National Fire Protection Association (NFPA)

The Challenge:
NFPA needed a complete website overhaul to better serve its diverse audiences: safety professionals, industry partners, policymakers, and the general public. The existing site struggled with navigation complexity, inconsistent content hierarchy, and an outdated design that didn't reflect NFPA's role as a global leader in fire, electrical, and building safety standards.

My Role:

• Facilitated stakeholder sessions and workshops to clarify organizational goals, audience priorities, and success metrics

• Designed and deployed a comprehensive user survey to assess site usability, content relevance, and audience needs across professional and public segments

• Conducted in-depth user interviews to capture qualitative insights from safety professionals and community members

• Presented research findings and strategic recommendations to guide site structure, navigation, and content strategy

• Created a revised sitemap to streamline access to NFPA's vast library of resources and safety standards

• Designed detailed wireframes ensuring usability and logical content flow for both expert and general audiences

• Partnered with designers through final design delivery, merging NFPA's brand identity with modern, accessible UX

Impact:
Delivered a user-centered website framework that improved content discoverability for professional audiences while making critical safety information accessible to the public. The new structure positioned NFPA's resources where they could have maximum impact — helping save lives and advance safety standards globally.

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Harvard Medical School - Autism Research & Education Initiative (TEAMS)

The Challenge:
Harvard Medical School needed to create a digital platform that would improve access to healthcare, employment, and housing resources for autistic adults and the people who support them. The challenge was serving five distinct audiences — autistic adults, families, clinicians, healthcare administrators, and special services providers (including employers and housing authorities) — each with vastly different information needs, cognitive processing styles, and navigation preferences.

My Role:

• Led comprehensive ethnographic research, conducting in-depth interviews with adults on the autism spectrum, families, and service providers to understand needs, barriers, and information-seeking behaviors

• Designed and deployed surveys across multiple audience segments to validate qualitative findings

• Facilitated stakeholder workshops with Harvard Medical School leadership to align on brand strategy, program goals, and success measures

• Developed personas and journey maps that captured the diverse ways different audiences would engage with the platform

• Created a strategic recommendation for a unified brand architecture with parallel navigation systems: streamlined pathways for professionals seeking quick reference information, and exploratory, topic-based navigation for individuals and families who needed to browse and discover at their own pace

• Delivered comprehensive findings presentation with actionable recommendations for content strategy, information architecture, accessibility standards, and user experience design

Impact:
Provided Harvard Medical School with a research-backed digital strategy that honored neurodiverse cognitive styles while maintaining brand cohesion across a complex ecosystem of users. The recommendations are guiding the development of a platform designed to improve care navigation, increase independence, and connect autistic adults with critical life resources.

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The Rockefeller Foundation

The Challenge:
The Rockefeller Foundation needed a complete website transformation that would strengthen its digital presence as a leading global philanthropic organization, improve navigation for diverse international audiences, and better showcase its mission-driven work across health, food security, climate, and economic opportunity.

My Role:

• Served as senior digital strategist on a foundation-wide website transformation, guiding discovery, experience strategy, and content structure through design and delivery

• Facilitated stakeholder sessions to understand organizational priorities, program goals, and audience needs across multiple international regions

• Translated research and stakeholder input into clear UX and IA direction that balanced the Foundation's diverse program areas with intuitive navigation

• Partnered with cross-functional teams to ensure the strategy supported both storytelling about impact and functional access to grants, resources, and research

• Developed strategic recommendations that aligned the Foundation's global mission with digital best practices

Impact:
Supported the successful launch of a new website that elevated The Rockefeller Foundation's digital presence, improved content discoverability for international audiences, and created a platform worthy of one of the world's most influential philanthropic organizations.

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Museum of Science (Boston)

The Challenge:
The Museum of Science needed to increase ticket sales, improve audience engagement with exhibits, and enhance overall website usability — particularly around conversion flows that were causing visitor drop-offs.

My Role:

• Led stakeholder workshops and card sorting activities to understand organizational priorities and content structure needs

• Designed and deployed customer surveys to assess visitor motivations, pain points, and digital behaviors

• Conducted onsite guerrilla research, intercept interviews, and usability tests with museum visitors to understand real-world navigation patterns

• Created customer personas and journey maps that captured different visitor types — families, school groups, tourists, members

• Partnered with UX team to redesign website structure and test design concepts with visitors before launch

• Delivered strategic recommendations for improving ticket purchase flows and exhibit discoverability

Impact:
Significantly reduced ticket purchase drop-offs and increased exhibit page engagement. The redesigned experience made it easier for families and educators to plan visits, ultimately supporting the Museum's mission to inspire curiosity and lifelong learning in science.

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St. Jude Children’s Research Hospital

St. Jude sought to strengthen its Education and Training website sections to better attract top-tier students, physicians, and researchers. The existing structure and messaging didn't fully convey the strength of the St. Jude brand or effectively guide prospective applicants through clear, motivating pathways. Additionally, perceptions of Memphis as a location posed a barrier that needed to be addressed through strategic content and storytelling.

