I believe the best work happens when people feel seen, supported and invested. Quarterly planning, design crit or a skip level one-on-one, I show up with a simple mantra: meet people where they are.

That means creating clarity around ownership, fostering trust and empathy, and helping teams navigate everything from high-level strategy to day-to-day problem solving. I’m energized by solving complex challenges with others, balancing vision and pragmatism to deliver meaningful outcomes.

I blend strategic insight with practical support, build cultures of collaboration, and inspire teams to bring their best.

Design at the Intersection of Ingenuity and Impact

Featured Projects

MVP Service Design Challenges

  • Company: Ancestry

  • Role: Sr. Manager, Content Experiences

  • Objective: Develop a strategy to remove friction points between genealogy records and customers creating their families' histories.

  • Goals: Prioritize scalable paths where AI can easily facilitate; identify tools to increase comprehension and decision-making abilities.

  • Company: Groupon

  • Role: Head of Content Design

  • Objective: Show local and short-distance travelers personalized deals that build upon their existing Groupon

  • Metric: Increase additional purchases by 15%

Designing for Trust
Developing Empathy and Awareness
Local Experience Add-ons

Additional samples:

  • Groupon: Improving efficiency and quality with uniform processes

  • Ancestry: Content frameworks to facilitate learning and engagement

  • Ten-X: MVP consumer app; conversational design for chat bot

  • Deem: Driver booking flows

  • Bankrate: Evolving lead generation from passive to persuasive through IA and content

  • Company: Ten-X

  • Role: Director of CX Content; Language and service design

  • Objective: Ensure continuous delivery of service and brand promise through MVP launch

  • Metric: 100% contact within 24 hours and Agent match within 48 hours

Resolving service and language design gaps as tool implementation fell behind an accelerated launch date → Case Study

Delivering on our brand promises after a break in public trust → Strategic outputs

  • Company: Kickstarter

  • Role: Director, Head of UX

  • Objective: Identify opportunities to increase trust between Kickstarter and its community of Creators

  • Goal: Refine and strengthen visual and language design standards

Fostering connection, deep listening and collaboration for remote teams → Presentation

  • Company: Ancestry

  • Role: Sr. Manager, Content Experiences

  • Objective: Ensure distributed teams stay connected while working remotely.

  • Goal: Create environments and provide tools for each designer so they stay engaged and create the best work of their careers.

Stories Beyond the Record

Personalized deals within physical proximity to increase conversions → Case Study

Personalization with AI and content found in 30 billion genealogy records → Presentation

I am a strategic leader— creative, empathetic, pragmatic— who solves problems and achieves business goals by balancing vision, standards and process to achieve great outcomes.

I work between elevations, able to focus as easily on a strategic conversations with small executive teams as I am on a tactical level with managers and individual contributors. My distributed teams have ranged in size from 6-20, working in up to 13 languages.

Leadership

Tracy is one of the most impactful managers and mentors I've had the privilege of working with.

During our time together at Ancestry, she led our UX team through numerous challenges and created a positive, supportive work environment where everyone felt comfortable sharing ideas and learning from one another.

Tracy's guidance was a perfect mix of strategic insight and practical support.

She didn’t just focus on the craft, but also on the strategic skills that strengthened the UX perspective our team brought to the projects and teams we supported

I've always regarded Tracy as an ideal manager to lead a team of newbie and veteran contributors.

From the outset of her career, Tracy has always blazed new trails. She's... someone who contributes new innovations and perspectives to the ever-changing world of digital media.

Her endless enthusiasm for our industry and unflagging energy and willingness to mentor others, remain a constant source of inspiration.

Charlie Tran
Kevin Mendoza
Melinda Gipson
Reported to Tracy
Reported to Tracy
Managed Tracy

Explorations

Great experiences are always the result of collaboration: considering opportunities and tradeoffs, and planning for the next build. Even the quickest ships are stepping stones in a long game.

Now, with AI's potential, I find myself looking at legacy products and apps (including ones I've helped build) to see how they can be improved. I've turned a dormant blog into a space where I will occasionally post some of design "why" questions that turned into explorations.

Summer 2025, I wondered how a travel insurance component buried in a booking flow could be re-imagined. How deeply could we personalize a regulated product like travel insurance? Could we show its value in a constrained surface while the buyer is nearly done booking a trip?

After assessing the types of travel insurance available, how content is structured within them, and research on buying habits of travelers, I determined that a small LLM and Agentic AI would be the best option for an add-on experience like travel insurance. → Read more

Featured Blog Post

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