I build emotionally intelligent, conversion-driven experiences across content, product and partnerships

It is my intent to approach every project with a dual lens: clarity for the user and improved performance for the business. My work focuses on simplifying complex ecosystems, strengthening engagement, and optimizing storytelling across product, partnerships, and organizational education.

CASE STUDY:

UX/UI & PRODUCT THINKING

ROLE: MARKETING & CUSTOMER SUCCESS

PROBLEM

Gaps in the user journey contributed to decreased conversion and engagement. Users experienced brand confusion due to fragmented touch points and expansive, unstructured funnels.

INSIGHT

Limited access to centralized information and low platform awareness created friction. Users were navigating multiple disconnected experiences without clear direction or education.

SOLUTION

  • Consolidated key information into high-traffic platforms.

  • Prioritized core user pathways to reduce unnecessary decision points.

  • Introduced educational touch points to guide user behavior.

  • Collaborated cross-functionally to align UX, product, and communication strategy.

RESULT

  • Retired underperforming brand elements to eliminate confusion.

  • Streamlined the user journey across prioritized platforms.

  • Increased user engagement through improved clarity & accessibility.

Case Study: TownSq Business

Directory

ROLE: UX/UI Strategy Lead (Pre-Migration)

PROBLEM

An upcoming platform migration risked disrupting partner visibility and user experience due to existing usability issues and unclear navigation journeys.

APPROACH

  • Conducted client interviews and facilitated focus groups to gather real user insights.

  • Collected and analyzed qualitative and quantitative feedback.

  • Identified usability gaps and friction points across the existing directory.

  • Documented and escalated bugs impacting performance and accessibility.

EXECUTION

  • Partnered with cross-functional teams (product, engineering, stakeholders).

  • Refined layout, navigation, and information architecture.

  • Improved discoverability of partners through structured categorization and cleaner UI patterns.

RESULT

  • Strengthened platform readiness prior to migration.

  • Improved usability and partner visibility.

  • Reduced friction in the partner discovery journey.

Case Study: Affiliate & Partner Ecosystem Optimization

ROLE: Business Development

objective

Design a partnership ecosystem that drives both user value and revenue growth while maintaining alignment with audience needs.

strategy

  • Built structured affiliate pathways that integrated seamlessly into the user journey

  • Positioned partners within high-visibility, high-intent touchpoints

  • Developed a content ecosystem that supported both education and conversion

execution

  • Identified and onboarded industry-aligned partners

  • Integrated partner offerings into platform experiences and educational initiatives

  • Balanced promotional strategy with user-first value delivery

RESULT

  • Increased partner engagement and visibility

  • Strengthened trust between users and vendor network

  • Created a scalable system for long-term partnership growth

Case Study: Industry Education & Vendor Awareness Program

ROLE: learning & Development

audience

Community managers, branch leadership, sales teams, and business development professionals.

problem

Users struggled to identify high-quality, HOA-informed vendors, leading to inefficiencies in decision-making and reduced platform utilization.

framework

  • Developed an education-first model featuring industry-leading vendors

  • Created structured sessions focused on best practices, tools, and insights

  • Designed content to bridge knowledge gaps while reinforcing platform value

RESULT

  • Increased vendor awareness and informed decision-making

  • Achieved a 25% increase in quarterly spend

  • Strengthened alignment between user needs and partner offerings

Case Study: “Save Time with Associa Advantage” Webinar Series

ROLE: Creator, Strategist, and Facilitator

audience

Community managers, branch leadership, sales teams, and business development professionals.

Objective

Increase platform awareness, partner engagement, and professional development through structured learning experiences.

execution

  • Conceived and built a recurring webinar series from the ground up

  • Designed curriculum aligned with user needs and business goals

  • Coordinated partner participation to deliver expert-led sessions

  • Structured sessions to offer CAMICB continuing education credits

impact

  • Consistent attendance of 100+ participants per session

  • Elevated platform credibility as an educational resource

  • Contributed to a 25% increase in quarterly spend

  • Strengthened ongoing engagement between users and partners

Case Study: “Quilly” Note-Taking App Concept

ROLE: Product Strategist & UX/UI Designer

concept

Quilly is a “second-brain” note-taking application designed to help users capture, organize, and expand ideas with clarity and intention.

problem

Existing note-taking platforms lacked intuitive systems for idea expansion, customization, and meaningful organization, limiting creative and strategic thinking.

solution

  • Designed a flexible, user-centered knowledge management system

  • Enabled seamless customization and intuitive tagging

  • Integrated AI-powered features to support ideation and content expansion

ux/ui execution

  • Developed full user flow and journey mapping

  • Built information architecture for scalable organization

  • Created wireframes and high-fidelity mockups

  • Designed color palette and cohesive visual identity

Check out the Quilly Concept Here

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