CV
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Steampunk, Inc.: Senior Service Designer (April 2024-Present)
Design lead on major digital transformation effort at USAID
Designed and scaled new processes for research, requirements-gathering, documentation, and client-design-BA-dev handoffs, reducing churn and increasing developer throughput
Developed blueprints, process documentation, and requirements for new functionality and enhancements; led PI planning and owned feature roadmap
Key stakeholder on measurement framework and metrics dashboard; designed surveys and proxy metrics for monitoring and evaluating platform performance
Grand Studio: Mixed Methods Researcher (Freelance) (March 2024-Present)
Contract research lead for an award-winning strategic design agency with multiple Fortune 500 clients
Dell Technologies: Quantitative/Mixed Methods Researcher (November 2023-Present)
Lead researcher for b2b solutions design and dev unit: independently and collaboratively identified opportunities for research, selected and introduced new methodologies, designed, conducted, analyzed, and presented qualitative and quantitative research
Desirability study: conceptualized and executed a two-phase desirability study that formed the backbone of the solution group’s new creative strategy
Content design and message testing for thought leadership: co-designed and analyzed qualitative study to inform full refresh of content strategy for Dell Thought Leadership pages
UEQ benchmarking and continuous improvement: utilized UEQ methodology to establish UX performance benchmarksSentiment analysis and message testing: Used R toolset to conduct sentiment analysis of unstructured qualitative data, saving time and resources and collaborating on a repeatable framework for site content assessment
USAA: Design Researcher (May 2022-October 2023)
Service design:
Led service design efforts, influencing feature prioritization, product roadmaps, employee experience, and process designs
Independently identified opportunities for research, selected appropriate methods, analyzed and synthesized qualitative and quantitative data leveraging a variety of methods, and facilitated ideation and alignment workshops
Delivered readouts and artifacts to stakeholders, including insights and supporting findings, data visualizations, stakeholder maps, archetypes, journey maps, service blueprints, recommendations, and design principles
Design/UX research:
Lead design researcher for property and casualty business, principal researcher on 10+ moderated qualitative efforts
Research enablement: led design teams comprised of non-researchers in planning, design, approval, execution, and synthesis of unmoderated and moderated design research
Developed scalable new processes and associated training materials for data capture, analysis, and synthesis, improving teams’ confidence and competenceThe Home Depot: Senior UX Designer (Research) (Dec. 2021-Mar. 2022)
Design/UX research:
Led discovery for major Technology Lifecycle Management (TLM) initiative involving multiple business units across the enterprise
Responsible for current state discovery and documentation: conducted research to surface user needs by creating research plans, conducting 1:1 stakeholder interviews with leadership from a variety of business units, and facilitating working sessions with partners across the enterprise to define requirements and obtain buy-in
Conducted contextual inquiry onsite with multiple end-users of the legacy solution in order to catalog required features and functions
Service design:
Synthesized findings to create project artifacts and documentation including current state service blueprints and process maps
Content design & UX writing:
Collaborated on information architecture, taxonomy, and UI elements for new solution
AARP: Senior Experience Designer (Mar. 2018 - July 2020)Experience and service strategy, research, design, and measurement:
Lead strategist and service designer for AARP Money Map: led project from concept through launch, scaling to thousands of engaged users within 90 days
Lead strategist and service designer for a new AARP Foundation program to address financial hardship
Lead strategist, researcher, and service designer on major technology modernization infrastructure initiativesProvided guidance on analytics implementations for digital experiences
Contributed to quantitative CX measurement program, including sentiment analysis, identifying correlations, and identifying measurement opportunities, resulting in quicker identification of pain point root causes and improved prioritization
Conducted design, competitive, and market research for digital products, synthesizing data to develop product strategy including feature identification and prioritization
Conducted journey mapping sessions, rapidly prototyped, and tested UX optimizations, reducing typical time to market
Delivered compelling presentations, obtaining buy-in and driving over $1MM worth of budget approvals for new work
Content design & UX writing
Key decision-maker on content strategy for AARP Money Map: identified content requirements, collaborated on information architecture, and wrote both longform and microcopy, translating complex personal finance tasks into seamless, simple interactions
Lead UX writer on multiple transactional workflows including replace card experience and acquisition funnels
Awarded inaugural Torchlight Contractor of the Month
AMC Networks
(formerly RLJ Entertainment): Associate Director, Marketing & Customer Experience | Strategy Consultant —Acorn TV (Aug. 2016 - Mar. 2018)Experience and service strategy, research, design, and measurement:
