Industry
Transportation / SaaS / Civic Tech
Deliverables
Product Messaging
UX Storytelling
Government SaaS Strategy
Year
2024
Location
Washington D.C.
Read case study below
Citian — Turning expertise and safety into a leading tech brand
Citian’s AI-powered traffic safety platform, CRASH™, was built by engineers for engineers—but it needed to speak to planners, policymakers, and civic leaders. The challenge was to reframe a highly technical product around human impact: accessibility, speed, and infrastructure equity.
Through a series of workshops, I partnered with the Citian team to surface real user pain points and refocus the story around outcomes. Our north star became helping planners “see what matters, when it matters.” The result was a complete product narrative, UX story, and communication system that turned data into action.
What He Did
Conducted UX research and messaging workshops to uncover planner pain points
Rewrote homepage, demo, and product copy for clarity and user empathy
Built a language system centered on outcomes and accessibility
Collaborated with engineers and designers to align product, sales, and communications
Outcome
Repositioned CRASH™ as a next-generation safety tool for planners
Supported adoption across public agencies and advocacy groups
Created internal alignment between sales, product, and comms
Strengthened Citian’s role as a thought leader in infrastructure equity
