Explore the launches, rollouts, and rebuilds:
Evidence-driven experience design.
Product & UX
Wayfair & Google
Engineering owned publishing, it took weeks to make an update, and content became stale. Corporate storytelling lagged behind reality and the brand reputation was at stake.
I won an award at Wayfair for leading 26 global teams in the company's first enterprise CMS migration, rollout, and corporate rebrand. Then Instrument hired me to do the same work for Google.
26
teams
75
people
62
pages of copy
23
landing pages
4
languages
1
Project Manager (me)
Wayfair's CEO wanted a streamlined, cohesive, seamless user experience across the About, Careers, and Investor Relations sites.
First, I ran the pilot to select a new enterprise content management system (Brightspot CMS). Then I led 75 people across 26 teams in launching a redesigned corporate brand and setting the new standard for designing, localizing, governing, auditing, measuring, and publishing content company-wide. There was no blueprint, so I created my own and managed to make all this happen in just eight months.
Stakes were high with the C-suite executives taking a front row seat.
“Thanks for the awesome work on About Us...it's going to be a BIG win for Wayfair!”
– Michael Fleischer, CFO, Wayfair
So I got to work and earned an award for my leadership.
"The glue that held this project together. Not only is she managing the platform and the system amazingly, but also the roughly one thousand stakeholders. She's one of a kind and it's a pleasure I get to work so closely with her."
- AJ Rebecchi, Head of Creative, Global Employer Branding, Wayfair
"I vote Brittany for 2024. All kidding aside- this was a massive lift that has been going on since I started. Incredible work and I can’t thank you enough for helping get this across the finish line. You built the train and I'm looking forward to keeping it rolling."
- Todd Bowers, Head of Corporate Responsibility, Wayfair
"The driving force behind the implementation. Her collaboration style has been the key to getting so much done in a tight timeframe."
- Jane Carpenter, Head of Global Communications, Wayfair
Teams needed a way to publish content code-free and in real time.
Publishing times reduced from weeks to minutes. No need to wait in the engineering queue.
The Sustainability, DEI, and Corporate Impact teams needed a way to turn their content aspirations (landing pages, case studies, articles) into a reality.
They now have the training, tools, analytics, and processes for self-sufficient, high-quality corporate storytelling.
Investors, press, and partners needed to see the most up-to-date company news.
They can now find fast facts, press releases, leadership bios, media assets, and contact info without having to dig. I led information architecture decisions and coordinated copywriting, brand, and legal approval of over 62 pages of assets.
Job seekers needed an accurate first impression of working at Wayfair.
The careers site and tech blog now reflect a unified employer brand.
"The site looks incredible. Feels like we've truly graduated to a Fortune 500 :)"
Teams needed to see analytics without jumping through hoops and access requests.
Custom Google Data Studio dashboards are now accessible to anyone, anywhere, at any time at Wayfair because I advocated for it. Content owners even know how to assign insights and actions to the data because of the monthly metrics meetings I led.
The About, Careers, Investor Relations, and Tech Blog sites were all managed on a separate content management systems with their own look and feel.
The CEO asked for a streamlined, cohesive, and seamless user experience. I made this our north star vision and worked with engineering teams to migrate content and custom-build the navigation and page layouts to make two separate platforms look like one.
The About site was only available in one language despite Wayfair's growing global influence.
I worked with Localization, Legal, and Data Science teams to translate and localize the About site for our three main markets (US, UK, and Germany), meet GDPR compliance, and expand our analytics capabilities to use data on a global level like never before. The About site is now set up to outperform in all major markets.
I was the only one in charge of this massive digital transformation.
Getting feedback early and often was key to getting so much done in a shockingly quick turnaround time (8 months). Having a solid content governance model that was easy to understand and access created accountability and kept everything on track. My Slack updates kept everyone engaged and excited as we reached the finish line. It was an exercise of herding cats, with 75 people across 26 teams in the EU and US all working remotely. I’m beyond proud of what we achieved together and the lasting legacy it leaves on Wayfair’s content ecosystem and corporate brand.
