I transform financial complexity into user confidence at scale.

At Scotiabank, I faced a common problem: designers and writers creating inconsistent experiences across a complex financial product. So I started to build something practical: a content design system with clear patterns and decision frameworks. Instead of making rules, I created a content council and standardized templates that work, based on data. The team cut design-content iteration loops by 30% and reduced handoff errors by 20%. Users noticed too—click-through rates jumped 11% across major page launches, and support tickets about confusing content dropped by 35%. Because when you give teams the right tools and governance, they can make complex financial concepts understandable without sounding like robots.