Exploring user behavior, uncovering insights, and driving strategic decisions through qualitative research, usability testing, and innovative AI integration for enhanced user experiences.
Led the integration of AI tools across BYU-Idaho's UX and content teams to improve research workflows and streamline website content creation. Spearheaded workshops on AI best practices covering prompt engineering, AI selection, and task-fit analysis.
Designed workshops for students and employees, building confidence in AI tool usage across technical and non-technical users.
Collaborated with web content team to create automated degree page generation, maintaining consistency while reducing manual effort.
Established evaluation criteria for AI tools, enabling thoughtful integration into daily workflows across departments.
Conducted a comprehensive Zaltman Metaphor Elicitation Technique (ZMET) study to explore how students emotionally connect with BYU-Idaho. This qualitative research uncovered deep metaphors, core values, and subconscious drivers that influence student satisfaction and engagement with the university.
Conducted interviews, coded transcripts, and built hierarchical ladders and ZMET diagrams to map emotional connections.
Synthesized qualitative findings into actionable design and branding insights for university stakeholders.
Presented findings to support strategic communication decisions and messaging realignment.
Analysis helped the university realign homepage and messaging strategy to reflect emotional language and values students actually resonate with—focusing on identity-based drivers of enrollment and retention rather than just informational needs.
Evaluate how prospective students perceive and interact with the BYU–Idaho homepage, with a focus on clarity, messaging, layout, and perceived value—especially on mobile devices.
Every student mentioned wanting to feel like they'd fit in on campus—ranking links were often skipped or questioned.
75% of mobile users praised the site's layout for being "clean," "easy to navigate," and "better than other schools'."
While low tuition initially triggered skepticism, most students saw affordability as positive after reading about church funding.
"Join a Fun & Uplifting Environment" and "Steps to Apply" were most clicked and remembered.
Many skipped quotes/rankings, didn't understand some links, or felt they lacked quick stats.