Front-end user experiences and content management in WordPress are specialties I utilized in the web refresh for The Leonardo Museum and in the webpage designs for the University of Utah and Finance of America. In all cases, I collaborated with marketing to evaluate the user journey to understand where a prospect would find value and where conversion potential was. For the U of U, this particular case was divided into personas of first-year students, transfer students and beyond. However, the mid-funnel portion of the journey was not clear. Students were finally redirected from a digital booklet we produce annually to an actionable “Sign up” CTA for tours, events and counseling instead. This strategy and other design changes that I collaborated on fulfilled marketing goals as campus continued it’s climb with back-to-back years of record breaking enrolled first-year students (3% increase for Fall 2022).