Case Studies
Protecting user trust as AI products add advertising
As AI chat products race to monetize through advertising, there's so much focus on the technology and the revenue, and not enough on how those ads affect the experience of the people using these apps. Done wrong, ads erode the very trust these products depend on.
I brought the end-user perspective to a company building native advertising for AI chat products, using research, analytics, and customer insight to shape ad experiences that felt relevant and natural in the flow of conversation rather than intrusive. I pushed to make diversifying the ad experience a company priority, then led the cross-functional work to bring newer, higher-quality formats to the ecosystem.
In a single quarter, we grew the share of impressions served by newer, more native formats by more than 30 percentage points, meaningfully improving the quality and relevance of what users saw.
Helping brands navigate the shift to mobile-first experiences
As consumer behavior shifted toward mobile, many businesses struggled to keep up. Still designing desktop-first, their mobile experiences often failed to meet customer needs, leaving engagement and growth on the table.
I launched and scaled a mobile-focused initiative that brought executive teams across 200+ brands together to improve their mobile UX, marketing, and measurement. Through structured workshops and strategic guidance, teams left with a clear plan to adapt their experiences, and a way to measure the impact.
The work earned Google's 10X Award for transformational value, recognizing its impact at scale in helping organizations move confidently to mobile-first.
Using prospective student insight to improve education websites
Many education advertisers were focused on capturing leads, but weren't giving prospective students the information they needed to make informed decisions. As a result, their website experiences often failed to build trust or meaningful engagement.
I collaborated on research into the student journey, then translated the findings into clear UX improvements they could make.
Advertisers who put those changes into practice saw 31% year-over-year revenue growth, compared to 13% across the education vertical.