UX Strategy & Visual Design Lead

To revitalize Rose-Hulman’s digital presence, I spearheaded a comprehensive UX strategy designed to attract the next generation of STEM leaders. By bridging the gap between academic prestige and authentic student life, I developed a narrative-driven architecture that turned complex institutional data into a compelling recruitment tool.

Strategic Experience Planning

Conducted deep-dive stakeholder discovery and competitive analysis to map the prospective student journey, resulting in a user-centered sitemap and persona framework.

Narrative-Driven Concepts

Led the design of "Authentic Storytelling" modules, creating a dynamic information architecture that showcased real-world student outcomes and career trajectories.

Stakeholder Alignment

Effectively communicated design rationale and ROI-focused UX strategies to university leadership, ensuring a cohesive vision across the project lifecycle.

Collaborative Art Direction

Partnered with visual designers to ensure the high-fidelity interface resonated with a pre-college demographic while maintaining institutional authority.

Dynamic Content Integration

Developed frameworks for real-time social and campus data aggregation, ensuring the site felt as vibrant and innovative as the physical Rose-Hulman labs.