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.
Repositioning Nursing University (NU) for Strategic Enrollment Growth
Elevating NU’s brand positioning through data-driven research
Role: As sample proposal for Strategic Marketing Consulting, I developed a data-driven enrollment growth strategy leveraging user-centric design, audience segmentation, and iterative optimization to address declining leads and shifting perceptions of the nursing profession.
Highlights:
Presented a comprehensive strategic roadmap integrating Jobs to Be Done (JTBD), Design Thinking, and Data-Driven Optimization to enhance NU’s recruitment approach.
Proposed the following to strategies to reposition and elevate the brand:
Student Success Stories campaign, leveraging real NU graduates to deliver emotionally compelling, high-impact storytelling tailored to distinct audience segments.
Career Ambassador Program, deploying NU alumni for community-driven outreach at career fairs, high schools, and local events, building trust and brand equity.
Reframed value proposition, shifting marketing narratives from tuition cost concerns to ROI-driven messaging focused on financial security and career mobility.
Agile, iterative marketing model, integrating A/B testing, data tracking, and performance optimization to refine strategies in real time.
Strategic Leadership at Ascent Outdoors
Growing Seattle’s oldest backcountry outfitter & gear shop
Role: As Director of Communications Strategy for Ascent Outdoors, LLC, I spearheaded strategic initiatives rooted in user-centric design principles, including research-driven marketing plans, customer journey enhancements, and process optimizations.
Highlights:
Co-developed a comprehensive Mission/Vision/Values statement with leadership, increasing employee morale, retention, and alignment with customer-centric strategies.
Cultivated high-performing teams by fostering a culture of collaboration and centering employee expertise, while implementing operational frameworks to amplify team contributions.
Optimized brand growth through loyalty and rewards programs, enrolling over 7,000 customers, increasing ROI by 8%, and driving a 12% average increase in member spend.
Impact: Aligned business strategies with user needs to modernize the brand, boosting average order value by 10% and return customer orders by 15%. These efforts strengthened customer loyalty, engagement, and conversion, while significantly improving employee retention.
Driving Growth through Research at Miyar Adventures
Designing persona-based marketing for an adventure guiding company & eCommerce retailer
Role: As Marketing and Strategic Communications Manager for Miyar Adventures (a subsidiary of Ascent Outdoors), I led persona-driven marketing strategies to enhance lead generation, user engagement, and operational efficiency.
Highlights:
Conducted a full website content audit, simplifying site architecture and generating user-centric content with a team of writers and developers.
Implemented and optimized email and SMS marketing campaigns, automations, and customer loyalty programs, significantly increasing eCommerce revenue streams.
Standardized internal processes across hiring, onboarding, and customer support, improving team efficiency and satisfaction.
Impact: Efforts led to a threefold increase in customer acquisition, higher retention, and greater average order values. A Black Friday/Cyber Monday campaign added 5k new subscribers and $70k+ in incremental revenue, with digital marketing funnels contributing over 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 led a usability study to identify pain points and improve the online parking portal for University of Washington Transportation Services.
Methods:
Conducted moderated usability studies, observing key tasks and analyzing performance metrics.
Applied single-ease questions (SEQ), SUS ratings, and participant interviews to identify actionable insights for improving the portal.
Impact: Uncovered critical usability issues and provided targeted feedback to university stakeholders, paving the way for enhanced user satisfaction and functionality for the parking portal.
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 collaborated with B.F. Day Elementary School educators to develop MightyKids, a web app supporting students with school-based anxiety through improved caregiver-teacher communication and goal setting.
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:
Conducted extensive user interviews with teachers, counselors, and caregivers, followed by rapid prototyping and usability testing.
Designed SMART Goals-based tools to foster independence and confidence in students.
Impact: MightyKids earned strong approval from educators and counselors for its potential to bridge home-school communication gaps. While not yet in development, the project serves as a foundation for future research-driven efforts to support school-based anxiety collaboratively.
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.