Bridging strategy, technology, and everyday users
From pioneering hardware configurators to enterprise CMS migrations and interactive educational campaigns, my work centers on making complex systems simple, engaging, and human.
A new digital experience for a landmark launch
Following Google’s acquisition of Motorola, I supported the company-wide rebrand and launch of the flagship Moto X smartphone. Overhauling the digital infrastructure, I led the migration to a modern CMS, establishing structured content models and streamlined publishing workflows under strict launch deadlines.
An award-winning customization platform
I crafted interface copy for the consumer tech industry's first online smartphone customization studio. I translated complex hardware specifications — including real wood and leather materials, accent colors, and custom laser engravings — into seamless purchase flows. The award-winning platform engaged 86.5 million unique visitors, setting a new benchmark for direct-to-consumer hardware personalization.
Engaging young drivers with interactive content
I concepted and designed the content for allstateteendriver.com, an award-winning interactive platform created to educate and entertain teenagers about safe driving practices. To connect with a younger demographic, I translated critical road safety guidelines and risk awareness into relatable, teen-focused narratives and intuitive interactive modules.
