Driving Alignment & UX Strategy

Redesigning GSD&M’s website was both a strategic and alignment challenge. The challenge was not just aesthetic but cultural. The agency had strong creative voices — executives, strategists, designers — all with different visions of what “modern” meant. My role as the interaction and IA lead was to corral that energy into alignment.

I ran a series of facilitated workshops with department heads and executives, mapping what the agency stood for and how that should translate digitally. We built IA maps and prototypes that reframed the debate from “whose idea is better” to “which flow best represents our story to clients.” This structure let us sidestep endless subjective debates and ground decisions in evidence.

The result wasn’t just a website but a platform that positioned GSD&M as digitally fluent while staying true to its creative roots. The redesign improved pitch readiness and shortened content publishing cycles, meaning the site could support new RFPs in days rather than weeks. It taught me how to unify strong, sometimes conflicting voices without losing creative energy.