My Role:

• Conducted comprehensive customer research, including surveys and in-depth interviews with prospective students, doctors, and administrators

• Analyzed user pathways to identify friction points and drop-off areas within the Education and Training sections

• Developed personas and journey maps capturing the motivations, concerns, and decision-making processes of each audience segment

• Assessed brand perceptions and identified strategies to leverage St. Jude's mission-driven reputation to overcome geographic concerns

• Created recommendations for information architecture, content hierarchy, and calls to action designed to drive meaningful engagement

• Collaborated with internal stakeholders to align recommendations with institutional goals and enrollment targets

Impact:
Provided strategic recommendations that are now guiding the design of a new website aimed at increasing applications and strengthening St. Jude's global reputation in pediatric research and care. The strategy positions St. Jude's education programs as world-class opportunities to advance lifesaving research.

Hebrew Senior Life

The Challenge:
Hebrew Senior Life, a Harvard Medical School–affiliated organization, needed to unify its brand and user experience across a complex network including a rehabilitation hospital, research facility, and five senior living communities. The existing digital presence was fragmented, making it difficult for families to understand service offerings or navigate care options.

My Role:

• Designed stakeholder survey and led workshops to align leadership on brand positioning and digital priorities

• Created customer survey and ethnographic interview screeners targeting families navigating senior care decisions

• Conducted interviews and competitor analysis to understand how families research and evaluate senior care options

• Presented findings to guide information architecture, UX strategy, and design direction

• Tested design concepts with families to ensure usability, emotional resonance, and clarity around care options

Impact:

• 57% increase in website visitors

• 78% decrease in bounce rate

• 20x increase in lead form submissions

  These results demonstrate how research-driven strategy can transform digital engagement for mission-critical services, helping families make informed decisions about care for their loved ones.

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Harvard University

The Challenge:
Harvard University needed a complete redesign of its flagship Harvard.edu website to better reflect its global brand, showcase groundbreaking research, and guide prospective students toward the right academic programs among hundreds offered across its schools and campuses. The new site needed to balance Harvard's storied reputation with modern usability and serve as a unified gateway to an incredibly diverse academic ecosystem.

My Role:

• Designed and deployed a large-scale, internationally distributed survey to gather insights from prospective students worldwide

• Led stakeholder sessions and workshops to align on brand goals, success metrics, and audience priorities across multiple Harvard schools

• Conducted card-sorting activities with stakeholders to inform the site's new information architecture

• Carried out ethnographic interviews with prospective students and other key audiences across multiple countries

• Met with community leaders to understand broader social and cultural contexts influencing prospective applicants

• Collaborated with colleagues to create a revised sitemap, wireframes, and navigation structure presenting Harvard's programs and resources in an intuitive way

• Presented comprehensive research findings and strategic recommendations to guide design and development

Impact:
Provided Harvard with a data-backed strategy and user-centered information architecture designed to elevate the university's brand, make its vast academic offerings navigable, and increase engagement with its research and thought leadership.

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CIEE Mobile App

The Challenge:
Gather user feedback on CIEE’s new mobile app for researching and applying to study abroad programs.

My Role:

• Designed and moderated in-person usability tests using a rapid prototype approach.

• Conducted testing with students at Penn State and the University of Wisconsin.

• Collaborated with developers to quickly implement fixes between sessions.

Impact:
Optimized the mobile app’s usability, ensuring smoother application processes for students.

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Blue Cross Blue Shield of Vermont

The Challenge:
Blue Cross Blue Shield of Vermont needed to enhance transaction flows, unify brand messaging, and keep pace with industry competitors to better serve Vermonters navigating health insurance decisions.

My Role:

• Designed stakeholder surveys and led focus groups to understand organizational priorities and internal perspectives

• Created customer survey and interview screener to recruit participants representing diverse insurance needs

• Conducted ethnographic interviews with customers, including competitive purchase flow analysis, to understand decision-making and pain points

• Presented findings to inform the design of a new policy purchase prototype that would improve clarity and reduce friction

• Collaborated on wireframes and prototypes that simplified complex insurance concepts

• Tested the prototype with customers to ensure a best-in-class experience that rivaled national competitors

Impact:

• Increased engagement and time spent on site

• Fewer calls and emails to the call center

• Achieved conversion targets within five months

• Higher NPS and improved customer feedback.

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Yale School of the Environment

The Challenge:
Yale's School of the Environment needed to overhaul its website to strengthen its brand as a leader in environmental research, improve prospective student conversion, and streamline user flows for multiple audiences including students, faculty, and researchers.

My Role:

• Reviewed existing market research to understand baseline perceptions and competitive positioning

• Conducted stakeholder focus groups to align on brand priorities and digital goals

• Designed and deployed student surveys to inform recruitment strategy for ethnographic interviews

• Conducted interviews to assess competitive websites, messaging effectiveness, and decision-making factors

• Created and tested new sitemaps and page designs with users to validate strategic direction

• Delivered strategic recommendations for content hierarchy, navigation, and brand positioning

Impact:
Delivered a strategic roadmap that elevated the school's brand visibility, improved site usability for prospective students and researchers, and positioned Yale School of the Environment to attract top talent in environmental science and policy.

