Portfolio
These case studies represent a mix of in-house and agency work spanning my career—each one a favorite for different reasons.
​
You'll find a recent project where I partnered across visual design, product, marketing, and engineering teams to streamline content operations for Walmart+'s rapid-fire limited-time offers.
There's an award-winning campaign from my agency years, where I built the company's first content strategy practice.
And you'll see how I conceptualized YP.COM's first reusable homepage components to drive traffic and engagement early in my career.
This behind-the-scenes look reveals how I approach challenges and create meaningful impact.
01
Walmart Health & Wellness:
Building a Content Practice
I joined Walmart's Health & Wellness design team to build and scale a dedicated content practice. Our health experiences suffered from a classic problem: too many voices, no shared language. Designers—and sometimes product managers—created content in isolation, resulting in a disjointed user experience.
​
02
Walmart+ Membership:
Scaling Limited Time Offers
The Walmart+ product team had a speed problem. Every new member benefit or limited-time offer meant starting from scratch—six months of back-and-forth between marketing, legal, design, and engineering to get one offer live. Meanwhile, competitors were launching multiple member perks in similar programs simultaneously.
​
03
Washington Gas Living:
Selling a Natural Gas Lifestyle
Washington Gas had three audiences interested in natural gas—homeowners, businesses, and contractors—but one confusing website that spoke to none of them effectively. Instead of finding relevant energy benefits, potential customers were getting lost in billing portals and utility jargon.
​
04
UCLA Extension:
1000 Lessons Learned
UCLA Extension offered world-class continuing education but remained LA's best-kept secret. Despite programs comparable to Harvard Extension School, low brand awareness and a 27% conversion rate were limiting enrollment growth.
​
05
YP.com: Building a Dynamic Content System
YP.com's rigid two-week code releases made launching timely content impossible without emergency deployments that created technical debt. W couldn't capitalize on seasonal opportunities, local events, or new product launches when timing mattered most.
How I solved YP's content agility challenge