Case studies
The strategy, thinking and impact behind the work.
Focus
Homepage strategy & optimization
Challenge
Create a homepage experience that helps millions of customers quickly understand their options and find the right path forward, while supporting evolving business priorities across the tax season.
Approach
Led homepage product strategy and continuous optimization using analytics, customer behavior and experimentation to evaluate messaging, content hierarchy, product presentation, calls-to-action and personalized experiences.
Results
13M+ annual visits managed
My Role
Product Strategy • Homepage Ownership • Experimentation • Customer Experience • Cross-Functional Leadership
Focus
Experimentation & Digital Optimization
Challenge
How do you continuously improve high-traffic digital experiences while balancing customer needs, business priorities and evolving hypotheses?
Approach
Led an ongoing experimentation strategy across key web experiences, partnering with UX, analytics, content, technology and business teams to identify opportunities, develop hypotheses, launch tests and translate learnings into future product decisions.
Results
100+ A/B tests led over three years
75K incremental returns in 2026
$4M incremental revenue in 2026
My Role
Product Strategy • Experimentation • Analytics • Cross-Functional Leadership
Focus
Personalization & Customer Experience
Challenge
Move beyond a one-size-fits-all digital experience by creating more relevant journeys based on customer needs, behavior and relationship with the brand.
Approach
Led personalization initiatives that used customer and audience signals to tailor messaging, content and pathways across key digital experiences. Partnered with analytics, UX, content and technology teams to identify audiences, develop experiences and measure engagement.
Results
+5% MyBlock logins
+24% traffic to personalized MyBlock content
+12% traffic to Second Look content
My Role
Personalization Strategy • Product Strategy • Audience Strategy • Experimentation • Optimization
Focus
Simplifying Complex Customer Decisions
Challenge
Help customers navigate complex tax products, pricing and service options without overwhelming them with information or creating unnecessary friction.
Approach
Translated complex customer questions into simpler digital experiences, using customer insights, content strategy and UX principles to make options easier to understand and decisions easier to make.
Results
Simplified product discovery
Improved pricing transparency
Created clearer paths to Assisted solutions
My Role
Product Strategy • Customer Experience • Content Strategy • UX Partnership • Cross-Functional Leadership
*Disclaimer: Projects featured here represent work I led or contributed to as part of cross-functional teams. Certain visuals have been recreated or simplified to respect employer confidentiality and focus on my role, approach and outcomes.