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Dartmouth Tuck School of Business – Advanced Management Program (AMP)

The Challenge:
Dartmouth's Tuck School of Business sought to strengthen its position in the highly competitive Advanced Management Program market. The goal was to understand the program's competitive standing, refine marketing strategy, and identify ways to boost enrollment and enhance brand perception among senior executives.

My Role:

• Conducted comprehensive review of existing market research provided by the school

• Designed and deployed targeted customer survey to generate new insights and recruit participants for deeper qualitative research

• Led ethnographic interviews with prospective AMP candidates to uncover decision-making drivers, brand perceptions, and unmet needs

• Completed detailed competitor audit, assessing program structure, digital presence, and brand messaging for leading AMP providers

• Synthesized findings into personas and decision-journey maps to guide marketing and website strategies

• Delivered research findings presentation outlining strengths, weaknesses, and opportunities with actionable recommendations for marketing message refinement and website improvements

Impact:
Provided Tuck with a data-driven roadmap to position the AMP more effectively in the executive education market. The recommendations informed both digital marketing strategy and content development, enabling the school to better resonate with its target audience and compete with peer institutions.

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Standard & Poor’s

The Challenge:
Standard & Poor’s needed to unify its disparate digital properties — spanning fixed income, indexes, research, and publishing — into a single, cohesive global website. The goal was to create a seamless user experience that met the needs of a wide range of stakeholders while presenting a consistent brand image to clients worldwide.

My Role:

• Conducted stakeholder focus groups with division heads and C-suite executives across multiple continents to align on goals, priorities, and measures of success.

• Performed a heuristic evaluation of all existing S&P web properties to identify usability gaps and inconsistencies.

• Led ethnographic interviews with clients and partners around the globe to understand needs, behaviors, and expectations.

• Created a unified site map to bring together multiple business lines in a logical, user-friendly structure.

• Designed detailed wireframes for the new website, ensuring functionality and usability aligned with audience needs.

• Collaborated with graphic designers to develop the final design, balancing S&P’s brand guidelines with modern UX best practices.

Impact:
Delivered a unified, strategically designed website that streamlined navigation across S&P’s divisions, improved accessibility to core services, and reinforced the company’s position as a global leader in financial intelligence.

Wellfleet Harbor Actors Theater (WHAT)

The Challenge:
WHAT was entering a major period of growth, building a new 200-seat theater to join its two existing performance spaces. As the organization expanded, it needed leadership to manage the complexities of producing multiple productions per season, scaling staff, and strengthening its community presence through marketing, partnerships, and new cultural offerings.

My Role:

• Served as Managing Director, overseeing budgets, financial planning, and operations for 9+ productions per season.

• Supervised more than 40 staff members, artists, and seasonal personnel, ensuring productions were delivered on time and at high quality.

• Led marketing strategy as Marketing Director, driving ticket sales and building audience engagement through targeted campaigns.

• Expanded community programming by curating exhibitions for the on-site gallery and negotiating/launching the Metropolitan Opera Live in HD satellite broadcast series.

• Partnered with the leadership team to oversee the design and construction of the new 200-seat theater.

Impact:
Delivered sustainable growth during a pivotal moment in the organization’s history by combining operational leadership with strategic marketing. WHAT emerged with expanded facilities, diversified programming, increased community visibility, and a reputation as a leading arts institution on Cape Cod.

OHO Interactive

The Challenge:
Before I joined OHO Interactive, the agency's work centered on design and development without a dedicated user research practice. Clients were asking increasingly complex questions about audience needs, usability, and digital engagement, but OHO lacked the in-house expertise to deliver evidence-based insights that could guide strategy.

My Role:

• Created and launched OHO's first UX research and usability testing service offering, building the practice from the ground up

• Established research methodologies including ethnographic interviews, surveys, usability testing, card sorting, and field studies, making research a core part of the agency's strategic toolkit

• Led research and strategy engagements for 40+ clients across nonprofit, higher education, healthcare, finance, and SaaS sectors

• Designed and facilitated research programs that uncovered audience needs and translated findings into information architecture, content strategy, and messaging frameworks

• Built wireframes, sitemaps, and prototypes informed directly by user insights, ensuring usability and clarity across digital platforms

• Partnered closely with cross-functional teams to integrate research into every stage of the design and development lifecycle

• Elevated OHO's thought leadership by presenting webinars and publishing articles on research trends, AI in higher education, and digital engagement strategies

Impact:
Transformed OHO Interactive into a research-driven consultancy, enabling the agency to deliver user-centered digital solutions grounded in evidence rather than assumption. My work expanded OHO's service offerings and positioned the company as a trusted strategic partner capable of delivering measurable improvements in engagement, conversion, and organizational impact.

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