Samples For Your Viewing Pleasure

Here are a few samples of my work, either as an employee or freelance contractor. Over the years, I’ve optimized content for everything from websites to native apps and social media to print ads — for both internal and external audiences. These examples are just a taste of what I've accomplished in 20 years of content experience.

U.S. Bank

My 5 years with U.S. Bank has provided me with deep professional growth and rich career experiences. I began as a UX content strategist on our award-winning mobile app team and embarked soon after on a path to leadership across multiple segments and platforms. I began by managing a small UX team of product and content designers and progressed to managing a portfolio of UX teams, eventually pivoting to focus on my true passion: content design leadership.

The following samples are representative of my various roles and responsibilities on the UX design team at U.S. Bank.

Mobile App Test Drive and Video Demos

A senior product executive wanted to create a “test drive” experience that would allow prospective clients to experience our mobile app without login credentials.

Test drive research and recommendations

• Problem: The business need for this new feature was clear: attract and convert new clients. The user needs: not as clear. As the UX lead for the team tasked with this project, I needed data to support the hunch we all had: this “test drive” experience would not deliver on our business goals because clients would not use it.

• Solution: I pulled my UX team together and partnered with research to create a prototype we could test with users. The results from this study clearly indicated this feature would not be received well by users and would not result in our desired ROI. We pulled together alternative recommendations based on the research.

Mobile app video demos

One of our recommended alternatives to the test drive feature involved developing mobile app video demos. These could be accessed via usbank.com or the mobile app without requiring a login. This feature provided potential users a glimpse of the app as originally intended by the test drive, but for far less design and development time and money.

• Problem: Nobody on my UX team was experienced in designing and producing video demos.

• Solution: I secured funding to hire contractors experienced in video design and script writing. After interviewing and hiring a video producer and script writer, I led the strategy to create a series of video demos that highlighted the top features of our mobile app based on user needs identified through research.

Watch the mobile check deposit video

Life Moments

While managing the mobile app marketplace UX team, I led the strategy for design and content to launch a new “Life Moments” feature.

• Problem: Our team was challenged to create a new sales funnel for existing customers using our mobile app. To deepen relationships, we wanted to offer financial solutions and guidance for life’s biggest moments.

• Solution: Under my leadership, the team researched the top milestones in our clients’ lives. Using those moments, we created a framework for supporting our clients with related products, services and resources to help them achieve their goals.

COVID-19 UX lead

When the COVID-19 pandemic shut down the country, U.S. Bank quickly reacted with multiple support services to provide individuals and small businesses financial relief. We had to work quickly to update our digital channels with the information and experiences our clients needed. We spun up a tiger team of cross-functional partners from multiple departments to focus on these urgent communications and features. 

As the UX lead for our COVID-19 support team, I was a key stakeholder and final approver for all digital experiences related to pandemic financial relief. I partnered closely with product leaders, customer communications, corporate communications, UX design teams, legal, risk and compliance teams. We were all on call for after-hours emergency updates and attended daily standups to stay connected. It was a highly stressful time but also highly impactful and personally fulfilling. I’m proud to have contributed to efforts that earned U.S. Bank a ranking as the most essential bank amid the COVID-19 pandemic.

The following examples are just a small representation of this work.

COVID-19 global banner iterations

We used a global banner across usbank.com to communicate the highest priority and most timely financial support services to our clients. I led the content updates to the banner and am presenting an example iteration here.

• Problem: After the CARES Act passed, an executive asked us to add content to the banner that referred to four main components that impacted banking. However, trying to fit all of those topics into the banner made it far too long for a good user experience.

• Solution: I quickly spun up a data-driven content strategy document proposing a shorter, more succinct message that would drive our users to our main COVID-19 support “splash” page using the CARES Act as a keyword.

COVID-19 loan extension

U.S. Bank decided to offer clients loan extensions for financial relief during the pandemic.

• Problem: The digital team had to quickly make an application flow for this service and figure out prominent places to communicate the option to affected clients.

