Shayla Williams Fender

Shayla Williams Fender is a Founder, strategist, and UX and AI systems designer who helps entrepreneurs move from chaos to clarity through soul-aligned technology and human-centered design. Her career began in public service, working in the Mayor’s Office in Hartford, Connecticut, where she focused on community relations and constituent services. She later worked in state government supporting AmeriCorps programs with grants administration, followed by nonprofit and federal government roles centered on program management and strategy. While she valued public service, she became frustrated by the long timelines required to see measurable impact through policy work. This led her to pursue user experience design, a field that aligned with her psychology background from Williams College and her passion for understanding how people interact with technology to create meaningful, real-time improvements in their experiences.

Shayla transitioned into UX research and consulting after completing a certification at Bentley University, eventually moving into management consulting with Slalom Consulting, where she supported Fortune 500 companies and government agencies on experience strategy and transformation initiatives. Throughout her career, she has balanced professional leadership with her entrepreneurial spirit, which began early when she ran a successful childhood candy-selling business with her sister. In October, she launched The Groundswell Strategy, a consulting and coaching practice that helps founders and coaches align their business operations with their purpose through AI-driven systems design. Her work focuses on helping clients move from chaos to clarity by automating repetitive work, improving workflow architecture, and creating businesses that support both productivity and personal well-being.

As a neurodivergent business owner, Shayla is deeply committed to building neuroaffirming businesses that meet people where they are while supporting sustainable success and time freedom. She helps entrepreneurs who feel successful on paper but overwhelmed in practice design systems that allow them to focus on what matters most. Through coaching, consulting, and strategic design, Shayla continues to champion a vision of business and technology that supports both impact and peace of mind. Her mission is to help founders build businesses that feel as good as they perform, empowering them to live and work in alignment with their highest purpose.

• User Experience Design Certification from Bentley University

• Williams College - BA, Psych

• Growth Hub 360

• Black Girls Achieve
• Claiming Williams Day (Founder)