PROVIDENCE

Product Strategy | Content Design | User Experience
I led a multidisciplinary team to reimagine Providence’s financial assistance patient experience with the goal of making the entire billing and financial assistance application process more accessible, engaging, and transparent.

In addition to leading the project, I also rewrote the content for all pages of the new site according to our new content guidelines, with an emphasis on patient stories and relatable statistics. Building on previous deep research of the patient journey, I created content that connected with patients during times of uncertainty and guided them seamlessly through the financial assistance process.

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GoodRx care

Product Content Design | User Research | User Testing
GoodRx’s telehealth product, GoodRx Care (formerly known as HeyDoctor), gathers basic health information from patients when they sign up to see a doctor or nurse. But patients found the intake flow misleading and confusing, leading to mismatched expectations. To address this challenge, I audited the entire user experience, assessing overall content quality, which messaging and content performed better, and which topics or language resonated most with the audience.

Based on this audit, I created extensive recommendations on how to improve the experience, focusing on reducing friction and building trust. I then wrote natural language and UX copy to drive user engagement within the GoodRx Care experience, working to eliminate friction and confusion in the user flow. I partnered with product managers, designers, and researchers to implement these recommendations in other products across the GoodRx ecosystem. 

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CHICAGO PUBLIC SCHOOLS

Content Leadership | Content Migration | Organizational Change Management

I led the execution of the content strategy plan for the Chicago Public Schools CPS.edu redesign and migration. Managing the migration of 1000+ pages from Sharepoint to Episerver, I worked closely with CPS staff to transform their content to be parent-facing and to support usability and editorial best practices.

Using feedback gathered from focus groups, stakeholder interviews, web analytics, and site surveys, our team reorganized the site to better serve families with a more accessible and more equitable user experience. I co-led parent focus groups in English and Spanish to ensure we incorporated crucial parent feedback.

New features included tailored audience landing pages, a parent engagement section, an enhanced schools search, and a robust department directory.

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CHICAGO HUMANITIES FESTIVAL

Content Strategy | Persona Development
This project included persona development, an exploration of new digital touchpoints to connect with CHF’s young professional audience, and a competitive analysis of demographically similar cultural festivals. I created and led a content strategy presentation and work session for CHF’s digital steering committee.

CARGILL’S 150th ANNIVERSARY

Multi-Platform Content Experiences | Content Management
To celebrate the storied agricultural company’s 150th anniversary, our team created a content strategy centered around Cargill’s core values and industries. 

I managed content across multiple digital and print platforms, including iPad apps, plasma screens, print books, and other promotional materials. Components included a new global, responsive website; interactive elevator bank murals with an animated storytelling experience; and a premium coffee table book.

On GatherContent, I wrote about how we used this content management tool to create a multi-faceted print and digital content suite in honor of this occasion. 

• Creating an Animated Storytelling Experience