Brand Magnetism:
See it in action.
Real Results
Branding
Messaging | Positioning
Content
Strategy | Design | Marketing
User Experience (UX)
Writing | Research | Design
280%
increase in Instagram followers
[KnollTextiles]
310%
increase in blog traffic
[Openbay]
398%
increase in ecommerce
revenue
[KnollTextiles]
Context:
To make even the smallest change to aboutwayfair.com and wayfaircareers.com, content owners had to wait at least two weeks in the engineering queue. As a result, the sites presented outdated information to investors, customers, job candidates, press, and partners. Plus, the websites were only available in one language despite Wayfair's growing global influence. The brand reputation was at stake and teams were frustrated by inefficient processes.
The Ask:
Wayfair's CEO wanted a streamlined, cohesive, seamless user experience across the About, Careers, and Investor Relations sites. Teams needed a way to publish content code-free and in real time to tell the story of the corporate and employer brands.
My Approach:
The Head of Content invited me to co-lead a new Global Content Operations team to overhaul the company's content management process, starting with the About, Careers, and Investor Relations sites. This wasn't an easy task, but I love a good challenge. As the sole Project Manager, I led 75 people across 26 global teams in: - Piloting a new content management system (CMS) and overseeing the implementation - Migrating and auditing all existing content to the new CMS - Creating approval workflows and content governance models to unify teams and processes - Recreating site maps and redefining the user journey - Designing prototypes and wireframes for 23 new landing pages - Flexing into the role of Product Manager to oversee custom feature engineering requests - Training all teams to own their content from end-to-end for the first time - Copywriting, editing, and signing off on 62 pages of text for news articles, blogs, and landing pages - Translating and localizing into four languages and adhering to accessibility guidelines - Launching new data dashboards to make data-driven content decisions - Presenting to executive leadership (CEO, Co-Founder, CFO, VP of Marketing) The Head of Corporate Communications awarded me with the People Principles award for wrangling so many stakeholders with an "effective collaboration style that was the key to getting so much done in such a tight timeframe."
26
teams
75
people
62
pages of copy
23
landing pages
4
languages
1
Project Manager (me)
Impact:
This project set the new standard for designing, localizing, governing, auditing, measuring, and publishing content at Wayfair. Teams like DEI, Sustainability, and Corporate Responsibility now have the training, tools, and processes they need to turn their content aspirations (landing pages, blogs) into a reality. Content owners can make site updates self-sufficiently and on the fly with no need to wait in the engineering queue. Investors, press, and partners are now seeing the most up-to-date company news and job seekers are now experiencing a much stronger, more accurate first impression of what it's like working at Wayfair. Content owners are now using data on a global level like never before. Previously, teams had to jump through hoops to get access to Google Analytics, so I led the charge in making new custom Google Data Studio dashboards accessible in just one click. I took it a step further by creating helpful documentation and monthly metrics check-in meetings to educate and empower content owners with how to assign insights and actions to the data. When we launched the new About Us and Careers sites across the EU, I worked with Legal and Engineering teams to ensure GDPR compliance to expand our analytics capabilities into Ireland, Germany, and the UK. Data is now at the forefront, setting our content up to outperform in all major markets. Learnings: Stakes were high with the C-suite executives taking a front row seat and weighing in on content and design decisions. Getting feedback as early and as often as possible was key to getting so much done in a shockingly quick turnaround time (8 months). Having a solid content governance model that was easy to understand and readily accessible to everyone in the project created accountability and kept everything on track. My Slack updates kept everyone engaged and excited as we reached the finish line. It was an exercise of herding cats, with 75 people across 26 teams in the EU and US all working remotely throughout the implementation and launch phases. I’m beyond proud of what we achieved together and the lasting legacy it leaves on Wayfair’s content ecosystem.
280%
increase in Instagram followers year-over-year
(KnollTextiles)
310%
increase in blog traffic year-over-year
(Openbay)
99%
increase in email subscribers year-over-year
(KnollTextiles)
New Lookbook Technology for KnollTextiles:
As the visual and written storyteller for this iconic textile design brand, I directed photoshoots, sourced archival and user-generated content, along with designing new graphics, email templates, landing pages, and social posts. Seeing an opportunity to merge new technology with an extensive archive of images and videos, I worked with engineering to implement a new content management system (CMS). This dynamic storytelling tool became integral to the success of the company's 70th anniversary marketing campaign and founder's 100th birthday celebration, bringing the brand to life in an immersive way.
