Established UX content as a critical discipline at Ring through implementing research driven strategies that improved customer engagement, conversion, and revenue.

• Led UX content design for Ring.com, establishing content design as a core discipline in the product development process; drove cross team alignment on new workflows and standards, and mentored/onboarded new content designers to scale team impact.

• Drove UX content strategy and IA overhaul for Ring.com global navigation redesign, driving 34.19M additional clicks YoY and boosting product listing page (PLP) conversion to 5.9% vs. 2.9% baseline.

• Created content strategy and drove usability study for Ring Security Builder experience that generated $4.99M in revenue (2023) and lifted progression and conversion rates across the funnel.

• Conducted audit and drove research study of Ring.com product detail pages (PDP), aligning cross-functional stakeholders and influencing roadmap decisions for a more customer-first design.

• Initiated and implemented alt text strategy across Ring.com, updating 15% of site images to improve inclusivity and prepare for accessibility regulations.

• Built intake/ticketing system with 196 tickets closed in 2023 (62% YoY increase), plus governance and style guides that improved efficiency and consistency across teams.

Wrote for Ring.com and the Ring app, providing delightful, insightful, and useful content for customers. Audited existing content and made recommendations to improve the user experience and increase engagement.

Integrated the voice of Bing into the product through UX writing, original content, and special content experiences. Oversaw Bing email content strategy, built engaging original content experiences, and served as an integral part of the design, experimentation, and shipping process to maximize the impact of content and its distribution. Evaluated the engagement of content experiences and provided innovative content solutions throughout the user journey.

Consulted with and interviewed advertising clients to write monthly business profiles for a variety of local businesses. Wrote freelance articles for Minnesota Business Magazine, Plymouth Magazine, Lake Minnetonka Magazine, Woodbury Magazine, Maple Grove Magazine, Edina Magazine, St. Louis Park Magazine, White Bear Lake Magazine, and Southwest Metro Magazine.

Developed, researched, sourced, and wrote feature-length articles for this Minnesota-based, business publication. Served as project editor for annual awards-based articles like the “100 Best Companies to Work For.”