2024
Making Fruit Vinegar Less Confusing (and More Buyable)
By Design had a beautiful product no one quite understood. I redesigned their site to make fruit vinegar more approachable—balancing education with e-commerce. The goal wasn’t flash, it was clarity: better structure, smarter content, and a path that made sense to real customers.
Web, UI, Content Design, Visual Identity — Freelance
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2024
A Redesign That Actually Got the Phone Ringing
BT Outdoors had a clunky, outdated site—and not enough people picking up the phone. I scrapped the multi-page sprawl for a focused, single-page design that clearly explained what they offered and why it was worth booking. Cleaner layout, tighter messaging, and fewer drop-offs led to longer sessions and more action.
Web, UI, Content Design, Visual Identity — Freelance
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2023
Bringing Clarity to a Cluttered IT Services Site
Blue Iron didn’t rely on their site for leads—but it still needed to make sense. The old version was vague and forgettable. I redesigned it to be clear, credible, and visually sharp—so municipal clients could quickly understand what they do and feel confident working with them.
Web, UI, Content Design, Visual Identity — Freelance
2023
A Hiking App That Ticked the Boxes—But Missed the Trails Ahead
As part of an HCI course, our team designed Park Pilot—a conceptual mobile app for national park visitors. For the sake of the course, we did everything right. But by focusing too much on features, we sidelined real user pain points. We hit the project goals—but missed chances to solve deeper frustrations. A solid half-win, and a better lesson in prioritizing what actually matters.
Product, UX, UXR, Prototyping — Academic