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CONTENT DESIGN & UX

A snapshot of projects where I've led the content strategy. You can tap on individual photos for a greater look. Need more details? Send me an email and I'd be happy to chat!

IN-APP TELEMETRY

1Password

I led the content strategy for a prominent in-app message that would ask 1Password users to choose whether they'd prefer to keep telemetry on or off for their account (i.e. sharing their usage data). I worked collaboratively with design, engineering, and product marketing to ensure that we communicated clearly what will and will not be collected. I also paired closely with Security, Privacy, and Legal teams.​

GOALS

The goal of this project was to responsibly inform users about telemetry and empower them to make a choice. We had to make sure that the interaction (pop-up) was seamless and that the content of the modal was concise, clear, and friendly.

APPROACH

I worked alongside a designer and product marketing manager to communicate 3 key values: ownership, collaboration, and transparency. We incorporated user testing before launch to measure comprehension and sentiment, as well as ensure that the interaction was frictionless.

RESULTS

As a result of a thoughtful and tested approach, the reception to the modal and message was very successful. Today we have an opt-in rate close to 50% (industry standard is about 20-30%).

CRYPTO TRANSFERS

Wealthsimple

Crypto transfers allowed Wealthsimple to become a more holistic financial platform. It enabled clients to consolidate their crypto from other wallets and manage all their finances in one place alongside their ETFs and stocks. I led the content strategy on this project alongside a designer, researcher, product manager and a team of engineers. I also worked extensively with the compliance & legal to ensure we met regulatory guidelines.

GOALS

The goal of this project was to give clients greater control of their crypto assets by allowing them to move their coins between non-custodial wallets. The UX would have to focus on simplifying complex systems and terminology.

APPROACH

I worked alongside a designer and researcher to conduct user interviews and a card sorting exercise around crypto terminology. We used our results to inform how clients should interact with the feature and determine content for in-app education.

RESULTS

With the addition of crypto transfers, clients felt more confident in choosing Wealthsimple for their crypto needs. Collectively, millions have been transferred to Wealthsimple with positive reception to the UX and education.

MARKET NEWS

Wealthsimple

Market news was one of Wealthsimple's most extensive integrations. I led the content strategy to define a reusable content model and assess vendor suitability. I worked alongside designers, researchers, engineers and our compliance team.

GOALS

We wanted to provide all our clients with reliable news related to stocks & crypto. Having news in-app would lead to more informed and confident trading decisions without clients leaving to use other apps.

APPROACH

I worked alongside a designer and researcher to identify user goals. I also ran a content modelling workshop to determine the best way to build the component and used a content matrix to drive conversations on securing a news vendor.

RESULTS

Wealthsimple became the only trading platform in Canada where clients could view news and trade stocks & crypto. As a result of friendly UX and discoverability, close to 1M news articles have been viewed in-app.

FRACTIONAL SHARES ORDER FLOW

Wealthsimple

I led the content design, revised product flows and supported go-to-market strategies for the launch of fractional shares - one of Wealthsimple's most significant features. I worked collaboratively with a product designer, researcher, product manager and engineers.

GOALS

The goal was to emphasize accessibility and affordability for all clients as an alternative investment pathway. To accomplish this, we needed to create an order flow that was simple, intuitive and educational.

APPROACH

Our team worked in two-week sprints. I created a content map to highlight content needs at different points in the user journey. I worked closely with the trading desk to surface disclosures and education.

RESULTS

This was one of Wealthsimple's most successful features. Thousands of orders were filled on the first day alone as the result of user-friendly messaging and simple UX for the order flow.

BRAND RESOURCE CENTRE (BRC)

TELUS

The Brand Resource Centre is the home of all TELUS standards, tools, assets and support for 40,000+ employees. I was the content lead in the first and second iterations of this product, where I worked alongside an IxD, visual designer, engineers and the Brand team at TELUS.

GOALS

The goal was to enable team members or vendors to successfully deliver on any TELUS branded experience. To do this, we'd need to consolidate duplicate information, improve navigation and educate for success.

APPROACH

Our team worked in two-week sprints. I developed an iterative content process which included conducting user research, testing our IA through card sorting and developing content models with design.

RESULTS

Investing in content strategy and early user testing resulted in better adoption on launch. The BRC also saved the organization a lot of money by reducing technical debt and consolidating old sites.

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2019 YEAR IN REVIEW

TELUS

I led the first Year in Review at TELUS Digital, alongside a visual designer and developer. This was a creative project that collaborated closely with our Data & Insights team. I worked on the content strategy while ensuring that the page met accessibility criteria.

GOALS

The goal was to highlight each team’s innovative milestones and growth, while creating responsive and reusable components that could be reused.

APPROACH

I worked with our Data & Insights team to craft content focused on data storytelling. I used simple but creative language to compliment the gentle animations.

RESULTS

Generated leads for prospective talents while reducing the burden of outreach for the HR team in a highly competitive tech landscape.

BUILDING CONTENT GUIDELINES

TELUS & Wealthsimple

I've worked in cross-functional, agile teams to evolve content standards and guidelines. I've hired and trained content team members and freelancers to be prolific writers for both TELUS and Wealthsimple.

Pencil

MEDICAL & TECHNICAL WRITING

I've worked on several projects that required careful writing and editing skills due to the nature of the content. Working in medical communications, I used my background in Health Studies to take complicated medical jargon and distil it into readable copy for consumers or pharmaceutical companies. I've also written text for standards, training and guidelines in my previous role at General Electric and for the content team at TELUS.

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Unfortunately the nature of these documents are private, but I am always happy to chat about good documentation.

PRO-BONO EXAMPLE

I worked with a South Asian women empowerment group to consult on a site redesign. Here are some artifacts:

Office with a View

LET'S CHAT

Looking for my resume or want to grab a coffee? Contact me via email or LinkedIn

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