Stone cold pros having serious fun.

Closed Loop is a senior team of marketing and user experience experts. We bring together research, design, marketing, and strategy to create optimum experiences that strengthen your brand and improve your bottom line.

Our Philosophy

At Closed Loop, we believe in the power of ideas and the importance of great execution. We know the value of information, but we also understand that data does not exist in a vacuum—to be useful, it must be harnessed to serve a specific purpose. And we approach each project on its own terms, working to understand its unique challenges, then applying our curiosity, knowledge, and experience to find the best possible solution.

What Sets Us Apart

You’re making an investment in better user experiences; we’re dedicated to making sure your investment generates real returns. Acting as an extension of your team, we learn what your business needs from the inside out and create an answer that fits. Whatever the project, Closed Loop provides a holistic, end-to-end engagement that generates measurable results—and more engaged customers.

Another factor that distinguishes us: We don’t just bring in the business and then hand it off to junior staff. Our team is made up of a select group of professionals—each with years of experience in one or more of our specialties, plus the breadth of vision to see the big picture.

Community Involvement

At Closed Loop we actively give back to our local community and support numerous national and international charities. This includes direct donations, volunteering time and expertise, and supporting our team members in individual charitable outreach.

Life at Closed Loop


Management Team

"The best way to have a good idea is to have lots of ideas.”
Linus Pauling

Lance Loveday

Founder and CEO

As Closed Loop CEO and founder, Lance helps organizations leverage user experience to maximize strategic advantage—especially finding the little UX details with the biggest impact. His work is guided by a few simple beliefs: Good user experience is good business. There’s always room for improvement. And companies that value design, UX, and the human element will outperform those that live and die only by the numbers.

With Sandra Niehaus, Lance cowrote the breakout business strategy book Web Design for ROI . His educational background includes an exploratory tour of law school, preceded by a BS in Managerial Economics from UC Davis.

Lance, his wife Courtney, and their three children live in Northern California, where he enjoys reading and cycling. Luckily, he has zero plans to abandon Closed Loop in hopes of winning the Tour de France.

Lance brings strategic business thinking, humor, and years of online marketing experience to Web Design for ROI, cowritten with Sandra Niehaus.

“Technology that is usable, understandable, and accessible should be considered a basic human right.”
Sandra Niehaus

Sandra Niehaus

VP, UX and Creative Director

As creative director and VP of user experience, Sandra heads Closed Loop’s user research and user experience divisions. She’s an accomplished writer, speaker and presenter who addresses usability, design, and conversion at numerous industry and business conferences.

With Lance Loveday, Sandra cowrote Web Design for ROI, which links design and business strategy.

Sandra’s creative, scientifically inclined family fostered her early fascination with technology and the arts. After discovering computer programming in high school, she balanced college courses in computer science and electronics with orchestra, music theory, and composition. Her studies next took her to France, Hungary, and the San Francisco Conservatory of Music, where she earned a master’s degree in composition. In her copious free time, she complemented these studies with graduate courses in business law, IT management, and multiple web development languages.

Sandra joined Closed Loop in 2004 after nearly a decade as an independent web consultant. She lives in Northern California, where she surfs, writes, practices mixed martial arts, and thinks about stuff.

Sandra combines clear, powerful communication; design expertise; and an ability to link design with business goals in Web Design for ROI, cowritten with Lance Loveday.

“Whatever you value, be committed to it and let nothing distract you from this goal.”
Rev. Theodore M. Hesburgh, C.S.C.

John Evans

Chief Strategy Officer

As chief strategy officer at Closed Loop, John is responsible for leading complex client engagements and development of Closed Loop’s service lines.

John has more than 15 years of experience leading the design, development, and optimization of websites and web applications. At Closed Loop, he uses his background in strategy and implementation, his interest in product and service design, and his drive to simply make things better to help clients realize dramatic improvements in their online results.

Before joining Closed Loop, John worked in house and as a consultant at both private and public-sector organizations. He holds a MBA from the University of Notre Dame.

Outside the office, John spends nearly all his time keeping up with his wife and three children. However, he does find some time to run, cycle, travel, and listen to live music.

“Never doubt that a small group of thoughtful, committed people can change the world.”
Margaret Mead

Amy Kapell

VP, Client Strategy and Communication

Amy synthesizes the contributions of Closed Loop’s design, UX, creative, and strategy teams, creating comprehensive plans for improving the user experience, usability, and conversion rates of large- and enterprise-level websites. She enjoys “going native” on large-scale projects, becoming a de facto member of our clients’ internal marketing, web development, and creative teams.

Amy has eight years of experience in online marketing and more than 10 years of experience in project management. She holds a bachelor’s degree in anthropology and communication from the University of Michigan-Dearborn and a master’s degree in communication from Eastern Michigan University.

After completing her education in 2006, Amy heeded the call of the West and moved to California to join Closed Loop. In 2009 she decamped to Wales, where her husband wrote his PhD thesis and she worked remotely on a California schedule. In 2012, the duo returned to the US bearing a Welsh cat and 630 pounds of books.

Amanda Evans
“We keep moving forward, opening new doors, and doing new things, because we're curious and curiosity keeps leading us down new paths.”
Walt Disney

Amanda Evans

VP, Search Engine Marketing

Amanda has over 13 years of experience in developing search marketing strategy and campaigns. She is data-driven, and follows advancements in tracking technologies very closely so that she can make sure her clients have the advantage over their competitors. She specializes in large scale SEM campaigns, web analytics, and crafting comprehensive, easy to use dashboards to ensure clients understand their account’s performance.

Amanda holds an M.B.A from San Jose State University and a B.S.C from Santa Clara University.  Before joining Closed Loop, Amanda founded and ran her own comprehensive digital marketing consulting agency for 7 years, and worked with clients including the California College of the Arts, The Linux Foundation, and the NY Philharmonic.

In her spare time, Amanda practices cello and plays in several concerts a year with various Bay Area orchestras. She lives in Half Moon Bay with her husband and two children.

“With the new day comes new strength and new thoughts.”
Eleanor Roosevelt

Amy Konefal

Director, Search Engine Marketing

As director of search engine marketing at Closed Loop, Amy brings extensive expertise in paid search with over 8 years experience in the industry. She has successfully managed campaigns for both B2B and B2C clients across a wide variety of industries, and has a consistent track record for building SEM campaigns that exceed client business and ROI goals. She is certified as a Google Advertising Professional and has spoken at top industry conferences including Search Marketing Expo and Web Design World, as well as taught SEM tactics at the collegiate level.

Before entering the marketing world, Amy worked as a teacher—which explains her ability to explain new information in a manner that is both understandable and relevant to a client’s industry. At Closed Loop, she develops and executes marketing strategies that maximize ROI while helping clients feel confident in their search campaigns.

Amy grew up in Indiana and attended Indiana University. She now lives in Phoenix, Arizona with her husband and son. When not managing search engine campaigns, Amy enjoys hiking and exploring new places with her family.

“Intelligence is the ability to adapt to change.”
Stephen Hawking

Sara Sturtevant

Director, Marketing

As director of marketing at Closed Loop, Sara develops strategies designed to increase conversion by leveraging the power of the entire UX ecosystem. She combines expertise in marketing strategy, project management, and conversion optimization with a passion for well-crafted, intuitive user experiences.

Sara joined the Closed Loop team in 2009 after she busted into our office, résumé in hand, asking where her desk was. When she’s not geeking out behind her Mac, she enjoys science fiction and traipsing around the globe.