Ashley Creech

The Challenge: Building Client-Centered Solutions Through Design Thinking In fast-paced client work, balancing strategic insights with user needs can be challenging. The LUMA Practitioner Certification program required me to transform this balance into a structured approach, applying human-centered design to solve complex client challenges with clarity and impact. The goal wasn’t just to learn methodologies…

Company: University of Washington, Bothell Project Type: Digital Strategy & Content Management Industry: Journalism Date: 2020 The Challenge: Reimagining Campus News in a Remote World When COVID-19 forced campuses to close, student publications like the Husky Herald faced a sudden loss of physical distribution. With no foot traffic or in-person events, our traditional newspaper model…

The Challenge: Crafting a Cohesive User Experience from the Ground Up When designing an app, every word counts. For this certification, I wasn’t just creating a mock product; I was tasked with building a complete user experience through language, from concept to interaction. My journey began with a blank slate: envisioning a new app, defining…

Company: Avanade Project Type: Content Strategy, copywriting & research Industry: Technology Date: 2023 The Challenge: Uncovering the Root of Customer Disengagement Faced with an unexpected surge in customer attrition, our team needed quick, decisive insights to understand what was driving this trend and to reshape program communications accordingly. With only two weeks to identify and…

Company: Avanade Project Type: Content Strategy, storytelling & research Industry: Technology Date: 2023 The Challenge: Defining a Transformative Seller Experience Transforming the seller experience is more than just a shift in processes; it’s about understanding the daily rhythms, challenges, and motivations of those on the front lines. To bring this vision to life, we needed…

Company: Avanade Project Type: Content Strategy, storytelling, research, copywriting & uX Writing Industry: Tech Date: 2024 The Challenge: Creating Cohesive, Impactful Demo Narratives For an industry-leading symposium, the client required an engaging narrative for two demos that highlighted the seamless integration of their technologies. The challenge was to create compelling, user-centered content that would showcase…