User journeys, UX strategy, and thoughtful writing come together in a unified approach that always starts from the mindset of a user.
Brainly: Complete website and app
Brainly is a crowdsourced learning platform where students grow together rather than apart. The crowd is about 300 million strong and continues to spread across the globe.
In my years as their one and only in-house writer, I developed Brainly’s broad Brand Strategy into a practically applicable Brand Voice Strategy. I then used that voice as the unifying force for all language across a platform that includes a range of learning modalities. Each webpage, every app element, all of the push notifications, and yes, even this video; written by my little hands.
AMC Networks: AMC Premiere Marketing Page
AMC Premiere is a new streaming service built to share the bold, inventive stories of AMC with its most dedicated fans. From Killing Eve to The Walking Dead, it serves some of the most acclaimed achievements in television to a broad yet sophisticated audience.
Working as a UX Writer and Strategist, bridging the gap between the broad and the sophisticated was exactly the challenge. To do it, the team and I developed a detailed messaging strategy that takes the anti-hero voice found in so many AMC stories and adjusts its tone to every conceivable situation. As of now, the AMC Premiere marketing page is the most complete product of a strategy that will soon span all of AMC’s digital touch points.
Aetna: Medicare Landing Page
Working in a tight-knit team of creatives and coders, I contributed copy from headlines to buttons on this landing page. Aetna needed us to create branching versions of the page for three discrete user segments. We also designed specific user experiences based on the user’s precise age and history with Aetna as well as subsequent user paths for virgin visitors, previously contacted visitors, and return visitors. The result was a complex, living UX tree.