Content design

Designing with words, exploring user needs, and communicating impact

Content design

Designing image uploader for USDA’s top-visited website

I co-designed a 0-1 feature to empower content managers to upload 20k+ images to the PLANTS website
Content design

Designing AI help assistant for global ticketing platform

I launched, measured, and optimized an AI assistant that’s helped 300k+ users in 26 countries troubleshoot critical issues.
Content design

Transforming “contact us” for leading events marketplace

I led discovery, design, and testing for a new “contact us” flow that proved 52% more usable than the old website.
Content design
Screens & flows
Content design
Mapping journeys to drive transformation
Content design
Helping 4M attendees per year find tickets
Content design
Redesigning IA for 86% accuracy rate

Thought leadership

Speaking engagements and articles to shape the content discipline and connect to the community

Thought leadership

2025 Button conference

Is my AI working? Auditing for accuracy and impact
Thought leadership

Perspectives conference

Real talk: Burnout, imposter syndrome and taking time to care for the soul – because you matter most
Thought leadership

Utterly Content talk

6 content design shortcuts to reclaim your time and alleviate burnout
Thought leadership
Growing in Content panel
Photo of Bridget standing on the stage at a conference giving a presentation. A podium is shown to Bridget's right.
Thought leadership
Confab lightning talk
Thought leadership
What ADHD taught me about content design
Thought leadership
We’re all bathed in anxiety–can UX writers turn down the tap?
Thought leadership
WTF? What to say when words fail you

Marketing & brand

Email, print, and digital copywriting samples

Marketing & brand

Carlson School Web 2.0

I teamed up with developers, content strategists, and designers to usher the Carlson School website into a new CMS
Photo of 10 students listening to a lecture in a Carlson School classroom.
Marketing & brand

Carlson School Digital Ad Campaign

I developed a suite of digital display ads for various Carlson School graduate programs designed to convert prospective students from latent interest to action.
Three Carlson full-time MBA students watching a lecture. One student is smiling.
Marketing & brand
Carlson Full-Time MBA Viewbook
Marketing & brand
Carlson Undergrad Program Viewbook
Carlson School of Management building in the wintertime. Building is framed by snow-dusted shrubs.
Marketing & brand
Carlson MBA Email Campaign
Marketing & brand
When I Graduate

Journalism

Long-form writing samples

Journalism

AI in healthcare: balancing innovation with risk

Artificial intelligence has revolutionized the healthcare industry in recent years. Although the technology has potential to improve patient care and streamline operations, it poses significant…
Journalism

A Revolution in Women’s Health

What do six-eyed sand spiders, public education policy, and menstrual cups have in common? They’re all topics that piqued Elise Maxwell’s curiosity. And through investigating…
Journalism

Bikers from all Walks of Life

On any given Wednesday evening from April through October, St. Croix Valley diners might visit their favorite eatery to discover dozens of motorcycles crowding the…
Professor Joel Waldfogel is shown wearing a black coat standing in front of a liquor store and looking into the camera.
Journalism

What Liquor Stores Teach Us About Market Economics

If governments were in the business of providing goods and services to consumers, how might their approach compare to private businesses? By studying a market…

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