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Transforming data and research into customer engagement, product growth, and business success

What I Do

I lead user- and business-centered product strategy, research, and design.

I take businesses from defining target audiences through launching products that deliver for users and the bottom line. 

Specify & Activate Ideal Customer Profiles

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Sigma Computing (Data Analytics Platform)

Defined three user segments/personas, helped Sales leverage those to improve mid-funnel conversions..

>> Increased sales conversions 30%.

Design Product-Led Growth

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Sigma Computing

Designed engagement flow for prospective customers in marketing to analyze data in Sigma with use cases specific to their needs.

>> Increased free trial signups 5X over previous page.

Define & Execute Product Strategy

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Pac-12 Networks (Sports Streaming TV)

Turned static site into team- and video-focused hub for sports fans. Introduced event pagesredesigned apps.

>> Boosted traffic 20%, engagement 20-30%, app downloads 20%+.

Create Customer Journeys

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Sagewell Financial

Defined target customer segments and determined we could double the price of base offering and better upsell additional services. 

>> Doubled base price, created "playbook" for deeper customer engagement.

Find & Activate New Sales Opportunities

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Pac-12 Networks (Arizona State)

Via behavioral data, I discovered interest in same-day ticket sales for football games. I designed automated ticket modules for use across schools & sports.

>> Increased same-day ticket sales 15%+.

Increase Engagement with Partners & Sponsors

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Pac-12 Networks

When games were about to start, fans couldn't quickly find out how to watch Pac-12 Networks. I created use-case specific flows from Event Pages to TV partner sites, so fans could sign up and watch immediately. 

>> Drove 10X traffic to TV providers in first season.

Design Freemium Upsell Experience

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Yahoo! Fantasy Sports

Many fans used the free GameChannel app but weren't buying StatTracker and other add-ons. I combined both apps into a toggled UX with prefilled fantasy data to make the upsell more prominent and enticing. 

>> Increased upsells YOY by $1MM.

Leadership Experience

Company

Sigma Computing

Pac-12 Networks

Yahoo!

Red Sky Interactive

Head of Research & Insights 

Director, Design & Research

Design Manager

IA Manager

Duration

2 years

5 years

3 years

2 years

Additional Projects

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Published Book

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Seattle Children's Hospital

Site Redesign

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Yahoo! Travel

Ethnographic Research

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Nike Ecommerce & Nike iD

App & Site Design

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Lands' End Oxford Express App

Design

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