Designing Marketing Systems That Connect Brands with Customers

Designing a centralized platform that transforms fragmented communication into a connected system of shared knowledge across Microsoft

DEVRY

2016–17 Digital Campaign Refresh

Partnered with C&W United in Seattle to refresh DeVry’s existing digital marketing campaign through updated branding, light animation, and static marketing assets.

• Developed creative concepts and final campaign designs
• Designed backgrounds, layouts, and handled all production-ready assets
• Used stock imagery to represent a broad demographic of prospective students
• Collaborated closely with copywriters to align visuals with approved client messaging
• Produced digital assets across multiple marketing channels

ROLE

Designing a scalable content system across users, teams, and workflows

I led the end-to-end design of the platform

• Defined information architecture and content structure
• Designed core product experiences (home, dashboard, team spaces)
• Created scalable UI patterns for content publishing
• Partnered with PMs, engineers, and stakeholders across orgs
• Ensured usability, clarity, and adoption through iterative design

DEFINITION & STRATEGY

Framing the platform as a connected content system

• Core product areas: Discovery Hub, Dashboard, Team Spaces
• Established a scalable content model and publishing structure
• Prioritized clarity, scannability, and ease of contribution
• Aligned stakeholders around a centralized platform vision

DESIGN THE EXPERIENCE

Building a connected ecosystem for content and communication

DISCOVERY HUB (Home / Landing)

A centralized place to explore and discover content

• Aggregated leadership updates, team posts, and key content
• Designed for scannability and quick consumption
• Clear hierarchy to prioritize important information

USER DASHBOARD

A personalized space to manage and create content

• Save, curate, and manage posts
• Create and publish content across formats (text, video, links)
• Streamlined workflows for contribution

CONTENT SYSTEM

A centralized place to explore and discover content

• Designed reusable content cards and publishing patterns
• Standardized how information is created and displayed
• Built a scalable foundation for future growth

CREATING A POST

• What does it look like to a user to create and share
• Curate content
• Maintain ownership
• Share, Communicate & Comment
• Echo-system, platforms

TEAM SPACES

Dedicated areas for teams to share and manage content

• Core product areas: Discovery Hub, Dashboard, Team Spaces
• Established a scalable content model and publishing structure
• Prioritized clarity, scannability, and ease of contribution
• Aligned stakeholders around a centralized platform vision

VALIDATION & ITERATION

• Gathered feedback from stakeholders and internal users
• Iterated on layouts to improve readability and navigation
• Refined content hierarchy for faster scanning
• Adjusted publishing workflows to reduce friction

IMPACT

Improved knowledge visibility, Increased engagement, Enabled scalable communication

Created a more connected and transparent workplace

• Improved visibility of organizational updates
• Reduced reliance on email and scattered communication tools
• Enabled teams to consistently publish and manage content
• Established a scalable foundation for internal communication