Work
Selected UX and content design projects
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Case studies
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CONTENT DESIGN SYSTEMS
Building a cohesive content system for SAP Concur
Built a content style guide for product design, created the patterns teams ship with, and built the AI engine that made it accessible to designers and writers across the org.
Content systems
AI tooling
Naming
Public
DATA-DRIVEN CONTENT STRATEGY
Giving Shopify a content-driven facelift
Set the messaging strategy and global navigation design for Shopify’s homepage redesign across more than 30 locales, resulting in 3% conversion boost site-wide.
Content strategy
IA
Localisation
Password
Messaging Systems
Modular messaging systems every team can scale
Replaced brand books with a data-backed messaging matrix that keeps every team on-message, and gives AI tools the context they need.
Messaging
Audience strategy
Context architecture
Smaller projects
Public
LAUNCHING NEW PRODUCTS
Introducing Shopify Editions
Developed an email and ad campaign for the first Shopify Editions, with targeted messaging for three unique audiences.
Audience strategy
Public
BUILDING NEW CHANNELS
Shopify’s first direct mail campaign
Designed the narrative and content strategy for an activation campaign aimed at multiple unique audiences.
Direct mail
Audience strategy
Public
CAMPAIGN OVERHAUL
Growing the 21 Day Coding Challenge
Led the creative overhaul of Lighthouse Labs’ JavaScript challenge, from user research to the new site flow, copy, and curriculum, resulting in a 78% sign-up boost.
Creative direction
UX