Promoted four times in five years with increasing levels of responsibility to direct day-to-day operations, marketing, and CX for Acorn TV, managing a multimillion dollar budget for the award-winning subscription streaming service
Originated the role of CX Director at Acorn TV: owned and scaled practices for UX research and CX metrics capture and analysis
Operationalized data gathering and analysis, synthesizing qualitative and quantitative data into actionable insights and regularly presenting readouts to C-suite
Drove 100% subscriber growth YOY and increased social and email followings by 300%
Tackled service design initiatives on product roadmap to prioritize CX for all customer-facing experiences including iOS, Android, Roku, Amazon Fire TV, and Apple TV
Contributed to industry-leading churn rates and enhanced brand loyalty via development and implementation of retention strategy and tools to track VOC, NPS, and CSAT
Content design & UX writing:
Wrote acquisition funnel and UI copy for all platforms, delivering industry-leading conversion rates
Decreased support ticket volume by 20% by designing and launching Acorn TV’s self-service support portal
Marketing:
Responsible for overall marketing strategy for the service; creative director for dozens of major campaigns across email, social, search display, television, and partnerships
Owned marketing budget, including determining media mix, executing ad buys, reporting on performance, and forecasting
Launched Acorn TV’s first slate of original productions; managed a successful Emmy campaign in 2015 and a follow-up campaign in 2017AMC Networks (formerly RLJ Entertainment): Marketing Manager—Acorn TV (Feb. 2015 - Aug. 2016)
Won Employee of the Year award for 2015
Design/UX research:
Led launch of full service redesign and multiple app updates, including UX testing strategy, contributing to the site and conversion funnel UX updates, and developing communications and promotion strategy for redesign launch across all channels
Marketing:
Led acquisition and retention efforts including budget management, internal team leadership, development vendor and ad agency management
Launched channel’s Facebook page, which eventually grew to 100k+ followers with best-in-class engagement metrics
Content design & UX writing:
Developed, analyzed, and optimized campaigns, automation, and messaging via Google Analytics, CRM metrics,, service-generated watch data, and in-platform analytics on social
AMC Networks (formerly RLJ Entertainment): Editorial Production and Marketing Coordinator—Acorn, Acacia, Athena Brands (June 2009 - Feb. 2015)
Developed pitch decks for major partners including Amazon and Costco, leading to substantially increased retail placements
Grew organic reach of social channels, responsible for paid social marketing
National Capitol Contracting: Transcription/Charlie Rose Editor (May 2008 - April 2009)
Managed a team of remote freelancers to deliver real-time transcripts of the Charlie Rose Show, among other duties at this GSA-scheduled contractor
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Skills:
Research
ProcessRecruitment | Screeners | Sampling | Informed Consent | Data Collection | PII Best Practices
Qualitative MethodsInterviews | Contextual Inquiry | Usability Testing | Diary Studies | Journey Mapping | Co-Design
Qualitative Analysis: Content Analysis | Affinity Diagrams | Narrative Analysis | Kano Analysis
Quantitative MethodsSurveys | Click Tests| Card Sorts | Tree Tests | A/B and Multivariate Testing | Benchmarking
Quantitative AnalysisConjoint | MaxDiff | Data Integration
Mixed Methods: Quantizing Narrative Data | Qualitizing Numeric Data
ArtifactsPersonas | Archetypes | Journey & Process Maps | Service Blueprints | Insights | Recommendations | Design Principles
Service Design & Strategy
Discovery & ScopingCompetitive Analysis | System Mapping | Stakeholder Interviews | Fishbone Analysis
Business Cases & Project ManagementValue Propositions | SWOT Analysis | MVP Decisioning | Gantt & Roadmap Visualizations | RACI
Design ProcessAgile | Design Sprints | Information Architecture | User Stories | Wireframing | Rapid Prototyping | Validation
Content StrategyHeuristics | Content Design | Creative Direction | Copywriting | UX Writing | Microcopy | Wayfinding
Stakeholder Management & Workshop FacilitationIdeation | Alignment | Prioritization | Retrospectives
Analytics & Measurement
Measurement FrameworksBalanced Scorecard | HEART Framework | Custom Framework/Metrics Development
BenchmarkingKPI Identification | Data Collection | Baseline Establishment | Ongoing Tracking & Reporting
Analytics ImplementationsFunnel & Conversion Tagging | Error Tagging | Intercepts | Heatmaps | Session Recordings
Metrics AnalysisData Blending & Integration | Sentiment Analysis | Reporting & Dashboard Creation
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Google Analytics | Adobe Experience Manager | ContentSquare | R/RStudio | Displayr | Adobe Analytics | Clarabridge | Excel | XLStat | Qualtrics | Typeform | SurveyMonkey | Jira | Figma/FigJam | UserTesting/UserZoom | Maze | Dovetail | Glassbox | HotJar | Tableau | Canva | Mural | Miro | Adobe Creative Suite | Alchemer
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UNIVERSITY OF MARYLAND, COLLEGE PARK
BA, Classical Languages and Literatures | Member of Eta Sigma Phi, a classics honor society
GOOGLE UX DESIGN PROFESSIONAL CERTIFICATE (VIA COURSERA)Foundations of UX Design | UX Design Process: Empathize, Define, and Ideate | Wireframes and Low-Fidelity Prototypes | Conduct UX Research and Test Early Concepts | Create High-Fidelity Designs & Prototypes in Figma
CONTENTSQUARE
Expert General Certification