• Owned end-to-end digital and service experiences across the member lifecycle, from discovery and booking through onboarding, activation, and day-to-day use

• Led a conversion-focused website redesign using analytics (GA4, Microsoft Clarity, Squarespace data), usability testing, and iterative prototyping

• Designed membership comparison tools, booking flows, and self-serve experiences to reduce friction and decrease staff intervention

• Built and tested multi-channel onboarding systems (email, signage, self-serve tools) to support independent member use and faster activation

• Developed scalable internal systems and templates (forms, surveys, training materials, event and email templates) to standardize workflows and improve experience consistency

• Designed member-facing communications, including newsletters and event materials, as part of a cohesive experience and engagement strategy

• Restructured information architecture to prioritize user intent-based navigation, resulting in 30 new referral network applications within two months of launch.

• Led UX research, content audit, and page hierarchy design to support high-intent user tasks, resulting in increased engagement time per user by 27% and shifted top-visited pages toward therapeutic support and joining the referral network, indicating more purposeful use.

• Simplified content structure and reduced redundant navigation paths, which reduced unnecessary page views per user by ~10% and enabling faster access to relevant content.

• Led UX audit and web redesign to create more engaging, user-friendly, and conversion-optimized experience for prospective target audience members

• Established a structured, multi-layered site architecture to improve potential client experience in finding relevant information efficiently

• Created an array of interactive design tools and resources to increase client engagement, boost retention and increase usability

• Developed a comprehensive SEO strategy, including conducting traffic audits, keyword research, and optimization efforts to improve site authority, enhance SERP, build backlinks

• Unified user and business insights into a UX strategy, then created personas, a sitemap, and mid-fidelity prototypes validated through usability testing, resulting in reusable, scalable page templates aligned with stakeholder goals

• Increased volunteer program satisfaction and reduced attrition by implementing standardized satisfaction and exit surveys, turning qualitative feedback into actionable service improvements.

• Managed a team of 70 volunteers, overseeing their collective annual volunteer hours exceeding 3000, resulting in an estimated annual valuation of approximately $150,000 in volunteer labor for the health system and fostering long-term engagement.

• Designed and iterated volunteer role structures across 10+ departments, ensuring department needs, business goals, and volunteer motivations were systematically aligned.

• Defined and iterated volunteer role structures across 10+ departments by mapping volunteer, departmental, and organizational needs into a unified framework, resulting in clear role criteria, measurable expectations, and scalable processes that improved onboarding, collaboration, and program alignment with business goals.