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.
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
Learning Experience Design Case Study
A walkthrough of my design process and decision-making, showing how I create engaging, behavior-driven learning experiences from identifying the problem to delivering impactful solutions.
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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, AudacityDuration
30 minutes -
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, AudacityDuration
15 minutes -
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 IllustratorDuration
15 minutes
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.
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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 IllustratorDuration
20 minutes -
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
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Backroom Poster
To be posted on the bulletin boards in the backrooms of every Ulta Beauty store.
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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.
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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.
UltaLearn
(LMS Implementation)
The Challenge
Ulta Beauty transitioned to a new learning management system, requiring a seamless user experience and comprehensive training strategy to enable successful 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 features that would optimize the learner experience across roles and functions, and designed the system interface, default imagery, and visual identity. Developed user guides and a launch preview video to prepare associates and support a smooth transition to the new platform.
The Impact
Supported successful adoption of the new LMS by delivering an intuitive user experience and clear, accessible training resources, enabling associates to confidently navigate and engage with the platform from launch onward.
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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
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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
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Interactive User Guides
Developed user guides tailored to different audiences and system functions, providing clear, accessible support for navigating the new LMS. Leveraged needs analysis and organizational insights to determine structure and delivery, enabling users to quickly find relevant information and build confidence using the platform.
Tools: Microsoft PowerPoint, Adobe Illustrator
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
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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
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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
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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
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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
