Education Account Sign-Up
A sign-up redesign that drove a 40% lift in account creation, bringing richer user data and higher-quality leads to a platform serving 8M monthly users.
College Profile Redesign
Redesigning the U.S. News college profile pages to help prospective students cut through information overload and make more confident decisions about where to apply.
Hotel Search Page Improvements
Improving the U.S. News hotel search experience by navigating competing business priorities to drive meaningful gains in user engagement.
Car Prices & Deals Page Redesign
Experimenting with v0 (an AI tool) in the design workflow to reimagine car prices & deals experience.
HOW I WORK
It Depends 🙂
I don't believe in a one-size-fits-all approach. Every team, timeline, and product is different, so I adapt my process to fit what the project needs. Sometimes that means jumping into design quickly and learning through iteration. Other times it means slowing down to make sure we're solving the right problem first. I try to stay flexible and work in a way that supports the people and goals involved.
Here's what stays consistent regardless of the project:
Structure before surface
I focus on how information is organized and prioritized before jumping to visuals. (That's usually where the real design problems are hiding.)
Users and the business
My marketing background means I think about how a product communicates, not just how it functions. I try to find the overlap between what users need and what makes sense for the business.
Bringing people along
I work closely with product, engineering, and stakeholders so decisions are shared, not just handed off.