COMPANY: Capital OneMY ROLE: Principal Content DesignerPROJECT: Redesign the Capital One site to service delinquent customersCHALLENGE:
Users who have missed payments on their card had no indication upon logging into their account that anything was amiss. Research showed that this was a staggering 89% of users who have missed payments who wanted that reminder clearly visible on their account.This responsibility was placed solely on the Statements Team and Collections callers to inform delinquent users. This made it easy to ignore paper statements and unsolicited calls.Because of the nature of how banks operate, this problem wasn't seen as a priority by the design team.

Account page
Original

Temporary solution
Added a warning message about card status on the account page

APPROACH:
1. Have empathetic messaging that directly tells customers that their account has fallen behind, specifying how far behind they are. We made sure to test each step of the payment options process, ensuring that users felt reassured and not shamed or judged for their account status.
2. Prompt users into taking action instead of ignoring their account. The solution to this was to provide payment plans for those who were unable to make the minimum payment.

Final update
A simplified version of 2 distinct pathways a user must choose from

We conducted market research to understand the different users to gain insight into how and why they became delinquent in the first place. We came up with 7 different personas and it was requested we accommodate those personas in our designs.However, I realized that this was an overly and unnecessarily complex approach and suggested a simplified version as shown above.

Payment Plan

IMPACT:
Approximately 44% of Capital One customers carried a balance on their credit cards for 3+ months. After the site redesign launched, 69% of those customers were enrolled in some plan and avoided account closure.

• Back to homepage

COMPANY: Capital OneMY ROLE: Principal Content DesignerPROJECT: Conducting an audit of our internal platform, Identity Builder (IDB).CHALLENGE:
The site had a user rate of 30% because it was ONLY being used by developers and PMs to request security features for their apps.The goal was to get EVERYONE in Capital One to see the benefits of IDB and use it for themselves.APPROACH: Conducting a comprehensive audit allowed me to find inconsistencies and other issues that could be solved with design thinking.

INSIGHTS: The purpose of conducting this audit was to have a proper understanding of existing content and figure out whether or not it aligns with our guidelines and expanding goals.The audit revealed several goals to assign ourselves so we can improve the IDB platform:
- Identifying communication gaps that hinder site's usability
- Ensuring messaging consistency throughout the site
- Addressing user and stakeholder pain points
- Building a backlog of improvements to address in the futureIMPACT: I shared my findings with the stakeholders. I identified language issues, confusing navigation, design and content inconsistencies, off-brand style issues and more.

After sharing my findings and getting approval from the entire product team and my own manager, I got started right away in the site redesign.

• Back to homepage

COMPANY: Capital OneMY ROLE: Principal Content DesignerPROJECT: Content Guidelines for IdentityCHALLENGE:
While Capital One had an established design system that included robust content guidelines, I realized the more I worked in the Identity org, that our users' needs slightly differed from a typical Capital One experience.It was necessary to create guidelines that addressed the Identity team's needs but I also needed to make sure it didn't contradict Capital One's overall brand identity.APPROACH: I studied the existing content guidelines and editorial standards so I knew them like the back of my hand. Then I went through my individual projects to understand the Identity user and identified the major (and minor) differences in the language requirements. I also consulted my design partners, who have worked on the Identity team far longer than I have, regarding their past work to ensure that I was consistent as possible in the messaging needs.

IMPACT: The style guide that I created was a hit with the entire Identity org. Not every team within Identity was fortunate enough to have their own dedicated content designer so having a set standards that were easy for non-writers to follow ensured consistency amongst all Identity products and features. We were also able to make sure that if a non-writer needed to create messaging, that they would have clear guidance to be able to stay on-brand.

COMPANY: TruistMY ROLE: Senior Content StrategistCHALLENGE:
Truist launched a new product, a one-stop-shop checking account, One Checking. So how do we sell ANOTHER financial product in an oversaturated sea of financial products to new customers?APPROACH:
My content strategy was to lead with the benefits while being transparent about the steps that the process of opening a One Checking account entails. We had to make sure the customer had all the information they needed to make a decision to enroll.

• Back to homepage

COMPANY: Chase BankROLE: Senior UX WriterCHALLENGE
Chase wanted to create an information hub to demystify the credit scoring system. The design team was given access to a lot of general financial information but we quickly realized all of this content read like an encyclopedia. That would've made user engagement impossible.APPROACH
Write Chase's financial articles using benefit-heavy copy that breaks down important information, defines terminology, addresses customer concerns regarding their personal scores and provides next steps for them. Combining writing and visual elements was key here. Working alongside my design partner, we supplemented the information we had with graphs, personalized side bars, and embedded links to relevant information.

IMPACT
There wasn't a lot of foot traffic initially when this launched by MVP, even with marketing initiatives pushing this. We conducted user testing and the feedback was mostly positive but ONLY when users were guided to the credit journey hub.I pitched the idea of embedding the credit journey articles within the experience of users' day to day banking which increased visibility to the credit hub by 33%.

• Back to homepage

Company: ShutterstockRole: UX CopywriterChallenge: Users of Shutterstock had to rely on the search feature or spend hours mindlessly browsing through a ton of content to find what they're looking for. This was a less than ideal user experience.Solution: Creating a UX taxonomy system that organized all of Shutterstock's content into categories and accompanying subcategories created a seamless and simple search experience. It also reduced the time users spend searching for information.

• Back to homepage

COMPANY: GoogleMY ROLE: UX WriterCHALLENGE: As part of the Grow with Google team, I served as an instructional designer for both the Foundations of User Experience (UX) Design and Foundations of Data Science courses. I collaborated with SMEs (subject matter experts) and designers to create reading materials, quizzes, assessments and an entire syllabus to ensure students were set up for success.

• Back to homepage

COMPANY: OutlierMY ROLE: Conversation DesignerCHALLENGE: A lot of Outlier's students had many questions prior to committing to any degree-based courses. A large FAQ page was considered as a solution, that continuously evolved as more unique questions were found through research surveys.SOLUTION: As the content of the FAQ page grew impossibly large, Outlier decided that a chatbot would be the perfect solution to this specific problem. Outlier's chatbot, Andy, was created and I designed conversational flows to guide and address possible and common scenarios.As outlier was still developing its brand voice, Andy still had to adhere to the corporate branding so I developed appropriate bot personas to align with the respective product marketing for the company.

• Back to homepage