For this project completed in ADV 6391 Metrics under Dr. Steven Edwards, I selected Dallas Animal Services (DAS) as my subject because it presented a genuinely complex metrics challenge: an organization doing measurable, meaningful work whose public data told an incomplete and often damaging story. The project required me to go beyond surface-level statistics and analyze what the numbers actually revealed when placed in proper operational and community context.

Using a Duarte-inspired Slidedoc format, I developed a self-contained, visually driven document designed to be read independently by a City Council-level audience. The slidedoc structure allowed me to combine the analytical rigor of a written report with the clarity and impact of a designed presentation. One main idea per page, contextual data layered with narrative, and a persuasive throughline built around a single strategic recommendation: Dallas must shift from raw shelter statistics toward contextual, humane-centered measurement.

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 actionable communication strategies and a 30/60/90-day implementation roadmap, demonstrating not just the ability to interpret data, but to translate insight into strategic, executable recommendations.