Tasked with diagnosing a failing Help Centre, I uncovered deep issues in governance, ownership, and content quality. I led a data‑driven strategy to rebuild it through prioritization models, a scalable backlog, and improved IA. The solution was strong, but organizational constraints blocked execution. This case study explores both the insight and the impasse.

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Medavie Blue Cross hired me as their first Content Designer during a major digital transformation. I helped build a five‑person team, created the Writers Room community of practice, and implemented tools that unified content across the organization. This case study shows how I established scalable systems and elevated content design inside a legacy enterprise.

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Canada Post’s design system team brought me in as a writer, but I quickly stepped into a hybrid content‑design and product‑ownership role. I shaped the backlog, documented components, built role‑based IA, and embedded accessibility and content standards across the system. This case study shows how content design can define structure, clarity, and cross‑team alignment at scale.

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Canada Post’s Virtual Assistant team brought me in as a writer, but the real issue was inaccessible, unstructured content. I reframed the work as enterprise content strategy, moving key information out of outdated documents and onto indexable pages. This approach improved the VA, boosted SEO, and delivered value across multiple business units.

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Member365 struggled with churn, not acquisition. I built a data‑driven knowledge base that transformed onboarding for a highly variable SaaS audience. By prioritizing content through Zendesk insights, embracing useful ambiguity, and publishing fast to learn fast, we reduced friction, accelerated time‑to‑value, and turned documentation into a retention engine.

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