Packlane
Industry: Packaging, printing, and 3D design
The challenge: Packlane was asking customers to do something completely new. Instead of calling to place orders like they'd always done, customers now had to use a 3D design tool and upload their own artwork. For a lot of people, this was intimidating. They'd abandon their orders or ask customer support repetitive questions. At the same time, internal teams were launching new products and needed to understand how to talk about them confidently.
What I did: I created comprehensive onboarding systems for both customers and new hires. For customers, I built help articles, automated chatbot sequences that answered common questions, and worked with leadership to share research and make website tools more intuitive. I also developed reusable email content that teams could use consistently. For internal teams, I created resources that helped everyone understand new products and feel confident explaining them to customers.
The result: More completed orders and happy customers, even during a major shift in how the business worked. Teams could effectively support the digital-first approach, and new hires got up to speed faster. Packlane could grow while managing change - whether the new systems were for customers or employees.
CAREFEED
Industry: Senior living and care technology
The challenge: Carefeed was continuously growing their platform with new features and product changes. Their users are administrators, caregivers, and people who all have different experience levels with technology. Without proper support, people would stick to familiar features and miss out on improvements that could make their work easier.
What I did: I built a comprehensive content ecosystem that grows with the platform. This includes layered help resources that build on each other and systematic approaches for helping users adopt new features.
The result: Faster adoption across the board. When new features launched, people actually used them and got answers when they needed them. The content system I built means users (and staff) can find help at the right level for their needs. An AI agent handles routine questions so the team can focus on bigger challenges.
Industry: Staffing and flexible work marketplace
The challenge: The Mom Project was creating something that didn't really exist before - a way for companies to hire experienced women for flexible, project-based work. Both sides had to learn entirely new ways of working together. But the internal challenges were just as complex: teams were adopting a new brand, launching new products constantly, and everyone needed to stay aligned on how to talk about everything consistently.
What I did: I managed change on multiple fronts. For the marketplace, I researched what was confusing people on both sides and built systems to help them navigate new territory. Internally, I led the brand transition by creating communication frameworks that kept all teams aligned on voice and tone. I also developed comprehensive resources to help every team understand new products as we launched them, so everyone could talk about them confidently and promote them effectively.
The result: The beta launch hit 200% of user engagement goals because people could actually figure out how to use the platform. Through testing and refining the process, I improved conversion rates from 11% to 23%. Most importantly, I cut the time it took freelancers to get up and running from 22 hours to 3 hours - an 86% improvement. Internally, teams stayed aligned during and could consistently represent the brand and products.
THE MOM PROJECT
“Jen was asked to wear many different hats as we launched and scaled new products and redefined our overall product suite. I saw her flex seamlessly between content design for our product and the strategic positioning of our portfolio.
Her deep listening skills paired with a true understanding of her audience produced high value content that allowed both our customers and our team to more deeply understand our offering and paved the way for success.”
-Meryl H. Product Leader
“Jen is a swiss army knife when it comes to content design. She worked in product marketing to determine messaging guides, in brand to write content guides, in design and product to write UX for the product, in growth to write emails and external posts, and with me in my communication of our vision and strategy.
Wherever we needed to go, Jen was willing to dive and ultimately made the experience better for both our team, users, and potential customers. Any product, growth or design team would be so lucky to work with her!”
- Jessica D. VP of Products