Work

Case Study 1:

Digital Ecosystem Optimization

  • A national healthcare organization needed to modernize its digital ecosystem to better support pharmacies, clinicians, and consumers. Their existing web experience suffered from unclear pathways, fragmented tools, inconsistent messaging, and limited visibility into user behavior. Leadership needed a strategy that connected UX, marketing, analytics, and operations — and delivered measurable improvements in engagement and adoption.

  • As the organization’s digital experience lead, I served as both strategist and tactician — shaping the roadmap, improving site usability, managing content operations, leading campaign development, and building analytics frameworks to guide decision-making. I worked across marketing, product, and leadership teams to align messaging, streamline workflows, and strengthen digital performance.

  • My approach centered on connecting user behavior, content clarity, and operational data. I conducted UX reviews, implemented GA4 tracking improvements, built dashboards in Salesforce and Google Looker, redesigned key flows, improved site architecture, and introduced automation to reduce manual work. I also collaborated closely with stakeholders on campaign strategy, key messaging, customer segmentation, and multi-channel execution. Throughout, I used a blend of data analysis, usability insight, intuition, and cross-functional collaboration to prioritize high-impact improvements.

  • The digital ecosystem became clearer, faster, and more aligned with user (internal and external) needs. Engagement increased across key pages, friction decreased in critical paths, and new analytics revealed previously hidden behavior patterns. Campaigns became more targeted and measurable; automation reduced workload; and leadership gained clearer visibility into performance. The improvements created a more consistent user journey and strengthened trust with both partners and consumers.

Case Study 2:

Usability & Metrics Study

  • A large higher-education organization needed to understand why its public website, despite strong traffic, was struggling with clarity, navigation, and user satisfaction. Traditional analytics couldn’t explain user behavior or identify the root causes of abandonment and confusion. The challenge was to determine which metrics — if any — could meaningfully reflect success on a complex, non-transactional website serving a broad public audience.

  • I served as the researcher, strategist, and UX analyst, designing a comprehensive evaluation that blended usability testing, task analysis, behavioral observation, and metric comparison. I structured the study, recruited participants, conducted sessions, analyzed data, and delivered recommendations that connected user behavior to content strategy, navigation structure, and digital governance.

  • I conducted guided remote usability tests with North Carolina residents, observing task completion, error patterns, satisfaction levels, and behavioral cues. I compared these qualitative insights against available web metrics — such as session duration, bounce rate, and pageviews — to test whether analytics alone could predict user success. Drawing on my Google Data Analytics Professional Certificate training, I combined data, intuition, and UX principles to interpret what metrics couldn’t reveal. Throughout the process, I evaluated terminology clarity, navigation patterns, accessibility cues, and content structure to expose hidden friction.

  • The research demonstrated that analytics alone could not explain or predict user experience on non-transactional websites. Critical usability issues — including jargon, broken pathways, accessibility gaps, and misleading navigation — were invisible in the metrics. The findings led to changes in content structure, terminology, information architecture, error handling, and digital governance. The project ultimately reinforced that AI-generated or automated insights can be a starting point, but human interpretation and UX intuition remain essential for meaningful digital improvement.

Case Study 3:

Communications & Digital Strategy

  • A statewide higher-education system needed a unified communications strategy that could serve 17 institutions, diverse stakeholders, and the general public. The organization faced overlapping priorities, inconsistent messaging, competing audiences, and internal silos that made it difficult to deliver clear, trustworthy, and timely information. The challenge was to create a comprehensive plan that aligned communications, clarified audiences, elevated institutional strengths, and established a measurable roadmap for success.

  • I led the development of a holistic communications strategy, combining research, digital analysis, audience segmentation, and content structure. I synthesized environmental factors, stakeholder needs, and organizational constraints to produce a cohesive plan with actionable recommendations. This included brand alignment across departments, messaging frameworks, SWOT analysis, channel recommendations, and measurement priorities.

  • My approach began with situational analysis — examining environmental forces, stakeholder expectations, competitive positioning, internal capabilities, and communication strengths/gaps. I conducted a SWOT review, mapped primary and secondary audiences, and outlined key messages tailored to policymakers, students, families, faculty, staff, and the broader community.

  • The strategy provided leadership with a structured, actionable path for improving clarity, consistency, and reach across all 17 campuses. It helped align internal teams, reduce messaging fragmentation, and prioritize communication efforts that supported the system’s mission. The plan also clarified audience needs, strengthened storytelling opportunities, and created a foundation for improved digital engagement and public trust. While implementation varied across campuses, the strategy became a guiding document for cross-functional communication planning.

How I Work

I approach every project with a balance of strategy, curiosity, and execution; sometimes called APPASA, SMART, etc. Whether I’m building a campaign, refining a user flow, or interpreting analytics, my goal is always the same: create clarity, uncover insight, and deliver meaningful results.

1. Understand the Problem

I start by gathering context — business goals, user needs, constraints, and existing data. This often includes reviewing analytics, listening to stakeholders, and auditing current content or UX tools/patterns.

2. Clarify the Audience

I identify who we’re talking to, what they need, and where friction exists. This might involve persona refinement, mapping journeys, or translating internal jargon into user-friendly language.

3. Build a Strategy Rooted in Insight

Using a mix of data, usability principles, and intuition, I develop a plan that connects messaging, UX, and channel strategy. This step often includes frameworks, IA drafts, GTM outlines, or measurement plans.

4. Execute Thoughtfully

I turn strategy into action — improving UX flows, configuring analytics, designing content, or launching campaigns. I collaborate across teams to ensure implementation stays aligned with the original vision.

5. Measure, Learn, and Iterate

I evaluate performance using both quantitative metrics and qualitative cues. Heatmaps, GA4 dashboards, user feedback, and behavior patterns help guide what we optimize next.

TL;DR- I work by bringing strategy and execution together — leveraging data, design thinking, and human insight to create digital experiences that feel clear, intentional, and effective.

Tools and Capabilities

Strategy & Campaigns

  • Cross-channel campaigns

  • Messaging & content architecture

  • CRM/UX/SEO-informed content strategy

  • Go-to-Market Strategy and Omnichannel campaigns

Analytics & Measurement

  • Google Analytics, Tag Manager

  • Qualitative + quantitative integration

  • Dashboard creation

  • Testing: A/B, usability, heatmaps

Experience & Design

  • UX research

  • Wireframing & prototyping

  • UX writing & content design

  • User adoption

  • Sales enablement

It all starts with a click.

Want to discuss campaigns, analytics, or UX? Let’s connect.