Content designer
&Experience strategist

Selected work /

Indeed

Experience Architecture

Case study 01

Reshaping Indeed to serve hourly workers

Diagnosed the pattern behind Indeed’s top three product issues and led a company-wide redesign of information architecture, UX, and matching models to improve outcomes for the underserved majority: hourly workers.

Activities

→ Experience architecture
→ Information architecture
→ UX content
→ Product strategy

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Indeed

UX Content Design

Case study 02

A global system for collecting job preferences

Designed scalable patterns for collecting user preferences across the platform. Better UX increased data collection while content standards ensured the data collected would improve job recommendation models.

Activities

→ UX content design
→ Component strategy
→ Content standards
→ Preference models

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Payactiv

Brand Strategy & Product Design

Case study 03

A rebrand & new app put Payactiv back at #1

Helped passionate fintech founders simplify their message and launch an app experience that doubled their customer base.

Activities

→ Brand positioning
→ Product definition
→ Message development
→ Mobile app IA
→ UX copy

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Careswitch

Brand & Digital Product Suite

Case study 04

Launched the first all-in-one platform for home care

Co-created the brand and product with founders, built the website and launch communications, and designed the HIPAA-compliant information architecture for the agency platform, caregiver app, and patient portal.

Activities

→ Brand messaging
→ Company website
→ HR & billing platform
→ End-user app
→ Service design

Results

• 80% of customers set up in two months
• App launched to favorable reviews
• Two successful seed rounds

ExxonMobil

Rewards App, Experience Strategy

Case study 05

Redesigned the ExxonMobil app to center gas and points

Created a context-aware home screen, streamlined notifications, and turned a complex rewards program into a playful points-earning experience.

Activities

→ Team lead
→ UX research
→ Loyalty program design
→ Design direction
→ Content design

Results

• 46% increase in app usage
• 21% increase in loyalty acquisition

Blue Cross Blue Shield

Healthcare, Content Strategy

Case study 06

Turning clarity into a reason to switch to Florida Blue

Content strategy helped Florida Blue turn buried features into evidence of a community-minded healthcare company. Restructured the corporate site, created page templates, crafted brand messaging, and designed an audience-specific navigation.

Activities

→ Experience strategy
→ Information architecture
→ Brand voice
→ Messaging development
→ Content guidance

CUNA

Fintech, Whitelabel Product

Case study 07

A compliant lending platform for credit unions

Designed content for a white-labeled digital lending app, including a loan-term simulator and conversational loan application assistant that helped credit unions generate leads while maintaining compliance.

Activities

→ Information architecture
→ Copywriting
→ Conversational design
→ Legal-approved templates

National Grocer

Research, Experience Design

Case study 08

An experience vision for the future of grocery shopping

A research program and roadmap spanning marketing, eCommerce, merchandising, store operations, and loyalty—grounded in shopper archetypes and a shift from selling ingredients to making meals.

Activities

→ Design research
→ Archetype mapping
→ Experience strategy
→ Vision & roadmap
→ Product design

Results

• 10–20% uplift in online sales
• 19 brands migrated in two years
• Three sites launched in year one