Partnering with BASIC/DEPT, I was the lead design strategist on a first-of-its-kind AI-powered content hub for PwC. Discovery made it clear that leadership wanted a conversational experience that made PwC’s deep library of tech, data, and AI thought leadership immediately relevant and findable. I designed and facilitated six custom two-week design sprints with designers, project leads, international stakeholders, and executives. We worked through everything from suggested prompts to how content cards reprioritize as a conversation unfolds. The hub is now live, and it’s the first step in PwC’s move toward an AI-led content experience.

At Motive, a fast-scaling startup with 5,500 employees, I owned the employee growth program. I started with roughly 40 conversations across levels and teams, and they surfaced clear challenges: feedback was arriving too late to be useful; the workload was way too high for managers and leaders; and the feedback forms were not surfacing helpful information for managers. I set the roadmap and built an operating cadence that kept people ops, analytics, enterprise systems, HRBPs, and total rewards aligned. I rewrote the feedback forms and reset a more manageable cadence for growth throughout the year, prioritizing ongoing feedback instead of twice a year heavy lifts. I built AI agents for ICs, managers, and leaders, including a biweekly check-in and a quarterly check-in assistant for managers.

Systems for People* is my own design strategy practice. It’s where I developed relationship-first design, a methodology I use to build events and workshops around what people truly need: to live in right relationship. In practice, that means small, deliberate design choices: coloring to open a gathering and reset nervous systems, name tags with a daily prompt that make it easier to talk to strangers, and small-group discussions that double as a way for me to learn from participants. The results speak for themselves: At a 35-person workshop, about half the attendees were still talking an hour after it ended, and eight came up afterward to talk about collaborating.

Android needed a new email program to carry its brand into the inbox, built around a single story: why Gemini is better on Android. I developed the program’s content strategy and cadence, partnering with a creative director to explore three creative territories before building out the winning one. The resulting messaging positions the Gemini and Android as the duo that lets you do more, do it better, and do the impossible.

When the pandemic pushed classrooms online, Apple asked AKQA to build a more expansive home for educators, from tech-forward teachers to reluctant adopters. I led the customer research, interviewing 13 teachers inside and outside Apple’s existing network. I turned the findings into four educator archetypes that shaped the experience vision, principles, content strategy, and roadmap. The archetypes show up across the live platform, from quick-win guides for time-pressed teachers to portfolios for those who love to innovate. The community went on to reach over one million members within three years.

As the Oculus Quest brought VR into the mainstream, Oculus asked AKQA for a brand positioning and ecosystem strategy to stand apart from established gaming brands. I distilled 50+ research documents into four personas and two customer journeys. Then I designed and led a client workshop to co-create improvements across the full purchase and product experience. The resulting idea, “Expand your world,” reframed VR as building on your reality rather than escaping it. It became the headset’s product positioning and shaped a new onboarding experience, Twitch channel, and Discord community. By the end of 2021, the year the recommendations began launching, nearly 80% of VR headsets sold were Quest 2s.

In the wake of its COVID vaccine, Pfizer’s visibility had never been higher, but its website was overwhelming and confusing at exactly the moment the world was paying attention. As part of AKQA’s redesign, I led a competitive review of 25 companies, defined brand and business goals, and facilitated interdisciplinary workshops to align strategy, UX, and creative. The work redefined what “patient-centric” meant for Pfizer, tying the science on the site directly to its impact on real people. It produced the experience vision “Tap into the power of science,” which guided the content strategy, UX, and visual design of the new site.

As crypto and blockchain caught mainstream attention, Block.one set out to host its first-ever virtual event and asked AKQA to design the experience and the story behind it. I simplified 10+ conflicting audience research documents into three priority audiences. From those I built an experience blueprint covering what attendees needed before, during, and after the event. With a copywriter, I shaped the narrative into three messaging pillars: Access the Leaders, Access the Community, and Access the Future. I also built a channel strategy for reaching both the existing community and new audiences.