CITIBANK

Content audit | Instructional design | Content governance

Project: We partnered with Citi Retail Services' Experience Design team to audit and improve the user experience for over 80 private-label credit card partners, including major brands like Bloomingdale's, Costco, and The Home Depot. Our goal was to modernize content and processes across six key products to create a more intuitive experience for both consumers and businesses.

Solution: We led the content strategy by conducting primary and secondary user research to understand the diverse needs of users. Based on these insights, we audited and redesigned all UI copy, microcopy, and error messages to ensure a consistent voice and tone. We also created educational content and documented processes, delivering materials that empowered Citi’s internal team to confidently maintain a high standard of work. This approach resulted in a more polished and intuitive experience that improved consistency across all platforms and strengthened the relationship with over 80 retail partners.

AMERICAN DIABETES ASSOCIATION

Stakeholder Managment | SEO & Analytics | Prompt Engineering

Project: We guided the American Diabetes Association's digital transformation, scaling the content strategy for a diverse product portfolio. 

Solution: We led the digital strategy by conducting a thorough content audit and leveraging data-driven insights from SEO, analytics, and user testing. We partnered with cross-functional teams to champion an equitable and inclusive design approach, initiating a readability study and leading trauma-informed user research to meet community needs. To enhance content operations, we designed workflows that integrated AI and Translation Management Systems (TMS) to deliver accessible content in English and Spanish. This work transformed the ADA's digital presence, making its resources more intuitive and accessible for thousands of families. We ensured that all products were aligned with the ADA's core mission to educate and support people with diabetes, which helped us deliver best-in-class experiences and, in turn, enhanced trust.