My role: UX Writer for Small Business department
The Small Business department helps their members learn how to market their business and become more profitable through educational blog posts and summits.
Before responsive was a thing, Duda (a member of Yahoo!’s small business group) helped optimize websites for mobile devices.
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.
My role: UX writer
When I was at LEVEL Studios & the Rosetta agency I worked on 2 very different projects for Apple.
(LEVEL Studios is a local agency with long time ties with Apple. Rosetta bought them – until LEVEL bought themselves back.)
Intranets need love too– Apple’s unique tone and voice is used both externally and internally.
I helped bring their global intranet HR portal and internal communications into Apple’s iconic brand voice while working closely with agency creative directors and the team at Apple.
Computers help students learn – I rewrote Apple’s microsite – Apple Store for Education Institutions.
Role: Copywriter
The challenge: Walmart had a huge push to bring the site into parity with the brick and mortar experience.
To that effect, all the writers had quotas they had to meet. I was recognized and given formal kudos by director and managers for meeting deadlines and exceeding quotas.
I wrote tons and tons of content for Walmart’s website. I started out in Electronics and quickly took over all things Baby. Occasionally, I dabbled in other sections – kids apparel, home, and gifts. I did my own QA and pushed my pages live.
Role: Writer
The challenge: Before Microsoft bought them, Skype has developed a business focused product but needed help differentiating it from the consumer offering and explaining the different plans available. I worked with the content strategist to help with the messaging strategy and execute the vision.
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.
The challenge: Logitech bought Ultimate Ears and red-designed their website and product packaging.
I helped write the website and packaging.
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.
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.
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.
