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I led storytelling and communication strategy for a cross functional CX strategy team, partnering with senior leaders to turn complex strategies into clear, visually compelling narratives that accelerated executive alignment and decisions. I also engaged in product strategy and end to end UX work, including research synthesis and product design, to translate insights into actionable, high impact solutions. Please reach out to view specific work files which can not be shared publicly.
Customer Experience, UX Strategy, Design Operations, Communication Strategy
Case Study: One-Pager
Creation Toolkit
Overview
Objective: Improve cross-functional communication and strategic alignment by designing a more effective system for producing complex project readouts.
My role: Led the end-to-end design of a standardized One-Pager system. I defined its structure, nomenclature, and guardrails, created a repeatable design framework, and established governance for versioning and adoption across disciplines.
Challenge
We relied on traditional slide decks for complex project readouts, which created confusion, rework, and delays. Slides became crammed, hard to collaborate on, and difficult to synthesize into a cohesive story for multiple audiences. These issues were compounded by audience needs that split outputs into separate summary and deep‑dive versions, slowing production.
Solution and Outcomes
Built a scalable One-Pager system that merged the clarity of a document with the scannability of a presentation. Consolidating high level strategy and detailed insights into a single deliverables.
Faster and more consistent artifact creation and delivery
More engaging and impactful readouts that increased strategy adoption and drove organizational alignment
Recognized by executive leadership as “The best storytellers and presenters in the Web Product and Customer Experience organization.”
Jonah_Hecht_One_Pager_Case_Study.pdfPDF may take a few seconds to load
Case Study: AT&T Brand Amplification
Overview
Objective: Redefine AT&T’s web product positioning to evolve its online identity from connectivity provider to value adding platform by crafting a cohesive, brand aligned customer journey that clearly tells the AT&T story.
My role: Led storytelling and design strategy, interviewed stakeholders, audited the brand’s web experience, conducted new research, and delivered findings and recommendations to guide the customer experience.
Challenge
The AT&T web experience failed to convey its consumer brand pillars and purpose, leaning heavily on offers, promotions, and transactional content instead of emotional connection or brand storytelling. Internal silos and limited use of brand metrics hindered cohesive execution. Customers often viewed the brand as outdated, while complex product offerings, unclear offers, and excessive legal disclaimers weakened trust.
Solution and Outcomes
Delivered a strategic POV that reframed AT&T’s web experience through brand-aligned CX principles, guiding teams toward more cohesive storytelling and customer engagement.
Created a Brand-to-Web pillar framework that mapped brand pillars to UX patterns and KPIs.
Current state audit highlighting gaps, frictions, and missed value propositions
Stakeholder interviews highlighted opportunities to clarify ownership, balance short term and long term priorities, and strengthen KPI tracking for brand outcomes.
Jonah_Hecht_Brand_Amplfication.pdfPDF may take a few seconds to load
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