The perspective behind the process.
Hi, I’m Hannah, founder of Campbell Perspective.
I’ve always had a hard time experiencing something without evaluating it. Whether it’s a website, a client portal, a spreadsheet, or the way information is presented in general, I instinctively notice what’s working, what isn’t, and what could be better.
I pay attention to the details that most people move past: the extra click, the confusing wording, the buried information, or the moment someone has to stop and think, “What am I supposed to do next?”
While my professional background is in public accounting (tax, to be specific), the work has always been about more than just numbers. Throughout my career, I’ve helped clients navigate complex tax matters, adopted new client-facing technologies, and worked through software implementation designed to improve the client experience. As new tools were introduced, I found myself paying just as much attention to how people interacted with those systems as I did to the work itself.
This mindset shaped the way I approached my everyday work. I noticed the moments where clients hesitated, became confused, or took unnecessary extra steps. Whether I was writing client emails to explain complex tax concepts or creating spreadsheets to show detailed calculations, I was always thinking about the person on the other side. Even when something was technically correct, I asked myself whether it could be easier to read, easier to follow, and ultimately, easier for someone else to understand.
Over time, I realized this wasn’t just part of my job; it was how I naturally approached the world.
That’s what inspired Campbell Perspective.
I believe every interaction shapes how customers perceive a business. Sometimes it’s the wording of a headline. Sometimes it’s the placement of a button. Other times it’s an entire process that makes customers work harder than they should. Individually, these moments may seem small, but together they define the customer experience, and often influence whether someone chooses to move forward with a business.
That’s where Campbell Perspective comes in. I help businesses step outside of their day-to-day operations and see their business through the eyes of their customers. By bringing an objective outside perspective, I uncover details that are easy to overlook and provide thoughtful and practical recommendations that improve clarity, build trust, and create momentum. My goal isn’t to reinvent your business, it’s to refine the experience in ways that make it easier for customers to understand, navigate, and confidently choose you.
Every project begins with one simple question.
What does your customer see that you no longer notice?