Instructional designer and graphic designer specializing in scenario-based, interactive learning experiences that drive real behavior change.
I combine instructional strategy with strong visual design to create engaging, user-centered solutions that improve performance and bring learning to life.

UltaLearn


(Enterprise System Training & Enablement)

The Challenge
Ulta Beauty transitioned to a new enterprise LMS, requiring a seamless user experience and scalable training strategy to support adoption across a large, diverse associate population.

The Approach
Led interface design and training strategy for the LMS implementation, contributing from initial RFP through post-launch stabilization. Conducted needs analysis to identify key workflows and optimize the learner experience across roles. Designed the system interface, default imagery, and visual identity, and developed role-specific guides and a launch preview video to prepare associates for the transition.

The Impact
Enabled enterprise-wide adoption of the new LMS by delivering an intuitive user experience and role-specific training resources. Equipped associates to confidently navigate and engage with the platform from launch, reducing friction and reliance on support.

System Training & Enablement

  • Guide Overview

    Example of a role-specific guide developed as part of a broader set of LMS onboarding resources. Each user group received a customized guide showing only the features and workflows relevant to their role, reducing cognitive load and supporting faster adoption.

    User-specific guides included:
    • All Users
    • People Leaders
    • Org Manager
    • Security Role
    • Instructor Classroom
    • Instructor Admin
    • Power Admin

  • Course Creation Workflow

    Simplified a multi-step administrative process into a clear, visual framework to help users understand how courses are built within the LMS before executing the task. This approach supports both comprehension and confidence when navigating more complex system functions.

  • Managing the Learning Catalog

    Provided step-by-step, annotated guidance directly within system screenshots to support real-time task completion. Designed to help administrators navigate the platform efficiently while reducing reliance on external support.

  • Introducing UltaLearn Video

    Created launch videos to generate awareness and excitement for the new LMS, highlighting key features and functionality for different audiences. Developed role-specific versions to ensure relevance for both corporate and field leaders, supporting a smooth and informed transition at launch.

    Tools: Articulate Storyline 360, Audacity, Adobe Premiere Pro

    View Video

  • User Interface and Default Images Design

    Designed the visual experience for the LMS interface, incorporating a cohesive, brand-aligned look to create an inviting and intuitive user environment. Used system usage data and focus group insights to prioritize key navigation elements, improving accessibility and reducing friction in the learner experience.

    Tools: Adobe Illustrator, Adobe InDesign

    View Lookbook

Designing for Behavior Change at Scale

Code of Business Conduct Learning Experience Walkthrough

This video walkthrough highlights the design and development of Ulta Beauty’s Code of Business Conduct learning experience. I led the instructional design and development of this experience, transforming a required compliance training into an engaging, scenario-based course for a large and diverse workforce. The video explores the instructional challenge, key design decisions, active learning strategies, and tools used to build a learning experience that continues to drive engagement across the organization.

Tools: Articulate Storyline, Adobe Illustrator, Adobe Premiere Pro

Ulta Beauty Competencies


(Framework Rollout)

The Challenge
Ulta Beauty introduced an updated competency framework to define performance and success, requiring a clear, scalable learning strategy to drive understanding and adoption across the organization.

The Approach
Designed and delivered a cohesive learning experience to support the rollout, combining visual branding and interactive training to reinforce key behaviors and drive engagement. Developed custom logos, icons, and campaign assets to create a recognizable identity, alongside an e-learning course to introduce the competencies and a supplemental job aid to support ongoing application.

The Impact
Enabled consistent understanding of the updated competencies and supported adoption by providing associates with clear, accessible guidance on expected behaviors, helping embed the framework into performance and development conversations.

  • The Ulta Beauty Competencies e-Learning Course

    The Challenge
    The initial request was for a five-minute course to introduce the new competencies. However, a needs analysis revealed that most store associates were unfamiliar with what competencies are and how they impact performance reviews, requiring a more foundational learning approach despite increased time and cost.

    The Approach
    Conducted a needs analysis to identify knowledge gaps and presented findings to stakeholders to recommend expanding the course duration. Influenced leaders to approve additional payroll investment by demonstrating the need for foundational training and its impact on performance outcomes. Designed an expanded learning experience to introduce core competency concepts and their connection to performance, and developed a second, role-specific version for people leaders with additional content focused on coaching and development conversations.

    The Impact
    The courses were deployed organization-wide as part of the Annual Review process and integrated into new hire training, providing associates and leaders with a clear understanding of competencies and how they influence performance expectations.

    Tools
    Articulate Storyline 360, Adobe Illustrator

    Duration
    20 minutes

    Launch Course

  • New Competencies Graphics & Toolkit

    The Challenge
    The new competency framework required a clear, engaging way for associates to understand and apply expected behaviors across roles and levels.

    The Approach
    Designed a cohesive visual identity with custom icons and graphics to support recognition and recall of each competency. Developed a companion toolkit that breaks down each competency into actionable behaviors for individual contributors, mid-level leaders, and senior leaders, providing a practical reference for ongoing use.

    The Impact
    Reinforced the competency rollout by giving associates a clear, accessible resource to interpret expectations and apply behaviors in their day-to-day roles.

