Delivered a 15% increase in fiber sales, $10+ million in revenue, by taking ownership of and redesigning Frontier’s business fiber serviceability flow that funneled millions of users to a purchasing decision.
Led UX team to improve Frontier's residential eCommerce cart experience, increasing engagement by 67% and generating $15+ million in overall fiber internet sales revenue.
Expanded Frontier's design system with reusable components, iterating with Figma AI, increasing engagement 10% across web and app experiences, funneling 12+ million new users to the fiber cart experience, Frontier's primary revenue engine.
Partnered with product and engineering teams to reduce site latency by 5% and load times by 8%.
Designed Frontier's eero and Wi-Fi 7 marketing campaign experiences, its highest-performing business fiber offering, increasing sales 10% YoY and generating $15 million in revenue.
Established AI-assisted design workflows among the 15+ person UX and products teams. Used Figma AI, Cursor, and ChatGPT to accelerate research, ideation, design iteration, and prototyping.
Leveraged the UserTesting platform to conduct unmoderated click-through testing of the business fiber serviceability flow and residential eCommerce fiber cart experiences, revealing pain-points and reducing friction. Created testing parameters, analyzed user data, and presented outcomes to stakeholders.
UX Designer
Southern Methodist University
Nov 2018 - Jun 2022
Led UX for SMU's $1.5 million website redesign, sourcing and partnering with Boston-based studio, Upstatement, along with SMU's engineering teams and high-level university stakeholders. The final product reached tens of millions of users across the US and the world.
Led the rollout of SMU's first-ever design system at scale across all schools, organizations, and digital spaces. Partnered hands-on with individual colleges to implement consistent digital experiences across the university system, reaching millions of users.
Drove research to shape SMU's digital brand experience through A/B testing, site optimization, and conducting moderated user surveys and usability testing with 150+ students, staff, and campus influencers.
Increased homepage engagement from 10% to 15% through usability testing, A/B testing, and site optimization.
Launched 20+ editorial web stories featured on the homepage hero, the top-performing experience visited by 8+ million unique users. This raised CTR, via editorial story CTAs, to the admissions website by 25%, a 5 million user increase according to Google Analytics.
Aligned digital experiences with WCAG AAA accessibility standards, correlating in an engagement uptick from 5% to 8% across SMU's primary digital properties.
Website Consultant
Thryv
Aug 2017 - Oct 2018
Designed and launched 150+ SMB websites, with top-performing sites increasing traffic 30%.
Freelance Web & UI Designer
Self-employed
Nov 2015 - Aug 2017
Designed and developed custom websites and digital experiences aligned with client goals.