Work Skill
Stakeholder Alignment
8 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.
What if your research participants aren’t real?
Teams decide where to focus without research, because CMI cannot get there before priorities do and a Figma persona cannot be tested against. So I built synthetic users: sixteen published prompt frameworks benchmarked against 169 people.
What Motivates 164 Million Customers?
Design talked personas. Business relied on value segments. Product had neither. With 164 million connections and no common language, I led Identity Architecture to build one customer model. The business case cleared; a Tiger team delivers in Q4 2026.
Half a Million People Ask to Come Back
Half a million people a year ask to come back. The only route runs through an agent, and it costs them their loyalty tenure.
The Hold Nobody Told Them About
A hold that worked exactly as designed was quietly killing orders nobody had counted. I sized it from the behavior it produced, and the verification agent built to my requirements was volume tested against 231 real leases.
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.