As one the nation’s leading online real estate marketplace, Auction.com serves a variety of audiences with specific use cases. In 2018, I worked in-house with their product and marketing teams to provide user experience consulting and content strategy.
Major projects included developing user flow and messaging through an updated checkout process, completely rebuilding and rewriting the help center, and writing a new multi-step transactional email flow.
When I came aboard the Auction.com team, one of the chief challenges was a disconnect between the marketing and product teams. I worked closely with their staff content strategist as a UX consultant to help bridge the product experience and messaging between departments.
One of our successful projects was applying user research, stakeholder interviews, and site analytics to determine how to improve the bidder registration. This step was a critical determinant for whether a user would successfully complete a transaction on the platform or not.
While HGTV makes purchasing auction properties seem simple, the reality is much more nuanced. Rules and procedures vary by auction type, who is selling the property, and even county or state laws.
Auction.com wanted to reposition its Help Center as a multi-functional resource for users, sales teams, and marketing. I led the content strategy and creation for this project. This included setting measurable project goals and objectives, reviewing data (including user research and analytics) to establish information architecture, running user tests on proposed wireframes, and creating page content.
Santa Clara Law
As the Digital Media Team Lead, I oversaw and contributed to several projects enhancing storytelling on our website.
This included front-end content strategy, such as developing audience personas, user journeys, site content, style guidelines, and new page templates. But it also included back-end content strategy such as structure content, information architecture, content models, and more.
While leading digital media, I originated, planned, and managed an enterprise WordPress site migration from an on-premise to cloud-based server.
UX-Focused Website Design
As one of my first projects with Santa Clara Law, I applied my content strategy expertise to develop a content-focused redesign of the site.
NCIP Site Redesign
Northern California Innocence Project (NCIP) wanted to enhance the way they told their organization’s story. Their compelling work deserved great storytelling, but they were under deadline to finish before a major fundraising event.
About Us: A Bold Vision
Through a collaboration with the SCU development team, I worked to create a microsite for the upcoming Howard S. Alida S. Charney Hall of Law. Our team worked together to identify strategic priorities, define a content structure that served those priorities, and craft messaging that shared our story.
Santa Clara Law Admissions Funnel
As one of my earliest projects with Santa Clara Law, I worked to apply a conversion-focused approach to the Admissions experience. The team worked to identify audiences, needs, and interests. Then I crafted messaging with the help of the Admissions team members. Our funnel approach (borrowed from the ecommerce space) helped improve overall applications and exceed expectations in a down year.
Practically Unhackable by Intel
Safe browsing education for consumers. I worked with an agency team to develop content around Intel’s Practically Unhackable campaign. Though the site is no longer live, here are the topics I covered.
How do you get malware? It usually starts by clicking something you shouldn’t have. Be careful where you click.
You can never be sure that a link in an email is safe to click, even if it looks like a friend sent it to you.
You may have heard about “ransomware” on the news, but what is it?
Other Content Strategy and UX
I’ve worked with over 50 clients to enhance their organizational storytelling through great content strategy. From planning site content from the beginning to rebranding to developing site wireframes, I’ve provided a broad range of services to help my clients deliver powerful experiences to their users.
Providing hands-on science experiments, coding lessons and more, Because Learning enhances STEM curricula. I helped the team identify target audiences, clarify their organizational messaging, and develop website content.
English Major’s Guide
A personal passion project, this site leads English majors into the unfamiliar world of professional development. The challenge was offering simple navigation to a variety of fields and interests held by my audience. I solved this problem by combining web design elements and an easy-to-follow structure.
The HomeShare team had a great service, but no website to tell their story. I worked closely with the founder to craft their messaging, make website wireframes, and write their entire website copy to show visitors what HomeShare can do for them.
The Adraba team knew they needed better website messaging, but they had no idea where to begin. I provided content strategy consultation to help them develop the right information architecture for their site. Then I worked with their subject matter experts to translate their ideas into compelling web content. Through our work, we turned complex engagement models into simple-to-understand concepts for prospective clients.
Content Process & Samples
Over my years of experience creating web content, I’ve developed a process that successfully leverages subject matter expertise. For example, though I may not be an expert on constitutional law, I know how to work with constitutional law experts to create compelling web content on the subject.
Here’s my basic process:
- Determine measurable business goals.
- Interview subject matter experts and customers.
- Research audience data and site analytics.
- Draft proposed deliverables. This may include information architecture, content, or user flows.
- Perform user testing on drafts. (As much as possible.)
- Create final deliverables.
- Measure performance, iterate, and improve until goals are achieved.
Healthcare Industry Samples
As a Senior Conversion Copywriter with TRAFFIK (an Inc 5000 agency in Irvine, CA), I wrote conversion-centered marketing copy for numerous local and national brands. This included Blue Shield & Blue Cross, Prospect Medical Group, Matrix Medical Network, and many others.
(The following samples are for evaluation of my copywriting work only and may not be used for any other purpose.)
- [DMEhub] Sales Kit for Office Reps
- [Edwards LifeSciences] Brochure/Folder for Chinese Physicians and Surgeons
- [Edwards LifeSciences] Brochure Inserts for Chinese Physicians and Surgeons
- [Matrix Medical] Quality Visit Presentation for Insurance Companies
- [Prospect Medical] AEP/OEP Social Ads and Landing Page
Tech Industry Samples
Please see the below list for samples of my recent work.
- Snapchat’s Fail at Personalized Advertisements
- How Adopting UCaaS (and IoT) Can Improve Collaboration (PDF)
- 7 Apps and Programs That Will Reduce Office Stress
- Millennial B2B Buyers are on the Rise—6 Ways to Adapt Your Strategy
- Equality is What Happens When AI Messaging Comes to Life
- 4 Examples of the Texting-Driven Life: How to power positive change through texting
- Messaging as a Service: Bridging the Gap Between your Online and Offline Life
- Why Live Chats Are More Effective than Phone Support (PDF)
- 3 Trade Secrets to Making Every Live Chat a Success (PDF)
- Why Customers Love Live Chat (PDF)
- 23 Ways Professional Service Firms can Stop Revenue Leakage and Increase Profits
- Desktop as a Service vs. VDI – What’s the Difference?
- Desktop Virtualization ROI – Is DaaS Worth It?
- Preventing Cyber Attacks on Critical Infrastructure
- Advanced Endpoint Threat Detection in a Mobile World
- Benefits of Converged Infrastructure Solutions
- [Panasonic] Pharmaceutical Manufacturing: Improving Safety, Compliance and Quality Control With Mobile Technologies
- [Panasonic] Manufacturing Report: Enabling Farm-to-Table Track & Traceability with Mobile Technologies
- [Patriot Tech] Non-Geeks Guide to Network Threat Prevention
- [Workfront] 6 Ways to Quit Wasting Time and Money in Your Review and Approval Process
I also recently completed learning modules for a private SEO training academy:
- Lesson 1: Understanding SEO
- Lesson 2: Optimizing Website Content
- Lesson 3: Understanding Backlinks
- Lesson 9: Running SEO Reports
If you want to see more samples, please don’t hesitate to email firstname.lastname@example.org and let me know what you need.