sr experience designer, ux
Designing intuitive experiences that quietly do the heavy lifting to make users feel like everything was built just for them—no chaos, no guesswork.
on the clock
off the clock
Timeline
Jan - Oct 2025
Scope
UX Design
ask & task
Berkley initiated a website redesign to resolve critical UX inconsistencies and fragmented user journeys. The core objective was to elevate their digital brand and leadership through an enhanced locator (faceted search), integrated thought leadership, and improved OU data visibility. Key pain points included poor content discoverability, lack of personalization, unclear brand positioning, and difficult information retrieval. The redesign aimed for an intuitive, feature-rich, and strategically aligned digital platform.
action
Led the UX for this comprehensive redesign, contributing across all key phases.
UX Audit: Collaborated with copywriter Kelly MacDowell and UI designer Alex Faiello to conduct a comprehensive UX audit and competitive analysis. This identified critical pain points, established industry standards, and generated actionable improvements, which we presented to the client.
Wireframe Design: Designed all wireframes across three sprints, incorporating client input. Sprints 1-2 focused on core website pages; Sprint 3 concentrated on Berkley's distinctive locator tool. Staggered handoff with the UI designer ensured efficiency and a seamless transition.
Usability Testing: Conducted comprehensive usability testing (desktop/mobile) for the redesigned site. Developed a test script with director Larayne Dumlao, featuring three primary tasks addressing audit findings and redesign goals, executed on PlayBook UX. Analyzed findings using Optimal Workshop, detailing results, opportunities, content/design updates, user quotes, and task completion rates. Presented this data with the XD team to the client, facilitating actionable changes.
Design QA: Performed post-development Design QA to ensure the implemented website accurately reflected Figma designs and adhered to established standards.
results
The comprehensive UX redesign directly mitigated identified pain points, from improving content discoverability and information retrieval to integrating essential transactional tools and enhancing talent acquisition UX. The positive reception and demonstrable improvements in user experience validated our approach, deepening our strategic partnership with Berkley and fostering proactive discussions for a potential Phase Two to advance their digital innovation.
