Digital experience strategy
I help teams make complex services easier to understand, trust, and adopt.
I'm a senior digital experience strategist who has worked across the private, nonprofit, and public sectors, most recently at the State Department, GSA, and the Department of Defense. I started in marketing, learning what gets people to act. Digital work showed me where they get stuck. Now I design the whole experience so they get through it, and I measure whether they act.
By the numbers
Different organizations, same pattern. Make the service easier to use, prove it works, and make the budget go further.
87%
Higher task completion on FedIDcard.gov, verified in usability testing
$370K
In combined annual cost savings and cost avoidance across two federal website migrations
59%
Registered-user growth, more than four times the previous record annual increase
How I work
Three steps, in this order, every time. The numbers above are what happens when you do not skip one.
Find the problem everyone has stopped seeing.
Flat numbers are a diagnosis, not a volume problem. I start by finding out what is actually broken, not what everyone has agreed to call the problem.
Prove it before I scale it.
I would rather be proven wrong in a week for free than in a year for six figures. The fix gets tested small before anyone commits budget.
Build something the team can sustain.
The templates, standards, and workflows come with the work, so the team can keep it running on their own.
Case studies
Four organizations, one method. Read them in order and you will see the same approach applied to service design, cost avoidance, accessibility, and audience growth.
Case study 01 · DoD / Defense Technical Information Center
Everyone knew where the gated content started. Nobody had told the users.
A defense research service had not grown in years. The most valuable content sat behind registration, and nothing told visitors it was there. A low-cost email test proved the idea, and a program of coordinated campaigns grew registered users 59%, from 33,159 to 52,589, more than four times the previous record annual increase.
Read case study →
Case study 02 · GSA / U.S. Open Government
From data graveyard to public accountability service
Avoided $125K a year by turning a dense data source into a clearer transparency hub and moving it onto GSA's own content management system. The new site matched a full year of legacy traffic in 20 days.
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Case study 03 · GSA / HR Links
Beyond conversion
Modernized 125 outdated, non-compliant HR files ahead of a fixed migration deadline. Engagement rose to 80 to 90% and bounce rates fell 4 to 18%, for federal clients and 17K+ GSA employees.
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Case study 04 · State Dept / Global Travel Service CX
Untangling a complex reimbursement journey
Mapped the traveler and auditor experience across a service supporting a 75,000-member workforce, surfacing where the workflow broke and what a faster, more accurate reimbursement path would take.
Read case study →Brand, campaign, and creative work
The case studies show the strategy. This is the craft underneath it: brand systems, integrated campaigns, and audience-facing storytelling.
