As a user experience content designer, I immerse myself in the customer’s and company's perspective. This approach allows me to craft impactful content that effectively addresses their daily challenges.
PORTFOLIO OF WORK
Concise Business and User Experience Writing
Following is a sample of my user experience content projects in a modified case-study format.
I invite you to read about my role in each design.
CVS Health Web - Authentication
Goal: Developed an authentication method with as few screens as possible. Work on the UI and updated content to be more conversational.
Role: Updated content making sure headers were clean and company voice and tone was conversational. Implemented foundations work (removing red out of CTAs and using brand blue instead), removing CVS to just the heart.
Outcome: Implemented red to blue foundation initiative to provide a cohesive experience enterprise-wide for the customer. Simplified content, reduced screens to sign in or create an account. Created a secure and simplified login experience to encourage customer engagement with site.
CVS Health Web and App-Enterprise Search, Type-Ahead, Trending Search
Goal: Created a multi-functional search enterprise-wide on the CVS website. Included type-ahead, trending searches, all health, photo, MinuteClinic services and health and wellness articles so customers have more flexibility and success searching for what they needed quickly and easily.
Role: Created content for title searches, sample type-ahead searches and article titles to link with articles on website. Researched competitor titles and type-ahead suggestions.
​Outcome: Enabled millions of customers to use the search function with flexibility; searching not only retail products, but health services such as MinuteClinic appointments and immunizations, and articles related to health and wellness.
CVS Health Web and App-Loyalty Program
Goal: Encouraged customers to join loyalty membership programs with eye-pleasing content and UI that is easily-digestible with calls-to-action. Showcased three different memberships with clear language. Updated all legacy UI and content to new brand components and conversational tone.
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Role: Used brand-approved loyalty language to create headlines, body copy, CTAs and link language. Created webpage with UX designers in an eye-pleasing, easily-digested readable format with approved marketing components from our brand library.
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Outcome: Created an attractive landing page to entice customers into the loyalty program. There was explicit distinction between the three levels of memberships to avoid customer confusion. Traffic increased by 25% in the first three months it went live.
Lotus Soul
Goal: The owner needed to close her brick and mortar store and redesign her current website into an e-commerce site featuring her classes, wellness products and merchandise. She needed to create income on day one.
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Role: Worked with design team consisting of a UX designer, a Jr. content writer and marketing professional in an agile process, Wrote engaging copy throughout website and conducted user-testing to verify clear understanding of website offerings and call-to-action. Ensured content was mobile-friendly. Wrote website launch e-mail blasts and consulted on social media content strategy. Turn-around time: four months.
Outcome: Landing page, navigation labelling and e-blasts for April launch were created and tested. Continued with website/mobile copy creation and set up social media calendar.
June Dog Designs
Goal: Created an e-commerce website to showcase laser engraved gifts for all occasions with a target audience of females age 35 and over. Created simple and quick ordering process for customers to process orders efficiently to send in time for the holidays.
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Role: Wrote website copy that conveyed owners' care and quality in the engraved products they made for their customers. Collaborated with designer on lay-out. Wrote navigation labels, landing page, product pages, About Us and Contact Us pages. Turn-around time: Two months.
Outcome: The client was able to take advantage of the holiday season. They were able to track all orders in one place which eased their pain point. Retail pages were pleasing to the eye with updated product descriptions. Owners were pleased to have a refreshed website with updated checkout features. All incoming orders were filled for the holidays.
Multi-Use Ad for Gastroenterology Office
Goal: Incorporated key words, emphasized easy, same-day appointments, incorporated inviting, relaxed pictures to advertise the client's gastroenterology office to bring in new patients.
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Role: Wrote engaging copy and collaborated with designer to choose calm office images and created an ad for magazine, newspaper and digital ad use. Turn-around time: one week.
Outcome: The client was pleased to onboard four new patients month-over-month in a three month period. The ad was utilized in a local magazine, newspaper, billboard and in social media.
Senior Living Client Lunch Invites
Goal: A BBQ event was organized to bring soon-to-be retiree prospects to a senior living property to mingle with current residents and see the lush grounds for themselves. Tours were also provided for those that wanted to view the cottages and apartments.
