Selected work
Case studies
See how I untangle complex workflows: the constraints I found, the evidence I used, the decisions I made, and what changed.
Showing 10 of 10 case studies
Marketing & branding agencyRunning Point Media — Agency Rebrand & Site
The challenge
A usable agency site still left prospective clients unconvinced and gave them no clear path to act.
My approach
I paired usability testing with a preference study, reframed the issue as persuasion, then rebuilt the brand, structure, and experience around proof.
106% increase in site sessions after the redesign
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Healthcare & MedicareMedicare User Research — GoHealth
The challenge
The team assumed Medicare friction was informational; people were actually overwhelmed, anxious, and afraid of choosing wrong.
My approach
I led 40 interviews and surveys, synthesized the evidence into themes and personas, and translated it into actionable product and marketing directions.
40 Medicare-eligible adults interviewed and surveyed, ages 45 to 65
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Healthcare & MedicareGoHealth Plan Finder — Concept
The challenge
Every path to comparing Medicare plans ended in a phone call, even for people who wanted to research independently first.
My approach
I turned findings from 40 participants into a self-service flow organized around doctors, prescriptions, total cost, and accessible comparison.
Self-serve a first path to compare plans without calling an agent
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Healthcare (Medicare)GoHealth — Spanish Lead Form
The challenge
Spanish-speaking Medicare shoppers completed a long form before learning they were not eligible.
My approach
I combined funnel data, agent feedback, interviews, and prototype testing to move eligibility guidance earlier and make it recognizable.
30% fewer ineligible submissions after adding the confirmation step
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Fintech / MediaEarnings Alpha
The challenge
Strong financial analysis was packaged in a landing page people described as untrustworthy and unclear.
My approach
I translated trust research into a five-part design checklist, structured the argument first, and validated it against competitors.
2× increase in newsletter signups after the redesign
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Healthcare / NonprofitNever Alone Recovery
The challenge
People seeking recovery support could not quickly find resources, events, or a clear way to ask for help.
My approach
I reduced the architecture to three urgent user questions and designed direct, supportive paths around each one.
34% Longer average visit duration
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Healthcare / ContentGoHealth — Blog Lead Form
The challenge
High-intent Medicare readers reached the answer they needed, then hit a dead end with no natural path to enrollment.
My approach
I mapped the intent moment, designed four controlled placement variants, and tested position separately from copy.
3× increase in lead form visibility across the blog
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Home servicesUltimate Water Solutions
The challenge
A product-heavy catalog forced homeowners to diagnose water problems before the company could help them.
My approach
I reorganized the experience around household concerns, then connected education, a short assessment, recommendations, and contact.
25% more people contacting the team through the new contact form
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RestaurantHouse of Garlic
The challenge
Ordering, menu browsing, and catering competed in one structure, making every customer path harder to find.
My approach
I separated the experience into three parallel journeys and designed the information architecture mobile-first.
3 paths Pickup, delivery, and catering, separated cleanly
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App / Reward systemMochi Cafe App
The challenge
Typical cafe loyalty programs track purchases but give customers little reason to return to the app itself.
My approach
I designed a complete ordering and rewards system where streaks, levels, and unlockable perks drive the return loop.
End-to-end Brand, app, and reward system
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