Writing; Editing; Content strategy; Audience and competitor analysis; Information classification and architecture
Landing pages; Presentations; Mailers; Magazines; Templates; SEO; Style guides; Brand
Wireframes; Mockups; Bootstrap; HTML; CSS; Analysis and interpretation; Content management systems
After owning all retail content and SEO in the online shop and travel agency booking site, I became the go-to content writer and editor for the wider customer experience. This included UX states, marketing brochures, landing pages, mailers and mobile content.
An example of this content strategy:
Each year, our parent company gave us six sets of complex rewards rule updates to send out to customers. I volunteered to do the rules in 2013. Before the rules arrived, I approached the customer call centre and retail account managers because I wanted to know what the most common questions and concerns were from customers since the previous rule change. I identified three customer groups:
Using this information and our site’s analytics, I designed a content template with a shared visual and editorial language.
When the rules came in, I applied this template and a common sense Plain English approach to edit the rules from 12 minutes’ worth of reading to five minutes. Because I wanted to confirm my assumptions, I also used tabbed-navigation with additional tracking in my design.
I took the pages live and they were considered a success because the bank was pleased that there were less queries to the customer call centre.
I was then given the responsibility of reviewing the customer call centre scripts themselves, and eventually all corresponding information across the site and in marketing collateral. I was nominated, along with the marketer who helped me buy-in from the bank, for an internal award. Both our teams then jointly won the internal annual award for best team because we were able to leverage this improved relationship to get other projects done faster and with greater insight into the customer.
I cut my design teeth with retail banners, landing pages and mailers, before moving onto more diverse audiences like the bank and our staff.
Following, approving, and eventually adding to a brand’s guidelines has led me to believe that a great customer experience is only possible when UX and brand don’t see themselves as separate teams with different goals.
As part of the greater UX team, my primary focus was UX writing. However, I’ve also created wireframes and mockups for dashboards, calculators, and booking engines. Recently, I’ve been using Bootstrap and Jquery to develop my prototyping skills.
My favourite UX project:
I received wireframes from the bank’s UX team for my division’s obligatory “sign-off” on our related content for a new broker app that would begin production in a future sprint.
The overall thought behind the broker app was brilliant. Helping brokers to help customers. However, our section of the app seemed more confusing than helpful. The content was randomly called, and relied on the brokers knowing the rules already so that they could decide what point they could help the customer with.
Because I had already investigated the problems our customers had with our rules, I mocked up a redesign that addressed those pain points. By reclassifying the information, the brokers only need to look into one of three areas: what the customer had already done, what the customer could still do, and what the broker could help the customer do, with the final category housing all their calls to action in a much simpler format. I also aligned the language more closely with both the bank’s brand promise (How can we help you?).
My redesign was signed off and sent for implementation without any disruption to the deadline, as it was significantly less complex than the original design.
I’ve worked across a range of industries including financial, elearning, retail, travel and public sector. Skillsets include design, light coding, UX writing, competitor and audience analysis, and presentations.
While my skillsets have grown and adapted, my abilities are consistently to:
Adobe Photoshop, Adobe Illustrator, Adobe Indesign, Adobe Dreamweaver, Flip PDF, Adobe Acrobat Pro, Squiz, HTML, CSS, Bootstrap, Microsoft Powerpoint, Microsoft Word
Adobe Flash (And ActionScript), Adobe Captivate, Questionmark Perception, Jira, SVN, SASS