Leadership and multidisciplinary design at work
“She’s a thoughtful creative and content strategist who always keeps her eye on the big picture and advocates for what’s best for the customer/user.”
— Caitlin Kogan, Executive Creative Director at BreadnButter
Results from leadership and multidisciplinary design.
A new CMS and design system leads to a culture of collaboration
A charitable institution required a robust CMS and design system to more effectively manage two of their websites. My team and I focused on creating a system that would improve the UX for end-users and content authors. Once implemented, this system contributed to a significant cultural shift within the institution, leading to more collaboration across business units.
Streamlining of local websites reduces authoring time by 35–75%
AAA had nine distinct regional websites, making it difficult to manage content and maintain UX consistency. I led the effort to consolidate into one site using a new CMS that could dynamically push local content where necessary. Five months after launch, the authoring time was reduced by 35–75%, and membership conversions increased by 25%.
A product redesign leads to a 360% adoption increase within ten months
A charitable foundation had the goal of encouraging more kids to read through their rewards program. Our task was to find ways to make the rewards program more motivating, improve the onboarding experience, and rebrand the accompanying app. After research, strategy, and design, my team and I upgraded the product reaching a 630% increase in adoption after ten months of its release.
Insights break down barriers to improving Lenovo.com
The Lenovo marketing team believed a more premium experience of Lenovo.com would result in happier customers and a healthier bottom line. However, making the necessary changes required support from the rest of the organization, and intuition alone was not enough to mobilize people. A data-rich experience map highlighting friction points in the buying journey helped executives get on board with transforming the website.
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The term “User Experience Design” has become ubiquitous but also ambiguous. As a multidisciplinary designer, I’ve had the perspective to educate project managers, visual designers, writers, and strategists on the broad spectrum UX covers, how it differs from neighboring disciplines, and specific best practices for our projects. Below are some examples of presentations I’ve given at Axis41 and Wunderman Thompson.