Featured Work
A selection of projects that show how I think, work, and solve problems.
Web Strategy
Conversion Rate Optimization
Traffic Was Growing, Conversions Weren’t: A Multi-Year CRO Turnaround
A national law firm was gaining strong organic traffic, but its website wasn’t converting that momentum into signed clients. Over a multi-year engagement, I led the UX and CRO strategy behind a program that lifted qualified leads by 192% and signed clients by 820% year over year.
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AB Testing
Conversion Rate Optimization
From Guesswork to Hypothesis: Standing Up a CRO Program for a National Mortgage Lender
Helped a content team turn strong organic traffic into a real experimentation program, including a 54.74% lift on their strongest test.
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Conversion Rate Optimization
User Research
Why “Download the App” Wasn’t Enough
Some CTAs converted. Others were ignored. I found out why: users didn’t need more awareness, they needed a reason to switch from habits they already trusted.
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