Portfolio
UX Design
I take a content-first approach to designing user experiences. It all begins with a story that turns into a strategy. That strategy becomes the foundation for wireframes and information architecture.
BLOSSOM 2.0
After doing a competitive analysis, I discovered that Blossom can leverage new functionalities to outperform their main competitors. I wanted to understand what information plant parents needed in order to identify their plant and properly care for it.
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competitive analysis | wireframes | usability | prototype
Portfolio
Content Design
Content strategy is at the heart of everything I do. I use language that's simple, straightforward and human. I've delivered personalized messaging strategies for customer acquisition and retention. I've built taxonomy systems that match user mental modals.
FIDELITY PERSONALIZATION
I'm currently leading content personalization as a consultant across Fidelity. The deliverables I provide range from messaging strategies to personalized components within customer experiences. The example shown here is the Tax information page, which provides personalized education and resources base on our customer's tax forms and accounts.
FACEBOOK CAMPUS
A product designed to make Facebook the best place to participate in college campus life. Campus is a college-only space for students that's secured with a .edu email verification. I was the lead content strategist on this brand new product, and I owned everything in the space. My goal was to engage students (ages 19-24) with content such as editorial calendars, onboarding experiences, messaging strategies, voice & tone branding, and more.
FACEBOOK EVENTS
In the aftermath of the Area51 Facebook event, I joined the Events team to focus on product privacy and integrity in order to better protect our users. This case study includes event categorization, taxonomy and navigating the nuances of customer protection.
META EXPERIMENTS
Formerly known as Facebook Experiments, this product is available to small and big businesses who use Meta Business Suite to run tests on their Facebook and Instagram advertisements. This case study focuses on how simple shifts to straightforward, human language can positively impact KPIs.
FIDELITY MONEY MOVEMENT
An experience that helps customers who recently experienced a loss, inherited assets, and have to withdraw from their account yearly. This case study includes a content audit, journey mapping, information architecture and content strategy aimed to reduce customer calls and increase digital self-service.
Portfolio
Writing
Creative and editorial writing was the catalyst of my content career. It started with majoring in English at Northeastern University, and developed into a passion overnight. I'm currently a freelancer and founder of Mad Pen Studios, which is focused on supporting businesses that want to hone in the language on their websites to achieve their goals.
NORTHEASTERN UNIVERSITY: EMPOWER
In May 2013, Northeastern University announced the Empower Giving Campaign. The goal raise $1 billion—$500 million in philanthropic support and $500 million through industry and government partnerships—by 2017. I lead the content development and curation for the campaign websites, which included conducting interviews to collect quotes from college students, faculty, and staff to inspire donors to give to the campaign.
PUMA USA
In 2012, I was an intern for PUMA USA, one of the world’s leading sports brands. During my time there, I supported content publishing for PUMA.com and social media. In the weeks leading up to the Boston Marathon, I was asked to write an editorial article to increase promotion for PUMA’s products during race week. This is an example of one of the articles I wrote for the website.
BOSTON PARTNERS IN EDUCATION
Since 1966, BPIE has been a critical piece of a complete Boston Public schools classroom by providing mentoring programs help BPS teachers maximize the number of students receiving individualized support during the school day. In 2015 helped launch their new website, which included me writing mentor spotlights, homepage and about content.