Campaign managers were manually targeting eligible donors with spreadsheets and multiple 3rd party tools. This required daily manual updates.

Solution
We developed a centralized location to plan and manage campaigns that

Cut campaign development and management time by an estimated 60%

Key Insights
B2B isn’t always pretty, but this was an extremely complicated flow made intuitive. Our process was optimized to pilot and iterate in-prod with actual users asap.

My Role Lead designer
Duration Three weeks

Cardmembers were struggling with general comprehension of their membership rewards program (bonusing categories and vesting time)

Solution
So our team utilized a new design system rollout to refresh the points summary experience with enhanced program information at a program and transaction level which

Decreased points related call center volume by 20%

Key Insights
• Stakeholder alignment was the biggest challenge at an organization this large. This was a learning experience for me.
• Over-communicate with stakeholders, concise and targeted comms with users.
• Inviting stakeholders to usability sessions is a powerful alignment tool.

Role Lead designer
Duration Three months

New users were struggling to learn how to use our platform and understand the benefits after leadership mandates.

Solution
So we redesigned the landing page to better demonstrate the value of different features and provide support in using them for the first time and for a long time. This led to a

2x WAU increase among pilot group and a surprise boost to newest subscription offering.

Key Insights
I was able to introduce experimentation

Role Design Lead
Duration Three weeks

Retention was lagging. How might we better understand and address buyer expectations and end user needs? How might these insights inform growth funnel optimizations?

Solution
By clarifying understanding of both buyer and user segments and aligning across departments on prioritization. We could zero in on opportunities with the greatest impact. This led to the

Development of a framework for experimentation and strategic roadmap prioritization

Key Insights
Co-creating with sales, customer support and implementation was a nerve wracking blast!

Role Design Lead
Duration Four weeks

Hannaford.com was overdue for a brand refresh and better support for digitally savvy shoppers seeking flexibility in their grocery shopping.

*Note: This project outlines an alternate design direction that wasn't ultimately selected by the client

Solution
Our team developed a mobile and web app empowering shoppers to shop on the go and pickup-in store along with multiple visual directions for a brand refresh.

Key Insights

• I learned so much about the grocery supply chain on this project

• Sharing vast look & feel explorations from "limited" brand guidelines was a blast.

• I began building a basic component library from scratch for the new designs.

Role Designer
Duration 2 months

Every year hundreds of thousands of New York housing voucher recipients are illegally being denied safe and affordable housing by property managers who refused to accept vouchers.

Solution
So we developed an SMS based tool for individuals to report instances of discrimination to facilitate collective action to

Hold fraudulent property managers accountable and bring unhoused New Yorkers closer to stability.

Key Insights

• The community I met and engaged with during this project are some of the most brilliant individuals who have forever inspired and changed me.

• This fellowship was challenging, but I grew immensely as an individual and professional

Role Product & Design Lead
Duration 4 months

Cardmembers were running into a lot of errors when transferring reward points to airline and hotel partners. This lead to user frustration, poor publicity and a high volume of support tickets seeking transfer reversals and clarity around conversion rates and transfer status.

Solution
We simplified the transfer flow by proactively communicating and addressing user concerns and reducing the number of steps to complete a transaction.

Proactively communicating transaction status with users and simplifying a complex flow.

Key Insights
I was able to test this in a different market and it was fascinating to learn about region specific requirements and expectations.

Role Design Lead
Duration 3 months

I'm lucky to work with a lot of small business owners across industries to help bring their visions into digital fruition. This work has made me a stronger project manager and communicator among others.

I supported my team with the UI and component library for a incredibly complex wealth management platform for a well known private investment bank.

Role Designer
Duration 3 months

Ahead of the NBC streaming platform (now Peacock) launch. My team and I skinned hundreds of screens across different networks before auto-layout was a thing 😢.

Role Designer
Duration 3 months

Exploring a new visual identity for the Membership rewards entertainment hub.

Role Lead Designer
Duration 2 weeks