Designing customer experiences that scale across content, knowledge, and AI
I partner with product, CX, and content teams to design experiences that reduce customer effort, lift satisfaction, and get smarter over time.
ABOUT
Hi, I'm Jody, a customer experience leader with over a decade of experience designing end-to-end CX journeys, content strategy, knowledge systems, and AI-powered experiences that make products easier to use, easier to support, and easier to love.
I lead with customer evidence — search logs, support tickets, journey analytics, and conversations with the people we serve — and turn it into experiences that reduce friction and lift measurable outcomes.
My work sits at the intersection of strategy and execution. Help center redesigns, localization workflows, content ops overhauls, AI-aware information architecture. I bring a strategic mindset and a human touch to all of it.
I function as a bridge across product, design, customer experience, and engineering. I've led global rebrands, complex site architecture rollouts, and new feature launches. That experience helps me align user needs with business goals and technical realities without losing sight of any of them.
My work has moved the needle on metrics CX teams care about: 1M+ weekly users on the Emirates COVID-19 Information Hub, 58% ticket deflection at Miro, NPS 66 on the Emirates Family Travel launch, 25% lift in product searches, and 6.5% revenue impact from the Emirates Fly Better rebrand.
Areas of expertise
Customer experience & content strategy
Designing end-to-end experiences across web, app, support, and AI channels that reduce effort and increase satisfaction.
Product & CX programme leadership
Leading cross-functional teams through launches, rebrands, and experience-driven feature development.
CX operations & content governance
Building sustainable workflows, style guides, and localization systems that keep every touchpoint consistent.
AI for customer experience
Structuring content and knowledge for discoverability, prompt clarity, chatbots, and hybrid support models.
VoC, analytics & CX measurement
Using qualitative and quantitative customer signals to optimize experiences and content systems.
Global experience delivery
Leading multilingual and cross-market experience initiatives at scale.
FEATURED CASE STUDIES
Improving Help Center Responses Through LLM Prompt Design Evaluation
AI chat experiences are only as good as the prompts and knowledge they run on. I designed and ran a structured LLM evaluation experiment to test how system-prompt tone and structure shape the quality, clarity, and usefulness of AI Help Center responses. Built two matched Chatbase agents on an identical knowledge base, evaluated them against a defined quality framework, and surfaced concrete prompt-design principles for production AI support experiences. The work is now a reference for Miro's AI content evaluation approach.
Leading the Emirates SEO-Driven Platform Migration for the Emirates Experience
A platform migration is a high-risk moment for the customer experience — broken journeys, lost search visibility, and disrupted funnels. I led SEO and content strategy for the sections of Emirates.com under my product ownership during a major migration, transitioning product, service, and brand experience pages to a modular, responsive design system. I worked in tight partnership with design, development, and SEO teams to preserve organic search visibility while improving the mobile experience and content scalability for millions of customers.
Redesigning Miro’s Help Center to Drive Self-Service and Reduce Support Load
Miro's help content had grown organically into a maze — customers couldn't find answers, so they escalated to support. I led the first major Help Center redesign, combining VoC analysis (support ticket tagging, search logs, in-product feedback), user interviews, SEO insights, and behavioural analytics to redesign the self-service journey. Restructured the information architecture, rewrote the highest-traffic content, and rebuilt wayfinding. Within 12 months: 58% reduction in support tickets, 1.86% drop in article downvotes, 33% drop in support page views.
Let's Talk
Contact me today to discuss your next project.