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Role: Wrote front headline and event information in direct mailer and wrote event details and sign-up on website. Collaborated with designer and digital manager for final direct mail piece and e-vite landing page. Turn-around time: three weeks.
Outcome: The copy conveyed an inviting, friendly community nestled in a serene landscape. The event netted three new fall move-ins which the client viewed as a success.
Community Celebrates Local Gardens and Attracts New Residents
Goal: Client wanted to showcase their attractive Life Plan community during the holiday season. By inviting prospective seniors to the community's winter garden event, prospects were able to see the buildings and grounds decorated for the holidays. Wrote a digital ad that ran for two weeks in two widely-read, high-end online magazines in November targeting the prospect base. Created an e-vite on their website.
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Role: Worked with Account Manager, Creative Director and Designer to develop the content for this ad also used on client website and online magazines. Turn-around time: three weeks.
Outcome: After the blockbuster event, 46 prospective couples made appointments to tour the facility to consider a permanent move. According to the client, this event was the most successful they ever had in their history.
Fine Dining and Tour Postcard
Goal: The client wanted to show how fine their dining could be at their Senior Living facility. Far from bland fare, a chef-prepared four-course dinner with paired wine enticed prospects to visit the facility. Emphasis was on fine living in a senior living community; making friends, enjoying all the amenities and living your best life. This postcard was mailed to seniors and adult children whose parents were soon to be retired.
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Role: Collaborated with Creative Director on title and tag line "Live Well, Live Wellington" which was used in all copy, including this direct mail postcard and e-vite on their website. Turn-around time: three weeks.
Outcome: The event was a tremendous success. The client had five couples under contract to move before the end of the year and four couples on a waiting list to move in by the following February.
Selling Glamour Through
Promotional Journals
Goal: A perfect event piece or employee gift, journals are often overlooked as promotional items. I needed to show different industries using these glittery journals during the holiday season. The case study method became an ideal way to deliver that message via a digital newsletter emailed to the U.S. and Canadian salesforce as well as the entire company.
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Role: Wrote case studies that could be used in the selling process as information cards, e-blasts and company blog. Collaborated with designers on layout and imagery placement. Turn-around time: one week.
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Outcome: With the use of these case studies, these journals increased company sales 67% during trade show season in the month of November and sold more than any other category at the company.
Back to School Journals Hit University Shelves
Goal: It was decided that presenting journals in a YouTube video would be a fun and engaging way for the sales team to showcase their usefulness to clients. Each journal had its own unique attributes and had to be touched upon in the video.
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Role: Wrote script in an agile environment in collaboration with speaker, sales team member, videographer and design group. Wrote concisely, but in a conversational tone highlighting the benefits of each journal in its own context. Made script changes from start through taping. Turn-around time: two weeks.
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Outcome: The YouTube format proved to be a hit with the national and international salesforce who used their I-pads to highlight the journals' versatility to their university clients.
Articles, Blogs and Tips
Goal: Research and wrote copy on relevant topics to be included in the company's social media platforms, blog and internal and external communications.
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Role: Researched and wrote four written pieces used in creating blog content and online company newsletter. Extrapolated sections for social media use. Turn-around time: three weeks.
Outcome: Developed several written pieces on sustainability, energy efficiency, nutrition, heart-health, breast cancer. Customers began inquiring if these pieces could be included in journals given to their employees. This "added value" to customers' journals was an additional charge which became extra revenue for the company. Articles were also incorporated as part of storytelling in the blog section of the company website, the digital company newsletter and on the company's social media sites.
Newsletter Unites English and
Spanish-Speaking Co-Workers
Goal: Shared company and local volunteer events with English and Spanish-speaking employees in one, easy-to-read, fun-format newsletter. Since most production employees did not have computer access, the newsletter had to be printed. It was also distributed digitally to sales team and front office workers.
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Role: Researched, conducted interviews with key stakeholders and wrote copy in an agile environment. Made changes throughout process. Collaborated with designers for layout. Turn-around time: three weeks.
Outcome: The newsletter was highly anticipated by employees and executives who enjoyed reading about company events. It encouraged engagement between English and Spanish-speaking employees to participate in company events and volunteer work.
“One sure window into a person’s soul is their reading list.”