Leadership · Strategy · UX
Hi.
I’m Erica.
Serious strategy. Playful thinking.
Nice to meet you
I build and lead the teams that turn business goals into experiences people come back to.
At Dragon Army, I lead strategy, UX, and content. I’m the person who connects the dots across teams, aligning people, priorities, and decisions so every piece of work serves both the business and the people using it.
I developed Applied Game Theory™, the agency’s framework for designing around how people actually make decisions. And I use AI to help small teams do big things, like turning a strategy brief that took 15 to 30 hours into one that takes less than an hour.
Let’s talk- 3Disciplines I lead
- $4M+Annual revenue I’ve supported
- 314%Increase in recurring online donations for UMCMission.org
- 34%Lift in likelihood to recommend for Great Clips
Brands I’ve worked with
Featured project
Great Clips
Turning haircuts into habits for North America’s largest salon brand
Read the case study →More work
Service Invoice Redesign
Using AI to turn a confusing service invoice into a clear story customers can trust
Read the case study →
Cox Media
Turning a list of services into a partnership advertisers could trust
Read the case study →
UMCMission.org
Rebuilding a global ministry’s website around the ways people want to help
Read the case study →
Restaurant Operations Pilot
Using game design to build better team habits at one of the world’s largest restaurant chains
Read the case study →
Framework
Applied Game Theory™
The strategy framework I developed at Dragon Army to design experiences around how people actually make decisions.
How it works →Leadership
Building the practice
Two disciplines built from scratch, a third I lead, and the systems that help teams do their best work.
How I lead →