Reels, Samples and Case Studies

This reel brings together selected work created across multiple client engagements. The projects span strategy, experience design, and execution, and are presented here to show range and approach rather than exhaustive documentation.

The bar.com was an early version of “voice” UX, pioneering interaction through typed questions and video responses drawn from thousands of separate video clips. This pioneering effort in narrative, interaction logic, and system design was built to turn digital constraints into competitive advantages.

Disparate Designs and Purposes. My team shaped product strategy and engagement systems for Rocket into a cohesive platform designed to support long-term homeowner relationships.

Rocket Homes needed a clearer product and engagement strategy as the platform expanded beyond a transactional real-estate moment into a longer relationship with homeowners. 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. Key outputs included a shared customer lifecycle framework, prioritization principles for engagement features, and a roadmap-level view of system opportunities across touchpoints. The core finding: sustained growth would come less from optimizing single conversion events and more from designing continuity, utility, and narrative coherence across the entire homeowner journey.

A post-crisis digital engagement focused on clarifying investment narratives through information architecture, content systems, and user-centered experience design—helping Janus present products, research, and perspective with greater coherence, credibility, and trust.

Led the integration of product strategy, experience design, and delivery systems to launch AAA Life’s first fully digital term life insurance platform.

This project explores what happens when a fast, brand-driven business treats digital ordering as a core operational system rather than a marketing layer. The work focused on reducing friction across devices, clarifying decision-making in high-velocity contexts, and aligning brand expression with real-world ordering behavior. 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.

Brand, product, and experience leadership for Johnson & Johnson’s Wellness & Prevention unit—unifying digital platforms, behavior-change science, and brand expression into a single, scalable system.

Aligned content strategy, navigation, and experience systems across a multi-site cultural institution to support discovery across physical and digital touchpoints.

. Designed a recruiting experience that balances institutional scale with storytelling and audience-specific journeys for Michigan Athletics. A recruiting experience designed to immerse prospective student-athletes in the scale, culture, and emotion of Michigan.