Meet Jenna Nicholls, Senior User Experience Designer at Parspec!

Jenna is a Senior User Experience Designer at Parspec, where she focuses on creating intuitive, user-centric solutions to enhance digital workflows in the AEC industry. Through research, collaboration, and thoughtful design, she helps uncover user needs and translate them into impactful product improvements.

Drawn to Parspec’s commitment to innovation and integrity, Jenna is passionate about pushing the boundaries of technology and shaping smarter, more efficient tools for the construction sector. She is particularly excited about streamlining project management processes and designing experiences that prioritize usability and productivity.

Outside of work, Jenna enjoys exploring the Bay Area with her dog Louie and creating playful, practical ceramic art.

Read on to learn more about her journey, work at Parspec, and vision for user-centered innovation in construction!

What is your role at Parspec?
As a Senior User Experience Designer at Parspec, I focus on research, design, collaboration, and problem-solving to enhance our digital products. I engage closely with our users to uncover their pain points and frustrations, identifying opportunities for meaningful improvements within our app. Using these research-driven insights, I translate ideas into wireframes and interactive prototypes, allowing the larger team to visualize and provide feedback on potential solutions. Continuously advocating for user-centric decisions, I work to ensure our designs align with both business objectives and the needs of our users, creating intuitive and impactful experiences.

Why did you join Parspec?
I joined Parspec because I was excited by the opportunity to create meaningful, user-centric solutions in an industry that has long been overlooked by modern technology. From my very first conversations with the team, it was clear that this was a group of people deeply committed to innovation, collaboration, and integrity. I knew this was a team I wouldn’t just celebrate the wins with but one I’d be proud to work through challenges alongside. I wanted to be part of a company where design isn’t an afterthought but a driving force in shaping the product, allowing me to push boundaries and craft intuitive, impactful experiences for users.

What challenges are you looking forward to trying to solve?
Many businesses in the AEC industry juggle a patchwork of tools that don’t integrate seamlessly, leading to inefficiencies and unnecessary manual work. I'm looking forward to streamlining workflows for companies that currently rely on multiple software solutions from bidding all the way to order entry. Our goal is to simplify and centralize these workflows, reducing friction and improving productivity. 

What sparked your interest in the technology industry?
My interest in the technology industry was sparked by its ability to solve complex problems and make everyday tasks more efficient. Technology has always been a constant in my life, ever-evolving and shaping how we work, communicate, and interact with the world. As I became more immersed in design, I realized how much impact thoughtful technology can have - not just in making things look good, but in truly improving experiences. The ever-evolving nature of the industry keeps me inspired, constantly learning, and excited about what’s next.

How do you see Parspec impacting the AEC industry? 
Since moving to San Francisco and even before joining Parspec, I’ve built strong connections within the AEC industry. One thing that has always stood out to me is the industry’s reliance on outdated technology and the persistence of unnecessarily tedious processes.

What sets Parspec apart is our user-centric approach. We listen before we solve, and we ask before we decide. Every business strategy and initiative we pursue is shaped by the feedback we gather from the people directly experiencing these challenges, ensuring that our solutions are truly impactful.

Are there any recent projects or initiatives at Parspec that you’re particularly excited about, and why?
Personally, I’m really excited to start exploring the project management side of the distribution industry. By understanding the challenges and pain points within project management, we can design solutions that make shipment tracking, approval and team collaboration, and order execution more seamless.

What are your career goals? Where do you think Parspec can take you?
My career goals center around growing as a UX designer, deepening my expertise in user research, interaction design, and product strategy. Long-term, I see myself taking on a leadership role, mentoring other designers, and shaping the design vision for products that prioritize usability and efficiency.

Parspec provides the perfect environment for me to evolve in this direction. As the company grows, I see opportunities to take on more strategic responsibilities, influence product decisions, and help define best practices for user-centric design. The challenges we’re tackling are complex, but that’s what makes it so exciting - working at Parspec allows me to push boundaries, refine my problem-solving skills, and make a lasting impact in an industry that’s ready for innovation.

If you were not working at Parspec, where would you be?
If I wasn't at Parspec, I’d likely still be in a role where I could combine my passion for design, problem-solving, and user experience. I’ve always been drawn to roles where I can make complex processes feel seamless and intuitive, so wherever I’d be, it would have to be a place where thoughtful design has a real impact. And if I really went off the beaten path? Maybe running a small pottery studio in Bali, creating functional art that brings people joy.

