LittleBallStudio.com blends strategy, design, and storytelling to create websites and brands that feel human and work hard.

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The name? That’s thanks to my daughter—her creativity inspired it, and it inspires the way we work: with imagination, intention, and heart.

• Led UX and content strategy for a new dashboard that grew to 300K+ users within its first year.

• Designed and launched a 1-click performance optimization tool for desktop and mobile, using research and testing to guide the experience.

• Created a streamlined research-to-design workflow that reduced release cycles by 20% and strengthened collaboration with Dev, QA, Marketing, and Support.

• Redesigned the responsive shopping cart, improving clarity and flow and contributing to a 20% increase in conversions.

• Ran ongoing discovery through weekly user interviews, surveys, and usability tests; findings informed new features such as shared shopping and delegated account access.

• Contributed to and maintained the company’s design system for consistency across products.

• Partnered with Marketing and Support to improve product narratives, messaging, and content structure.

• Developed brand messaging and press materials that secured coverage with a combined audience of 6.5M+ monthly viewers.

• Conducted research and user analysis that helped refine targeting strategies and supported a 10% improvement in conversions.

• Identified content opportunities through customer interviews and market reviews to strengthen campaign performance.

• Coordinated influencer outreach to expand campaign reach and credibility.

• Led PR strategy across the U.S., Canada, and LATAM, securing coverage in outlets such as Good Morning America, Condé Nast Traveler, Travel + Leisure, WSJ, Business Insider, and Forbes.

• Served as spokesperson and managed executive interviews, briefing materials, and press relations.

• Used data storytelling to support major campaigns, including “Best Month to Book Travel.”

• Conducted research that informed the launch of a travel-deal chatbot rolled out in 12 markets.

• Led global rebrand research across 15 markets and translated insights into updated brand positioning.

• Produced personas, journey maps, editorial calendars, newsletters, and press kits for marketing and product teams.

• Led communications for the nationwide launch of PayPal POS at Home Depot.

• Wrote press materials, Q&As, talking points, and executive briefings for high-visibility announcements.

• Coordinated executive interviews and public-facing opportunities to support product adoption.