project portfolio
UX design, research, and strategy across many industries
-click a project to explore the full case study.
UX design, research, and strategy across many industries
-click a project to explore the full case study.
Strava
Redesigning Strava to reduce anxiety and social comparison in fitness tracking — introducing a Low-Pressure Mode for users who disengage when the app feels like a performance review.
- Figma
- UX Research
- User Interviews
- Usability Testing
The Challenge
Strava’s default interface surfaces metrics, comparisons, and social feeds that make anxious users feel judged rather than supported. For users like “Ashley” — who loves being active but dreads the post-ride summary screen — the app creates more stress than motivation, leading to avoidance and inconsistent use.
The Solution
A redesigned “Low-Pressure Mode” that lets users customize which metrics are visible, replaces evaluative feedback with supportive messaging, and makes privacy the default rather than an opt-in setting buried in menus.
What I Did
- Conducted user interviews and synthesized qualitative research into 4 distinct user personas (Casual Tracker, Anxious Tracker, Validation Seeker, Beginner)
- Mapped an 8-step user journey identifying key emotional pain points and design friction moments
- Designed high-fidelity mockups in Figma covering 10 screens from dashboard through post-ride summary
- Introduced a privacy-first save flow and a metric customization screen as key UX interventions
The Process
Research → Define → Design → Test
Tropical Smoothie Cafe
A web and loyalty experience redesign for Tropical Smoothie Cafe — improving guest retention through clearer rewards, better navigation, and a more intuitive ordering flow.
- Figma
- UX Research
- Data Analysis
- Product Managment
The Challenge
As Project Manager at Tropical Smoothie Cafe’s Support Center, I identified gaps in the digital guest experience — particularly around the loyalty rewards system, which was difficult to navigate and underutilized by customers, contributing to lower retention rates.
The Solution
A redesigned web experience with clearer rewards tracking, simplified loyalty program flows, and improved visual hierarchy across key pages.
What I Did
- Led a team engaging 25+ directors, VPs, and C-suite members across 10 company areas
- Synthesized sales data, consumer surveys, and in-cafe observations
- Redesigned key web screens including homepage, rewards dashboard, points balance, account history, and menu pages in Figma
- Recommended loyalty program improvements projected to boost active customer retention by 15%
RMA IVF MarketinG Research
A comparative marketing analysis of two RMA fertility clinics — uncovering critical gaps between brand promise and patient experience using social media data, sentiment analysis, and review mining.
- Figma
- UX Research
- User Interviews
- Usability Testing
The Challenge
Two clinics within the same national fertility network — RMA New York Long Island and RMA Philadelphia Wayne — were showing significantly different digital marketing behaviors despite sharing a brand. The goal was to audit both and identify where their marketing promises diverged from actual patient experience.
The Solution
A rigorous data-driven analysis across 155 social media posts, 175 user comments, and 175 Google reviews — mapping brand signals, response rates, and sentiment to surface actionable recommendations for closing the trust gap.
What I Did
- Coded 100+ social media posts per clinic using a custom brand signal taxonomy (TM-WARM, TM-COMP, TM-INTL)
- Analyzed Google Reviews sentiment across both locations, identifying top complaint themes
- Discovered a key contradiction: RMA Long Island posted warmth signals in 65% of posts but only 13.6% of patient comments confirmed that experience
- Identified RMA Philadelphia’s international patient targeting on its website was completely absent from all 55 social media posts
- Delivered strategic recommendations with specific success metric
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