Atlanta BeltLine Digital Strategy

Designing the Digital Voice of One of America’s Largest Urban Redevelopment Projects For the first five years of the Atlanta BeltLine initiative, I served as the lead strategist and UX consultant responsible for shaping its digital presence. As one of the largest and most transformative urban revitalization projects in the U.S., the BeltLine required not only a robust digital foundation but also a community-first approach to civic engagement. I advised and collaborated across multiple internal teams to develop a lasting digital ecosystem that would support accessibility, transparency, and long-term public participation. Key Contributions: Digital Ecosystem Architecture: Led the end-to-end design and strategy of the BeltLine’s website and broader digital footprint, incorporating UX design, content hierarchy, analytics, CRM integration, and social media strategy. Community Engagement at Scale: Created interactive experiences and educational content that reached and resonated with residents across 45+ Atlanta neighborhoods, helping demystify the BeltLine’s goals and impact. Mobile-First, Scalable UX: Designed a user-friendly, mobile-first site architecture that scaled alongside the multi-phase project and remained accessible to a diverse range of residents, city planners, and partners. Analytics-Driven Iteration: Utilized behavioral analytics to inform UX improvements and content priorities, boosting site engagement and ensuring the platform evolved in lockstep with public needs and project phases. A Model for Civic UX: Championed a human-centered approach to government and urban planning communication—creating a UX precedent now cited by similar city projects nationwide. Impact: Supported a $3B city-wide initiative with a modern, engaging digital strategy. Played a foundational role in raising awareness, transparency, and excitement around one of the most complex civic undertakings in U.S. history. Helped shape how local governments use UX to build trust and engage their communities.