Content and lead workflows were fragmented across multiple platforms. Tasks like lead capture, enrollment, and data syncing were handled manually, creating delays and inconsistencies.

I connected the ecosystem across WordPress (CMS), Thinkific (LMS), Selz/Stripe (payments), and HubSpot (CRM), using automation to streamline the full lead lifecycle.

• Designed automated workflows to connect content, enrollment, and CRM data

• Eliminated repetitive manual steps in lead capture and onboarding

• Ensured data flows consistently across systems in real time

• Improved visibility for marketing and sales teams

This turned disconnected tools into a cohesive product system, where content, data, and user actions are aligned.

What improved

• Less manual work and fewer errors

• Faster response time for leads and enrollments

• Better data quality across platforms

• Stronger alignment between marketing, sales, and operations

The front-end experience made it difficult for users to navigate programs and understand offerings. Too many steps, unclear structure, and dense pages created friction, especially for users unfamiliar with the platform.

Navigation and Structure

User research showed confusion around program paths and audience targeting.

I simplified the experience by restructuring navigation:

• Introduced a clear two-stream model: Board Members and Business Leaders

• Reduced unnecessary filters and decision points

• Improved labeling and hierarchy to support intuitive wayfinding

This reduced cognitive load and made it easier for users to identify where they belong.

Product pages required too much effort to scan and evaluate. Key information was buried, and users had to navigate multiple steps before taking action.

I redesigned the pages to support faster understanding and clearer decision-making:

• Reorganized the information architecture into a logical flow. What it is → why it matters → who it’s for → how to act

• Reduced the number of steps to reach key content (from 6 clicks to 4)

• Strengthened visual hierarchy with clear headings and concise, scannable content

• Introduced stronger calls to action aligned with user intent

• Added testimonials and faculty visibility to reinforce credibility

The goal was to support how people actually read: scanning, comparing, and deciding quickly.

What improved

• Faster access to key information

• Clearer value proposition

• Reduced drop-off during exploration

• Stronger engagement with calls to action

The improvements had a direct impact on visibility, engagement, and operational efficiency.

Traffic and Visibility

• Increased organic traffic through improved structure, navigation, and mobile experience

• Better alignment between content and search intent, leading to stronger keyword rankings

Engagement and Conversion

• Higher click-through rates driven by clearer calls to action and improved metadata

• Faster site speed, reducing bounce and improving overall experience

• More efficient user journeys, supporting higher conversion

Content and Brand Authority

• Increased backlinks through structured, high-quality content

• Stronger positioning as a credible, authoritative source

Operational Efficiency

• Streamlined lead capture and follow-up through CRM integration

• Reduced time spent on manual workflows

• Improved coordination across teams through connected systems