Case Studies
Three recent projects showcasing end-to-end UX process: from discovery and research through information architecture, wireframing, and design.
Reimagining a luxury outdoor brand's buying experience across three commerce models.
A navigation and information architecture overhaul bridging custom design, prefab products, and general retail into one premium brand experience.
The Problem
Finding information on the Walpole Outdoors website was genuinely difficult. Inconsistent top-level navigation and fragmented information architecture meant customers couldn't understand pricing, scope, or when to engage a design professional. Professionals, too, were left guessing about the full depth of Walpole's catalog and struggled to locate specifications when serving clients.
The Constraint
Walpole's business ran on three distinct commerce models: custom design solutions, prefabricated large-delivery products, and a general online shop. The latter was maintained in an entirely separate database that couldn't be merged due to budget, time, and technical limits. This split meant shoppers needed to be made aware of all buying options without a unified back end to support it.
My Approach
- Led stakeholder workshops to surface pain points and align on vision
- Conducted heuristic evaluation across web and mobile experiences
- Performed competitive analysis to identify navigation best practices
- Developed proto-personas representing both consumer and professional audiences
- Mapped user journeys and goal-based flows across all three buying paths
- Designed a unified navigation model to surface all commerce options
- Built sitemap, wireframes, and a responsive prototype for stakeholder validation
"The navigation we proposed didn't adhere to conventional heuristic standards, and I made the case for it anyway. This project taught me when to break the rules and, more importantly, how to communicate convincingly to both internal and client stakeholders why breaking them was right."
Building a distinct North American brand presence for a global beverage extract leader.
A purpose-built solutions site that speaks directly to beverage innovation and procurement audiences, with clear signposting between the global parent brand and the new NA identity.
The Problem
Finlays' existing global website was too broad to serve its key North American audiences. It lacked the depth needed to showcase extract provider capabilities and complete beverage development concepts, and it didn't tailor content to specific buyer personas: Innovation Leads seeking R&D partnerships or Procurement teams managing supply chains. Lead capture forms were static, and visitor analytics were inadequate.
The Constraint
Two sites needed to coexist: the established global finlays.net corporate site and the new North American solutions site. The design challenge was creating intuitive wayfinding between them so visitors understood where they were and why, without undermining either brand's authority.
My Approach
- Led UX evaluation of the existing global site, documenting navigation, mobile, and readability issues
- Analyzed competitors including Westrock Coffee, TREATT, and Florida Food Products
- Facilitated problem space and vision workshops to align stakeholders on audience needs
- Developed two key proto-personas: Innovation Lead and Procurement
- Designed a new taxonomy grounded in research insights
- Built the full IA, wireframes, and responsive prototype for the solutions site
- Created clear cross-site signposting to maintain brand coherence across both properties
"As close to a 'perfect' project as I've worked on. Great team collaboration, smooth handoffs, proactive client engagement. I now use this project as my benchmark for what a well-run discovery and design process looks like, and how to stay ahead of project risk."
Redesigning a content authoring platform for the AI era, serving four fundamentally different user groups.
A research-led overhaul of TELUS' OneSource authoring experience, grounded in persona workshops with 14 authors across six lines of business.
The Problem
As TELUS worked to integrate AI optimization into OneSource, a critical gap emerged: the existing authoring interface couldn't support the collaboration, translation, and analytics features that all author groups desperately needed. Every group was working around the platform, using Google Docs for drafts, email for approvals, and manual tracking for content status. The tool itself had become an obstacle.
The Constraint
Constant scope and schedule changes throughout the engagement made it difficult to lock down a final design solution. The research revealed four fundamentally different user populations (from 1% to 80% time investment), requiring an adaptive design approach rather than a single interface, which significantly raised the complexity of the solution.
My Approach
- Facilitated four moderated persona workshops via Google Meet + FigJam
- Synthesized insights from 14 authors representing Consumer, Business Solutions, Mobility, P&C, Mascon, and Solution Delivery teams
- Identified three critical universal needs: in-platform collaboration, translation automation, and analytics
- Produced 26 business cases prioritized by impact and feasibility
- Developed a blue-sky conceptual design, then refined through wireframes, prototype, and design comps
- Created a style guide for the new visual system
- Provided guidance and leadership to the UX Content Writer on the team
"This project taught me how to navigate shifting business priorities and still deliver a complete, considered design solution within an aggressive timeframe. Adaptability, clear communication, and a tight process are the only antidotes to scope ambiguity."