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PRODUCT DESIGN
CASE STUDY: From Untapped Data to Market Leader: The Housing Growth Map Report  ROLE: Product Content Lead (UX Research & Interaction Design) THE CHALLENGE: Bridging the Information Gap The project began with a strategic realization: Placer.ai possessed high-value spatial data that was not yet being utilized in a client-facing capacity. I identified a critical market gap—stakeholders in real estate and municipal planning were hungry for site-specific housing growth intelligence, but lacked an intuitive way to access it. USER RESEARCH: Validating the "Why" To ensure the product solved real-world problems, I conducted 1:1 interviews across two key groups: - Internal Teams: Partnered with Customer Success Managers to validate the use case and identify the most frequent client pain points. - External Stakeholders: Interviewed key customers to gather feedback on interaction design preferences and cartographic clarity. THE DESIGN PROCESS: Iteration & Technical Logic - Prototyping in Figma: Developed multiple high-fidelity mockups, iterating on the visual hierarchy and cartographic styling to ensure a non-technical user could interpret complex growth trends instantly. - Stakeholder Alignment: Presented these designs to leadership, refining the interface through multiple stages of feedback until the final product was approved. - Implementation via Contentful: Defined the metadata, report descriptions, and use cases, then managed the implementation through Contentful to integrate the report into the Placer XTRA platform. - Order Flow Design: Designed the custom order form, ensuring a seamless user journey from site selection to report delivery. THE OUTCOME: A Platform Benchmark The Housing Growth Study was one of the most successful XTRA Map launches in company history. It remains the most popular customer-requested map to date and is the most highly-adopted map template in the platform.
Housing Growth Map Template

Spearheaded development of the most highly-adopted map template, significantly driving user engagement by showcasing critical housing growth insights. By bridging a critical market gap using underutilized spatial data with intuitive design, this report provides stakeholders with instant, actionable clarity on residential development trends.

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CASE STUDY: From Static Data to Dynamic Insights: Custom ESRI Infographic Reports ROLE: Product Content Lead (UX Research & Interaction Design) THE CHALLENGE: Bridging the Information Gap The project began with a strategic realization: while ESRI provided world-class demographic data and Placer.ai offered industry-leading foot traffic insights, users were forced to manually toggle between platforms to build a complete picture. We identified a critical market gap—stakeholders needed a "single source of truth" summary report. The goal was to leverage the ESRI partnership to build a one-click infographic that blended spatial demographics with real-world visitation patterns for presentation-ready leadership decks. USER RESEARCH: Validating the "Why" To ensure the product solved real-world problems, Conducted 1:1 interviews across two key groups: - Internal Teams: Collaborated with the Business Development and Partnership teams to map out how ESRI’s API could ingest Placer’s proprietary visitation metrics without compromising data privacy or processing speed. - External Stakeholders: Interviewed Director-level executives in Retail and CRE who expressed a need for "board-room ready" visuals—specifically requesting simplified, high-impact summaries that could be exported instantly for high-stakes presentations. THE DESIGN PROCESS: Iteration & Technical Logic - Prototyping in Figma: Designed a modular report layout that seamlessly integrated Placer’s "Hourly Visitation" and "Trade Area" charts alongside ESRI’s "Market Profile" widgets, ensuring a unified brand aesthetic that didn't feel like two disparate data sources. - Stakeholder Alignment: Led design reviews with Placer technical leads to ensure feasibility, refining the data mapping logic to ensure foot traffic benchmarks updated dynamically based on the selected study area. - Implementation via Contentful: Managed the content architecture within Contentful, defining the report templates and "One-Click" trigger logic that allowed the system to pull the correct variables from both data lakes simultaneously. - Order Flow Design: Streamlined the user journey, reducing the report generation process to a single button click on the platform interface, removing the need for users to manually configure complex parameters. THE OUTCOME: A Platform Benchmark The Integrated ESRI-Placer Infographic became the gold standard for executive reporting. By automating the fusion of demographic and behavioral data, we reduced the time spent on presentation prep from hours to seconds. It achieved high engagement scores and solidified the ESRI partnership as a core value-add for our Enterprise tier.
Custom Infographic Reports

Orchestrated cross-functional collaboration to design and integrate new infographic reports directly into the Placer.ai platform, significantly enhancing the core product offering. This solution bridged a critical information gap for customers, transforming complex spatial analytics into an quick intuitive, high-impact one-page summary for executive-level decision-making.

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CASE STUDY: The 10x Velocity Leap: Pioneering AI Vibecoding for Interactive Maps ROLE: Product Content Lead (UX Research & Interaction Design) THE CHALLENGE: Leverage AI to improve the Product Design process The project began with a strategic realization: our traditional pipeline for creating map-based content was a significant bottleneck, requiring manual coordination between GIS analysts, designers and front-end developers. Identified a critical market gap as the demand for hyper-local content scaled, our manual workflows could not keep pace. We saw an opportunity to leverage "vibecoding" to translate natural language descriptions into functional code to democratize and accelerate map content creation. USER RESEARCH: Validating the "Why" To ensure the product solved real-world problems, We focused our research on internal operational efficiency: - Internal Team Leadership: Partnered with Department Leads to validate the "self-serve" content model. Together, we audited current production timelines to determine if an AI-driven workflow could empower non-technical staff to generate customer-ready, high-relevance content without the constant intervention of dedicated designers or data analysts. THE DESIGN PROCESS: Iteration & Technical Logic - Prototyping in Figma: Designed a "natural language to map" interface, mocking up a workspace where users could input descriptive prompts (vibecoding) and see real-time UI/UX updates to the interactive map layers. - Stakeholder Alignment: Presented the AI-driven workflow to the engineering leadership, demonstrating how a "vibecode" prompt could generate complex Mapbox or ESRI configurations that previously took hours to write by hand. - Order Flow Design: Designed a streamlined internal "creation studio" flow, where using mock data a single prompt would trigger the AI to select the relevant foot traffic datasets and apply the corresponding visual styling automatically. THE OUTCOME: A Platform Benchmark By pioneering vibecoding, successfully accelerated the map content generation workflow by a factor of 10. By removing the dependency on designers and analysts for routine content tasks, the team was able to produce a record volume of interactive content, drastically reducing time-to-market and setting a new industry standard for AI-integrated spatial design.
AI Vibecoded Map Content

Pioneered the use of AI vibecoding for map-based content creation, accelerating content generation workflow by a factor of 10. By working with department leadership to validate a self-serve model, I successfully removed the dependency on designers and data analysts for routine content tasks, allowing for the rapid deployment of customer-ready interactive maps.

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