I’m Jen Goertzen, a user experience researcher, strategist, and designer.

The Nitty Gritty

The only thing I love more than a good question is getting to the answer. The process of taking apart problems then reconstructing the pieces to find a solution is incredibly satisfying.

User experience marries my two passions of problem solving and observing human behaviour. I’m able to do both everyday—then watch people interact with the solutions so I can further improve on my ideas. Above all, I aim to do good. My work exists to support people in their endeavours, how ever big or small.

In 2011, I co-founded Caribou, a user experience strategy and design consultancy that works with startups and organizations to make better products and services. In 2017, we established the UX Lab, Canada’s first plug-and play usability testing space. I also kicked off UX Winnipeg, a UX-focused meetup for Winnipeg’s tech community.

Outside of my work in user experience it’s important to me that I grow as an individual and challenge myself. I enjoy triathlon, drawing, writing, baking bread, and a good game of Ultimate frisbee.


Caribou / Strategy & Design Consultancy
UX Consultant, Partner
2011 —

iQmetrix / Customer Experience Solutions
UX Lead
2015 —

UX Lab / Powered by Caribou & North Forge
2017 —

UX Winnipeg / Events & Community Organization
Organizer & Host
2017 —

Investor’s Group / Financial Planning & Advisor Services
UX Designer

Tipping Canoe / Consumer Mobile App Shop UX Designer
2011 – 2015


Jennifer Goertzen, “Ethics & Sustainable Design (or how to be a good human),” Red River College: Designing Sustainability, 2018.

Jennifer Goertzen, “Navigating Cross-Functional Team Dynamics,” Prairie Dev Con Deliver, 2017.

Jennifer Goertzen, “A Day in the Life of a UX Designer,” Red River College, 2017.

Jennifer Goertzen & Quinn Keast, “Putting UX to the Test: User Interviews & Usability Testing,” North Forge, May 2017.

Jennifer Goertzen, “Stop Reacting to Mocks and Own Your Product,” Prairie Dev Con, 2016.