Content Strategy + UX
I’ve spent my career designing seamless digital experiences that blend strategy, creativity, and usability. While content strategy is a core strength, my passion lies in user experience (UX) design—the art of transforming abstract ideas into intuitive, functional realities. I’m driven by understanding user behavior, anticipating needs, and crafting interactions that feel effortless. To me, great UX is invisible, yet it shapes how people connect with the digital world, balancing creativity with precision to make every interaction meaningful.
NYU Gallatin
When NYU Gallatin approached me to design a homepage slider to showcase more content above the fold, I recommended a different solution. Drawing on research around “slider blindness” and how users often overlook rotating banners, I proposed a design that highlights multiple items simultaneously. By collaborating with their team, we created a homepage that was not only visually engaging but also significantly more functional and user-friendly.
American Poolplayers Association
This project presented a significant UX challenge: the client wanted to reskin their site while addressing years of accumulated clutter, including outdated and unused pages. We migrated their platform from Drupal to WordPress, building a custom theme tailored to their needs. In addition to managing the project and client relationship, I took on the critical task of creating a comprehensive content inventory and overseeing content input.
For the redesign, I collaborated with a talented agency designer, skipping wireframes to streamline the process since the project focused on a reskin. The result was a cleaner, more user-friendly site that not only met the client’s goals but improved the overall user experience.
Star Wars Holograms
Through my agency, Undeniable, I collaborated with Austin-based Zebra Imaging on the launch strategy for their Star Wars hologram displays, timed with the release of a prequel film. As project manager, lead strategist, and UX designer, I developed a digital experience to showcase their cutting-edge technology and engage their audience.
Undeniable
While running my agency, I developed an efficient design process that maintained high quality while streamlining workflows. By leveraging my familiarity with design tools, I often skipped wireframing and moved directly to creating page comps as the first draft, saving time and maintaining creative momentum.
My process typically began with collaborative mood boards, working with clients to define the site’s aesthetic—including fonts, colors, textures, and photographic inspiration. From there, we developed a content strategy and translated it into a fully designed prototype. In most cases, the prototype was approved as the final design with minimal revisions.
The projects below showcase websites created using this streamlined and collaborative approach.
Texas Property Tax Assistance Site Redesign
As a Web Content Developer for the Texas Comptroller, I collaborated with web administrators from multiple public agencies, each managing their own sections of the site. The Property Tax section posed the greatest challenge, with over 380,000 pages—many of which hadn’t been audited since the 1990s and were outdated or redundant.
To address this, I led the section owners through a comprehensive content inventory, using card-sorting exercises to identify valuable content and eliminate unnecessary pages. After streamlining the section, I focused on cleaning and reorganizing the remaining content. I also designed a new landing page for the Property Tax section, improving accessibility to key information.
To ensure long-term improvements, I trained the team in web content best practices, including writing for the web. This empowered them to create more user-friendly, audience-focused pages, resulting in a cleaner and more effective section of the site.
Where the Money Goes Site Redesign
This feature on the Texas Comptroller’s site was a citizen favorite, allowing users to track how the state was spending taxpayer money. As the lead strategist and UX designer for the project, I transformed a clunky, text-heavy page into a streamlined, visually engaging experience. By incorporating clean graphics and intuitive navigation, I made it easier for users to explore and understand the data effortlessly.
Texas Transparency
This site, designed to promote transparency in state budgeting and expenditures, earned recognition as the #1 State Government Transparency Website. As the lead UX designer, I reimagined the architecture of key budget and expenditure tools, transforming text-heavy pages into visually engaging, easily scannable formats.
I collaborated closely with the agency’s IT team to develop an Open Data portal and establish monthly data update procedures, ensuring seamless access to real-time information. My work provided users with intuitive access to critical data, reinforcing the state’s commitment to openness and accountability.
Rosie.com
I worked with Rosie O’Donnell as she planned her next steps after leaving The View. As project manager, lead strategist, and UX designer for her site redesign, I collaborated with external design and development agencies to bring her vision to life. Rosie wanted a site that resembled a TV, reflected the style of her artwork, and allowed her to connect with her audience through video and reviews. The result was a dynamic platform that aligned with her personal style while enhancing her ability to engage with her readers.
Nicktoons Network
As Senior Digital Project Manager at Nicktoons, my role quickly expanded to include producing, digital media strategy, and departmental budgeting. I served as lead strategist and UX designer for several major show mini-sites and a significant site rebrand initiative. Additionally, I wrote all site content for the projects I led, ensuring a cohesive and engaging user experience across every touchpoint.