my work lives at the intersection of empathy and execution. I care deeply about outcomes, not outputs—and about making sure the people who use our tools are heard, understood, and supported.

I’m also a dad of three, an investor in early-stage ideas, and a fierce advocate for design that respects its users.

Expect thoughts here on:

- Building product teams that work

- Designing in complex environments

- Leadership in creative companies

- Government, defense, and public sector UX

- Lessons from the field (and the watch floor)

I'm here to write things that make people pause, reconsider, and push for better.