Pairing strategy and empathy to create digital experiences that serve users needs, both stated and unstated.
I am a storyteller and digital strategy expert based out of Charlotte, NC. My goal is to translate client needs into content, products and deliverables that put the users experience at the center of the strategic approach. I enjoy enhancing and improving digital products, services, and experiences using data and research to influence the product & content strategy and, ultimately, its final UX/ UI design and copy.
I thrive in collaborative environments where creativity is encouraged. However, I am also a fan of best practices, established style guides and design systems that keep the brand tone and voice clear and consistent. I consider myself an advocate for my team and love a player/coach approach when leading.
In my free time you can find me outdoors with my kids and our pet goats (shown below), training in Muay Thai & Brazilian JuJitsu (currently a blue belt!), and giving back to my communities.
Learn more about me by visiting my LinkedIn profile. You can also download a copy of my resume or send me an email to connect.
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Digital Strategy/ Product Management
From websites to mobile apps, I have worked on a wide variety of digital experiences in agile and non-agile environments. I use data, research and usability testing to provide strategic solutions that elevate users experiences and provide business value.
I have crafted complex, innovative product and portfolio strategies for regulated environments, within healthcare, financial services, energy, and consumer industries.
My freelance projects include web/ marketing strategy for small businesses in the auto and food service industries and content strategy for healthcare companies.
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Storytelling
A great storyteller knows how to ask the right questions, how to garner trust and how to translate information into digestible content for their audience. I love to tell stories and translate business and user needs into intuitive products and experiences.
I have been writing and editing for over 20 years, crafting content for a myriad of digital experiences including web, mobile, style guides, AI, IVR, SMS, web templates, and more. I have managed content strategy for many industries. I provide editorial reviews and IA audits to craft holistic, sound content strategies and information architecture for website overhauls and redesigns. This includes keyword research and content optimization to drive traffic.
I also enjoy reading and writing poetry in my free time.
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Experience Design
Empathy in the digital space goes beyond knowing what your users want.
Digital empathy encompasses both a users stated needs like functional requirements, but also their unstated needs. Needs like the appropriate contrast to ensure accessibility, diversity in imagery they encounter, or protecting their private information.
I use design thinking approach and workshops to drive the strategy for seamless web and mobile products and experiences. I uncover and develop user personas and journeys to create innovative solutions and experiences. I explore new and unique ways of harnessing technology to make our lives simpler and provide value.
Education
Master’s Degree in Business Administration (MBA)
Queens University of Charlotte
Bachelor’s Degree: Double Major English & Political Science
University of North Carolina at Charlotte
“Isra is unafraid to challenge and push which has helped improve our team's output and helped foster a shared understanding with our project's stakeholders. She has a very
go-getter attitude an established a high level of trust quickly. If Isra offers to take
something on, I can trust she will include me in her thinking process as necessary and
the task is being done to a high standard. No stone left unturned!”
“I have only heard positive things about Isra before working with her. After getting the
chance to collaborate, I can see why everyone sings her high praises. She is a great
thought partner and I appreciate the ways she challenges myself and my team to think
differently.”
Core Value: Teach to learn, Learn to teach.
A past employer recognized me for going above and beyond my client work with a nomination from the Head of Marketing for my contributions in leading content strategy and governance for the company website overhaul and redesign.
References
“Isra is an incredibly talented writer and strategist. I had the pleasure of working with her on a number of projects during our time together at Novant Health and she is always dedicated to providing the best user experience. Any team would be lucky to have Isra!”
— Emily Guenther, Senior Product Designer at Method
“Working with Isra (at LPL Financial) has been a pleasure. She is passionate about solving user problems through content. She a high level critical thinker and her ability to articulate complex ideas clearly inspire me. Any team would be lucky to have her as a partner.”
— Jose Zambrano, VP, Experience Senior Designer at Truist
“Isra brings a high level of skill and commitment to every project. Her willingness to lead and ensure goals were aligned across channels made her an invaluable colleague during our time at LPL. She has a rare ability to focus on the details without missing the big picture and I’d consider myself lucky to work with her again.”