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 and App - Authentication Flow
Problem/Goal
There were too many screens, content and design needed to be updated with accessibility in mind. The goal was to develop an authentication flow with minimal screens, using CVS Health’s voice and tone to create a conversational, user-friendly experience that met legal and security requirements. Include content for pop-up and in-line error messages, forgot password, reset password and a new account sign-up to support a seamless, accessible login process. Ensure new color scheme was implemented.
Approach
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Lead content strategy and design grounded in user needs, clarity, and accessibility.
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Conducted collaborative content reviews to strengthen messaging and error handling. Iterated on feedback.
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Aligned design and accessibility recommendations with input from cross-functional teams.
Role
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Ensure clear headers and a conversational tone align with CVS Health’s voice and tone.
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Collaborate with UX and UI designer and Accessibility partner to create a more user-friendly flow.
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Create pop up error messaging and in-line error messaging for log-in errors and form errors. Streamline forgot password and reset password flow.
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Lead content reviews and approvals with legal, security, product managers and other stakeholders.
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Simplify branding and ensured new color scheme was implemented and consistent on each screen.
Outcome
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Streamlined sign-in, forgot and reset password and account creation into fewer, more efficient screens.
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Improved brand consistency and accessibility through updated design system.
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Enhanced user trust and engagement with a clearer, more secure login experience.
CVS Health Web and App-Enterprise Search, Type-Ahead, Trending Search
Problem/Goal
Customers were struggling to find what they needed quickly across the CVS site due to a fragmented and limited search experience. The goal was to create a unified, enterprise-wide search that offered type-ahead suggestions, trending topics, and results spanning health products, photo services, MinuteClinic appointments, and wellness articles—making it easier for users to search with confidence and get relevant results faster.
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Approach
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Focused on human-centered design to create a more intuitive, goal-oriented search experience to aid in conversions.
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Conducted competitor research, moderated testing, Voice of Customer, and analytics to shape helpful, relevant content.
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Collaborated with the team in regular reviews to refine type-ahead suggestions, titles, and article links for consistency across the site.
Role
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Create content for searches by heading, sample type-ahead suggestions, article titles and online departments to support integrated search results.
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Research competitor search patterns and language to inform content structure and improve relevance. Conduct moderated testing and review Voice of Customer and analytics.
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Align search content with CVS brand voice while ensuring clarity and usability across retail and healthcare.
Outcome
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Enabled millions of customers to search retail products, health services and wellness information.
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Improved search function through tailored type-ahead suggestions, article linking, departments.
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Created access to MinuteClinic appointments, immunizations, and health content through search entry points.
CVS Health Web and App-Loyalty Program
Problem/Goal
Customers had a hard time distinguishing between CVS Health’s loyalty programs, leading to confusion and lower engagement. Customers also wanted a clear path to cancel their memberships. The team redesigned the loyalty experience using updated brand components, approved conversational legal language and created a link and path to cancel their paid membership. The result was clearer content, stronger calls-to-action, and an easier path for users to understand the programs and choose the membership that best fit their needs.
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Approach
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Prioritized user clarity by applying content strategy rooted in customer research, competitive analysis, and brand voice.
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Collaborated cross-functionally in regular reviews to align messaging, layout, and accessibility with stakeholder goal.
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Iterated content using Voice of Customer insights to simplify complex membership details and guide users to the right program.
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Role
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Craft navigation, headlines, body copy, and CTAs using brand- and legal-approved Loyalty language based on user needs and cancellation flow.
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Research competitor programs, gather Voice of Customer insights, and align content with customer journey and page structure. Adhere to strict membership language for each.
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Partner with UX, accessibility, and product teams to design a clear, consistent, and accessible layout using approved brand components.
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Outcome
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Delivered an engaging, on-brand landing page that encouraged customer enrollment in the loyalty program and clearly differentiated the three membership levels to reduce confusion and improve decision-making.
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Achieved a 25% increase in traffic within the first three months post-launch.
Lotus Soul - E-commerce Website
Problem/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. As content strategist and designer, my goal was to make sure the information architecture, intro, voice and tone, pictures, links, payment page functioned with the owner's vision.
