Work Skill
Information Architecture
5 case studies
Four Apps, Two Jobs
Verizon shipped four different apps to manage one home network. I helped draft the vision that split them by job rather than folding them into one — written at the end of 2021, and still the shape of the app five years on.
Uncovering a mental model that increased conversion rates by 90%
Customers could not reliably find the services Verizon most wanted them to buy, because the storefront was organized around Verizon's structure instead of theirs. Research showed the structure was close; the vocabulary was not.
The Feature Everyone Was Sure About
A customer who wants to share her Wi-Fi password cannot do it in the app she opens to manage her home internet. The fastest way is to leave Verizon. Four studies on the fix, and two said we were wrong — about what to build first, and whether anyone could use it.
Firebolt, and the Developers Nobody Had Asked
Comcast was specifying a developer platform from analyst decks and an intention. I went and asked fifteen developers what they actually build against, and the requirements came out of the answers.
Chaos to Clarity: Unifying Teams with a New CRM
Five departments each keep their own version of the same client, so the answer a client gets depends on who picks up the phone. I reimagined the search and information architecture, and Townsquare Interactive went on to break its churn record twice in one quarter.