Product Design
My process moves through three phases: research, ideation, and design. Guided by interviews with stakeholders and competitive analysis of peer organizations’ digital products, I develop strategy artifacts like project briefs, jobs-to-be-done frameworks, IA documents, and sitemaps to define a project's objectives, KPIs, user flows, and content strategy.
Then, using AI-enabled design workflows, I quickly iterate from concept to prototype. The end result: Both brand and product are shaped into cohesive, purposeful user experiences.
Case Studies
Other Clients
Princeton University Press
The Project
Modernizing the online home of a global academic community
My Role
- Product, content, and brand strategy
- Design leadership
- Team leadership
- Client management
The Context
Princeton University Press is a mission-driven cultural institution and nonprofit publisher dedicated to bringing influential voices and ideas to the world.
The website for an academic press has to serve many functions. It's the "front door" of the press, expressing the mission, quality, and overall brand of the organization; it's a recruitment tool to attract top scholars to publish with the press; it's a knowledge base for internal staff; and, of course, it's an ecommerce platform to sell books to buyers with many different needs and interests.
Scope
- Brand refresh
- Product design
- Content strategy
- Technology replatform
The Objectives
Define the value proposition: Answer the critical question: What should the Princeton University Press' website do that Amazon can’t?
Modernize the visual language Breath new life into an important heritage organization
Connect with key users: Streamline access to critical information for users—from scholars to professors to general readers
Princeton University Press website objectives
An Online Community
Our qualitative research repeatedly revealed how those interacting with the Press valued the people most of all: authors valued their editors, readers valued authors, and teachers valued scholars. This was our UVP, and so we positioned the website as a community hub for connecting people and knowledge, architected around academic themes.
Subjects: thematic browsing hub connecting readers to scholars and titles
Art & Architecture: subject detail with curated books, authors, and ideas
Subject catalogs: downloadable, filterable title lists organized by discipline, a first for academic press publishing
Ideas: filtered editorial feed by subject and format
Showcasing the Books
The Press is renowned for its book cover design, and so the book detail page needed to shine. We created a comprehensive content hub for each book with an immersive preview and resources for researchers and professors.
Book detail: annotated spec showing bibliographic info, editions panel, and Look Inside access
Book detail: early wire defining a rich content hub with description, reviews, endorsements, and buying options
Look Inside: immersive preview with chapter navigation and full-screen cover display
Mobile: cover-forward layout with streamlined editions and Look Inside access
Streamlined Resource Access
In many ways, the users were hiring the site to make their jobs easier. Whether users were trying to find a publisher or a document before a meeting, the new site architecture needed to streamline resource access and simplify bookfinding, including an easily filterable database of the entire catalog (a first of its kind among academic presses).
Sitemap: simplified IA structured around key user types and tasks for improved navigability
Resources: segmented by audience (authors, instructors, media, booksellers) for direct access to relevant tools
All Books: a first-of-its-kind for academic publishers: a fully filterable, searchable grid of the entire catalog
Outcomes
- Conversion: 124% increase (PUP ecommerce grew from ~1% to 5% of total revenue)
- SEO: 60% increase in organic search discoverability
- Session Duration: 50% increase
- Bounce Rate: 50% decrease
- Pageviews: 42% increase
- Sessions: 40% increase
- Users: 35% increase in overall traffic
Live site
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Pfizer
The Project
Creating a personalized digital hub that connects 90,000+ employees worldwide
My Role
- Product and content strategy
- Design leadership
- Team leadership
- Client management
The Context
I led a team to help re-imagine and re-focus PfizerWorld, Pfizer’s global intranet used by 90,000+ employees worldwide.
The intranet needed to seamlessly perform function as a news hub, resource library, and internal digital business card for hundreds of teams. Our objective was to create a "mission control" for the Pfizer employee's workday.
Scope
- Art Direction
- Product design
- Content strategy
- Content planning
- Technology replatform
The Objectives
Supercharge data: Move from vast ocean of individual, disconnected pages to connected, structured content
Improve findability: Organize data to enable workstation personalization and promote ease of discovery through improved search
Establish consistency: Empower Pfizer’s content creators to design distinctive content while ensuring brand and IA cohesion across the intranet
The original PfizerWorld intranet homepage before the redesign
Associate-Centered Experience
We replaced the single global homepage with a personalized dashboard tailored to each user's needs and interests based on "subscriptions"—self-selected topics and communities users could follow. This provided users instant access to the information most relevant to them and the ability to connect with other intranet users, promoting opportunities for collaboration.
