Designing
experiences
that bring clarity

Most of my recent work has been inside a large integrated health system, focused on the experiences that matter most to patients: how they register, find a doctor, and navigate a portal that's supposed to make their care feel accessible. That included leading UX for a CIAM initiative, playing a key role in translating a new enterprise brand system into digital reality, determining how agency-developed brand guidelines would apply across Sentara's apps and web properties, and working across a complex portfolio of healthcare and health plan platforms.

The scope has been broad. Marketing landing pages, collaborated on a redesign of the digital Explanation of Benefits to make a notoriously confusing document actually readable, and the integration of AvMed, an acquired insurance company, which required rebranding existing design components to align with AvMed's brand guidelines. The work requires patience, precision, and the ability to align a lot of stakeholders around a single direction.

I led UI and visual design for the PMDA 1115 Demonstrations App Management system, working alongside developers, researchers, and policy experts. Getting something user-centered through a regulated, multi-stakeholder process is its own design challenge.

Brand work for a city involves more voices than most projects. Civic leadership, economic development, tourism, and the public all have opinions. I contributed concept development and visual design to Virginia Beach's new logo and brand campaign, from early sketches and pitch presentations through the final animated mark and brand materials, with application across a variety of collateral pieces. The mark was adopted by the city and remains in use today across digital, television, social media, and print applications.

I spent seven years managing design across AOL's search and search-owned products, including WOW.com, the AOL toolbar, and local products like Yellow Pages and CityGuide. I redesigned the mobile SEM product UI in 2017, increasing ad CTR by 8%, and helped build a multivariate testing platform that let the team ship UI updates without engineering involvement. One of the more nuanced parts of the role was working across the organization to ensure various teams were implementing search correctly, providing recommendations based on best practices, and partnering with the search lead to identify testing opportunities that balanced user experience with revenue generation for the business. It's where I learned what designing at scale actually means.