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Portfolio

 

The following case studies encompass many projects and include a few favorites from (very) early in my career.

 

I've included a recent case study representing my approach to partnering with visual design, product, marketing, and engineering to define and streamline content operations for the rapid release of multiple limited-time offers for Walmart+ members.

You’ll find an award-winning project I worked on at an advertising agency, where I built my first content strategy practice as part of the agency’s digital experience team.

And, you’ll see my approach to creating the concept and design of YP.COM's first-ever reusable home page components to drive traffic to contests, new features, and YP Mobile product pages early in my career.

In short, this 'look under the hood' is more than just a showcase of my experience. It's a testament to the significant impact of my work on these projects, demonstrating the value I can bring to your team. 

Project | 01

Project 01 | Walmart+
Scaling Benefits and Limited-Time Offers


Role

  • Senior Manager I, UX Content

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Business Challenge

  • Launching Walmart+ benefits and limited-time offers often took up to six months. In order to be competitive with similar membership programs, we needed a way to improve time to market in order to launch multiple offers simultaneously to increase engagement.

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Strategy

  • Develop content models, templates, and content requirements as part of a repeatable process reducing time-to-market from months to days, with the ability to launch multiple offers simultaneously on the same day.

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Tactics

  • Create and share a playbook that includes content requirements, component guides, pre-approved legal disclaimer language, and related artifacts.

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Collaboration

  • Marketing, product, engineering, and visual design. Also shared with 3rd party providers of benefits and offers.

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Results

  • Improved efficiencies and hand-offs between disciplines 

  • Decreased time-to-market for limited-time offers from months to weeks

  • Created a playbook to help coach new content designers and to ensure their success in the benefits and offers space

  • Content team used playbook and requirements to create prompts for AI-generated copy, helping to further scale content operations.

Project | 02

Project 02 | Walmart Health & Wellness
Workshop: How to lead with value
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Role

  • Principal Designer, Content

 

Business Challenge

  • A lack of centralized content resources, including content principles, style guides and a shared vocabulary created a disjointed experience between online and in-store health & wellness experiences. 

 

Strategy

  • Develop a workshop to introduce content principles to +30 plus visual design, product, and business partners, and provide a visual guide on how to create value-led content distinct from marketing and creative copy.

 

Tactics

  • Co-create content principles with design partners to align on voice and tone appropriate for health & wellness experiences.

  • With principles in mind, review intent messaging based on user needs and product requirements to extract value.

  • Engage design partners using a short value prop writing exercise.

  • Reveal the final copy written by UX content design.


Collaboration

  • Visual design, product management, business partners.

 

Results

  • Empowered 20+ visual designers to create value-driven copy for design reviews with leadership successfully.​

  • Workshopped content principles and value-driven content approach with product and visual partners to improve product requirements from kick-off, reducing the number of copy explorations needed before hand-off to engineering.

  • Expanded self-service content tools to include content principles and the creation of a health and wellness style guide and content playbook.

  • Helping to scale the impact of content without adding additional (human) resources.

 

2015 American Advertising Awards (DC) Winner, Silver Award

Digital Advertising - Website, Consumer Services

Project | 03

Project 03 | Sensis
Washington Gas Living Site Redesign
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Role

  • Lead Content Strategist | Writer

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Business Challenge

  • Increase conversions of homes from electric to natural gas in Washington Gas' service area, providing a separate experience from billing and other services to facilitate learning for various audiences.

 

Strategy

  • Create a campaign site featuring clear and engaging journeys for multiple audiences, nuancing the voice of each user type to provide useful and actionable information while delivering on the message of the brand.

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Tactics

  • Create clear pathways to relevant information (improve navigation and IA). Avoid jargon and confusing terms, and translate complex information into plain language to encourage increased conversions to natural gas.

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Collaboration

  • Design, engineering, IA, marketing (client), product + project managers.

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Results 

  • Established site dedicated to “selling” natural gas

  • Easier navigation, intuitive labels and nomenclature

  • Improved wayfinding

  • Robust content for residential and commercial customers, and contractors

  • Customized style guide to help staff maintain voice and tone standards

  • Trained in-house staff on Drupal CMS 

  • Addy Award Winner!

Project | 04

Project 04 | Sensis
UCLA Extension: 1000 Lessons Learned
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Role

  • Lead Content Strategist | Writer

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Business Challenge

  • Though comparable to nationally ranked schools, such as UC Berkeley Extension or Harvard Extension School, a lack of brand awareness, low impressions and a 27% website conversion rate led to low enrollment. 


Strategy

  • Created a unified content strategy supporting a 360 ad campaign featuring the aspirational stories of UCLA Extension (UCLAx) students, teachers, and alums to increase awareness and enrollment.

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Tactics

  • Partnered with client’s marketing team to develop a holistic approach to engage consumers. All media - traditional and digital - drove consumers to a microsite to further engage with "Lessons Learned" content, learn about programs and enroll.

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Collaboration

  • Design, engineering, marketing (client), project managers.
     

Results 

  • Implemented the use of a content operations platform to streamline in-house editorial process

  • Integrated content ops and CMS tools to improve workflows

  • Successfully launched the first institutional brand awareness campaign

  • Raised post-campaign awareness and increased media impressions by 54% (compared to similar past campaigns)

Project | 05

Project 05 | YP.COM
YP Mobile Product Pages
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Role

  • Senior Writer | Content Strategist

 

Business Challenge

  • The only way to launch new content on YP.com was via a major code release. With a two-week release cycle, this meant that launching relevant, localized and time-sensitive content required an emergency release, incurring technical debt and taxing engineering resources.​

 

Strategy

  • Create space on the home page to promote contests, product launches, and localized content, and create fully navigable landing pages.

 

Tactics

  • Incorporate design and IA, and mitigate dependencies on limited deployment schedule to allow content to be pushed independent of major code releases.

 

Collaboration

  • Design, engineering, IA, product (web and mobile PMs), SEO (and later, analytics)​
     

Data-driven insights

  • 40% of searches were inherently local

  • Only ~7% of results had (actual) local relevance (match user intent)

  • We ranked #1 in search for “yellow_pages”

  • Opportunity to rank for “local_search”

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Results

  • 40% increase in overall traffic

  • Increased Google PageRank over previous iterations of city pages

  • Provided more depth, immediacy and relevancy to the search experience - gave context and a sense of place for users, and further established YP as a trusted brand

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