What do you think is the most important skill that a successful professional in your domain needs to have?
One of the most important skills for a successful professional - especially in user experience design - is adaptability. The technology landscape is constantly evolving, and being able to pivot, learn, and embrace change is crucial. In UX specifically, adaptability means balancing user feedback, business goals, and technical constraints while continuously iterating and improving. It also means staying open to new design methodologies, emerging technologies, and shifting user needs. 

What is the biggest challenge that you’ve faced since joining the team?
A challenge I have faced since joining Parspec is encouraging users to think beyond the limitations of their previous technology. When conducting research and gathering feedback on requested features, I often find that users frame their needs based on how things have always been done rather than what is possible. My goal is to push them to think bigger - to envision solutions that break free from outdated workflows and truly optimize their processes. It’s a shift in mindset, but when users start seeing the potential for more intuitive and efficient solutions, that’s when the most impactful design opportunities emerge.

What do you see as the most exciting trends or developments in your domain right now? 
One of the most exciting trends in user experience design today is the increasing focus on AI-driven personalization and automation. Parspec is at the forefront of this shift in the AEC space, leveraging AI and machine learning to develop more sophisticated, intelligent software. The industry is moving toward creating smarter, more adaptive interfaces that don’t just respond to user actions but proactively anticipate needs, making workflows more intuitive and efficient.

What have been some of the most important lessons you’ve learned throughout your career?
One of the most important lessons I’ve learned throughout my career is to always listen more than I speak. Truly understanding user needs, stakeholder perspectives, and team dynamics comes from active listening and thoughtful observation. It’s easy to jump into problem-solving mode, but the best solutions emerge when you take the time to absorb insights, ask the right questions, and consider different viewpoints. Whether it’s user research, design critiques, or cross-functional collaboration, listening first ensures that every decision is informed, intentional, and impactful.

What techniques help you stay organized and productive?
I have recently been experimenting with time blocking to structure my schedule more intentionally. Setting dedicated time slots for deep work, meetings, and creative brainstorming helps me stay focused and avoid context switching. Taking short breaks throughout the day keeps me refreshed, and I make it a point to step away from my screen when I need a reset. Balancing structure with flexibility allows me to stay productive without feeling overwhelmed.

What gets you out of bed in the morning?
What gets me out of bed every morning is the excitement of solving complex problems through thoughtful design and collaboration. Knowing that my work has a tangible impact keeps me motivated. And, of course, starting my day with a cuddle session with my dog, Louie, doesn’t hurt either!

What is your favorite food?
I have a tendency to hyper-fixate on certain foods for months at a time, and over the past year, the turkey sandwich from Vineyard Café, our office café, has had my heart. I order it so often that the staff remembers my order, and at this point the entire Parspec team could probably recite it too.

Outside of work, my ultimate guilty pleasure is paneer tikka masala - comforting and flavorful.

What do you like to do outside of work?
Recently, I’ve taken up pottery in my free time, exploring both wheel throwing and hand sculpting. As a naturally creative person, I had struggled to find a medium that truly brought me peace, especially as a bit of a perfectionist. What I love about working with clay is its flexibility - the ability to reshape and refine it even after making a mistake. It’s incredibly therapeutic, offering a balance between creativity and adaptability. Right now, I’m working on a small series of ‘Jellycat’-esque figurines designed to hold photos, blending playfulness with functionality.

Describe your perfect weekend.
My perfect weekend would start with grabbing a latte and hitting the road for a scenic drive out of the city. As a newcomer to the Bay Area, I love exploring the charming beach towns and hidden gems farther afield, taking in the Pacific Coast Highway for as much of the drive as I can. Whether it's discovering a new hiking trail with my dog Louie, strolling through a small-town farmers' market, or simply relaxing by the ocean, weekends like these are the perfect reset.

Where are you located? How did you end up there?
I am currently located in San Francisco, though my journey here began just over a year ago when I moved from Canada. The Bay Area is a world-renowned hub for technology, and I was drawn to the energy, innovation, and opportunities that come with being in the heart of it all. The move was both an adventure and a strategic step in my career, allowing me to immerse myself in a thriving tech ecosystem while also exploring a new city full of creativity and inspiration.