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Approach
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Applied content strategy and SEO best practices to align messaging with user intent and improve discoverability across similar e-commerce websites.
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Conducted a content audit and usability testing to refine architecture and streamline user journeys, enhancing conversion opportunities.
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Collaborated with UX Designer using design thinking to restructure the site for better navigation, engagement and conversion.
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Role
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Worked with UX designer to review overall site and create more streamlined usage.
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Wrote engaging copy throughout website and conducted user-testing to verify clear understanding of website offerings and call-to-action. Wrote website launch email blasts and consulted on social media content strategy.
Outcome
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Landing page, navigation labelling, intro, copy and e-blasts for April launch were created and tested.
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Iterated on copy and set up social media calendar to support email blasts.
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Within 4 months owner saw an uptick in engagements (close to 45%) and of those 45%, more than half converted to buying products or signing up for workshops.
June Dog Designs - E-commerce Website
Problem/Goal
Owners needed to have an updated website for the holiday rush. The goal was to create an e-commerce website to showcase laser engraved gifts with a target audience of females age 35 and over. Owners wanted a simple, direct and quick ordering process for customers to process orders efficiently to send in time for the holidays.
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Approach
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Crafted clear, empathetic website copy that reflected the owners’ care and craftsmanship, building customer trust across key pages including navigation, product, About Us, and Contact pages.
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Partnered with the designer to align content with visual design and optimize the navigation flow for an intuitive user experience.
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Enabled a seamless holiday launch by streamlining content and checkout features, supporting order fulfillment and reducing customer pain points during peak season.
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Role
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Wrote website copy that conveyed owners' care and quality in the engraved products they made for their customers.
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Collaborated with designer on design and navigation order.
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Wrote navigation labels, landing page, product pages, About Us and Contact Us pages.
Outcome
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The client was able to take advantage of the holiday season. They tracked all orders in one place through the website which eased their pain point.
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Retail pages were pleasing to the eye with updated product descriptions.
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Owners were pleased to have a refreshed website with updated checkout features. All incoming orders were filled for the holidays.
Walker Marketing - Advertising Campaign
Problem/Goal
Northeast Digestive needed more traffic in their gastroenterology office in their new location. We were tasked to create a new ad for multi-media use, emphasizing easy, same-day appointments to bring in new patients.
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Approach
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Wrote compelling, benefit-driven headlines and body copy centered on gut health and accessibility.
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Collaborated with the designer to select calming imagery and a soothing color palette to reflect a stress-free patient experience.
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Developed ad variations for use across print and digital platforms: local magazine, newspaper, billboard, and social media.
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Role
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Wrote engaging headline and body copy highlighting gut health.
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Collaborated with designer to choose calm office images and calming colors.
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Created an ad for magazine, newspaper, billboard and digital ad use.
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Outcome
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The client was pleased to onboard four new patients month-over-month in a three month period.
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The ad was utilized in a multi-media campaign: local magazine, newspaper, billboard and in social media.
Walker Marketing - Senior Living Client Lunch Invites
Problem/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.
Approach
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Crafted warm, welcoming copy for a direct mailer and event landing page to highlight the community’s charm and lifestyle appeal.
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Emphasized key event details—BBQ, tours, and resident mingling—to motivate attendance and encourage exploration.
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Partnered closely with the designer and digital manager to ensure visual and verbal alignment across print and digital touchpoints.
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Role
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Wrote front headline and event information in direct mailer and wrote event details and sign-up on website.
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Collaborated with designer and digital manager for final direct mail piece and e-vite landing page.
Outcome
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The copy conveyed an inviting, friendly community nestled in a serene landscape.
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The event netted three new fall move-ins which the client viewed as a success.
Walker Marketing - Advertising - Community Celebrates Local Gardens and Attracts New Residents
Problem/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.
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Approach
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Created seasonal messaging to highlight the community’s charm and invite prospects to a festive winter garden event.
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Wrote compelling copy for a digital ad campaign featured in two prominent online lifestyle magazines, targeting high-interest prospects.
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Collaborated with the account manager, creative director, and designer to produce cohesive content across the e-vite, client website, and digital placements.
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Role
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Worked with Account Manager, Creative Director and Designer to develop the content for this ad also used on client website and online magazines.
