I make machines human and helpful

I work at the intersection of strategy, product, and language to find the insights that turn complex technologies and systems into experiences that are less frustrating and more friendly. 

PC Financial | Senior Experience Strategy Lead 

As the sole experience strategist for PC Financial’s digital banking platform, I shaped how customers understand, decide, and act across core financial journeys. I aligned product, marketing, and compliance to transform complex financial systems into clear, trusted experiences, increasing application volume by 24% and raising approval rates to 94.1%, while achieving 100% task comprehension across critical money movement flows.

Skills 
Decision Framing • Behaviour Architecture • Journey Architecture Decision • Research Synthesis • Experience Optimization • Growth and Conversion Strategy • Constraint-Driven Design • Cross-Channel Experience • Strategic Alignment 

Move Money Redesign
I led the content strategy for PC Financial’s Move Money experience, clarifying how customers transfer funds across accounts and payment rails. The redesign reduced friction through clear language, intentional hierarchy, and transparent system limits, making complex money movement intuitive and trustworthy.

Rewards Experience Optimization
I streamlined the content experience for PC Financial’s Optimum points, helping customers understand how everyday banking actions translated into rewards. The work reduced friction by clarifying eligibility and next steps, translating complex rewards logic and system-driven scenarios into clear, motivating communications.

Customer Retention Initiative
I led the end-to-end experience strategy, designing distinct customer journeys across three segments. The initiative spanned in-app flows and triggered email journeys, including time-based re-engagement sequences, with a reimagined direct deposit flow lifting comprehension from 30% to 100% and driving a measurable increase in savings contributions.

WestJet | Senior Content Designer, UX Writer

As part of a cross functional design team, I led content design for highly technical, customer facing WestJet tools including the baggage fee calculator, seat change flow, and transactional emails. Working closely with product, engineering, and analytics, I had significant influence on the UX, informed the wires, and iterated across the full journey, translating complex airline rules, system dependencies, and API constraints into clear, customer centred experiences.

Skills 
Content Design • UX Strategy • Systems Thinking • Information Hierarchy • Customer Centric Experience Design • Journey Mapping

Complex System Simplification
I shaped the content strategy, information architecture, and prototyping for WestJet’s Baggage Calculator, simplifying complex baggage rules into a clear, self-serve experience. The new tool improved user confidence, supported call-deflection goals, and tested strongly with users, earning a 7.52/10 satisfaction score. Case Study

Customer Journey Communications
I designed transactional and supporting email content that helped customers navigate air travel complexities, including baggage rules, seat changes, and time sensitive updates. The work clarified conditions and next steps, translating complex policies and system driven scenarios into clear, reassuring communications.

Real Time Decision Experience
I led content design for the seat selection experience, clarifying availability, pricing, and confirmation when switching single or multiple seats on large aircraft. The work accounted for API timing and system feedback, using clear hierarchy to support confident, real time decisions.

TD Canada Trust | Senior Content Designer, UX Writer

Focusing on the intersection of behaviour, technology, and language, I use content design, strategy, and thought leadership to deliver customer-centric experiences across TD’s Insurance, Wealth and conversational design platforms. 

Skills 
Content Design • Strategy • Conversation Design (CDX) • Customer-Centric Experience Design • Competitive Analysis • Design Thinking 
• Nominated for the I&D People’s Choice Awards 2022 in the Wordsmith category.

Conversion Experience Design
As part of the design team, I helped delivered a more user-friendly, simplified, accessible, and efficient insurance tool. Our recommended enhancements increased digital sales to 34% (four months earlier than expected), exceeding the year-end goal of 30%. Case Study

Conversational AI Design
The goal in redesigning the TD Chatbot was to develop an AI solution that’s user-friendly, genuinely human and, most importantly, helpful. I rethought chat flows, responses, error handling, and more to reduce user friction and make getting the information and solutions customers need easier.

