Product designer at an industrial manufacturer in Milwaukee.
ACRO's website had grown to 29 deeply nested pages of outdated content that buried a 90-year manufacturing reputation. Customers couldn't find what they needed. Condensing to 17 pages increased dwell time by 28% and drove a 1.4x lift in CRM inquiries.
Result: +28% dwell time · 1.4× CRM inquiries
ACRO operated across 10+ disconnected network drives with no naming conventions and no shared source of truth. This is the ongoing IA, research, and change management project to fix that — designed around the people who use it daily, not the ones who deploy it.
Active · SharePoint Migration · 2026
One more case in progress.
At my core I'm an optimizer. I see something that could be better and I just go do it. That drive, stacked on top of everything I've taught myself along the way, is what pushed me toward product design. It's not just the interface or just the flow. It's the whole thing.