Customer Driven Product & Experience

I led the GTM, marketing UX, primary and secondary research, journey design, service blueprinting, content strategy for Rocket’s emerging auto marketplace model.

This work established a lifecycle-based model for how Rocket could earn trust, stay relevant between major transactions, and deliver value across multiple stages of homeownership.

A new D2C path for AAA Life. A guided multi-step application, payment, review and sign, upsell/counteroffer logic, and real-time underwriting through ExpressApprove.

A content ecosystem built around an adaptive web, a content hub, digital collections, visitor apps, email, social, and on-site digital experiences, all linked by architecture.

This case is less about a single page redesign and more about bringing brand, content, architecture, and reusable experience patterns into one system.

The core vision was a patient-focused platform that could simplify discovery, inform care choices, and connect people to the right care, improved wayfinding, and tighter coordination across channels and experiences.

The portal strategy and redesign for a rebuilt PHS.com, organizing the site around the help people needed most.

Bringing structure to content and clarity to the user journey, the experience moved beyond static presentation toward a more integrated, scalable model.

Big Ten competition, academic credibility, campus life, tradition, and support — in a way students could explore on their own.

More than a redesign, it reframed digital ordering as a scalable experience platform—one capable of supporting speed, accuracy, and brand consistency as customer expectations evolved.

This pioneering effort in narrative, interaction logic, and system design was built to turn digital constraints into competitive advantages.