Experience Leadership
Led strategy, content, development, testing, launch, and improvement.
Strategy and Digital Experience Lead
Creating a clearer path from interest to application.
Prospective students needed one dependable place to understand program fit, requirements, deadlines, costs, and next steps. I led the strategy and delivery of an application experience organized around those decisions rather than the university’s internal structure.
Applicant-Centered Structure
Organized requirements and next steps around applicant decisions.
Content Framework
Created repeatable page patterns for consistency and scale.
Defined Ownership
Established clear review, maintenance, and governance responsibilities.
Operating Model
How the work moved from discovery to launch and long-term ownership.
Discovery and Alignment
Brought admissions, marketing, program, content, and technical stakeholders together to define applicant needs, business requirements, decision-makers, responsibilities, and launch criteria.
Content Audit
Cataloged existing pages and evaluated requirements, deadlines, frequently asked questions, calls to action, terminology, duplication, conflicts, and missing information.
Journey and Information Architecture
Mapped content to applicant questions and decisions, replacing department-based organization with a sequence that supported program evaluation and application readiness.
Content System Design
Designed standard page hierarchies and modular patterns for requirements, deadlines, documents, frequently asked questions, supporting information, and calls to action.
WordPress Implementation
Translated the approved framework into reusable WordPress pages, fields, components, and front-end behavior using Gutenberg, Advanced Custom Fields, HTML, CSS, JavaScript, and PHP.
Quality Assurance and Launch
Validated content, accessibility, responsive behavior, browser compatibility, links, analytics tracking, component consistency, and final stakeholder approval.
Governance and Ownership
Assigned content responsibilities, approval roles, review schedules, and maintenance expectations across admissions, marketing, program, and web teams.
Measurement and Continuous Improvement
Used analytics, search data, applicant questions, stakeholder feedback, and content-review findings to identify friction, prioritize updates, and guide future improvements.
Core Disciplines
What this project demonstrates.
Digital Strategy
- Audience and journey planning
- Requirements and scope definition
- Information architecture
- Experience prioritization
Content Operations
- Content auditing and modeling
- Editorial standards
- Reusable content structures
- Governance and review workflows
Web Delivery
- WordPress and ACF development
- Component implementation
- Responsive front-end development
- CMS publishing systems
Quality and Accessibility
- Accessibility validation
- Content and interaction QA
- Mobile and browser testing
- Structural consistency
Leadership and Coordination
- Cross-functional facilitation
- Requirement translation
- Decision and approval management
- Launch coordination
Measurement and Improvement
- Behavioral analytics
- Search-performance analysis
- Conversion-path review
- Optimization planning
Insights + Improvement
A reporting system connecting applicant behavior, search demand, content quality, and operational follow-through.
Google Analytics 4 and Looker Studio
Application Journey Performance Dashboard
Reveals how visitors enter, navigate, and act across application content, highlighting strong pathways, early exits, device differences, and application-intent signals.
- Application CTA clicks
- CTA click-through rate
- Page engagement rate
- Average engagement time
- Exit rate from key pages
- Path progression
- Device category
- Traffic source
Google Search Console
Application Content Search Report
Identifies the search queries and landing pages bringing prospective applicants into the experience and reveals opportunities to improve page titles, content coverage, internal linking, and search visibility.
- Search impressions
- Organic clicks
- Click-through rate
- Average search position
- Top applicant queries
- Branded versus non-branded searches
Notion + Dubbot
Content Quality and Governance Tracker
Provides an operational view of page ownership, review progress, approvals, accessibility findings, broken links, overdue checks, and required updates.
- Pages reviewed
- Pages awaiting approval
- Content issues identified
- Accessibility issues identified
- Broken links
- Overdue reviews
- Content owners assigned
GA4, Search Console, stakeholder feedback, and content-review documentation
Applicant Experience Improvement Report
Turns evidence from analytics, search, stakeholder input, and content reviews into a prioritized improvement roadmap for the applicant experience.
- High-exit pages
- Frequently searched topics
- Repeated applicant questions
- Content-update frequency
- Unresolved content issues
- Recommended improvements
The Impact
A clearer application journey with lasting operational value.
Web Operations
The outcome for prospective students and the teams supporting them.
Prospective students can now evaluate programs, understand requirements, prepare materials, track deadlines, and move toward application with greater confidence. Behind the experience, reusable content structures, clearer ownership, and defined review processes make the system easier to maintain, update, and improve over time.
4
Critical applicant decisions clarified
8
Application content areas standardized
10
Launch-quality dimensions validated
6+
Cross-functional groups aligned
9
Governance documents created
4
Measurement systems connected
Problem
Application information was distributed across pages owned by different departments, using inconsistent terminology, structures, and calls to action. The content reflected internal responsibilities more clearly than it reflected the applicant’s decision-making process.
Prospective students had to piece together program fit, requirements, deadlines, costs, documents, and next steps. Repeated or conflicting explanations made important information harder to trust and act upon.
Internally, unclear ownership and inconsistent page patterns complicated updates, approvals, and quality assurance. The challenge was therefore both experiential and operational: make application information easier to navigate while making the system easier to maintain.
Solution
I created an applicant-centered content framework organized around the information people need before taking action: program fit, requirements, deadlines, costs, documents, international considerations, frequently asked questions, and next steps.
Each page followed a consistent hierarchy. Essential information appeared early, requirements were structured for scanning, supporting details followed a predictable sequence, and calls to action made the next step visible. Reusable fields and components allowed the framework to scale across application content without recreating the structure for every page.
The framework was implemented in WordPress using Gutenberg and Advanced Custom Fields, with custom front-end development where needed. Accessibility, mobile behavior, editorial standards, links, analytics, and browser compatibility were built into the release process.