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Wrote a digital ad that ran for two weeks in two widely-read, high-end online magazines in November targeting the prospect base.
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Created an e-vite on their website.
Outcome
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After the blockbuster event, 46 prospective couples made appointments to tour the facility to consider a permanent move.
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According to the client, this event was the most successful they ever had in their history.
Walker Marketing - Fine Dining and Tour Postcard
Problem/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. The goal was to create a postcard mailed to seniors and adult children whose parents were soon to be retired.
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Approach
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Co-developed the event’s messaging strategy, including the tagline “Live Well, Live Wellington,” to position the community as a destination for elevated senior living.
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Wrote engaging copy for a direct mail postcard and website e-vite, highlighting the chef-prepared dinner, wine pairings, and lifestyle amenities.
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Partnered with the creative director and designer to ensure cohesive visual and verbal storytelling across all marketing materials.
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Role
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Collaborated with Creative Director on title, tag line "Live Well, Live Wellington" and copy which was used in all content for website and advertising materials, including this direct mail postcard and website e-vite.
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Worked on content with director and layout with graphic designer
Outcome
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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.
Journalbooks - Promotions - Selling Glamour Through Promotional Journals
Problem/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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Approach
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Wrote engaging, industry-specific case studies to illustrate how glitter journals could serve as festive, functional promotional items across different industries, but especially fun for retail clients.
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Adapted content for multiple formats—including info cards, e-blasts, and blog posts—to support both sales and brand storytelling.
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Partnered with designers on layout and imagery to ensure visual appeal and clarity across digital and print communications, all within a one-week turnaround.
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Role
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Wrote case studies that could be used in the selling process as information cards, e-blasts and company blog.
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Collaborated with designers on layout and imagery placement.
Outcome
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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.
Journalbooks - Video -Back to School Journals Hit University Shelves
Problem/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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Approach
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Wrote a concise, conversational script highlighting the unique features and use cases of each journal to appeal to diverse client needs.
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Collaborated cross-functionally with the speaker, sales team, videographer, and design group to refine messaging from concept through final taping.
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Adapted the script in real time during production to ensure clarity, pacing, and visual alignment with the video format.
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Role
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Wrote script in an agile environment in collaboration with speaker, sales team member, videographer and design group.
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Wrote concisely and in a conversational tone highlighting the benefits of each journal in its own context. Made script changes from start through taping.
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Outcome
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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.
Journalbooks - Articles, Blogs and Tips
Problem/Goal
The salesforce needed written articles to present to prospective clients. I was tasked to create content on relevant topics to be included in the company's social media platforms, blog, sales materials and internal and external communications.
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Approach
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Researched and wrote four topic-driven articles on themes like sustainability, energy efficiency, and health to align with customer values and company messaging.
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Adapted long-form content into excerpts for use across blog posts, social media, newsletters, and sales collateral.
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Strategically positioned the articles as value-added content for client journals, supporting sales and creating a new revenue stream.
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Role
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Researched and wrote four written pieces used in creating blog content and online company newsletter.
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Extrapolated sections for social media use.
Outcome
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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.
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Articles were 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.
Journalbooks - Newsletter Unites English and
Spanish-Speaking Co-Workers
Problem/Goal
To inform national and Canadian salesforce and bring headquarter employees together, I developed a newsletter to share internal events and news in one, easy-to-read, fun-format. Since most production employees did not have computer access, the newsletter had to be printed in Spanish and English. It was also distributed digitally to sales team and front office workers.
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Approach
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Researched and interviewed key stakeholders to develop engaging, inclusive content that reflected company culture and upcoming events.
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Wrote and revised copy in both English and Spanish formats, ensuring clarity and accessibility for all employees, including those without computer access.
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Collaborated with designers to create a visually appealing, easy-to-read layout for both print and digital distribution across departments and locations.
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Role
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Researched, conducted interviews with key stakeholders and wrote copy in an agile environment. Made changes throughout process.
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Managed Spanish translation for in-office Spanish-speaking colleagues.
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Collaborated with designers for layout.
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Outcome
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The newsletter was highly anticipated by employees and executives who enjoyed reading about company events and employee stories.
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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.”