SELECTED PROJECTS
Below, you'll find a selection of high-level examples from my full portfolio that demonstrate my ability to center user experiences to achieve measurable outcomes.
If you'd like to explore more, please view my resume and contact me.
Strategic Leadership at Ascent Outdoors
Growing Seattle’s oldest backcountry outfitter + gear shop
Role: As Director of Strategy for two companies, Ascent Outdoors and Miyar Adventures, I orchestrated strategic initiatives rooted in user-centric design principles, including research-driven marketing plans, customer journey improvements, and process optimizations.
Highlights: I conducted research of company history, business goals, and key differentiators to co-develop with leadership a comprehensive Mission/Vision/Values statement for Ascent Outdoors that increased employee morale, involvement, and retention and prioritized customer-centric business strategies. Using the foundation of the company Mission/Vision/Values, I cultivated high-performing teams, fostering a culture that centered employee expertise, and establishing operational frameworks that prioritize team contributions.
Additionally, I optimized brand growth by aligning business strategies with the needs and preferences of customer personas, leading to increased customer loyalty, retention, and average order values.
Impact: Strategic operational scaffolding modernized and strengthened the Ascent Outdoors brand, increased customer loyalty, engagement, and conversion, and facilitated employee retention.
Driving Growth through Research at Miyar Adventures
Designing persona-based marketing for an adventure guiding company & online retail outfitter
Role: As the Manager of Marketing and Strategic Communications at Miyar Adventures, I led persona-driven digital marketing efforts, focusing on improving lead generation and user engagement throughout. I also developed standardized processes and operating procedures spanning hiring and onboarding, internal and external communications, and customer-support leading to increased efficiency and employee/customer satisfaction.
Highlights: I implemented and optimized (through A/B content testing) digital marketing channels including email & SMS campaigns and automations, user-led returns and exchanges, and customer loyalty program, creating many new funnels eCommerce revenue. I also conducted a full website content audit and managed a team of writer and developers to simplify site information architecture and generate user-centric content.
Impact: My efforts led a threefold increase in customer acquisition, greater customer conversion and retention, and higher average order values. Over the Black Friday/Cyber Monday weekend in 2022, my implementation of new SMS and email marketing channels resulted in over 5k new subscribers and $70k+ in additional revenue. Digital marketing funnels currently contribute to >40% of eCommerce revenue.
Enhancing User Experience for University Parking Services
Usability Case Study of the Student/Staff Parking Portal
Role: As a graduate UX researcher, I spearheaded a usability study to identify user pain points and improve the student/staff parking portal for the University of Washington Transportation Services. We aimed to address the usability challenges faced by students and staff when purchasing single-use permits via the online interface.
Methods: My team conducted a moderated usability study (both in-person and remote), which included observation of eight key tasks performed using the software, single-ease questions, a SUS rating, participant interviews, and data-driven analysis of task performance and participant feedback.
Impact: Our study revealed critical usability issues in key tasks and overall participant dissatisfaction with feedback for notable areas of improvement, facilitating productive dialogue with university stakeholders and paving the way for improvements in the online parking portal to enhance user satisfaction and usability.
Empowering Collaboration for School-Based Anxiety Support with MightyKids
User-Centered Design for Parents, Teachers, and Elementary Students
Role: As project manager and lead researcher, I led the collaboration of my team with teachers and staff at B.F. Day Elementary School to develop MightyKids, a web app built to enhance understanding, communication, and goal-based planning between teachers and caregivers in support of elementary students with school-based anxiety.
Problem Statement: We aimed to bridge the gap between home and school by developing a unified platform for teachers and caregivers to support students with separation anxiety using research-based SMART Goals that enabled them to learn critical skills and grow confidence and independence.
Methods: Our approach involved extensive primary research, user interviews (teachers, resource room staff, counselors), sketching, informal usability testing, prototype design, and both Reit-Krug mid-fidelity rapid iteration during testing and high-fidelity iteration to create a final prototype.
Impact: MightyKids received enthusiastic approval from B.F. Day Elementary educators and counselors, showcasing its potential to improve support for students and caregivers. While not yet in development, our project lays the foundation for future efforts to empower families and schools in addressing school-based anxiety collaboratively and with research driven methodology.
Building a Boutique Brand at Persimmon Images
Creating a boutique wedding and portrait photography brand centered on experience design
Role: As the owner of Persimmon Images, I infused user-centered design principles into the brand's creation and go-to-market strategy, including a business plan centered around persona creation, content and graphic design catering to key personas, heirloom-quality product design, and experience design centering a boutique experience for my clients from the first point of contact until the delivery of their images. As lead photographer, I created powerful images of genuine moments by leading my clients through specific exercises designed to help them play, emote, connect, and make memories to last a lifetime.
Highlights: I owned the entire process from persona research and business planning to logotype, web, and graphic design. I created all marketing collateral, built an experience-centered sales process, led my clients through impactful image creation, and designed high-end products that left them with heirloom-quality keepsakes of their images.
Impact: My user-centered approach resulted in a boutique photography brand that emphasized impactful storytelling and elevated client experiences. By focusing on client education and delivering stylized final products, I cultivated a satisfied client base over six years through various marketing channels, leading to repeat customers and word-of-mouth referrals.