ARCHITECTING AND CRAFTING CONTENT TO BE FINDABLE, RELEVANT AND ENGAGING

Over 50,000 PwC employees globally use a series of apps, bots and desktop resources to access the services and support they need on the go.

Astro is a voice-first agent initiative designed to bring all the resources of the firm to all staff levels through a frictionless, accessible app on their phone.

EXPERIENCE GOALS
Enable Astro virtual voice assistant to serve as a simplifying, frictionless conversational layer between the user and ecosystem of 4000+ components, including once-separate work apps (over 30) and internal data services including:

G-Suite
- Workday
- Salesforce
- SAP Concur
- Factiva
- Fathom
- Hoteling

MY ROLES
Content Strategist
Conversational Lead
UX Writer

RESULTS
Astro 1.0 release in July 2019 to 10K partners in the US with 1.5 release in December to 50,000 users in the US and Mexico. 2.0 Released in May 2020.

Astro is transitioning to commercialization (white-labeled and sold to PwC clients).

I created a content tracking app that saved hundreds of hours managing the content components of Astro.

Xfinity Home is a home security and automation solution managed by computer, tablet or smartphone.

Via those digital devices, Comcast wanted to create digital and informational experiences that help users employ self-service onboarding as well as optimizing the self-activation, use, and management of XH physical devices including:

- Door and Window Sensors
- Thermometers
- Motion Detector
- Cameras

EXPERIENCE GOALS
Structure content and create user-centric create activation and first time-user experience for Xfinity Home system and its IoT products.

PROJECT GOALS
Build activation flows on desktop and mobile app experiences that allow Xfinity customers to activate their Xfinity Home service as well as pair and install related Xfinity Home IOT devices as self-service.

MY ROLES

Content Strategist
UX Writer

WORK CENTERED ON

- Mapping Customer Journey
- Activation
- First Time User Experience (FTUE)
- Troubles & Error Messaging and Resolution
- Rules
- Re-architecting content experience on the mobile app

RESULTS
Xfinity Home updates launched in Oct 2014. Captured over 1 million customers (According to Strategy Analytics). Comcast has 10 percent of the market for interactive security.

Universal Health Services is one of the largest hospital management companies in the United States. It owns or manages hospitals, weight loss centers, and behavioral centers.

Due to Buzzfeed stories, the company and stock suffered from the perception of being a profit-minded company. The company wanted to use the site redesign to rebrand the company and help counteract this perception.

MY KEY INSIGHT

Stories are how people understand healthcare.

For patients, a visit to a healthcare professional is not an event, nor about a medical device. For a patient, each encounter, from feeling ill to recovery is an emotional story with an arc. That’s how they understand the experience.

I convinced UHS to stop focusing on directly promoting its medical capabilities and resources and help people feel its true value, capabilities, and heart through stories. Stories directed all of UHS’ audiences. From patients to doctors and nurses for recruitment to the behavioral health community.

RESULTS

The site won awards in the healthcare industry. Also, my work helped the client understand the value of content in delivering their brand experience.

GS1 US is charged with managing barcode and product information standards for nearly every industry globally.

The organization faced content and structure factors that put the site and its content in conflict with the organization’s growth and adoption goals.

EXPERIENCE GOALS
Improve and remove the frustrating content experience of a massive GS1 US website.

CONTENT OBJECTIVE
Execute full content strategy. Research, audit, restructure and optimize site and content to resolve user issues to drive better content usability for users for site redesign and migration for 5000+ page site.

MY ROLES
UX Writer
Content Director/Lead Content Strategist

Covr is an innovative, digital life insurance platform.

Through its white label solution portal, Covr helps financial institutions deliver a great experience under the existing brand their customers already trust.

Covr wanted to develop a content marketing/lead-gen program to help its client Navy Federal offer life insurance programs to its customers.

EXPERIENCE GOALS
Drive insurance sales for Navy Federal/Covr platform.

CONTENT OBJECTIVE
Create content strategy driving Navy Federal customers to purchase life insurance services through Navy-Federal-branded Covr portal.

MY ROLES
Content Director/Lead Writer

RESULTS
Content marketing strategy and program drove 14% higher click-throughs.