Work
A selection of projects across fintech, editorial, and digital product design.
Merchant Checkout Optimization
The Problem
The PayPal checkout option on merchant sites lacked prominence, making it easy for users to overlook. The checkout process itself had accumulated friction, leading to drop-off at key conversion points. The goal was to make PayPal more visible and easier to use within the merchant checkout experience.
My Role
I worked as a UX designer focused on merchant checkout, auditing existing flows, identifying pain points through heuristic evaluation and data review, and designing improved user flows that fit within PayPal's design system and brand guidelines.
Outcome
Shipped redesigned merchant checkout flows. Reduced friction in key checkout steps and improved consistency across product surfaces. All work was built within the constraints of an established design system serving millions of users.
Plateonline.com Redesign
The Problem
Plate Magazine's website needed a complete redesign to better serve restaurant professionals who relied on it as a daily resource. The existing site did not reflect how users actually worked or what content they needed most.
My Role
Led the full redesign from research through launch. Studied how restaurant professionals used the site, restructured the information architecture around their workflows, and designed a responsive experience that prioritized usability over visual novelty.
Outcome
Won a Jesse H. Neal Award for Best Website and a Folio OZZIE Honorable Mention for Site Design. The redesign significantly increased registrations and engagement because it was built around real user needs, not assumptions.
Blackbird Interactive Oral History
The Problem
A complex, multi-part oral history project needed a digital format that could present long-form narrative content in a way that felt immersive without overwhelming the reader.
My Role
Designed the interactive experience from concept to production. Created a user-centered navigation structure that let readers explore the story at their own pace, with clear wayfinding through a large body of content.
Outcome
Won a Jesse H. Neal Award and reached Grand Neal finalist recognition, placing in the top four nationally. The project significantly increased engagement and registrations, demonstrating how thoughtful UX design can make dense content accessible and engaging.
Alt-Meat Brand and Digital Experience
The Problem
An emerging alternative protein company needed a complete brand identity and digital presence that could speak to three distinct user groups: investors, manufacturers, and foodservice buyers.
My Role
Created the full brand system and designed user flows tailored to each audience segment. Mapped out how each group would enter the site, what information they needed, and how to guide them toward their specific goals.
Outcome
Launched a cohesive brand and digital experience that significantly increased registrations and engagement. The audience-specific user flows helped the company communicate clearly to stakeholders with very different needs.
Meatingplace.com
The Problem
Meatingplace.com had been the go-to site for the meat processing industry for over 15 years. Readers relied on it daily, but the design and UX were showing their age. The challenge was modernizing without pushing away the people who already depended on it.
My Role
I was the Creative Director. I owned the redesign end to end, everything except development. I studied how the existing audience actually used the site, figured out what was working and what was getting in their way, and designed a solution that felt fresh without feeling unfamiliar.
Outcome
The redesign kept the loyal readership intact while significantly increasing new registrations and engagement. It improved usability and opened the door to new audience growth.
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