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Everyone blamed the pages. I traced it to governance, platform, and data instead.

I built a card system that walked 100+ stakeholder insights all the way to 16 testable concepts — proof the site's problem was never the pages themselves.

Problem The public site was underperforming, and every team pointed at a different broken page.
Solution Traced 100+ insights through 14 core themes and 31 concepts into 16 test models.
Result Customer validation was staged and ready; COVID-era reputational-risk concerns paused it first.

“'Content must be ruthlessly reduced, and disclosed progressively' — the recommendation I made in 2020 is the same principle this site runs on now.”