Work
Nine times someone handed me a mess
Sixteen years of service design, information architecture, and product work across telecom, media, and enterprise software. Different scale each time, identical shape: many things forced to behave like one.
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Uncovering a mental model that increased conversion rates by 90%
Led a team to shape navigation strategy, turning a grassroots initiative into progress on a CEO-level KPI.
+90% Perk conversion rate
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The Feature Everyone Was Sure About
Four studies on one feature — sharing your Wi-Fi. The two that mattered told us we were wrong: what to build first, and whether anyone could use it.
194 Participants in the Kano study
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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.
~520K Customers return each year
Earlier
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Experience Designer
Rebuilt the Steelcase e-commerce buying journey from customer research: 25% monthly sales increase, 30% lift in satisfaction, 20% fewer support inquiries. Set the digital experience strategy for an adjacent SaaS platform.