Me in a nutshell 🥜
Principal Content Designer & UX Writer
10+ years creating content strategy, UX writing, naming systems, and product experiences for Waymo, Comcast, St. Jude, Grubhub, Stack Overflow, McAfee, Click Therapeutics, and startups.
Led content strategy for autonomous vehicle experiences
Created voice and tone systems for healthcare and fintech products
Improved acquisition, onboarding, and product flows
And I love to laugh. My humor writing has been published in McSweeney’s and The New Yorker.
Waymo
Problems/opportunities: Teens were an untapped market. The teens who were riding were riding under their parents’ names.
My role: Content design lead
Process: Defined the user need. Created new accounts specifically for teens. Named the account as teen (lowercase and not family). Wrote the copy for both the parent and the teen flows.
Outcome: Increased sign-ups.
Stack Overflow
A well-respected knowledge base for developers needed to rebrand their marketing site and refine their value proposition for enterprise customers. And they needed it quickly!
Problems/opportunities: The value proposition and copy weren’t clear and weren’t performing well on their 5 main pages.
My role: Content designer/UX writer
Process: Defined the brand voice. Created the content principles. Developed the content strategy. Wrote the content for the primary pages.
Outcome: 2x increase in conversions. 3x increase in form fill-outs.
St. Jude Dream Home Giveaway
An iconic nonprofit’s fundraiser (a home giveaway) needed help increasing conversions and reducing contact center contacts. The program and the form existed already. It just needed some UX love and content design thinking.
Ticket form
Problem/opportunity: Increase conversions and reduce fall-out rate. Users also contacted the contact center with questions regarding what ticket to get and how. Users needed help with basic questions, proving there were issues with the ticket form.
My role: Senior content strategist/UX writer and user researcher
Process: Review metrics. Determine points of abandonment. Write copy that emphasizes the value proposition at critical steps. Send to legal to review. Run unmoderated usability tests. Implement in the CMS with developers.
Outcome: Increased conversion leading to consistent sell-outs for the fundraisers. Significantly reduced contact center contacts
City home screen
Problem/opportunity: Increase conversions and reduce contact center calls.
My role: Content strategist/UX writer and user researcher
Process: Review metrics. Write copy that fits all the info into a small space. Send to legal to review. Run unmoderated usability tests. Implement in the CMS with developers.
Outcome: Increased conversion leading to consistent sell-outs for the fundraisers. Increased speed of sell-outs. Significantly reduced contact center contacts.
eep
A scrappy health-and-wellness startup (about to break into the sleep space) needed everything! The client came to us with an idea: “we want to make an app that helps promote our other sleep products.” I took it from there.
Take me to Miro
Style guide
Problem/opportunity: Create and document the rules for a brand voice that is engaging for users and solidifies eep’s authority as a sleep expert.
My role: Senior content designer/UX writer and user researcher
Process: Gather insights from user interviews to identify users’ needs, wants, and pain points. Review competitor apps to uncover familiar mental models and ways to differentiate the voice.
Outcome: An easy-to-use but comprehensive framework that future-proofs the app
UX writing
Problem/opportunity: Create end-to-end UX writing. Implementing the conversational voice mapped in the style guide.
My role: Content designer/UX writer and user researcher
Process: Sketch out content frames in tandem with the designer’s wireframes. Conduct usability tests and concept tests. Refine the UX writing in Hifi. Usability test again. Work with developers in implementation.
Outcome: An MVP that tested well for usability and brand affinity
Branded taxonomy
Problem/opportunity: Create ownable, easy-to-understand, branded terms for chronotypes (a scientific term for when a person should sleep and when they’ll be most productive)
My role: Content designer/UX writer and user researcher
Process: Review user interviews for mental models and compare competitors’ terms to differentiate. Think and think. Work with designers to ensure terms are represented in an easy-to-understand manner. User test.
Outcome: An MVP that tested well for usability and brand affinity
Biograph
A health and wellness company creating a new space needed easy-to-understand copy for its website that would appeal to its high-wealth audience.
Problem/opportunity: Needed a compelling value prop for a net-new space
My role: Copywriter
Process: Hold stakeholder interviews. Write copy. Co-design with a designer.
Outcome: Happy client
Count Me In
A Harvard, MIT, and Broad Institute-backed research app needed help creating an interface that was clear and hit the right tone. Count Me In allows cancer patients to share their medical info with researchers to accelerate cancer learnings and treatment.
Problem/opportunity: Create and implement a voice that is respectful but not somber for cancer patients (some with terminal types). Create an interface that is super accessible and easy to read since people using it are terminally ill or busy caretakers.
My role: Senior content designer/UX writer
Process: Create content frames to identify the important info and hierarchy. Document style and taxonomy for consistency. Collaborate with designers in wireframes to complete the UX writing. Refine UX writing in Hifi.
Outcome: A product that tests well for usability and brand affinity
