Data-Informed Design
Analytics, social monitoring, and UX testing are more than dashboards, they’re ways to uncover how people experience a story. By treating data as feedback, I’ve helped organizations refine their digital presence to be more human, more engaging, and more effective.
UX & Engagement Optimization for northropgrumman.com
At Northrop Grumman, I championed the use of behavioral analytics to continuously refine the user journey on a high-traffic, global B2B site.
By introducing Crazy Egg to our portfolio of tools, we uncovered critical UX pain points—like “rage clicks” where users repeatedly pressed dead elements.
These insights fueled rapid redesigns of navigation, buttons, and components, directly improving stakeholder confidence and user satisfaction.
Search Refinement
After launching W&L’s new, mobile-first website, early analytics revealed friction in the search experience.
I led the effort to interpret search data, identify high-demand content, and restructure results to reduce dead ends and frustration.
By letting user behavior guide adjustments, we transformed search from a weak spot into a reliable entry point—building trust through ease of use.
Social Media and Audience Sensitivities
Managing digital engagement at VMI meant navigating audiences with deeply different perspectives and passions—alumni, cadets, parents, prospective students, legislators, and the broader public.
I introduced analytics and social monitoring tools (Hootsuite, Sprout Social, SiteImprove) to measure sentiment and performance for the first time, then used those insights to iteratively adjust content.
From tailoring posts to reflect differences in tone, to responding to moments of controversy with sensitivity, we learned to engage authentically and strategically.