Role: UX Writer

Cloud Identity is one of Google’s most complex projects. The Admin Console is used by thousands of business customers (IT Admins, Support agents, Resellers) to manage millions of users and devices across the world.

We have several feature teams within Cloud Identity focused on bringing ground-breaking, innovative new tools for our users and their end-users. As the UX writer working across these teams, I have a bird’s eye view of the product. This lets me create a more consistent customer experience.

The challenge: IT admins keep their company data and users safe with security policies. However, assigning the right level of security to the right person, team or resource is very nuanced and kind of a pain in the ass. If the admin doesn’t get it right, it can leave the company and users at risk.
We created a new way to manage people, devices, and resources by using Google Groups. It’s now easier to create a roster and protect the people/devices/resources on that roster with just the right security policy.

a sample of the steps an admin will take to change security settings for a group

Google Device Policy app – IT Admins use this app to help protect their company data on employee’s devices.

The challenge: Previously, the content was unclear and confused users who thought their personal info on their personal devices was at risk. It also gave too much unneeded info to users, which can be overwhelming and alarming,
I redesigned the content to be friendlier, re-assuring, more user focused.


Role: Copymonster
The challenge: Monster was rebranding itself as a dynamic lifestyle brand and had partnered with Disney to release a limited edition set of headphones for the new TRON movie.

I created the content strategy and wrote the majority of the product copy for the TRON family of products for the product packing, manuals, and voice-over script for an amazing micro-site. (Fun fact– I’m a huge gamer and Sci-fi fan so this was a hugely fun product. I was able to tap one of my friends to provide the voice-over for the site)

The challenge: Monster wanted to capitalize on the release of Apple’s new iPhone 4S and showcase their line of Apple accessories. My task was to come up with a brand voice that was a hybrid of Monster and Apple and create an overall campaign slogan, write the product family story as well as a story for each category (Clean, Charge, Connect, and Listen).


(Owned by Walmart)

Role: Sr. Writer/Product Marketing manager

A great thing about writing for Vudu was the ability to do things like stand in a room with a bunch of co-workers with wildly different accents and shout at the new Xbox One to test the Vudu app on the console.

Vudu is special in that it’s a streaming service with Android & iOS, PlayStation & Xbox apps, it’s was also connected with UltraViolet (cloud storage), and with all the movie studios. So there was a lot to write, and test, and write again.

I created the content strategy for VUDU’s marketing and user experience and created an editorial calendar to make sure our Social media, Marketing, and in-store deadlines were manageable.

I worked on the new brand and editorial guidelines for their brand refresh, as well as the UI and web copy for the website refresh.

I wrote web pages, FAQs, blog posts, headlines, emails, postcards, and promotional copy for business partners’ banners, and ads.

Walmart partnered with Vudu to create a way for their customers to buy a DVD in the store, scan their receipt with the app, and have a digital copy of that movie waiting for them online.


Role: Writer
The challenge: A global brand refresh meant writing new product communication briefs for all legacy, current, and upcoming products for packaging, sales, and web.

A communication brief is extensive and includes the product positioning statement, description, website copy, international retailer/partner copy, specs, and packaging copy.

I partnered with both domestic and international business units to make sure we covered the product’s entire lifecycle.

Special projects

The challenge: Logitech bought Ultimate Ears and red-designed their website and product packaging.

I helped write the website and packaging.

Bank of the West

Role: Content Strategist/UX Lead

I was the UX lead for a lot of my projects. I wrote for all channels of Digital Channels Sales, including web, mobile, service emails, and global B2B customers, and contributed to our style guide.

BotW – The Mobiling

The challenge: The bank did have a mobile app, but it was for existing users only. There was no way for potential customers to easily use the website because the site was not responsive.
This was a super contentious project with high visibility that fell to me and my designer to rescue.
I designed the strategy for taking all the desktop content into the templates my designer created. We had to work closely with all the stakeholders to prioritize features.

We came through Usability testing with a fairly high score – 88%, (20 points above average) and learned a great deal about both our users and our design.
They held a party for us when we went live!


The challenge: BotW is owned by a French bank, BNP Paribas. They have a lot of international customers and wanted to make it easier for ex-pats to get started in the US.
As UX lead I was in charge of the project, working with stakeholders to set the deadlines, prioritize, and do QA. We got a lot of recognition for how smoothly and on time and budget we did it.


My foray into start-ups aka I can move fast, but I actually do need time to be thoughtful and strategic.

Role: Content manager
Clover helps out small businesses make money, track inventory, provide customer loyalty programs, and customize their point of sale (PoS) systems to work with all their backend systems.

