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Hello! I’m Jessica “Jessie” Small. I’ve built a rewarding career in business over the past twenty-plus years. My journey began at a family-owned company in Madison, where we focused on helping employees save money through employer-sponsored fringe benefits programs. I started as Employee 120, but the company quickly grew through mergers and acquisitions, and by the time I left, I had 1,200 colleagues.
Early on, my entrepreneurial spirit and self-starter attitude were recognized, leading me to take on more responsibilities among my peers. I soon found myself managing product development ideas directly under the CEO, giving me invaluable insight into the inner workings of the business. This unique role allowed me to work closely with executives, navigate the organization, and dive into every aspect of the business. I developed strong research abilities, honed my organizational skills, and learned how to build relationships and lead cross-functional teams. My communication skills and a ‘get-it-done’ attitude contributed significantly to my success across various business functions.
We all have our strengths and weaknesses, and that’s where I come in. Think of me as the yin to your yang, ready to balance out your skills and help you turn your vision into reality.
After the pandemic, I took time to reflect on my personal and professional goals which led me to enroll at the University of Wisconsin–Madison Information School (iSchool) in a Capstone program focused on User Experience (UX) Design.
In June 2023, I launched my freelance business, Big Idea Small Design. I specialize in digital design, creating visual content and interactive experiences for digital platforms like websites, apps, social media, and other digital presentation interfaces.
Digital design includes a variety of design disciplines, including graphic design, user interface (UI) design, user experience (UX) design, and motion graphics, among others. The goal of digital design is to blend aesthetics with functionality, ensuring that visual elements appeal to users and effectively communicate messages, guide user behavior, and enhance usability.
Leveraging tools like Figma and Adobe Creative Suite, I create experiences focusing on studying and solving problems with art, technology, and understanding human behaviors.
I grew up on a century-old homestead in northern Wisconsin, an area of beauty and tranquility, and a family legacy passed down through five generations. I learned early on the value of family and friends, hard work, and the principle of “work before play.” We made do with what we had, repaired what was broken, or lived without. With both of my parents as entrepreneurs, I’ve seen all aspects of business, including the good, bad, and ugly.
These experiences shaped my creativity and problem-solving approach, guiding me to make good decisions, my ability to embrace imperfection, and prioritize progress over perfection.
I’ve lived in the Madison, Wisconsin area for almost 20 years. I spend most of my time with my family and two dogs, Rosie and Bennie.
I love traveling and summers at the beach. I enjoy Wisconsin summers on the lake, fishing, boating, and kayaking. I take pride in my flower gardens and my pathetic veggie garden.
In the winter months, you’ll find me baking, sewing, or reading. I love the art of photography. And, I always seem have one (ok, maybe two) home improvement project in progress.