To support long-term reliability, I also defined ownership, review expectations, and a recurring process for evaluating content accuracy and applicant behavior after launch.
Results
The completed system gave applicants a more predictable way to evaluate requirements and move toward application while giving internal teams a stronger operating model for maintaining the content.
- Brought related application information into a more coherent journey
- Made requirements, deadlines, documents, and next steps easier to scan
- Reduced structural inconsistency across priority pages
- Minimized duplicated and conflicting explanations
- Strengthened mobile usability, readability, and accessibility
- Accelerated the creation of future application pages
- Improved clarity around content ownership and approvals
- Established a practical foundation for measurement and iteration
The larger outcome was a shift from managing isolated pages to managing an interconnected applicant experience across content, technology, teams, and workflows.
My Role
I served as the strategic, operational, and technical lead for the project, guiding the work from discovery through launch and ongoing improvement.
My responsibilities included:
Leading applicant-journey planning and content strategy
Aligning admissions, marketing, program, and web stakeholders
Organizing complex requirements into a clearer content architecture
Defining reusable page structures, calls to action, and editorial standards
Leading WordPress implementation and front-end delivery
Coordinating reviews, approvals, accessibility, and quality assurance
Establishing ownership, governance, and post-launch review expectations
My role was to connect the full system: the applicant experience, institutional requirements, content operations, technology, and the teams responsible for maintaining it.
Systems
The platforms and working systems supporting strategy, production, measurement, and governance.
Web Platforms
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WordPress
Content-management foundation for publishing and maintaining the application experience.
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WP Engine
Managed environments, deployment workflows, backups, and production hosting.
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Gutenberg
Structured editing experience for assembling consistent application pages.
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Advanced Custom Fields
Reusable fields that standardize how requirements, deadlines, and supporting details are managed.
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Wrike
Project intake, assignments, approvals, dependencies, and launch tracking.
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Slate
Admissions platform connected to application forms, communications, and applicant processes.
Development
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HTML / CSS
Semantic structure, responsive layouts, visual consistency, and accessible presentation.
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PHP / JSON
WordPress customization, structured content handling, and system connections.
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JavaScript / React
Interactive components and targeted interface enhancements.
Analytics and Search
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Google Analytics 4
Event tracking and behavioral analysis across pages, devices, sources, and application calls to action.
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Google Search Console
Query, landing-page, visibility, position, and organic click-performance data.
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Looker Studio
Shared dashboards combining analytics and search indicators for stakeholder review.
Design, Planning, and Collaboration
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Figma
Page concepts, hierarchy planning, interface exploration, and visual review.
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Notion
Content inventories, working documentation, decision records, and governance resources.
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Hive
Task assignments, dependencies, reviews, approvals, and production status.
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Stakeholder Workshops
Facilitated sessions for gathering requirements, resolving conflicts, assigning ownership, and reaching approval.
Quality Assurance
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Dubbot
Automated scanning and review support for accessibility, links, headings, labels, and structural issues.
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Browser Developer Tools
Responsive inspection, debugging, performance review, and interaction testing.
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Cross-Browser Testing
Verification that layouts and functionality remained dependable across supported environments.
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QA Checklist
Release criteria covering content, accessibility, interactions, analytics, approvals, and ownership.
AI-Assisted Content Governance
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AI-Assisted Content Review
Uses approved AI workflows to flag duplication, inconsistent terminology, readability concerns, and possible content gaps for human evaluation.
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Structured Prompt Libraries
Provides repeatable instructions for drafting, adapting, and reviewing content within established messaging and policy boundaries.
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Human Review Workflow
Requires subject-matter validation before AI-assisted material can be approved or published.
AI-Assisted Development
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Model-Assisted Development
Used multiple AI models to explore technical approaches, troubleshoot issues, refine code, evaluate implementation options, and accelerate repetitive development tasks.
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Agent Development
Created task-focused agents to support structured research, content analysis, documentation, quality review, and repeatable project workflows.
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OpenCode Workflow
Used OpenCode as part of the development environment to inspect the codebase, plan changes, generate and revise code, troubleshoot implementation issues, and improve delivery efficiency.
Governance
Documentation that makes the experience sustainable.
Application Content Audit
Inventories application-related pages, identifies duplicated or conflicting information, records content owners, documents gaps, and recommends consolidation priorities.
Application Page Content Framework
Defines the repeatable hierarchy for page purpose, essential information, requirements, deadlines, supporting details, frequently asked questions, and calls to action.
Application Experience QA Checklist
Defines launch checks for content accuracy, links, grammar, heading structure, mobile behavior, accessibility, browser compatibility, calls to action, analytics, and stakeholder approval.
Content Ownership and Review Matrix
Clarifies which teams own application requirements, deadlines, program details, financial information, international requirements, web implementation, approval, and future updates.
Applicant Journey Map
Maps the questions, decisions, information needs, potential friction points, and calls to action from initial program interest through application.
Post-Launch Improvement Plan
Documents the review cycle for analytics, search behavior, applicant questions, stakeholder feedback, content updates, abandonment points, and future consolidation.
AI-Assisted Content Governance Guidelines
Defines appropriate AI-supported content tasks and requires human review for accuracy, brand alignment, accessibility, privacy, institutional policy, and audience suitability.
AI-Assisted Development Guidelines
This workflow shows how AI models, task-focused agents, and OpenCode supported each stage of development, from research and planning through implementation, review, and optimization. AI accelerated repetitive work, improved troubleshooting and documentation, and helped evaluate technical approaches while all outputs remained subject to human review, testing, and final approval.