Cartoon illustration of a giraffe, elephant, and two dogs having a picnic outdoors with fruits and drinks on a table.
A woman and young boy sitting on a beige couch, looking at a blue book together in a sunlit room.

Helping parents become their children's first and most empowered reading teacher.

Screenshot of an educational app called 'The Hooked on Phonics App' with three sections labeled 'Learn,' 'Practice,' and 'Read,' each with descriptive text and images of children using devices and books. There is a yellow button at the bottom right that says 'Get Started for $1.'
A cartoon crocodile wearing glasses with a pencil in its mouth, holding a sword in one hand and giving a thumbs-up with the other, set against a light purple background.
Screenshot of the Hooked on Phonics website showing reading resources for preschool to 2nd grade, with colorful alphabet letters scattered on the right side. 
The Challenge

Hooked on Phonics came to us with a mission as meaningful as they come to help parents become their children's first and most important, empowered reading teacher.

As lead designer and contributing strategist, I guided the team through a full website redesign and digital brand system rooted in that mission, with a clear eye on the business outcomes that would sustain it. Central to our approach was developing Content Priority Guides, a strategic framework that mapped every section of the new information architecture to a defined audience and narrative purpose, ensuring the brand spoke to the right person with the right message at every touchpoint. This audience-first thinking shaped both the content strategy and the UX, informing pillar page development and an SEO overhaul that grew ranked keywords by over 2,000 and meaningfully reduced reliance on paid acquisition. The impact was immediate as the homepage conversions increased by 20% in the first week. The experience was rebuilt from the ground up to feel frictionless on mobile, where most parents actually show up. We concluded the engagement with a strong client relationship and a product both teams were genuinely proud of.

A woman and a young boy sitting on a beige couch, reading a children's book together in a bright room with large windows and green trees outside.
A webpage promoting a reading skills program with images of children engaging with tablets and workbooks.
Screenshot of Hooked on Phonics' Reading Resources webpage, featuring colorful scattered alphabet letters on the right side and a section with preschool reading activities, such as story pages and sing-alongs, on the left.
Mobile phone screen displays the "Hooked on Phonics" website's reading resources page, with colorful illustrations, a search bar, and options to start learning at different levels.
Mobile phone screen displaying a resource page for raising readers, showing a photo of a woman and a young girl reading on grass, with navigation buttons and a 'View More' button.
Screenshot of a mobile app sign-up page with a blue banner that says, 'Ready to jump in and see your child reading in just 30 days?' and a yellow button labeled 'Get Started'. Below, there is a section titled 'Sign Up for Weekly Updates' with a yellow link button that says, 'Sign Up Here', and an illustration of a purple dinosaur and a yellow giraffe at the bottom.
A woman and young boy sitting on a beige sofa, reading a children's book together in a bright room with large windows. 
The Takeaway

A mission-driven redesign that delivered immediate, measurable results, proving that great strategy and great storytelling can move the needle at the same time.

A woman and a young boy sitting on a beige sofa, reading a children's book titled 'Mouths of Phonics' with a picture of a cat on the cover, in a well-lit room with large windows and green outdoor scenery in the background.