The project: Freemium

My role: Sr. Content Strategist

Key contributions: Ideating, content strategy, logic and development, synthesizing user testing feedback, reiterating and revision.

The problem: The Freemium analytics’ modules lacked relevant content or a POV. Though they capture wonderful, insightful data about how a landlord’s listing is performing in the marketplace, the user could not gain that insight without educational, engaging copy to deepen their understanding of the data.  

Content goals: 

1. Help landlords understand the data in the modules and why it’s valuable to them.

2. Provide landlords with next steps.

3. Tie all the modules together on one page.

4. Fluid and broad, yet specific enough to drive actionable results. 

The solution: I took a multi-pronged approach to the content. Within each module, I created three different sections: a question, data summary and the CTAs. 

1. The question is intended to get the landlord’s attention at first glance. For instance, ‘How well do you know renters in Seattle?’ It was also meant to set up the data.

2. The language for the data explains the graph, using straightforward, simple text.

3. The CTAs strengthen the significance of the data, illuminating how the data can impact the landlord’s next steps.

Go live date: Fall 2022

*For screen-sharing demo of this and other Zillow projects, please schedule a call with me.

The project: Branch Locator Flow

My role: Lead Content Strategist

Key contributions: Competitive and research analyses, ideating, content strategy, design logic, project tracking, global alignment, synthesizing stakeholder feedback and presenting to leadership.

The problem: The content lacked a consistent POV and parity throughout. The filters were not comprehensive. The tone was outdated.

Content goals: 

1. To allow users to move freely through the experience, find what they want, when they want it. 

2. Educate users on what it means to be a U.S. Bank customer.

3. Utilize our Google API feed and increase SEO value.

4. Meet users’ needs while addressing business needs. 

The solution: I developed a content strategy which we nicknamed ‘choose your own adventure.’ The content location, language and design enables users to move throw the experience gracefully, one step at a time, uncovering information as they need it. Additionally, these tenets informed the solution:

1. Order of content

2. User testing feedback for nomenclature

3. Content as educational material

Live now: Search ‘U.S. Bank near me’

The project: The biotechnology firm Curia Global acquired Integrity Bio. I was hired to create a migration strategy for the newly acquired site within Curia’s site architecture. In addition to learning about biotechnology and its nomenclature, processes and services, I mapped out both sites to find overlap, parity and order.

My role: Content Strategist

The problem: The two firms spoke about their services in very different terms. Curia Global takes a macro approach, and Integrity Bio outlined their products and services at a micro level.

Content goals:

1. Find a place for the Integrity Bio’s site without expanding greatly on the already exhaustive Curia site.

2. Create a hierarchy in which the micro content folds nicely into its parent company.

3. Create symmetry and order overall.

The solution: I folded in the micro content into the macro. Curia Global’s approach is broader. I created a hierarchy, finding parity amongst the two and then diving deeper into topics with the support of Integrity Bio’s more focused approach to educating their customers.

Live now at curiaglobal.com.

The project: Redesign of DeafInc.org homepage.

Key contributions: Competitive and research analyses, ideate, visual design, content strategy and microcopy.

The problem: The site does not address the accessibility needs of the population it serves. It’s cluttered with images, graphics and text. Overall, there’s a lack of focus.

Content goals: 

1. Simplify and elevate copy to communicate more with effectively with the hearing impaired.

2. Find a balance between a reassuring, light but serious tone.

3. Create copy that’s easily scannable.

The solution: I paired down the copy tremendously and focused on why users’ visit the site. To do so, I drew attention to the translation services and the non profit’s passion. The intersection of these two pieces connect users to the site’s mission.