Explore my projects
Simon Business School's navigation was creating friction at the exact moment it mattered most — when prospective students were trying to decide if Simon was worth applying to. I redesigned the information architecture using progressive disclosure, rebuilt the experience mobile-first for an audience that was 71.7% mobile, and established a GA4 measurement framework to track impact across a full enrollment cycle. Early indicators show deeper exploration of program content and a post-launch increase in form submission activity.
Simon Business School's website lacked a formalized design system, with 32 SCSS files containing inconsistent variables, 9 missing brand colors, and no shared language between design and development. I built a comprehensive token-based design system in Figma, using AI to analyze the live Drupal codebase, extract and map 105 design tokens, and generate developer handoff documentation with exact SCSS-to-Figma mappings.
Simon's career outcomes data existed but lived in PDFs that couldn't be searched, shared, or indexed. I restructured the IA to give the Benet Career Management Center its own permanent home in the navigation, retired duplicate pages across the MBA and MS sections, and migrated all career highlights data to live web pages. A 90-day GA4 baseline was captured before launch to measure the impact as the new pages get indexed and traffic establishes.
Simon Business School entered the non-degree education market but lacked infrastructure to showcase offerings across multiple course types and five application terms. I designed a scalable catalog system enabling course discovery, faculty promotion, and enrollment.
More about me
I'm a UX Designer based in Rochester, NY, where I've spent the last five years working in-house at Simon Business School. My background is in Human-Computer Interaction, which is probably why I tend to think about design problems in terms of systems and structure before aesthetics — though I care about both.
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Most of my current work lives at the intersection of UX and marketing: redesigning how prospective students find and evaluate programs, building and maintaining a design system used across numerous digital properties, and using GA4 to connect design decisions to real outcomes. Accessibility runs through all of it. If you would like to learn more, reach out to me on Linkedin to connect!