Content systems & UX information design at scale
I design how information flows through products. By building content systems, from voice guidelines to information architecture, I shape the hierarchy that guides people toward what matters.
The result: clearer user journeys, reduced cognitive load, and measurable business impact. My work has driven 6%+ lifts in conversion metrics and established content standards that scale across millions of users.
See recent work
My work in content design
I specialize in designing content systems and UX information hierarchies that scale. My work focuses on how information architecture, voice strategy, and structural content design shape user understanding and behavior.
At BetterHelp, I rebuilt the entire content system, establishing editorial standards, voice guidelines, and information architecture that guides millions of users through complex journeys. I restructured onboarding, privacy policies, and help content to surface what matters at the right moment.
I've led content systems work at DocuSign, Giant Eagle, and Starbutter, always grounded in how people actually process information, not just how organizations want to present it.
Core expertise
Recent systems & hierarchies
Content systems I've built and the information hierarchies I've restructured to reduce friction and move users forward.
BetterHelp
Designed the content system guiding 6M+ users through mental healthcare. Restructured onboarding hierarchy to surface critical steps in sequence, reducing cognitive load at key moments. Rewrote privacy policy to be scannable and human-first.
6.32% lift via information redesignDocuSign
Rebuilt information architecture for complex signing workflows. Redesigned how form fields, errors, and next steps are presented to reduce user confusion in high-stakes moments. Focused on cognitive clarity in sequential processes.
Reduced abandonment by 12%Giant Eagle
Restructured the content hierarchy of a grocery delivery app. Reorganized how product features, instructions, and support are surfaced. Reduced cognitive load through better scannability and prioritization of essential information.
18% reduction in support ticketsStarbutter
Built the information architecture for fintech onboarding. Designed how financial concepts are introduced and sequenced to demystify the product. Balanced regulatory requirements with user understanding.
Improved completion rate 24%