    Tools
    Adobe Illustrator, Adobe InDesign, Microsoft PowerPoint

    View Toolkit (Job Aid)

  • Backroom Poster

    To be posted on the bulletin boards in the backrooms of every Ulta Beauty store.

  • Break Room Table Tent

    Designed and developed supporting signage to reinforce the competency rollout, providing associates with quick, accessible reminders of key behaviors in their daily environment. Coordinated production and print distribution to ensure consistent delivery across locations.

  • Mousepad, Postcard, Pen, and Post-It Pad

    Designed branded materials for the Field Leadership Conference to extend the launch experience and increase visibility of the new competency framework. Managed production and coordination of physical assets to support a cohesive rollout across digital and in-person touchpoints.

E-Learning Design

Effective instructional design transforms complex concepts into engaging, practical learning experiences. These e-learning solutions leverage scenario-based interactions, personalization, and gamification to drive real-world application and behavior change. I partner with cross-functional stakeholders to identify needs and design solutions that address business priorities and close performance gaps.

Audience: Enterprise

Components: E-learning courses

Tools: Articulate Storyline 360, Audacity, Adobe Illustrator

  • Code of Business Conduct (Annual Compliance)

    The Challenge
    Annual compliance training lacked engagement, limiting knowledge retention across a large and diverse associate population.

    The Approach
    Designed and developed a scenario-based, game-driven experience where associates apply company policies in realistic situations. Built interactive decision paths with branching logic and role-specific scenarios for Corporate and Store audiences. Partnered with Legal, Compliance, and HR to ensure accuracy and relevance.

    The Impact
    Increased learner engagement and perceived relevance by shifting from passive review to active decision-making. Strong feedback from both learners and stakeholders, and extended the course lifecycle beyond the typical rebuild cycle with only scenario updates needed.

    Tools
    Articulate Storyline 360, Adobe Illustrator, Audacity

    Duration
    30 minutes

    Launch Course

  • What to Expect When Expecting (Parental Leave)

    The Challenge
    Associates faced confusion navigating maternity leave due to varying eligibility, policies, and timelines, resulting in a high volume of questions for the Benefits team.

    The Approach
    Designed a personalized, scenario-based experience using branching logic to tailor content based on each associate’s employment status and tenure. Learners completed a guided worksheet with customized timelines, pay details, and action steps as they progressed through the course.

    The Impact
    Improved clarity and confidence by providing individualized, step-by-step guidance. Reduced the volume of associate inquiries, increasing efficiency for the Benefits team.

    Tools
    Articulate Storyline 360, Adobe Illustrator, Audacity

    Duration
    15 minutes

    Launch Course

  • Emotional Intelligence

    The Challenge
    Emotional intelligence is essential for leadership, but many learners lacked clarity on what it is, how to assess their own competence, and how to improve.

    The Approach
    Designed an interactive learning experience with an embedded self-assessment, using Storyline number variables to track responses across the five components of emotional intelligence. Generated personalized feedback that identified strengths and provided targeted action steps based on each learner’s highest areas for development.

    The Impact
    Increased engagement and relevance by connecting content directly to each learner’s self-assessment results. Improved retention by providing clear, actionable steps for development.

    Tools
    Articulate Storyline 360, Adobe Illustrator

    Duration
    15 minutes

    Launch Course

Graphic Design

Visual design enhances instructional experiences by reinforcing key concepts, improving clarity, and supporting retention. As part of my work, I design logos, icons, and typography systems that create cohesive, engaging experiences and strengthen enterprise-wide learning and program initiatives.

Audience: Enterprise

Components: Logo and graphic design

Tools: Adobe InDesign, Adobe Illustrator

  • Ulta Beauty Values

    With the 10-year anniversary of the Ulta Beauty values, the Chief HR Officer requested updated values images to align with the competencies and other graphics seen throughout the organization. Focus groups and stakeholder reviews were conducted to capture the essence of each value in a single icon, in partnership with Marketing to ensure alignment with brand standards. The updated images debuted at the bi-annual company leadership forum in August 2024.

    Tools: Adobe Illustrator, Adobe Photoshop, Adobe InDesign

  • Leadership Lenses

    A graphic created for Ulta Beauty’s Chief Executive Officer, Kecia Steelman, to represent her leadership priorities. The graphic was unveiled at the 2025 Leadership Forum in February to celebrate Kecia’s new role as CEO and announce her areas of focus to the leaders (directors and above) around the organization. The Leadership Lenses graphic will be used in various presentations throughout Kecia’s tenure at Ulta Beauty.

    Client relations involved the Senior Director of Executive Communications and Senior Vice President of People Success. The designer created presentations for the Chief HR Officer and Chief Executive Officer review for the decision process.

    Tools: Adobe Illustrator, Microsoft PowerPoint

  • DREAM Internship Program Logo

    A logo and branding was requested for Ulta Beauty’s internship program. The program manager wanted to convey the opportunity the program presented to the interns while maintaining Ulta Beauty’s whimsical nature. The logo is also used for online and social media marketing for sourcing candidates, and branding program-specific presentations and documents.

    Tools: Adobe Illustrator

  • Voice of the Associate (Culture Survey)

    A rebranding was requested to restore the response rate of the culture survey in 2022. With the fresh and playful feedback, the marketing for the culture survey was successful, and the response rate returned to 90%+ each year since the rebrand.

    Tools: Adobe Illustrator