Selected Projects
My role
Led content design strategy, defined the problem, shaped the solution and partnered with design and development to deliver improvements at scale.
Context
I joined the mobility product strategy team as part of an internal restructuring. To quickly understand the experience, I started with a comprehensive content audit across all mobility products.
Problem
Hundreds of indexed product pages were still receiving organic search traffic but led to error states for discontinued products, leaving users with no clear next step and resulting in frustration and abandonment.
Key design decisions
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Focused first on discontinued devices as a high-volume failure point identified in the audit
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Selected a redirect based solution to preserve SEO value and reduce build complexity
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Prioritized actionable next steps over explanatory messaging to prevent users from bouncing back to search
Content design & collaboration
Collaborated with design and development to define redirect logic and ensure content clarity, accessibility, and consistency. Decisions were rooted in user intent and business outcomes rather than cosmetic messaging fixes.
Objective
Improve the experience for users landing on discontinued device pages while preserving SEO value, working within a zero dollar budget, minimizing engineering effort and guiding users to a clear next step.
Impact
Within 90 days of launch, over 10,000 users arriving from organic search encountered a clear path to purchase instead of error pages, improving both usability and business outcomes with minimal cost.
Project 1: Improving high-traffic error experiences
Project 2: Scalable information architecture for industry solutions
My role
Led content design strategy and information architecture planning, partnering with cross-functional teams to create a scalable structure for industry solutions.
Context
As part of Digital Product Strategy, a portion of my time supports TELUS Business initiatives, including projects like the development of industry-specific solutions planned to scale over time.
Problem
Industry solutions were being launched incrementally without a cohesive information architecture, making it difficult for users to find and compare offerings. The lack of a scalable information architecture also threatened future growth as plans called for expanding the number of industries supported.
Key design decisions
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Recommended a centralized hub model for industry solutions rather than continuing to place them within existing page structures
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Structured the information architecture around industry context and user understanding rather than internal product groupings
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Designed the hierarchy and taxonomy to support expansion well beyond the initial set of industries
Content design & collaboration
Worked closely with design on information architecture, navigation, hierarchy and copy. Partnered with developers throughout production to ensure content intent and structure were preserved.
Objective
Create a scalable information architecture that helps users understand and find industry solutions while enabling future growth without structural rework.
Before: Lack of scalability and product context for users
After: Scalable industry bundles showcase & clear navigation
Impact
The initial phase launched as a scalable hub supporting industry solutions with improved clarity and findability. I am now partnering with UX research to conduct a card sorting exercise to establish categories to support future product growth.
Project 3: Creating consistency and trust in a regulated environment
My role
Led the creation of editorial guidelines, defining brand voice, tone and content standards and guiding the work through cross functional review and approval.
Context
Home Trust was emerging from a challenging period and needed a more cohesive and trustworthy external presence. I joined as a digital content lead, supporting multiple teams responsible for external communications across channels.
Problem
External communications varied widely depending on which team created them, making it difficult to present a clear, recognizable brand. In a regulated financial services environment, the lack of shared standards also created friction with legal, compliance and risk management teams.
Key design decisions
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Defined voice and tone principles that could be applied consistently across teams without relying on rigid templates.
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Designed the guidelines as practical, easy to use tools rather than abstract brand statements to encourage adoption.
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Structured the guidelines to scale across channels and content types while supporting legal and compliance review.
Content design & collaboration
Worked closely with marketing, corporate communications, legal, compliance and risk management teams to refine and approve the guidelines. Ensured the final documentation balanced clarity, usability, and regulatory requirements.
Objective
Create editorial guidelines that established a consistent brand voice while remaining flexible enough to support different audiences, channels and use cases, and robust enough to meet regulatory requirements.
Excerpts from the Home Trust Editorial Guidelines
Impact
I translated regulatory requirements into usable writing standards that content creators could realistically apply. These guidelines are still in use nearly five years after I left, supporting clarity, trust and consistency for the brand.
Project 4: Content design under time and budget constraints
My role
Owned content strategy and execution end-to-end, including brand voice, messaging and content across web, social and sponsorship materials.
Context
Dinescu Racing is a family-run initiative supporting my son’s competitive racing. With no digital presence and no budget, it requires a thoughtful, disciplined approach to content design to establish credibility and support sponsorship outreach.
Problem
Without a clear narrative or digital footprint, potential sponsors had no way to evaluate credibility, performance, or sponsorship value. At the same time, the absence of paid media or traditional advertising limited how the initiative could reach and engage a broad audience.
Key design decisions
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Define a clear, human brand voice that balances professionalism with authenticity and avoids overly promotional language
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Structure content to educate potential sponsors on value and expectations rather than relying on sales driven messaging
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Design a flexible content approach that adapts across web and social channels without paid media support
Content design excecution
I apply the same human-centered content design practices I use in my professional work, including audience awareness, competitive analysis, a clear hierarchy and ongoing iteration based on engagement signals.
Objective
Create a foundational content strategy that clearly explains who we are and what we do, articulates sponsorship value, builds credibility across channels and supports engagement during both the racing season and the off season.
Dinescu Racing: From invisible to everywhere
Impact
Despite a $0 budget, Dinescu Racing increased sponsorship revenue by 26% with full partner retention, while building an owned content ecosystem that grew from zero to 5,000+ monthly users and 20,000+ impressions.