Problem: After fundraising for Ukrainian defenders since 2022, Liberty Ukraine Foundation amassed a list of donor emails but communication was inconsistent and generic. The nonprofit was missing relationship building with donors.
Project Goals: Use email to consistently share the impact of donations, foster a sense of community, and share personal stories from those on the frontlines receiving support.
Date: Various, 2024-2025
Selection of fundraising emails and newsletters sent to donors.
Problem: Donors needed a comprehensive overview of the organization's activities and financial performance. The organization needed to communicate donor impact in a way that was meaningful and encouraged donors to continue supporting Ukrainian defenders.
Project Goals: Use personal stories from beneficiaries to report back to donors about the impact of their donations and foster a greater sense of connection with the cause. Additionally, transparently share the breakdown of spending and showcase various project and initiatives from the day.
Date: 2024
Credits: Anastasia Thomas, Graphic Design
Sample of Pages from Annual Report. Full report available.
Problem: As COVID-19 sent everyone into lockdowns, AT&T retail stores and call centers closed. Customers who normally used these channels for support, either couldn’t or were met with cripplingly long wait times.
Project Goals: Provide a hub for non-digital users to access the support resources and answers they need.
Strategy: We recognized the need for this experience early on, before call centers closed and volumes began spiking. I mapped anticipated customer needs based on most frequent support topics and news reports of customer concerns. After creating the structure of the page, initial content was populated. The page was updated daily for the first weeks to keep customers updated on how the company would support them through the uncertainty of the pandemic.
Results:
-Received 2 million visits in 1 month period, with 145,000 daily visits at peak.
-Recognized internally for efficiency of creating this experience and leadership in managing executive stakeholders, while keeping customers at the forefront of the experience.
Date: March 2020
Credits: Katie Wetzel, Project Manager/Cat Herder
Problem: Promotions from all product lines were displayed together on a single deals category page. Technology constraints didn’t allow filtering. Internal stakeholders fought over whose promotions deserved higher placement.
Project Goals: Provide customers with wayfinding tools, staying within the technology constraints; reduce time spent on internal politics when adding new promotions to the page
My process:
DISCOVERY Research best practices for category pages based on Baymard research
CREATION Create wireframes of redesigned and new landing pages, along with user flows
VALIDATION Measure pre and post launch performance
Results:
61.9% CTR increase for most popular category (Wireless)
254.5% CTR increase for secondary categories (TV and Internet, Accessories)
Date: September 2019
Credits: Mike Kenna, Graphic Design
Problem: The product team secured budget for improvements to the online sales experience and needed help determining priority of what to fix
Project Goals: Identify CX issues within the new purchase flow and provide product team with action list of what to change within 6 month timeframe
My Process:
DISCOVERY Perform heuristic evaluation of the purchase flow, measuring against internal CX pillars
VALIDATION Incorporate usability testing and existing customers research to validate and quantify top friction points
CREATION Prepare readout of finding and recommendations for product team
Date: June 2023
Credits: Shiv Seethepalli, User Research
Problem: Terms and conditions for wireless offers were communicated in a long paragraph of text, shown in a modal. Users struggled to understand offer eligibility requirements, and were often surprised when they weren’t deemed eligible.
Project Goals: How might we increase user understanding of eligibility requirements, knowing we can’t change how much disclaimer copy there is.
My process:
DISCOVERY Identify the usability issues with the current layout
Research main customer feedback and complaints via CSAT
Research similarly regulated industries and their approach to disclaimer terms
CREATION Create alternate designs that solve the pain points found in discovery
VALIDATION Remote usability testing
IMPLEMENTATION Present finding to legal team and defend need to change their templates for disclaimer terms
Learnings:
-8/12 participants rated BAU design as most difficult to use and overwhelming
-11/12 participants preferred the version that chunked information into bullets
-Participants were 2-4x more likely to accurately identify sign up costs when they saw one of the redesigned options first.
Date: February 2019
Credits: Susan Pearsall, User Research
Problem: Service outage communication was mainly reactive. Customers turned to third party sources for outage info, which lacked accuracy.
Project Goals: Create a digital experience to transparently communicate issues and give users autonomy about how to stay updates
My process:
DISCOVERY Research best in class examples for communicating service outages
Research customer feedback via Forums and Blogs
Evaluate current experience for troubleshooting
STRATEGY During a Design Sprint we came up with concept for a centralized hub of outage information to keep users informed about the current status of outages affecting their area.
Date: October 2018
Credits: Sam Verdure, UX Design
Problem: Users expected personalized offers; internal business teams pushed for featured offers to be shown to all users.
Project Goals: Validate whether algorithm-based personalization is more effective at presenting offers vs. showing everyone the best selling offer
Strategy: Ran as an A/B test, 50% of site visitors saw the best selling offer, 50% were placed within an Adobe Auto Personalization campaign, which used an algorithm to select which offer to show each user.
Results:
-The algorithm-based personalization showed an increase of 248% over showing everyone the best selling offer
-Business partners became open to loosening oversight and introducing new technology
Date: March 2020
This page doesn’t have anything to do with my professional portfolio. It’s here to showcase my love of swans. I grew up in the Mazury region of Poland, where swans were abundant. My best friend and I would feed clovers, dandelions, or old bread to the swans in the lake beside our apartment building. Today I smile whenever I see a swan in the wild.
I took this photo June 2020 in Ełk, Poland.
