Martha Carl

UX Design Leadership

For more than 15 years, I’ve helped teams design best-in-class digital products. I work with growth-stage companies to establish and mature their UX practices, integrate design thinking into how they operate, and build products that solve real human problems. My work sits at the intersection of user needs, business goals, and long-term product vision.

I’m always happy to share detailed case studies, but at a high level, here’s what I bring to the table:

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CAPABILITIES

  • With over a decade of experience as a product designer, I bring a deep craft expertise that earns credibility with my team. Coupled with over 8 years of managing designers across all levels of seniority, I’ve built a strong toolkit for developing both emerging leaders and high-impact individual contributors. In my current role at Hometap, our company mission is to help homeowners leverage their home equity to meet their financial goals. In my time here, I’ve found that building a best-in-class design team is not unlike building the perfect home. Hear me out…


    It starts with a strong foundation:
    Just as a house needs a strong foundation to stand tall and weather storms, a high-functioning team needs a solid base of trust, communication, and shared goals. I focus on building this foundation (at times, brick by brick) in order to support the team’s growth and long term stability. Our design team’s culture centers around shared values, business goal alignment, and above all, user centricity. It’s important to me that we all feel a strong sense of ownership, pride in a job well done, and appreciation for one another’s unique personalities and skillsets. I strive to foster a culture of psychological safety and mutual respect.

    Room for everyone:
    The best houses have diverse features that make them unique and interesting. So does our design team. We celebrate and embrace the diversity of skills, perspectives, and personalities within our function. I work to cultivate an environment where people are given the tools, support, and space to do their best, develop deep subject matter expertise, and grow their leadership skills (if that’s where they want to go!) I provide professional development guidance and career pathing in a way that considers both the business needs and unique skillset and goals of the individual designer — there is always room for both.

    Maintenance and Repairs:
    Just like a house needs regular maintenance, a healthy team needs check-ins, feedback sessions, retros and regular opportunities for growth. I address issues promptly, keeping our house in good shape and ensuring everyone has the resources they need to succeed. I believe in frequent feedback as the most effective tool for growth — no one should ever find out they are doing well (or not) in an annual performance review. I interface with my team regularly, managing their development through regular 1:1’s, review sessions, KPI/OKR development, and career pathing. I champion a culture of growth and development. I nurture talent, providing the necessary resources and mentorship to hone skills and foster creativity. I empower our team to take risks, and to push the boundaries of conventional thinking in the pursuit of excellence.

  • I bring a strong product vision and a clear perspective on the business value of great user experience. I connect our UX vision to Hometap’s broader company goals, ensuring design efforts align with company priorities. A strong communicator and collaborator, I work across functions and levels—welcoming diverse perspectives while driving toward clarity, alignment, and decisive action.

    As the a UX executive at Hometap, I am responsible for maintaining the design department as value-driven function. I do this by partnering with cross-functional leads from Product, Marketing, Sales, Engineering, Operations, and Business Development, etc. to develop product roadmaps, set OKRs, and define our Homeowner Experience strategy.

    I believe that it’s not enough for Design just to simply contribute on a project level — we also have to be adept at explaining (and evangelizing) the value that we create and why it matters within the greater context of the business. Sure, our team is responsible for improving the end user experience for our audience, but we also must be able to articulate why this helps the business succeed!

  • I have a shipping mentality. While thoughtful analysis and validation matter (of course!), I believe that as companies scale, perfection often gets in the way of progress. The best way to learn is to ship, learn quickly, and iterate. Doing that well requires close partnership across design, product, engineering, and stakeholders, so I work collaboratively across the company to continually refine both our product and our ways of working.

    I’m motivated by solving complex UX challenges, but I’m equally energized by improving the processes that help our teams do their best work. The strongest solutions come from teams that work well together, and I help design partner effectively across the organization—combining subject-matter expertise with a deep understanding of our users. We listen, we learn, and we iterate, and we try not to let the quest for perfection slow us down.

