User Experience
Surveying site users for IA insights
My client, a statewide department of rehabilitation and correction, offered a new challenge. For one, quantifiable growth was not their goal. Additionally, their site users encountered frustrating barriers during a vulnerable and stressful time in their lives while trying to contact, visit, or send funds to incarcerated loved ones.
Aware of these sensitivities, I built a Qualtrics survey to access the organization’s well-tenured employees. This allowed our team to gain clarity into how they interact with the public and which pages were sticking points for users.
Ultimately, the survey proved enlightening to both our Content Operations and client stakeholder teams. Employees were passionate about sharing their opinions and we gained qualitative insights that helped streamline the site architecture and page priority.
Training client teams in UX writing best practices
As the holidays approached and our teams were tight on capacity, my goal was to ensure that our UX writing training for an industrial equipment manufacturing client easily engaged participants and had something for everyone, across skillsets and roles. A further challenge was covering in-depth microcopy examples comprehensively, while keeping the cognitive load light.
I accomplished this in four key areas:
The Icebreaker - This section allowed team members to introduce themselves while helping our internal team discover how deep their UX writing knowledge already ran.
UX Writing Context - During this training session, we spoke with design team members with a wide range of writing knowledge. My context slides got them up to speed on the basics.
Interactive Exercises - There is no other way to slice it. The long list of microcopy examples with “do” and don’t” samples was some dry reading. So I dropped in two exercises to get participants writing and revising microcopy together.
Active Q&A and Resource Development - To cap the presentation, I added a facilitated Q&A, a pre-filled resources list, with options to share knowledge and resources between team members.
Guiding valued partners with Microsoft
Microsoft’s partner network is a well-established hub lending access to exclusive resources, programs, tools, and connections.
My team was tapped to review Partner Network Solution Areas and restructure existing content that guides users to download valuable assets and guidebooks, increasing both clicks and time-on-site.
Inspiring shoppers with the NCBA
The National Cattlemen’s Beef Association came to us with a unique challenge. As an agency, the group is not directly responsible for e-commerce sales, but wanted to boost their product’s appeal and reputation.
Enter, Chuck.
As a digital agency, we were challenged with developing an MVP for a flexible, conversational AI experience that could later translate from the web to voice platforms like Amazon Alexa.
I took on the task of writing the user flows that became Chuck’s behaviors and logic, partnering with a creative copywriter who gave Chuck its trademark attitude. This process involved scraping existing web content by hand to collect and organize all intents and entities that allow Chuck to discuss new recipes, beef cuts, and cooking methods. The content was also structured to allow Chuck to offer recipe suggestions based on up to three existing ingredients.
Once launched, Chuck offered mouthwatering inspiration with convenience and personality as added perks.