Competitive Analysis Strategy
I evaluated the strengths, weaknesses, and key differentiators of TD’s major competitors from a strategic and content perspective. This detailed review offered valuable insights that will allow TD to strengthen its competitive edge in the market.

Royal Bank of Canada | Senior Content Designer

As part of a design team, I provided content design for the Advisor Account Open Tool and MyRBC Guide. Collaborating with IT teams, stakeholders, product owners, and design research within an Agile Sprint and Kanban environment, I informed the wires and wrote accessible content in compliance with Frameworks’ Standards and inclusive of all users.
Case studies available upon request. 

Skills 
Content Design • Strategy • Design Thinking • User Testing • Prototyping • Agile • Design Research • Journey Mapping

Awards
Celent Model Bank Award for Digital Onboarding 

Loyalty Experience Design
I was part of the design team that launched the national roll-out of the RBC Value program. Delivering product innovation, we used design research, including journey mapping, ideation, prototyping, user testing, and content design, to deepen client relationships and brand loyalty.

Onboarding Ecosystem Design
Collaborating with stakeholders, advisors, and the design team, I led the comprehensive redesign of the digital tutorial client onboarding experience MyRBC Guide. Leveraging design research, a content audit, and a strategic content design approach, I incorporated the guide into online banking, mobile platforms, credit cards, and savings accounts, enhancing the overall user experience.

Identity Led Onboarding
I led design strategy and content design while actively participating in the implementation, user testing, prototyping, and iteration of enhanced digital account open processes featuring 'Click to Sign,' allowing for the opening of a bank account through a fully digital experience, including electronic signature—an RBC first. 

Shopify | UX & Web Writing, Content Design

I defined the brand tone for several high-profile Shopify projects, including the Shop Class Tour and the Chip & Swipe Card Reader launch, introducing a human quality to technical products and services.

Skills 
Brand Voice and Tone • Content Design • Marketing Communication • Product Launch Strategy • Brand Enhancement • Design Thinking • Messaging Hierarchy • Brand Purpose 

Brand Voice and Tone 
I researched Canada’s entrepreneurial culture, demographics, interests, and communication preferences. Then, I crafted a brand voice and tone, ensuring consistency between the visual elements and brand personality to deliver a unified brand identity.

Canada-Wide Tour Launch
When launching a cross-Canada tour for entrepreneurs, it’s essential to build a connection fast by leading with the benefit while using friendly and informative language.

Product Launch
To introduce the new Chip & Swipe card reader, I created a compelling and cohesive strategy that would resonate with small business owners. Utilizing storytelling and messaging hierarchy, the narrative showcased the device's unique features and, more importantly, emphasized its intrinsic value for budding entrepreneurs.

Rogers Communication | Content Designer, UX Writer

As a content designer, I collaborated with information architects, designers, developers, pod leads, product specialists and project managers to write copy, inform UXD, prioritize content and enhance optimization for SEO to successfully launch Roger’s new flagship Share Everything Plan across all platforms.

Skills 
Content Design • Brand Building • Customer Retention and Growth • Multi-Channel Content Development and Copywriting • Cross-functional Collaboration • Partnership Development • SEO • User and Product Discovery 

Content Design
I worked cross-functionally with teams to ideate, plan, and execute optimal digital experiences on desktop, mobile, and app versions (iOS & Android) to increase customer satisfaction, while retaining and growing customer base.

Optimizing the Buy-Flow
The buy-flows were improved by crafting clear, user-centric copy, incorporating engaging microcopy, and optimizing product descriptions. I ensured a uniform brand voice and tone while placing a strong emphasis on and information architecture and visual hierarchy to create a seamless and compelling shopping experience.

Brand Partnerships 
I created copy and managed ongoing website updates to promote new products and offers in partnership with multiple stakeholders and consumer brands, as well as helping to continuously improve the customer experience through promotions, bundles, and exclusive online offers.

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