    I set a high bar for execution and hold the team to industry-leading design standards. Over the past year, the team has embedded emerging AI capabilities into our practice to help us move faster and smarter—cutting out busy work, accelerating research, and prototyping big ideas early to validate or discard them. The result is a pragmatic, data-driven design practice that keeps things moving.

Currently SVP of Design at Hometap, I’ve built the design function from the ground up—cultivating a strong team culture, developing top-tier talent, and establishing design as a strategic driver of the business. In this role, I lead the UX design vision and strategy, working closely with cross-functional partners to deliver end-to-end experiences that are widely regarded as the best in the Industry.


During my career in design I’ve been lucky enough to work with clients in many industries (health tech, finance, transportation, IoT, hospitality, and government) and have partnered with clients of all sizes, from start-ups to a Fortune 10 company. While I strongly believe that there are lessons to be learned from every project, it is a brand’s mission that is most important to me. In an increasingly complicated world, I hope to not only create products that will disrupt industries, but in doing so will also create positive impact on the lives they touch. I strive to not only produce good work, but to do so with integrity.

When I’m not designing things, I enjoy spending time with my husband, two young daughters, and rescue dog, Edith — preferably on the beach.

About me

WHY I'M BETTER THAN AI

A selection of brands I’ve worked with

Alice’s Table

Alignable

Area Four

Bella Santé

Berkshire Hathaway

Eli Lilly

Follain

Hilton Hotels

Hometap

Kinross Cashmere

Liberty Mutual Insurance

Mass. Dept. of Children & Families

MBTA

MIT

Mueller Water Products

Pentair Pools

Sense

Sonde Health

The Hartford Insurance

Tyme Bank

Voya Financial

Request Case Studies
  • Martha is an exceptional neighbor (in the Hometap sense). She is broadly involved and active in domains well beyond design, providing support, guidance, and insight to the Product function, and to critical outward-facing functions such as stakeholder management.

    Eric Chacon
    CIO, Hometap

  • Martha is one of my favorite people to collaborate and problem solve with. She gets the challenges I'm faced with more than most, is very transparent with the reality of most situations, and is quick to help talk through solutions — always with a much appreciated dose of humor.

    Stephanie Skaggs
    Head of Brand, Hometap

  • I appreciate so many things about Martha, but if I had to choose just one, it’s her ability to make things happen (and quickly). Throughout my time at Hometap, any time I’ve had an idea, raised a flag, felt overwhelmed, or had a challenge defining a user experience, Martha has helped navigate a path forward.

    Meghan Croasdale
    Director of Design, Hometap

  • Throughout the period I was lucky enough to get to work with Martha, I was always impressed by the depth of her expertise in design principles. Martha is also a joy to work with; she has a great sense of humor and a warm personality. She also possesses impressive leadership skills: she took over the design craft team at Digital Products and created, basically from scratch, a new set of processes that quickly "leveled up" the capabilities of her fellow designers. I hope I have future opportunities to work with Martha.

    Benn Salter
    CTO, Datassential

  • I think you show up as a very strong advocate for your team, and it’s clear to everyone that you’re willing to go to bat for them. I really value how you step in to address challenges head-on, cut through the noise, and help teams realign quickly. You have a great instinct for spotting when something’s not working across departments, and you bring a calm but firm approach that gets things back on track.

    Rachel Keohan
    CMO, Hometap

Past speaking engagements

“Empowering Customers with Digital CX”

— Digital Customer Experience Summit, November 2023

“Case Study: Sonde Health”

— Accenture Innovation Day Demonstration, January 2018

“Design for Hire: Taking the Lead”

— AIGA Boston, September 2019

“Setting the Tone with Empowering UX”

— UX2017 Copenhagen Conference, March 2017

“Star Wars and the Design Process”

— Practice Makes: Process, June 2019

“Creating a Compelling Portfolio”

— Adobe CC Creative Jam, August 2015