For this project in ADV 6391 Metrics, taught by Dr. Steven Edwards, I chose Dallas Animal Services (DAS) because it presented a genuinely tricky metrics problem: an organization doing real, measurable work whose public data told an incomplete and often damaging story. The project pushed me to go beyond the surface numbers and look at what they actually meant in context.

Using a Duarte-inspired Slidedoc format, I built a self-contained visual document designed to be read independently by a City Council-level audience. The format let me combine the depth of a written report with the clarity of a presentation: one main idea per page, data layered with narrative, and a clear throughline built around a single strategic recommendation: DAS needs to move away from raw shelter statistics and toward measurement that reflects the full picture.

The analysis drew on FY2024 intake and outcome data, year-over-year comparisons, and the Animal Advisory Commission report to identify three core distortions undermining public trust. From there, I developed nine communication strategies and a 30/60/90 day implementation roadmap, not just interpreting the data, but turning it into something actionable.

View the full deck below.