Challenges

SpendHQ faced several challenges when I joined the team. The platform's design was outdated and fragmented, leading to cognitive overload and inefficiencies for users. The organization lacked user feedback documentation, analytics tools, and research artifacts, making it difficult to identify and address user pain points effectively.

The user base was diverse, ranging from financial analysts to C-suite executives, each requiring tailored solutions to meet their unique needs. Additionally, the absence of established design systems or workflows created inefficiencies in collaboration and development.

Compliance Mock-up

My Approach

To address these challenges, I established a data-driven foundation by implementing tools like Pendo and Hotjar to track user behavior, including NPS scores, retention rates, and heatmaps. These analytics were complemented by competitive research, user interviews, and testing, providing a comprehensive understanding of user needs. I collaborated with the head of product to develop four key user personas, representing users from technical analysts to executives, and mapped detailed user flows using FigJam to align workflows with business objectives.

Building a scalable design system was a critical component of the redesign. I created a comprehensive Figma ecosystem, incorporating atomic design principles to develop reusable components and centralized design files. This system supported both the current app and the redesigned interface, streamlining collaboration and iteration. To foster collaboration across teams, I facilitated workshops with stakeholders, product owners, and developers, aligning priorities and accelerating the iterative design process.

Assets from design system

Solutions

One of the most impactful solutions was the redesign of the "Power Filter," a global filtering tool used to refine data across all screens. I transformed this feature into an accessible, modular header component, replacing the overly complex and disjointed workflow. This redesign was validated through hi-fi prototypes and user testing, resulting in significantly faster task completion rates and higher satisfaction.

I also delivered a cohesive reskin and UX optimization, standardizing UI components across over 100 screens to reduce cognitive overload and ensure consistency. To address user confusion, I designed and integrated a comprehensive help system, including contextual pop-overs and dedicated documentation sections, which improved onboarding and reduced support inquiries. Additionally, I developed interactive prototypes to gather actionable feedback and avoid unnecessary development time, saving hundreds of hours across the project.

Power Filter controls easily accessible from global header component

Key Takeaways

Leading SpendHQ’s transformation involved establishing scalable design processes, leveraging data-driven insights, and fostering cross-functional collaboration. By prioritizing user needs and aligning them with business goals, I delivered a modern, intuitive platform that significantly improved engagement, satisfaction, and scalability. The project not only enhanced the experience for SpendHQ’s users but also set a strong foundation for ongoing development and innovation.

Diversity Mock-up

Challenges

NASCAR’s transition to internal teams created several hurdles. repurposed developers new to PHP and WordPress were tasked with building custom WordPress sites, while graphic designers with limited UX/UI experience were responsible for creating digital experiences.

This mismatch in expertise led to challenges in execution and collaboration. Additionally, the organization required high-performing digital platforms to support real-time race updates, which demanded seamless integration between design and development. NASCAR’s custom WordPress framework added further complexity, requiring precise modifications to themes and plugins to meet both user and business needs.

Sebring website

My Approach

To address these challenges, I began by participating in creative briefings with product managers and graphic designers to review research findings and project goals. These sessions informed design decisions and ensured that all modifications adhered to industry-standard UX/UI principles, accessibility guidelines, and the execution constraints of NASCAR’s custom WordPress framework. By analyzing site designs, I provided actionable feedback on development feasibility, aligning design intent with technical realities.

During development, I worked independently on projects such as the NASCAR Mexico, ARCA Menards, and Sebring Raceway websites. Each site required custom modifications to NASCAR’s WordPress themes and plugins, which I implemented while maintaining scalability and usability. To ensure efficient progress tracking, I used Atlassian Jira to document updates, manage tasks, and address QA feedback.

In addition to building new websites, I provided enhancements to existing platforms, such as NASCAR.com and IMSA.com, improving user experience and addressing technical issues. I was also responsible for live monitoring and issue resolution during high-traffic race weekends. Working from NASCAR headquarters in Charlotte, NC, I collaborated with live ops teams to resolve real-time issues, such as lap-time reporting errors, ensuring uninterrupted service during critical events.

ARCA Menards Drivers web page

Solutions

One of my primary contributions was delivering three major new websites: NASCAR Mexico, ARCA Menards, and Sebring Raceway. These platforms were built from the ground up, incorporating responsive designs, modern UX/UI principles, and accessibility standards. I also enhanced NASCAR.com and IMSA.com, making UX/UI improvements and resolving technical challenges to ensure optimal performance.

Another key solution was bridging the gap between designers and developers. By providing UX/UI guidance and ensuring compatibility with the custom WordPress framework, I streamlined the collaboration process, enabling efficient execution of projects. Additionally, I played a pivotal role in NASCAR’s live digital operations, quickly addressing technical issues during live races, such as resolving errors in real-time lap-time reporting.

NASCAR Mexico website

Key Takeaways

My work with NASCAR involved balancing technical expertise with cross-functional collaboration to deliver high-quality digital experiences. By bridging the gap between design and development, I ensured that all projects met NASCAR’s high standards for performance, usability, and accessibility.

The successful launch of three major websites and enhancements to existing platforms demonstrated my ability to adapt to complex technical frameworks and high-pressure environments. Ultimately, my contributions supported NASCAR’s mission to provide engaging digital experiences for fans and stakeholders alike.

Challenges

AMSI's workflow was a bit chaotic, with no project management system in place to streamline operations. Digital assets, including webpages, email campaigns, and ads, often suffered from errors in coding, accessibility, and responsiveness, leading to potential penalties for OEM compliance violations.

