Client work · Campaign study
Fave — brand, content & paid media
A colorful consumer-brand campaign connecting brand storytelling, search intent, creator content and the retailer purchase journey.
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Waymaker Agency / The work behind the offer
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From enterprise experiences to a founder’s first launch. Explore the research, strategy, design, campaigns and systems that connect what people need with what a business can deliver.
20+ yearsAshley’s cross-disciplinary experience
13 disciplinesOne connected view of the work
124 examplesCase studies, campaigns & project briefs
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A lifecycle problem can also be a UX problem. A launch needs both a story and a working product. These examples show the connections.
Client work · Case study
AstraLynk — lifecycle marketing
Connecting the invitation, registration, and activation experience for an actor audition platform.
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National Bank of Canada
Extensive usability testing and observation for National Bank of Canada through NCR, focused on behavior, friction, understanding, and adoption.
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Client work · Campaign study
HCIM — search, LinkedIn & thought leadership
Connect the administrative problems payer teams recognize to a clear SymKey story and a useful sales conversation.
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Ashley’s prior experience · Case study
Thinkful — custom curriculum development
Custom curriculum development for Thinkful, focused on UX Design and Data Engineering.
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Product & portfolio work · Case study
Waymaker AI
A connected platform that helps people move from an idea to a product, a plan, and the next useful action.
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Browse both Ashley portfolios and the Wealth Experiment project catalog together. Filter by service, project name or the type of work you want to see.
Client work, Ashley’s prior enterprise and teaching experience, product work, independent campaign concepts and ongoing experiments are labeled separately. Each entry explains the contribution and the evidence available.
Showing 13 of 124 examples
Product & portfolio work · Case study
Zero to One
A running, honestly-audited case study tracking real Waymaker side experiments from actual zero — not a highlight reel. First entry: found a live 9-hour production outage on one of them mid-writeup, root-caused it, and shipped the fix before publishing.
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Client work · Case study
AI Sales Engine — 14-Day Sprint
Diagnosing a stalled healthcare-automation pipeline and rebuilding the path from interest to a sales conversation.
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Ashley’s prior experience · Case study
NCR Design System + Mobile MVP
Comprehensive UI design system + iOS/Android MVP applications built on top of it. Hundreds of icons, typography, components, personas, user journeys — standardized across NCR product lines.
Explore the workAshley’s prior experience · Case study
National Bank of Canada
Extensive usability testing and observation for National Bank of Canada through NCR, focused on behavior, friction, understanding, and adoption.
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Product & portfolio work · Case study
CodeTeachers
Building an education business through curriculum, a better learner experience, community, and marketing.
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Ashley’s prior experience · Case study
NCR product experiences
Creating consistent interaction systems for banking, retail operations, and everyday self-service.
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Ashley’s prior experience · Case study
Disney business intelligence
Product work focused on enterprise information discovery at large organizational scale.
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Wealth Experiment & projects · Project brief
Waymaker Agency
Focused help with strategy, design, marketing, and AI, starting with where customers get stuck.
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Wealth Experiment & projects · Project brief
Cofounder
Developer tools and an AI guardrails framework for adding controls and safeguards to agent workflows.
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Wealth Experiment & projects · Project brief
SalesCoach
Sales planning tools and playbooks for following up, spotting lead leaks, and keeping a healthier pipeline.
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Wealth Experiment & projects · Project brief
MarketingCoach
Marketing strategy, lifecycle systems, practical AI, and focused coaching for small business owners.
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Wealth Experiment & projects · Project brief
Outcome Driven
Teardowns, playbooks, and working notes on customer journeys, lifecycle marketing, and experience design.
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Wealth Experiment & projects · Project brief
AI Freelancer
Guides, planning tools, and workflow ideas for shaping a freelance offer and finding a first client.
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