- OneMethod is a digital shop that’s wholly owned by the integrated advertising agency Bensimon Byrne. As User Experience Strategist, I worked with clients across both companies.
- Led and defined the strategy for numerous pitches. The strategy portion of pitches typically included user insights, competitive reviews and research that fuelled business and creative positioning recommendations as well as identifying potential opportunities for the client. Recent success: part of the pitch team that made Bensimon Byrne Google Canada’s agency of record.
- Strong lateral thinker. The ability to think broadly helped in the creation of communications strategies. Highly capable at identifying patterns within large data sets (research, competitive reviews, popular culture, client or internal workshops). Then honing in on the key themes, and presenting them in a concise and accessible deck or creative brief.
- Discovered the importance of providing strategic insights that are medium agnostic. While a common sense statement, living by it proved tough. The message needs to be sufficiently high level to permeate all mediums, while also being sufficiently broad to encompass broadcast or print (mass mediums), and suitably personally relevant for digital.
- Experienced at working with clients to define their vision for their digital product or service. Utilizing client interviews and workshops, create personas, key user flows and detailed requirements documents that can be used to brief creative and development teams.
- Expanded core capability of providing information architecture in the form of wireframes, prototypes and annotations. Learnt the power of creating and connecting the overarching strategy to the blueprint that will drive how users interact with the brand.
- Clients: DundeeWealth, Google, Intuit, Jackson-Triggs, MetroLinx

- Clients Solutions is Rogers’ internal agency for Clients wishing to create custom campaigns with a Rogers Media brand, whether publishing, digital, broadcast or radio
- Led ideation with senior members of the team (sales, design and content), and responsible for delivering the overall concept, strategy and execution plan
- Involved in responding to RFPs, as well as presenting at pitches. Responsible for presenting digital strategy and wireframes to Client once project approved
- Learnt the importance of storytelling in Client interactions. When presenting concepts, it’s pivotal to define and tie their expectations (target, goals, success criteria) throughout the strategy and then visually represent them in the wireframes. Embedding user personas and flows helps to enrich the conversation and make it more personal
- Clients: CIBC, Lego, P&G, L’Oreal, Pfizer, RBC, Scotiabank, Toyota

- Rogers Media is home to a multitude of brands encompassing print publications, radio stations and TV stations. Digital Media acts as a digital agency in support of the brands, as well as external Clients.
- Led the UX for a variety of projects, including: mobile; large scale content sites; and microsites
- Experienced with implementing advertising on websites and throughout mobile applications.
- Clients: Canadian Business, Today’s Parent, LouLou, Citytv, CityNews, Rogers Radio, RBC, CMA

- Led brainstorms, developed proposals and presented innovative solutions to a myriad of digital clients.
- Exposure to designing for a wide variety of clients and platforms including: websites, rich internet applications (from interactive banners to dashboard solutions), widgets, mobile applications.
- Participated in usability research to uncover user behaviours and preferences. Also conducted detailed
competitive research.
- Experienced in providing IA and IxD solutions for all sizes of websites: microsites (Rogers - Brand Management, Microsoft, Waterfront Toronto – East Bayfront); corporate brochures (BOMA, CML HealthCare); comprehensive (CGA Ontario, George Brown College, Telus)
- Clients: Microsoft, Rogers, Telus, CGA Ontario, CML HealthCare.

- As Account Lead, built strong client relationships resulting in exceptional organic business growth: Microsoft, Rogers and Waterfront Toronto became $1m+ clients.
- Mentored directly by the VP of Client Services, developed first-class Client Management skills.
- Led a wide variety of projects including: brand strategy, branding (corporate, packaging, tradeshow, broadcast, guidelines), digital (website, microsite, mobile), collateral (brochures, print ads) and naming.
- Awarded ‘top account person’ in 2007.
- Clients: CIBC, Microsoft, Rogers (Jays Care Foundation, Rogers TV, Sportsnet, The Shopping Channel), RONA, Scotiabank, Waterfront Toronto.

- Metrolinx is a government agency that’s working to grow and integrate Toronto’s transit system with $34bln over the next 25 years.
- Worked directly with Max Valiquette – MD of Strategy – together we used quantitative and qualitative research, as well as intensive team brainstorms, to identify common themes that led to the creation of a common communications architecture.
- This architecture needed to work well when talking in societal terms, as well as personal. On the personal level it needed to express itself to a myriad of audiences (riders, drivers, urbanites and suburbanites) as well as in terms of what’s been done, and what’s part of the plan.

- Connected Magazine is Rogers’ technology magazine. It is sent out to 5million of Rogers’ subscribers, and as such has the largest print run of any magazine in Canada. They requested a website that reflected Rogers’ innovation.
- Created, pitched and gained sign off on a new digital strategy.
- Recommended, and got approval for, the delivery of a fully responsive website. A responsive website is one that automatically adapts to the device the user is viewing the website on. For example, it’ll present content that optimized for screens as large as tv, all the way down to smartphone. The back-end automatically shuffles the content around to provide the optimal experience for the device.
- Created annotated wireframes for smartphone, tablet, desktop and tv. In doing so, learned that the portrait tablet is the toughest template to design from a navigational standpoint. Always start there.
- As a result we launched Rogers’ first responsive website which ignited a wave of new responsive websites for all of Rogers Digital Media’s properties.

- Designed the experience for Canada’s first primetime video streaming iPad app.
- Prototyped the experience in HTML and distributed to stakeholders to interact with on their iPads.
- Within 3 days of launch became #1 free app in Canada’s iPad App Stor

- A multi-medium content campaign targeting Canadian businesses wishing to grow their business internationally. Sponsored by HSBC. HSBC’s business goal – to acquire new business clients.
- Led and pitched a successful digital strategy including: comprehensive website with member only access to premium content (events, awards, stories); and innovative iPhone & Blackberry apps that scan a barcode on a nametag, which pulls up their Member Profile. The apps allow the User to message and add info straight to their address book.
- Designed the UX for the website and mobile apps, incl personas, IA, IxD and annotations.
- Based on the success of the campaign, the platform is being rolled out by Rogers to the US

- Participated in academic exchange at Schulich Business School, Toronto.
- Majored in: Consumer Behaviour, Human Resource Management, Marketing, Organizational Behaviour.
- Study goal: to gain insight into how the market creates and controls consumer behaviour.