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 news, and guide prospective students toward the right academic programs among hundreds offered across its numerous 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 customer survey to gather insights from prospective students worldwide.

• Led stakeholder sessions and workshops to align on brand goals, success metrics, and audience priorities.

• Conducted a card-sorting activity 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 the broader social and cultural context influencing prospective applicants.

• Collaborated with colleagues to create a revised sitemap, schematics, and wireframes to present Harvard’s programs and resources in a clear, intuitive way.

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

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 news content.

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:
Enhance the website’s transaction flows, unify brand messaging, and keep pace with industry competitors.

My Role:

• Designed stakeholder surveys and led focus groups.

• Created customer survey and interview screener.

• Conducted ethnographic interviews with customers including competitive purchase flow analysis.

• Presented findings to inform the design of a new policy purchase prototype.

• Collaborated on the creation of wireframes and prototypes

• Tested the prototype with customers to ensure best-in-class experience.

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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Hebrew Senior Life

The Challenge:
Unify brand and user flows across a complex Harvard Medical School–affiliated rehabilitation hospital, research facility, and five senior living communities.

My Role:

• Designed stakeholder survey and led workshops.

• Created customer survey and ethnographic interview screener.

• Conducted interviews and competitor process flow reviews.

• Presented findings to guide AI, UX, and design updates.

• Tested design concepts with customers for usability and appeal.

Impact:

• 57% increase in website visitors

• 78% decrease in bounce rate

• 20x increase in lead form submissions

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Yale School of the Environment

The Challenge:
Overhaul the school’s website to strengthen its brand as a leader in environmental research, improve prospective student conversion, and streamline user flows.

My Role:

• Reviewed existing market research.

• Conducted stakeholder focus groups.

• Designed and deployed student surveys to inform ethnographic interviews.

• Conducted interviews to assess competitors, websites, and messaging.

• Created and tested new sitemaps and page shell designs with users.

Impact:
Delivered a strategic roadmap that elevated the school’s brand visibility and improved site usability for prospective students and researchers.

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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 standing relative to competitors, refine its marketing strategy, and identify ways to boost enrollment and enhance brand perception among senior executives.

My Role:

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

• Designed and deployed a 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 a 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 a 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.

Harvard Medical School

The Challenge:
Integrate multiple HMS digital properties into one cohesive website, ensuring consistent branding and a best-in-class user experience rivaling top peer institutions.

My Role:

• Created stakeholder and customer surveys.

• Led focus groups to uncover goals and success measures.

• Conducted ethnographic interviews, developed personas, and mapped user journeys.

• Collaborated with UX designers on new sitemaps, wireframes, and design concepts.

• Conducted marketing research for Harvard Health Publishing and presented usability/brand improvement recommendations.

Impact:
Delivered a unified, research-backed website that meets the needs of diverse audiences from students to researchers.

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St. Jude Children’s Research Hospital

The Challenge:
St. Jude Children’s Research Hospital sought to strengthen the Education and Training sections of its website to better attract and engage top-tier students, physicians, and researchers. The existing site structure and messaging did not fully convey the strength of the St. Jude brand, nor did it effectively guide prospective applicants through clear, motivating pathways. Additionally, perceptions of Memphis posed a barrier that needed to be addressed through thoughtful 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 to capture the motivations, concerns, and decision-making processes of each audience segment.

• Assessed brand perceptions and identified strategies to leverage St. Jude’s reputation to overcome geographic concerns.

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

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

Impact:
Provided a detailed set of brand and IA recommendations to improve navigation, reduce friction, and highlight St. Jude’s unique strengths in education and training. These insights are now guiding the design of a new website (currently in development) that aims to increase applications and strengthen the institution’s global reputation.

National Fire Protection Association (NFPA)

The Challenge:
The National Fire Protection Association needed a complete overhaul of its website to better serve its diverse audiences, which include safety professionals, industry partners, policymakers, and the general public. The existing site struggled with navigation complexity, inconsistent content hierarchy, and an outdated visual design that did not fully 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 collect data on site usability, content relevance, and audience needs.

• Conducted in-depth user interviews to capture qualitative insights from key audience segments.

• 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 standards.

• Designed detailed wireframes for the new site to ensure usability and logical content flow.

• Collaborated closely with designers to create final design shells that merged NFPA’s brand identity with modern, user-friendly aesthetics.

Impact:
Delivered a user-centered website framework that improved content discoverability, enhanced NFPA’s brand presentation, and provided a streamlined experience for multiple audiences—ensuring the organization’s critical safety information is accessible and actionable.