Data-Informed Design
The best digital experiences begin the same way as the best conversations—with careful listening. In digital spaces, listening means reading between the numbers and clicks.
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.
Northrop Grumman
UX & Engagement Optimization
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.
Washington and Lee University
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.
Virginia Military Institute
Social Media and Audience Sensitvities
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.