Words from my peers:
"Brittany's exceptional project management prowess has made the transition to a new content management system go as smooth as it could possibly be. With a diverse and difficult group of stakeholders, Brittany is able to navigate the political waters to ensure everyone understands where we are, how we got there, and what is next on the horizon."
"Brittany is a masterful organizer - her work on Brightspot over the quarter has been so detailed and complex. She successfully got all the external site stakeholders engaged on the Miro board to drive the template design forward to the point that it was the forum used to even communicate with the CEO on the site design."
134
pages of Public Policy content
22
days to build, test, and launch
Then Instrument hired me to bring the same expertise to Google.
Google was migrating several enterprise sites into the same Brightspot CMS ecosystem. They needed someone who could step into an operation already in motion and deliver under intense launch pressure.
I was originally brought in for a two-week engagement to support enterprise publishing. The work quickly expanded into a three-month engagement because the team needed someone who could bridge strategy, production, and platform all in one.
Public Policy
134 landing pages and articles. 22 days.
Joined the migration during the final stretch before launch and built 134 pages—including policy pages, articles, case studies, and AI spotlights—from scratch in Brightspot CMS while partnering with engineering and design to refine custom components in real time.
Crisis Resilience
4 landing pages pages. 8 days.
Helped deliver Google's Crisis Resilience site from production kickoff to launch in just eight days by streamlining publishing workflows, QA, and cross-functional coordination.
Google for Nonprofits
11 pages, 174 images, 16 embedded videos. 49 days.
Naturally shifted into a content production role, partnering with producers, designers, engineers, and Google stakeholders to define scope, plan site architecture, and create content matrices.
The overall impact:
Shifting Google and Wayfair from engineering-owned publishing to content-owned publishing.
Wayfair & KnollTextiles
Engineering owned publishing, it took weeks to make an update, and content became stale. Corporate storytelling lagged behind reality and the brand reputation was at stake.
I won an award at Wayfair for leading 26 global teams in the company's first enterprise CMS migration, rollout, and corporate rebrand. Then Instrument hired me to do the same work for Google.
THE TENSION
?
KnollTextiles spent 75 years building one of the most respected names in modern design. The archive was extraordinary. The showroom experience was unforgettable. The digital presence was nowhere near it. A deeply tactile, sensory brand was asking people to make purchasing decisions through a screen, without giving them any way to feel the product.
Visual storytelling was the missing layer.
THE MOVE
I noticed that Knoll, the parent company, was using Craft CMS to power an immersive storytelling platform with dynamic scrolling, embedded video, and editorial-style layouts that looked like a magazine spread.
This was the door to bring textile collections to life that nobody thought to open until I saw the structural gap and made the case for the bigger move.
I shared this idea with the Creative Director and President, who gave me the green light to work with engineering and implement this new content architecture that could hold video, archival photography, founder narratives, collection launches, and brand milestones in a way that moved.
The first major proof of concept was the 75th anniversary campaign. We brought seven decades of archival content to life in a way the brand had never done digitally, which became one of the most immersive brand experiences KnollTextiles had ever published. The platform became the brand's living story for new collection launches and milestone moments.
THE EXPERIENCE CHALLENGE
If a brand can’t be felt physically, digitally, and emotionally, it can’t scale.
The product was tactile by nature. The weight, weave, texture, and color precision needed to be felt through a screen. Every textile told a story that wasn't translated automatically to digital.
Every textile told a story. My job was to build the content architecture, the visual storytelling system, and the brand voice that let someone feel the weight, the weave, and the intention of a fabric they couldn't touch.
THE RESULT
398% eCommerce revenue growth in upholstery.
150% sitewide revenue growth.
32% web traffic increase.
280% Instagram growth.
99% email subscriber growth.
48% keyword growth.
An established digital editorial identity.