Additionally, long development times and a lack of integration between teams created bottlenecks, impacting the delivery and quality of assets. AMSI needed a centralized system to manage projects, track performance, and ensure compliance across all deliverables.

Porsche Naples homepage

My Approach

To tackle these challenges, I began by conducting extensive research into the functions of every role within the agency. This allowed me to identify pain points and gaps in the workflow. Based on these findings, I conceptualized and designed "Phalanx," a comprehensive system to build, track, and optimize digital assets. Phalanx featured drag-and-drop functionality, real-time analytics integration, and error-free, OEM-compliant code generation, addressing AMSI's core inefficiencies.

Collaboration with account executives and OEM compliance teams was critical to understanding the specific requirements and goals of each campaign. For custom projects, I either built assets from scratch or utilized high-performing templates as a foundation. Leveraging data from tools like Google Analytics, Visual Web Optimizer, and Campaigner, I analyzed the performance of assets, identified areas for improvement, and iterated on designs to enhance effectiveness.

One of the most impactful projects was redesigning vehicle search modules for client homepages. By analyzing heat mapping and interaction metrics, we identified two distinct user groups: those with a specific make and model in mind and those with only a general idea. Through A/B testing, we implemented and optimized three variants of the module: dropdowns for year, make, and model; clickable images for body types; and a combination of both. This iterative approach ensured the module catered to diverse user preferences while improving engagement and usability.

Special for Lexus dealer website

Solutions

Phalanx became the centerpiece of AMSI’s transformation. Designed as a custom WordPress theme with custom plugins, it automated the generation of digital assets such as websites, email campaigns, ads, and landing pages. The system included a UI component library built with HTML, CSS, Sass, JavaScript, and PHP, enabling users to create OEM-compliant, responsive assets quickly and efficiently. Phalanx was responsible for at least 90% of the digital assets produced, with highly custom projects handled manually.

White-boarding the architecture for Phalanx

The system also incorporated job management, staff performance reporting, budget tracking, and client relationship management features, addressing broader operational gaps. User testing with SEO, email, ad, and account management teams ensured that Phalanx aligned with their daily workflows and goals. I conducted usability tests to identify pain points and refine user paths, resulting in a seamless experience for internal teams.

Additionally, I implemented rigorous testing protocols using tools like Litmus and cross-browser testing to eliminate errors in responsiveness and accessibility. Optimized templates were informed by performance data from analytics tools, ensuring assets were both effective and compliant. These changes not only reduced errors but also saved clients from potential penalties related to OEM compliance violations.

Screenshot of Job Management System's Queue

Key Takeaways

My work at AMSI demonstrated the power of combining user-centered design with technical innovation to solve complex organizational challenges. By developing Phalanx, I addressed inefficiencies, ensured compliance, and enhanced task efficiency by 400%. The system transformed AMSI’s digital operations, enabling the team to consistently deliver high-quality, data-driven assets. This case study highlights my ability to identify organizational pain points, design scalable solutions, and lead cross-functional collaboration to drive measurable results.

Phalanx Generated Email Example

Screenshots from analytics tools

Challenges

Learning and applying the science of well-being is often a time-consuming and confusing process. Users must absorb complex subject matter and track multiple goals, which can feel overwhelming and discouraging. Existing solutions lacked engaging methods to teach well-being science while motivating users to take actionable steps.

My Approach

To address these challenges, we conducted a comprehensive SWOT analysis of 25 competing apps in the health and wellness space. This analysis highlighted gaps in gamification and the repetitive interactions that users found disengaging.

To better understand our audience, we conducted phone interviews, collecting both quantitative and qualitative data, such as current app usage, likes and dislikes, and interest in our mission. Using these insights, we created user personas representing adults aged 19–40 at various stages of their well-being journeys.

User Interview Results

User Testing Script

We also conducted card sorting and ideation sessions to determine the app’s core features and user flows.

Card sorting session

Mood-boarding exercises established the app's visual tone, while whiteboarding sessions helped us design workflows and wireframes that catered to all personas. These efforts guided branding decisions, ensuring Wick would feel like a supportive companion on the well-being journey, incorporating nature-inspired aesthetics and a comforting fire motif into its logo and design system.

Style Guide

Mood-board example White-boarding screens White-boarding the user journey

Solutions

Our design process started with wireframes based on whiteboard designs, followed by the development of a lo-fi prototype to test the app's core features.

Lo-fi Screenshot

User feedback revealed valuable insights, including pain points and opportunities for improvement, which were addressed in the hi-fi prototype. The hi-fi design incorporated all user states identified during testing and brought the app’s visual language to life. The app’s journey-based format, combined with gamified tasks, resonated strongly with users during testing.

Wick's gamified structure rewarded users for completing tasks, with rewards weighted based on task difficulty to encourage progression. Points, badges, and other elements fostered a sense of achievement while breaking down complex well-being science into manageable steps. The app’s empathetic tone and adventure-inspired visual language created a welcoming and motivating user experience.

Hi-fi prototype

Key Takeaways

Wick successfully transformed the complex science of well-being into a digestible, gamified experience that users loved. By combining user-centric design with gamification and empathetic communication, the app stands out in the crowded wellness space. With a 100% approval rating, Wick proved to be an engaging, supportive tool for improving well-being, setting a high standard for innovative, user-centered solutions in the industry.

Adobe XD Prototype