As content manager I touched everything a customer or a developer saw – website, PoS OS, Android apps, packaging, manuals, help center, newsletters, and emails. I created style guides, UXW processes, and content curation guidelines.

Why the rush?

The challenge: The content team was always being caught behind the 8-ball. My team was working 10 hour days but we couldn’t keep up.
One of our biggest challenges was pushing release notes and help center articles for training to Customer Support team and our users when the actual software release was pushed.

After waiting in the office until 10p one night just to see if a feature release was actually happening I realized that something needed to change.

As I dove in I found 2 conflicting beliefs:
1- Our business owners are too busy to do in-depth training and reading on our point of sales systems and 100’s of apps in the Clover ecosystem
2- Release notes and help articles are the main sources of training and information about new features

To fix that, I created an editorial calendar that unhooked the release dates of the actual features and the help center articles. Since these features were being developed according to our roadmap and OKRs, the content needed to happen, it just didn’t need to be attached to the release schedule.


The Challenge: Clover was first-to-market with a semi-integration strategy as an add-on to current and new merchant’s point-of-sales systems.
The complex topic of integration, coupled with PCI compliance around chip cards made the project challenging to explain in layman’s terms.

I worked very closely with stakeholders, SMEs, and the Project Manager to define the tone and content for this project.


Role: Sr. UX writer
The challenge: Small business owners needed a way to track everything for a project in one place in QuickBooks Online – invoices, receipts, payments in, payments received, and a way to invoice in installments. We created a new feature called “Projects” and a new style of invoicing both of which had to be able to scale globally.

We led our own global research sessions, following Intuit’s principle of moving quickly and failing fast.

Special projects


The challenge: Intuit was running out of time to get GDPR into effect by the legal deadline. And They didn’t have a dedicated UX team to work on the project.

I was pulled off my team and asked to take over & lead the design & writing for the GDPR site to ensure we hit the deadline set by European law. We had a very small team – a special projects design manager who managed the relationships, myself, and a remote designer.

In order to develop user flows from laws we had to approach this very differently.

Realizing that Americans often think (or don’t) about privacy very differently from the rest of the world, we focused on international research. We relied on the UK team to interpret our designs and pass along recordings and findings.

Most of our team was scattered around the world which added to the complexity. Only myself, my team lead and our Privacy counsel were based in Mountain view.

We had to develop this in tandem with Care who had no way to foresee what kind of impact GDPR would have on them.

So in addition to the website, I created all the communications that Care would be sending to customers. And all the training materials to help the Care team handle these complex flows and customer questions and concerns about their privacy.

We had to work very closely with Engineering who didn’t know if the code bases could do what we needed to do most of all, or risk getting fined (around) $22M per infraction – actually delete customers’s personally identifiable information. Intuit has a few products, including the original one – QuickBooks, on a legacy codebase.
(Fun factthere are a ton of QB customers who get regular updates via DVD/CD.)

At some point, we committed to locking ourselves in a meeting room with our amazing privacy counsel and collaborating from dusk till dawn with all our remote partners to hit our release date.

“This project brought on a lot of complexity, ambiguity, and pivots but the teams persisted and focused to deliver in time.  From a Customer Success perspective, the CS project team was able to successfully deliver on the Customer Success components on time to ensure compliance and avoid stiff financial penalties. This included building a support model so customers get answers to their questions in a quick, efficient manner, building the needed flows and processes in systems and tools, and delivering training to over 350 European agents across the world.  The agents were able to easily manage the contacts that came in on the first day, leveraging resources available to them to help them answer their customer questions.  This is a testament to the awesome work the team has done to equip our agents with the knowledge on a sensitive and complex topic.”

Leanne Picardal-Pham, Staff Program Manager, International Care Business Partner

Foundational work

Emails, the reckoning
The challenge: Intuit has a lot going on! There’s quite a few products and teams supporting them from in-product emails (untouched in years), Marketing (external agency created campaigns), Care, Community, and Sales.
And they all sent emails to customers. Which all looked different and not always on brand. We were getting customers reporting our own emails as phishing attempts.

And the emails coming from Sales looked downright sketchy with multiple fonts, colors, sizes and messages. (Fun fact At that time Sales was following a thought leader who was a retired FBI hostage negotiator. His guidance to treat the customer as hostile, created emails that sounded needy, unprofessional, untrustworthy, and not Intuit at all.)

I was asked to bring order to chaos, to design new email guidelines and teach them to the rest of the org. In order not to become the Email Cop, I also created an email rating system to allow random testing instead of installing a tight traffic system.

Error messaging, aka “we’ve learned a lot since 404”
On the Content team, we pulled together a small team to overhaul our error messaging across products and create best practices.


I was tapped to help out writing CUI for the new QuickBooks chatbot