Craft CMS became template for future launches.
Made the case for securing a $50K UX budget.
THE LESSON
The gap between a brand's physical truth and its digital presence is almost always where the biggest opportunity lives.
Later on, this work led to an invitation from Wayfair's first Physical Retail team, where I began exploring how an eCommerce-native brand could translate into physical space through electronic shelf tags, endless-aisle displays, and in-store ordering systems.
THE TENSION
Wayfair's Talent team found that employees who switch to a new internal team have a Net Promoter Score (NPS) 28% higher than those who remain on the same team. This insight led to an initiative focused on promoting internal mobility to improve employee retention and satisfaction. As the lead UX Content Designer, my goal was to simplify and alleviate the stress of transitioning to a new team at Wayfair. I accomplished this by designing a world-class careers site that sparked confidence and joy. The result was so impactful that even Wayfair’s CEO praised it as a "seamless job search experience for employees seeking a new internal role."
THE MOVE
Informed by research, tested for impact. With just one month to design and test a new job board, we didn't cut any corners. UX resources were as tight as the expected turnaround time, so I stayed nimble and assumed the additional role of UX Researcher. From there, I quickly got to work gathering as many quantitative and qualitative insights as possible in the form of:
-
Whiteboard workshops to dream big and uncover key themes
-
User interviews and employee surveys to inform feature prioritization
-
Competitor research to identify exceptional examples of job search experiences
-
Card sorting exercises to align information architecture with mental models
-
User flows and journey mapping to address gaps in the recruiting and hiring process
-
Red-light green-light rapid prototyping exercises to weigh design must-haves against technical feasibility
-
Contextual inquiry and usability tests to set our finalized designs up for success
THE EXPERIENCE CHALLENGE
Our investment in thorough user research revealed that fear of the unknown was the biggest barrier to participating in internal career moves.
THE RESULT
By pulling key themes from our research synthesis, I went to work with creating personalized and inspirational content to address these fears of the unknown head-on, including:
- "Did you know" facts and success stories highlighting the impact of internal mobility
- Custom email alerts for jobs in your chosen location and team
- Coffee chat sign-up form to network with new teams
- Infographics with timelines and next steps clearly defined
- FAQs and 101 articles (general and team-specific)
- Context-setting icons to add visual interest
- A personalized, conversational greeting upon logging into the portal
1
month to
design and
test
17k
target users (Wayfair employees)
10k
users within one month of launching
From the Screen to Behind-the-Scenes:
As an architect of information, I focus on the big picture. A product is only as seamless as the operations behind it, which is why I designed new process flows alongside user flows. Staying true to my north star vision of removing stress and uncertainty from internal mobility, I partnered with recruiters and hiring managers to identify back-end pain points. Together, we strategized and implemented process flow improvements. To promote consistency and clarity across teams, I delivered concise guidance through infographics, FAQs, and 101 articles, as well as segmented product launch announcements tailored to each team’s specific goals.
THE RESULT
There's a reason product adoption was so high.
Through earning trust from my product and engineering partners, I was put in charge of the CareerHub product marketing strategy for our audience of 17,000+ global employees. Within one month of launching, we saw 10,000+ users engaging with the site. The Talent team was so blown away by my rollout plan for this launch that they put me in charge of all Talent product marketing going forward.
Case study 4:
Website Redesign for Luxury Purchasing
Physical-to-digital retail evolution. Turning a showroom-driven business into a scalable digital commerce engine.
50k
UX
investment
398%
increase in
online upholstery
revenue
32%
increase in
web traffic
THE TENSION:
?
After building the storytelling platform for KnollTextiles, I could see the next opportunity clearly. The shopping experience didn't match the brand experience we'd just created. Someone would land on a beautiful editorial lookbook page and then click through to a product discovery experience that felt like a database.
The business model still relied heavily on face-to-face sales relationships. eCommerce was generating revenue, but nowhere near what it could, because the website wasn't helping customers move confidently from inspiration to purchase.
