UX DESIGN STRATEGIST IN B2C
Designing Through Lenses of Clarity.
I design intuitive experiences that are thoughtful, data-driven and scalable, from early concept through launch.
Trusted by teams at Ace Hardware / Organic Valley / Josephinum Academy
WEB & MOBILE - EDUCATION
🎓 Redefining a School’s Online Experience Through Research-Driven Product Design
Problem
Prospective families struggled to quickly understand what made the school unique, while a content-heavy structure made key information difficult to find and maintain.
Action
Led discovery research and IA to simplify navigation, clarify the school’s value proposition, and align user needs with enrollment goals. Partnered with leadership to migrate the CMS platform from Finalsite to Edlio, enabling a more flexible, scalable system.
Result
Improved clarity and navigation across the site, established a consistent visual system, and reduced CMS costs by 65% by transitioning to a more sustainable, in-house-managed platform.
EMAIL & WEB - RETAIL / E-COMMERCE
🧰 Bringing Strategy and Structure to Ace Hardware’s Email Experience
Problem
High-volume email production required speed, consistency, and brand accuracy across multiple campaigns.
Action
Designed high-visibility email and web experiences within a large-scale retail ecosystem, driving brand consistency across key customer touchpoints.
Result
Improved campaign usability by advocating for UX and interaction principles to strengthen layout and hierarchy, enhancing engagement and performance across high-volume digital experiences.
MOBILE, TABLET & DESKTOP - RETAIL / E-COMMERCE
🥛 Building a Responsive Recipe Experience for Organic Valley
Problem
Recipe content lacked clarity and consistency across devices, creating friction for browsing, cooking experience, and purchasing products.
Action
Co-Created responsive templates and reusable components to improve navigation clarity, content consistency, and usability.
Result
By creating a scalable component system, we improved design-to-development efficiency and ensured consistency across the recipe library, helping users more easily discover and purchase products featured in each recipe.
MOBILE, TABLET & DESKTOP - RETAIL / E-COMMERCE / HOLISTIC WELLNESS
🌿 Creating a Warm, User-Centered Website to Build Trust and Clarity
Problem
A growing holistic wellness brand needed a website that built trust while clearly communicating its offerings.
Action
Led collaborative UX and UI design, restructuring content and translating brand values into a warm, approachable web experience.
Result
Improved clarity, stronger brand presence, and a more intuitive customer journey.
WEB - RETAIL / E-COMMERCE / FOOD & WELLNESS
🍦 Rebuilt a Product Landing Page to Support Discovery and Engagement
Problem
The landing page needed to clearly communicate product benefits while driving engagement.
Action
Designed a focused, conversion-aware page emphasizing hierarchy, messaging clarity, and brand personality.
Result
A clear, engaging page that converts and supports product storytelling.