Work Skill
Taxonomy and Labeling
2 case studies
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.
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.