Projects
Below is a brief portfolio showcasing my diverse skillset and passion for driving impactful change. Here, you'll find examples of my work across several key areas. I specialize in product development, focusing on enhancing products through data analysis and user feedback to maximize their value and user satisfaction. I have a proven track record of developing successful product concepts by conducting rigorous market research to ensure viability and employing robust concept testing methodologies to validate market fit and user acceptance prior to launch. I'm proficient in user research, employing various methodologies to understand user needs and behaviors, informing product design and development decisions. Explore the projects below to see how I've applied these skills to deliver tangible results.
Product Redesigns
Brand Website Redesigns
Overview:
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Vision & Strategy: I established a clear vision for the redesigned website, defining its purpose, target audience, and key objectives (e.g., increased conversions, improved user engagement). This involved analyzing existing website performance and identifying areas for improvement. Additionally, I created a product roadmap in AirTable showcasing the necessary steps as well as the team responsible for execution with projected completion dates, automated reminder messages, and carefully organized task lists.
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Cross-Functional Collaboration: I collaborated closely with leadership, designers, developers, and content creators to ensure the website redesign was executed effectively. This involved clear communication, feedback loops, and alignment on design and functionality. I also wrote detailed and well defined acceptance criteria and established a meeting cadence to follow up on progress.
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User Research: I conducted user research to understand user needs, pain points, and preferences related to the website. This included internal user interviews and usability testing to inform design and content decisions.
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Executive Stakeholder Management: Conducted thorough stakeholder management with executive leadership, presenting project proposals, gathering feedback, and ultimately securing their full buy-in and support. This ensured the project was strategically prioritized and aligned with key business objectives, including modernizing the brands, revenue growth, user retention, and technical cleanup.
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Prioritization & Backlog: I prioritized website features and content based on user needs and business goals, creating a backlog of tasks for the redesign project. This ensured that the most important elements were addressed first.
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Performance Analysis & Iteration: After launch, I analyzed website performance using metrics like traffic, bounce rate, loading times, ranking, and conversion rates. This data informed ongoing iterations and improvements to optimize the website's effectiveness.
Accomplishments:
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Drove a ~15% increase in returning users, indicating improved user engagement and retention.
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Achieved an average 7% lift in click-through rates, demonstrating more effective calls to action and improved content relevance.
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Enhanced search engine visibility, resulting in an average 10% improvement in search engine rankings.
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Successfully addressed key areas of technical debt, improving site performance and maintainability.
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Streamlined and optimized key user journeys, resulting in a more intuitive and efficient user experience.
Tech Republic | Redesign
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Accomplishments:
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Increased returning user engagement by approximately 10%, demonstrating stronger user loyalty.
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Improved click-through performance by an average of 4%, suggesting enhanced content appeal and call-to-action effectiveness.
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Expanded organic reach by achieving a 10% average gain in search engine rankings.
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Reduced technical overhead by resolving key technical debt issues, contributing to improved site stability, improved site speed, and development efficiency.
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Refined core user flows to create a more seamless and user-friendly experience.
Project-Management.com | Redesign
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Accomplishments:
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Enhanced content layout and design resulted in a 10% average increase in interaction rates, driving greater user engagement.
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Improved organic search visibility by 5%, making it easier for users to discover relevant content.
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Streamlined and modernized core user flows to optimize the user experience and improve key performance indicators.
Fit Small Business | Category Page Redesign
New Product & Concept Development
Overview:
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Vision & Strategy: I defined a clear vision for the new product concept, outlining its purpose, target audience, and key objectives (solving a user problem). Extensive market analysis and opportunity assessment informed this vision. A comprehensive product roadmap in tools like AirTable facilitated task management, tracking, and communication.
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Stakeholder Collaboration & Input: I proactively engaged with key stakeholders (leadership, marketing, sales, engineering, etc.) to gather diverse perspectives and ensure alignment on the product vision. This included presenting proposals, facilitating workshops, and actively soliciting feedback.
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Market & Competitor Research: I conducted thorough market and competitor research to understand the landscape, identify trends, and analyze competitor offerings, informing product positioning and differentiation.
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User Research & Concept Testing: I used various methodologies (interviews, surveys, focus groups, concept testing) to understand user needs and validate product concepts, directly informing design and development decisions.
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Feature Definition & Prioritization: Based on research and stakeholder input, I defined and prioritized core features and functionalities, creating a prioritized product backlog.
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Post-Launch Analysis & Iteration: Following launch, I monitored key performance indicators (KPIs) and gathered user feedback to inform iterative improvements and further development.
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Spearheaded the development and launch of a new document download element in anticipation of Google's Helpful Content update.
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Coordinated research, design, and implementation phases, collaborating cross-functionally with content, development, and design teams.
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Post-launch monitoring in Looker revealed an average 10% improvement across key metrics (interaction rate, email sign-ups, ranking, returning users, bounce rate, scroll depth).
Fit Small Business | Document Download Element
Fit Small Business | Time Card Calculator Element
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Validated product viability through comprehensive market research, identifying key opportunities and potential challenges.
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Gathered critical user insights through targeted user interviews, informing product development and design decisions.
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Identified competitive advantages and potential market gaps through thorough competitor research.
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Analyzed data indicating a decline in broadband page revenue. User behavior analysis revealed a high drop-off rate during the address entry process, suggesting this was a major point of friction.
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Conducted "how might we" brainstorming sessions with the team to explore potential solutions. The selected solution was to implement automated location detection, which would automatically determine user eligibility for broadband services based on their location.
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Collaborated with the development and design teams to implement and launch the automated location detection feature.
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Monitored key performance indicators post-launch, including conversion rates.
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Results showed a significant improvement in conversion rates, exceeding 30%, demonstrating the effectiveness of the implemented solution.
CNET | Serviceability Feature
Before (Full Address Pop-Up)