Search was limited. Navigation between KnollTextiles and the parent Knoll furniture brand was confusing. The two related brands needed a clear path between them.
THE MOVE:
I saw the gap, built the business case, and convinced the President and Creative Director to allocate $50,000 for a full site redesign. Then I enrolled in General Assembly's UX Design program to build the skills to lead this myself.
I put everything I learned in my UX Design certification course into practice. User interviews, usability tests, prototypes, user flows, nested navigation design, advanced search architecture, and a year-long rollout with engineers and freelancers. I also worked directly with the digital color team to calibrate product imagery, adjusting brightness and saturation by small percentages until the textile on screen perfectly matched the physical swatch.
THE EXPERIENCE CHALLENGE:
The advanced search feature was the centerpiece and the most challenging to solve. KnollTextiles had hundreds of SKUs across color families, material types, performance specifications, and designer collections. The existing search returned too many results with too little refinement. Designers needed to filter by color family, substrate, performance rating, and designer origin all at once.
Then the parent/subsidiary navigation between Knoll and KnollTextiles needed a new logic with clear wayfinding between brands and no dead ends.
THE RESULT:
1: Advanced search and nested navigation shipped across the full site.
2: A seamless cross-brand navigation between KnollTextiles and Knoll furniture established for the first time.
Navigation redesign + search improvements + discoverability.
I designed a filtering and discovery architecture that made the inventory navigable for the first time. Then I tied it to the storytelling platform so a designer could move from an editorial piece about a collection straight into filtered search results for that collection's products.
The same navigation problem between parent and subsidiary appears at every scale. how do you create a seamless experience between platforms that feel like separate companies but belong to the same ecosystem? I solved it at KnollTextiles between a parent brand and a subsidiary. I solved it again at Wayfair between corporate, careers, and investor relations. The answer is always the same: design the connective tissue first, then build the content that moves through it.
This was the same cross-platform navigation challenge I'd later solve at Wayfair. how do you create a seamless experience between a parent brand and a subsidiary when they live in the same ecosystem but feel like separate companies? At Knoll, that meant designing the navigation architecture to move fluidly between the furniture parent and the textiles division, so a designer researching a full office specification could move between product families without losing the thread.
-
398% increase in upholstery ecommerce revenue year-over-year
-
150% increase in sitewide ecommerce revenue
-
32% increase in web traffic
-
$50,000 investment secured, led, and delivered end-to-end
THE LESSON:
Design the connective layers first (search and navigation), then build the content that moves through it.
Leading the Omnichannel Charge:
At KnollTextiles, the business model relied heavily on face-to-face direct sales. Recognizing the need to bridge the gap between online and offline experiences, I advocated for a $50,000 investment to overhaul the website end-to-end. As the leader of this large-scale UX design project from concept to completion, I conducted user interviews and usability tests, created prototypes and user flows, pitched to directors, and engaged with freelancers, product managers, and engineers to to bring the designs to fruition. Over the course of one year, we rolled out incremental updates, resulting in a 150% increase in eCommerce revenue across all product categories, with upholstery revenue soaring 398%.
This highly successful endeavor inspired me to be a part of revolutionizing the future of eCommerce at Wayfair as the first UX Writer for the company's first-ever brick-and-mortar retail store. Through strategizing educational and experiential elements such as endless aisle touchscreen displays and electronic shelf tags, I uncovered a niche in omnichannel evolution.
Blending Humor and Confidence to Build Trust:
As the voice of the world's first AI-powered auto repair booking app (Openbay), I shaped the B2B and B2C brand positioning, strategy, and messaging. To capture two audiences—drivers and repair shop owners—I created an editorial strategy that was big on personality and ahead of the auto industry trends. Engagement soared with blog page views rising 310% and social traffic to the blog increasing 515% year-over-year.
280%
increase in Instagram followers
398%
increase in online upholstery revenue
99
%
increase in email subscribers
