Omnichannel strategy
Key results
- Post-launch Facebook views increased 146% and unique viewers grew 75%
- Engineered automated data flows and internal utilities to eliminate major operational overhead
- Unified fragmented creative silos into a cohesive, high-fidelity visual ecosystem
Role
UX strategy, brand modernization, cross-functional leadership, and product design
Objective
The legacy digital presence of the Temple Sisterhood of Indianapolis Hebrew Congregation was functionally fragmented and architecturally constrained, creating significant creative and operational silos. I stepped in to lead a comprehensive omnichannel strategy—modernizing the visual identity, migrating to an agile web infrastructure, and unifying cross-channel communications—to eliminate administrative workflow bottlenecks and establish an ecosystem that models modern digital design maturity.
Brand refinement & alignment
Great design respects a brand's history while expanding its utility. I audited the legacy visual identity to solve inconsistencies in digital legibility, fine-tuning the logo's geometric proportions and expanding the color palette with accessible tints and shades. I presented a business case demonstrating these improvements to the organization's president, securing full buy-in to roll out updated assets to the board.
Refined logo proportions and expanded color palette for digital use
Legacy brand assets with inconsistent application and limited web legibility
A centralized digital hub
I migrated the ecosystem from WordPress to Webflow to secure the structural agility needed for rapid content iteration while maintaining domain continuity.
To eliminate critical drop-offs where users abandoned registration before paying, I consolidated the flow into a single-page interface with integrated Stripe processing.
I also engineered automated backend spreadsheet syncing for instant data reconciliation, built a secure board portal for internal operational resources, and elevated the gift shop's prominence to directly reduce inbound administration phone calls.
Unified presence & newsletter optimization
Continuous engagement requires a consistent, systemized voice. I established a modernized social presence utilizing custom component templates that translate our refined brand geometry directly to digital content.
I also overhauled our communication infrastructure by moving the monthly newsletter from text-heavy emails to high-level summaries that drive traffic to tracking-enabled Webflow landing pages. This architectural pivot provides robust analytics via Google Analytics and Clarity while building a clean, public archive.
Interactive reporting dashboard
No one asked for a dashboard, but I saw an opportunity to visualize our engagement survey data in a meaningful way. Building this interactive interface directly demonstrates our commitment to analyzing and actually using community feedback, while building transparency and trust. The dashboard segments data by age cohorts, eliminating anecdotal guesswork and giving the board a clear, data-driven roadmap for future programming.