Featured Work
A selection of projects that show how I think, work, and solve problems.
User Research
Conversion Rate Optimization
Motivation, Not Awareness
A mixed-methods study of mobile app adoption for a Fortune 500 financial institution.
Some “Download the App” CTAs converted while others were ignored. I led customer interviews and pieced together site data to find out why. Users knew the app existed but had no reason to switch from their existing habits. The result was 18 recommendations and a prioritization matrix the client could use to sequence next steps.
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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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Web Accessibility
User Research
Design System
University of Nevada, Reno Website Redesign
Lead Designer · Accessibility, UX Research, Design Systems
The university was working under a federal OCR Resolution Agreement after an audit found major accessibility barriers across its public site. I led research, design, and accessibility testing for a ground-up redesign built around a modular component system, so departments could update their own pages without recreating the problem.
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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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