We help startups & small businesses with
Product strategy, user experience & website design.
Hey, I’m Madeline. With a background in strategy, design, and customer experience, I help startups and small businesses build, improve, and grow. From product management and customer research to websites and launch support, I provide practical help wherever you need it most.
Support for your small business, made simple.
Sound familiar?
You’ve had an idea for months (or years), but haven’t had the time or support to bring it to life.
You have a growing list of improvements, projects, and ideas, but no extra team member to help actually make them happen.
You feel like you just need capable, reliable support across strategy, research, design, and execution—without the complexity (or price tag) of hiring an agency.
Why Sheridan Design?
Holistic support across product strategy, research, design, websites, and business systems.
Expertise backed by degrees in English and design, plus corporate experience with startups, nonprofits, and enterprise companies.
1:1 support for whatever you need from quick questions to big projects.
Simple hourly pricing available for every project so you only pay for what you actually need.
What I can help you with
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Clean, modern websites that make your business look professional and guide visitors to take action.
Examples: website design, website refreshes, landing pages, website audits, ongoing maintenance
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Custom visuals to make your brand consistent and polished across every touchpoint.
Examples: Logos, presentations, flyers, business cards.
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Turn ideas into real offerings with support for product development, prioritization, customer experience, and execution.
Examples: fractional product management, product discovery, product roadmaps, new service development, product launches, strategic planning.
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Understand your customers, uncover opportunities, and create experiences that work better for the people you serve.
Examples: customer interviews, surveys, journey mapping, experience audits, feedback analysis, UX audits, user flows, wireframes, information architecture, and experience design recommendations.
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Simplify the tools, workflows, and processes that keep your business running smoothly.
Examples: workflow improvements, process documentation, tool recommendations.
Hey, I’m Madeline.
I’m a Chicago-native turned Boston local, and I get it—running a business means constantly balancing big ideas with day-to-day execution, often without enough time or support to move either forward.
With a Master’s in Information Design & Strategy from Northwestern and an English degree from Cornell, I bring together strategy, research, design, and execution to help startups and small businesses build better products, experiences, and brands.
Over the past six years, I’ve worked with startups, nonprofits, enterprise companies, and small businesses on everything from customer research and websites to product strategy and business systems. And if there’s one thing I’ve learned, it’s that most businesses don’t need more complexity—they need thoughtful solutions, clear priorities, and someone who can help move things forward.
Whether you’re launching something new, improving an existing experience, or finally tackling a long-overdue project, I’m here to help. No agency timelines, no unnecessary complexity—just practical, approachable support you can count on.
Recent Projects
“Time went so quickly and Madeline was so efficient! The way Madeline made things so easy and “doable” for me was amazing. I am not at all tech savvy and Madeline made things very reasonable and actually fun.”
— Angela Thomas-Santos, owner at Holistic Heart of Healing
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“I am so grateful for the work Madeline/Sheridan Design Co. put into my website and branding. I feel considerably more confident sharing my site with collaborating professionals and prospective clients now. Everything is clear, easy to find, and really reflects who I am and what I do.”
— Caroline Arnold, owner at Caroline Arnold Nutrition
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Frequently Asked Questions
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Nope! That’s what our call is for. We’ll talk through your goals, what’s been holding you back, and I’ll recommend the best next steps.
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You’ll get a clear quote for your specific project on our first intro call—no waiting for a follow-up email. Most of our clients opt for hourly pricing, but we’re happy to work with you to find the option that works best for your needs.
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Websites, design, copywriting, social media support, tech setup, and more. If it helps your business look better, run smoother, or feel less overwhelming, I can probably help.
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If the work is in your accounts (like email or scheduling tools), we’ll hop on Zoom together so you can see exactly what’s happening and stay in control of your own accounts. If it’s design or copy, I’ll handle it async and share drafts for your review.
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You can start as small as you’d like with as few hours as you need! We’ll figure out what makes sense for your business today, and you can always add more later as you grow.
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It depends on what we’re working on and how quickly you want to move.
A quick tech setup or small design project might take just a few days, while a website usually takes a couple of weeks. I’ll always share a clear timeline up front, and we can move as fast or as slow as your schedule allows.
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Nope! A single-page site is often the best fit for many small businesses, but I also design multi-page sites when it makes sense for your goals.
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Yes—I offer custom branding support like logos, social media templates, flyers, and more to keep your business looking professional and consistent.
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I don’t post for you, but I’ll help set up your platforms, create templates, build a posting plan, and keep you accountable with reminders and strategy support.
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Yes—all hours are flexible. You can split them between website design, tech help, social media, copywriting, or whatever else comes up.
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I can usually work with whatever tools you’re already using—or recommend options to make things easier. Design projects can be done in Canva or Illustrator, websites are often built in Squarespace (though I can work in most platforms), and for systems/tech support I’m comfortable with both modern and older tools. If I haven’t used it before, I can probably figure it out with you.
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Yes! If you’d like help keeping your website, systems, or marketing up to date, I offer ongoing support. We can set up a retainer or monthly plan that gives you consistent help at a discounted rate, or you can continue with flexible project-based work—it’s completely up to you.
Contact Us
Interested in working together? Fill out the form and you’ll get an email from me with a link to schedule your intro call. We can’t wait to hear from you!
On our call, we’ll cover:
Your business goals and what kind of support will help you most right now
A walkthrough of how I can help (websites, design, strategy, and more)
A clear project plan and quote—no waiting around for follow-up emails
It’s simple, low-pressure, and designed to give you clarity about your next steps.
Prefer to reach out over email? hello@sheridandesign.co