ASPCA® Pet Health Insurance

Web Design | Brand Experience Design

I create visually appealing and intuitive website designs that effectively communicate the brand identity and objectives. Utilizing XD and Figma, I compose user-friendly interfaces, provide design guidance to developers, and collaborate with the UX/UI team to ensure best practices and a great user experience. I work in tandem with the SEO and Marketing Operations teams to enhance visibility in search engines while maintaining compliance standards. By collaborating with the copywriting and SEO group, I create designs that optimize user flow and information architecture. Through data-driven insights from usability testing and competitor analytics, I continuously refine and iterate designs. Additionally, I contribute to creating print collateral, curating photography, designing email campaigns, developing digital ads, and creating social media assets.

Landing Pages

I’ve designed 26+ landing pages for the ASPCA® Pet Health Insurance website. These pages maintain an interactive approach and are frequently updated based on A/B test results to improve the site’s usability and performance. The impact of these landing pages has been significant, leading to notable improvements in conversion rates and engagement metrics. The updates have successfully transformed the user experience, making it more intuitive and visually engaging.

Explore the Page

Desktop

Mobile

Explore the Page

Desktop

Mobile

Explore the Page

Desktop

Mobile

Explore the Page

Desktop

Mobile

Modular CMS & Content System

I designed a scalable, component-based library in Figma that our development team built in Umbraco, supporting consistent, flexible layouts for both blog content and standard landing pages. Core content components were identified and designed directly into the CMS, enabling content creators to build pages and articles without relying on custom HTML or developer support.

This approach replaced a previously code-heavy process, reducing complexity and speeding up content production while maintaining brand consistency through modular, reusable components and templates. The blog experience was refreshed to better align with the ASPCA® Pet Health Insurance brand, including rounded image treatments, improved chart readability, and clearer list and call-out styling.

Overall, this project created a more scalable, sustainable content system that streamlined workflows and improved the authoring experience for both content, development, and design teams.

Email Campaigns

2024 Holiday Campaign

33.21% Open Rate
224 Policies Purchased
2024 Don't Wait Campaign

359 Policies Purchased
2025 Show The Love Campaign

862,994 Projected Emails
2025 Summer Campaign

1,465 Policies Purchased
2025 Incentive Campaign

Printed Designs

Valentine’s Day ad Campaign

I created several hand-illustrated digital pet portraits for customer pet photos. The goal of the campaign was to increase engagement on multiple social platforms.

Brand Ambassador Campaign

My dog, Penny, was featured as a brand ambassador for our Car Safety campaign. As part of this role, I created captivating content, including edited videos and well-crafted scripts. The campaign's impact significantly boosted our website traffic. Previously, we would get around 6 landing page clicks on these types of campaigns, but with Penny's star power, we skyrocketed to over 285 clicks.