Start page spec: annotated zones for notifications, tasks, curated content, and personalized feed
Start page wireframe: mission control for the workday, with tasks pulled directly from email and bookmarked content
Homepage: personalized feed surfacing news and content relevant to each associate's role, division, and location
Homepage: mobile, with the same personalized feed optimized for on-the-go access
Manage Subscriptions: self-service control center for tailoring the feed to topics, teams, and initiatives that matter most
Onboarding: guided setup confirms business unit and location to seed the personalization engine from day one
Centralized Productivity and Comms
We envisioned PfizerWorld as the central node for the content and tools that colleagues need on a daily basis. With productivity notifications and external app integrations, PfizerWorld would serve as users' launch pad for their work day.
Features
- Software integrations with primary tools
- Notifications in-app
- Task management
Empowering Creators
We introduced modular templates that allowed content publishers across divisions, business units, and offices to create and manage content more efficiently. This new system provided flexibility and scalability while maintaining consistency.
Module palette: inline image, video, ordered lists, and Yammer embeds give publishers flexible storytelling tools within a consistent framework
Module palette: timelines, map infographics, feeds, and recirculation modules for data-rich editorial content
Module palette: table and pull quote modules round out the toolkit for long-form, structured content
Business unit homepage: featured editorial tiles and personalized news feed assembled from the shared module library
Pfizer Biopharmaceuticals Group: BU-customized hero and mission statement built from standardized layout zones
Pfizer Biopharmaceuticals Group: full BU community page showing the modular template system in production
New York Office: regional content teams use the same template system to publish locally relevant news and articles
Outcomes
- 50% operational efficiency gains for Pfizer's content teams
- 420,000+ views during launch week
- 282,000+ visits during launch week
- 5,000 uses of the new subscriptions feature
- 50x increase in mobile engagement during launch week
Open Society Foundations
The Project
Reinvigorating a global foundation's mission-driven brand and storytelling on the web
My Role
- Product, content, and brand strategy
- Design leadership
- Team leadership
- Client management
The Project
The Open Society Foundations is a global cultural and philanthropic network dedicated to promoting justice, education, and human rights around the world.
When the Open Society Foundations became the target of politically motivated attacks, the organization initiated an overhaul of its difficult-to-navigate website and clinical brand language in order to correct public misunderstanding.
Scope
- Brand refresh
- Product design
- Content strategy
- Technology Replatform
The Objectives
Set the record straight: Combat misinformation by improving the navigability and accessibility of the content about OSF’s programs
Support diverse functional needs: Improve usability and findability for distinct constituencies—from grantees to journalists to the general public
Improve cohesion and connection Reinvigorate the brand to enable network-wide brand consistancy, tell an engaging narrative, and evoke their mission and impact.
Alleviating Administrative Burden: The existing information architecture was cumbersome, making content management and creation difficult and inefficient
The original opensocietyfoundations.org homepage before the redesign
The Brand
We started with a simple brand architecture, promise, and style explorations. We built on that foundation to develop a core concept around Open Spaces, which would express transparency and a spirit of welcoming while being flexible enough to provide a home for OSF’s myriad sub-brands.
Concept framework
Open Space concept
Logo & wordmark
Typography: GT America
Typography: Lyon
Color system
Applications: video
Applications: lower thirds
Applications: social media
Applications: publications
Navigable Content Architecture
We simplified the entry points to learning about the organization to two primary concepts: Themes (what funded organizations do) and Locations (where they work), enabling cross-tagging between these two pillars and other primary content types like grants, articles ("Voices"), and publications.
Critical paths: academics navigating grants, publications, and programs
Critical paths: journalists navigating news, events, and press contacts
Jobs to be done: marketing and communications audiences
Information architecture: sitemap defining the content hierarchy
What We Do: entry point to OSF's programs and focus areas
Location detail: regional work surfaced alongside thematic content
Theme detail: desktop, with related grants, voices, and publications
Theme detail: mobile
Grants & Fellows: structured listings with filtering by theme and region
Explainers: long-form content format for complex topics
Event detail: structured metadata with rich body content
Immersive Storytelling
We reinvigorated the editorial content section of the website, enabling a diverse catalog of prestige and snackable content in engaging, shareable templates.
In-Depth: immersive long-form content with full-bleed photography
Voices: mobile editorial experience
Voices: desktop editorial experience
Voices: article listing and editorial hub
Homepage: content preview modal surfacing articles and grants
Outcomes
The website was well-received and continues to be the organization's home on the internet. One success of the project was interpreting the brand guidelines and site architecture for a sub-brand organization, The Open Society Justice Initiative
Live site
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