View this case studyto see how I drive strategic vision for design-led positioning challenges. This work reframed Shopify's native payment gateway before localisation into 23+ new markets, contributing to a 32% increase in Gross Payment Volume, representing $45.07 billion.
View this sample to see how I lead cross-functional workshops with Product, User Research, Design, and Lifecycle Marketing. This workshop is part of the Ideation Phase of a full product flow, initiated to explore better ways to increase reachable users via logins and opt-ins to better engage 97% of users.
Some quick-hit creative, including a 30-second elevator pitch for Shopify Balance—Shopify’s business financial account—along with performance marketing ads that showcase my writing style and framing technique.
Curious how I approach UX writing and design critique? This sample walks through my analysis and recommendations to make an online banking login more intuitive—and less alarmist. It includes UX copy improvements, rationale behind key decisions, and a stakeholder-ready design mockup (Via
View this sample of a more technical thought leadership whitepaper to see how I connect industry trends with the functionality of a client’s product for digital and tradeshow lead generation. Ghostwritten by myself and created in partnership (many c-suite and SME interviews) with finance innovators like Equifax, TrueAccord, and ZestAI, with consultation from leaders at Deloitte, JP Morgan, Experian, and TransUnion (via PDF link).
View this short video (3 minutes) if you’re curious about my high-volume video production days. You’ll see the result of discovery interviews, script writing, video direction, and editing as a Director of Creative Strategy. This is one example (of many) from an end-to-end video campaign made to address plaintiff pain points throughout different journey stages, published across multiple channels (you won’t have to leave my website). *sensitive subject matter
View this industry thought leadership whitepaper published in Canada’s top legal publication. The piece generated over 80 qualified leads for class action co-counsel.
Ghostwritten by myself for a Senior Partner of the firm, it was published with minimal edits and described as “very impressive.”
Eat your heart out Duolingo. Here’s a fun project from when I was teaching English in South Korea back in 2016—I didn’t know portfolios were a thing, or that this could have been a seminal piece. I was invited by the academy’s CEO to work on game levels, product UI, and content for an ESL mobile app (enjoy an easy-to-watch carousel of a determined bunny).
