Portfolio samples
I create conversational, human content and effective information design that supports business and user goals. Recent gigs include Instagram, Facebook, and Wells Fargo.
Snapshot samples follow for most recent corporate projects — more can be found in this PDF.
Instagram for Business — Ad delivery and business messaging
Objective
• Design and launch a new ad format – Ad breaks – that complies with new EU data use regulations. Launched 11/24 only in the EU.
Process/Outcomes
• Collaborated with Facebook and Meta Policy, Privacy and Legal teams to create clear, consistent language across Meta’s Family of Apps (FOA) where ad breaks would appear.
• Drove a strong UX CD POV across multiple teams to clearly introduce ad break format and guide people through ad experience choices.
• Clearly associated the ad break format with the choice to see less-personalized ads (by opting out of data use).
• Helped people understand where to find ad settings and how changes affect their experience.
Most recent work included GenAI education, training and product naming
• Created and led prompt engineering workshops for design summits and team meetings to quickly educate teammates.
• Directed a Meta-wide AI product naming initiative with XFN partners from Facebook, Instagram, Reality Labs, WhatsApp and Messenger. AI product naming and content standards
• Designed an evergreen naming framework to quickly create and pressure-test names for current and emerging GenAI products.
• Established a GenAI CD virtual team to support content designers across Meta to navigate a rapidly changing landscape and develop content standards and guidance.
Other projects at Facebook included content design for FB Reels stacked timeline editor, Creative App Platform for Story creation, and FB Reels Film Fest workshop to promote “dogfooding” and user empathy across the FB Reels organization, from Eng to senior leadership.
Wells Fargo
Objective
Redesign the business banking portal to increase task efficiency and overall UX.
Challenges
• Customers spend a fraction of their day on the portal and waste time searching for info/links.
• Common tasks and functions are buried in cryptic, product-based menus.
• Screen is dense and hard to scan.
Process
• Partnered with PDs, UXR and exec team to iterate on design concepts for a simpler, task-based design that aligns with user needs and behaviors.
• Created mental models from UXR to understand user expectations.
• Used logical categorization to clarify elements and concepts.
This drove a cleaner information architecture:
1. Account balances, most important at top left 2. Clean, prioritized to-do list along the right rail 3. Services/products all easily accessible below for more advanced, detailed finance tasks
This tested well with customers, but was eventually replaced by a new platform.
Wells Fargo - CEO Mobile
Objective
Create screen (UI) and user assistance content for new mobile products:
• Biometric authentication
• Mobile RSA Token
• Payment Tracker
• Apple Watch
Outcomes
• Simple, easy set up flows and clear information throughout every experience.
• I created “Set up and sign on” and “You are your password” to promote biometric authentication in marketing materials.
• Customers can quickly and easily manage the majority of daily tasks in the mobile app and monitor accounts with their Apple Watch.
Cardboard Art
When not working in 2D design, I enjoy making 3D products, such as custom-designed, high-density housing for indoor felines.
I collected boxes, created prototypes, then built the structure shown in the upper left, using a slot/tab-duct tape method. It was extremely durable, but reviews were mixed.
We need additional user research to make meaningful improvements, especially for larger residents. This development lasted much longer than expected and was only torn down when we got tired of cleaning up the catnip.