Player-coach driving website and product UX strategy for Fortune 500 finance, healthcare, and tech brands.

A change-over-time dashboard built by consolidating two legacy Terakeet tools, Presidio and Chorus, into one holistic view of brand favorability and search result performance, driven by usability testing and stakeholder focus group insights.

• Grew adoption from 4 to 12 account teams using the dashboard for client reporting
• Reclaimed an estimated 18 days of reporting time per team, per year, by removing manual cross-tool work
• Consolidated two legacy tools (Presidio + Chorus) into one dashboard after an 11-participant usability study identified data fragmentation as the top adoption blocker

Rebuilt a sprawling site navigation to surface support content that had been buried in the menu, to improve findability of content for mesothelioma caregivers and patients as well as search engines.

• Secondary navigation items reduced by 47%
• Click-through rate to support resources up 4.5%
• Bounce rate on key pages down 16.7%

Explored the emotional and social factors behind Jobs-to-Be-Done to understand how user behavior and perception shape financial decision-making, uncovering opportunities to improve content and product strategy for a financial services client's digital tools.

• 25% of the content team's Q1 2025 strategy derived from the research findings
• Findings shaped articles on transfer scams, virtual cards, financial stability, and debt payoff motivation
• Set the direction for optimizing digital-tools landing pages around real user language

Reimagined how prospective customers estimate pet insurance cost, creating clear value and clarity on coverage leading to more confident decisions.

• Quote start rate increased by 47% (337 → 713 in 30 days) during the pre/post test.
• Quote completes increased by 9%.
• Component implemented across 4 product pages.

How I scaled UX from a 2-person to a 10-person research and design team, established foundational playbooks and processes, and transformed UX from a perceived afterthought into a strategic business driver across delivery and product teams.

• Hired 10 UX designers and researchers
• Established UXR playbook, CRO playbook, and research process guidelines adopted across organization
• Scaled 4 Fortune 500 accounts from little to no UX work to a full UX roadmap, driving contract renewals and expansions

An audit of goPuff's site, surfacing usability issues across four core page templates and translating them into wireframes to support the client's SEO and conversion goals.

• Cut the proposed first-order flow from 8 steps to 4 by removing key blockers
• Surfaced 15 priority issues spanning labeling systems, content mapping, readability, and CTA saliency
• Delivered wireframes and an effort/impact roadmap ready for engineering handoff