Blending Humor and Confidence to Build Trust:
As the voice of the world's first AI-powered auto repair booking app (Openbay), I shaped the B2B and B2C brand positioning, strategy, and messaging. To capture two audiences—drivers and repair shop owners—I created an editorial strategy that was big on personality and ahead of the auto industry trends. Engagement soared with blog page views rising 310% and social traffic to the blog increasing 515% year-over-year.
Context:
Wayfair's Talent team found that employees who switch to a new internal team have a Net Promoter Score (NPS) 28% higher than those who remain on the same team. This insight led to an initiative focused on promoting internal mobility to improve employee retention and satisfaction. As the lead UX Content Designer, my goal was to simplify and alleviate the stress of transitioning to a new team at Wayfair. I accomplished this by designing a world-class careers site that sparked confidence and joy. The result was so impactful that even Wayfair’s CEO praised it as a "seamless job search experience for employees seeking a new internal role."
Informed by Research, Tested for Impact:
With just one month to design and test a new job board, we didn't cut any corners. UX resources were as tight as the expected turnaround time, so I stayed nimble and assumed the additional role of UX Researcher. From there, I quickly got to work gathering as many quantitative and qualitative insights as possible in the form of:
- Whiteboard workshops to dream big and uncover key themes
- User interviews and employee surveys to inform feature prioritization
- Competitor research to identify exceptional examples of job search experiences
- Card sorting exercises to align information architecture with mental models
- User flows and journey mapping to address gaps in the recruiting and hiring process
- Red-light green-light rapid prototyping exercises to weigh design must-haves against technical feasibility
- Contextual inquiry and usability tests to set our finalized designs up for success
Designing Content with Empathy and Insight:
Our investment in thorough user research revealed that fear of the unknown was the biggest barrier to participating in internal career moves. By pulling key themes from our research synthesis, I went to work with creating personalized and inspirational content to address these fears of the unknown head-on, including:
- "Did you know" facts and success stories highlighting the impact of internal mobility
- Custom email alerts for jobs in your chosen location and team
- Coffee chat sign-up form to network with new teams
- Infographics with timelines and next steps clearly defined
- FAQs and 101 articles (general and team-specific)
- Context-setting icons to add visual interest
- A personalized, conversational greeting upon logging into the portal
1
month to
design and
test
17k
target users (Wayfair employees)
10k
users within one month of launching
From the Screen to Behind-the-Scenes:
As an architect of information, I focus on the big picture. A product is only as seamless as the operations behind it, which is why I designed new process flows alongside user flows. Staying true to my north star vision of removing stress and uncertainty from internal mobility, I partnered with recruiters and hiring managers to identify back-end pain points. Together, we strategized and implemented process flow improvements. To promote consistency and clarity across teams, I delivered concise guidance through infographics, FAQs, and 101 articles, as well as segmented product launch announcements tailored to each team’s specific goals.
There's a Reason Product Adoption Was So High:
Through earning trust from my product and engineering partners, I was put in charge of the CareerHub product marketing strategy for our audience of 17,000+ global employees. Within one month of launching, we saw 10,000+ users engaging with the site. The Talent team was so blown away by my rollout plan for this launch that they put me in charge of all Talent product marketing going forward.
UX
writing, design, and research for Wayfair and KnollTextiles
398%
increase in
eCommerce
revenue year-over-year
(KnollTextiles)
32%
increase in web traffic year-over-year (KnollTextiles)
Leading the Omnichannel Charge:
At KnollTextiles, the business model relied heavily on face-to-face direct sales. Recognizing the need to bridge the gap between online and offline experiences, I advocated for a $50,000 investment to overhaul the website end-to-end. As the leader of this large-scale UX design project from concept to completion, I conducted user interviews and usability tests, created prototypes and user flows, pitched to directors, and engaged with freelancers, product managers, and engineers to to bring the designs to fruition. Over the course of one year, we rolled out incremental updates, resulting in a 150% increase in eCommerce revenue across all product categories, with upholstery revenue soaring 398%.
This highly successful endeavor inspired me to be a part of revolutionizing the future of eCommerce at Wayfair as the first UX Writer for the company's first-ever brick-and-mortar retail store. Through strategizing educational and experiential elements such as endless aisle touchscreen displays and electronic shelf tags, I uncovered a niche in omnichannel evolution.