• Solution: In addition to the main COVID-19 splash page, we rushed to add prominent entry points in our online banking and mobile app channels. I led the UX strategy for making these updates and quickly pulled together a content document. I used roughly mocked up screenshots of our current experiences to save time and get the updates to our developers ASAP. I turned these updates around in 1 business day, including required approvals.

COVID-19 support page

This page served as our central hub for pandemic financial relief and support services. I co-owned this page with a partner in marketing. We worked together to add and edit content based on the (often daily) updates and additions requested by business line partners, senior executives and product leaders.

• Problem: Originally the page was a continuous scroll of support services. Over time, we added so many options for financial relief that the page became an overwhelming wall of content.

• Solution: I suggested separating the content into user-centered sections (personal banking, small business and corporate/commercial customers) under accordions to allow our clients to self-select their content. You can still view that experience in the archived webpage below.

Jostens Careers

I worked with the digital team at Jostens and freelance designer Jennifer O'Brien to revamp the jostens.com careers page. As the lead writer on the project, I interviewed Jostens' HR team to determine the correct tone and desired content for the page. I also collaborated with the designer and digital team on the content strategy and wireframes for the project.

Sample 1: Careers Before

The careers page before the revamp had minimal information and zero flair. I spoke at length to the HR team about what they desired for the new page and what they thought their users would want to see. I also spent time looking at other pages on their website to glean their overall tone and brand, since a style guide was not available to me.

Sample 2: Careers After

I crafted the headlines for each section with Jostens' brand message of telling stories in mind, and the copy followed suit. The client had minimal edits and rave reviews: "I love the tone, the pacing -- and the excitement!"

Bachman's

As the content manager for Bachmans.com, my job was to plan, write and manage all digital content for the company. My main focus was on the website, email communications and social media outlets, but I also crafted the occasional print ad, promotional mailer and store sign.

Sample 1: Wedding Flowers

Besides selling merchandise and promoting company services, a secondary objective of Bachmans.com was to provide expert advice and information to our customers. I restructured and rewrote the wedding pages of the website to meet both goals. 

Sample 2: eClub Newsletter

This weekly e-newsletter provided insider information and exclusive offers for Bachman's loyalty program, Bachman's eClub. I was in charge of the editorial direction, project management and content creation for this vehicle.

PAI

This day training and habilitation service provider for persons with disabilities hired me to rewrite and create a consistent brand voice for their website.  I also provided general content strategy feedback regarding the site's navigation and content structure.

Sample 1: PAI Values

Originally, this page had no content other than the tabbed graphic element. I recommended an introductory paragraph and wrote the content based on knowledge gleaned from source content and client feedback. 

Sample 2: Business Partner

I repositioned the bullets on this page as benefits, making sure the content was written as a parallel list. The page also needed an introductory statement and general editing.

Auburn Supply Group

By studying competitor websites and interviewing the company owner, I wrote website content from scratch for this Milwaukee-based distribution service for business products. I crafted a professional yet down-to-earth tone and provided content strategy recommendations.

Sample 1: Home Page

ASG wanted to convey three important things on the home page: their commitment to clients, their low prices and great value, and their fast delivery ˗˗ using a friendly, professional tone. 

Sample 2: Delivery

Flexible delivery is a key differentiator from the competition, so it was important to make that clear on the website. This page states ASG's delivery promise and provides delivery details for clients.

Denmark Dental

This dental practice in Eagan, MN, needed fresh copy for their website that presented them as friendly, professional and inviting. I partnered with Super Deluxe Design Studio on this site reboot.

Sample 1: Comfort

When faced with the thought of going to the dentist, a lot of people feel anxious and sometimes even scared. Writing about comfort was key to creating a welcome environment on the homepage.  

Sample 2: Services

The dentists wanted to make sure potential patients knew they could count on Denmark Dental not just for routine teeth cleaning, but for many other dental services using the latest technology and methods in the industry. My copy covers that range. 

Capella Learning & Career Outcomes

While employed at Brain Traffic, I was the lead writer on the project team that launched Capella's Learning and Career Outcomes website. Without an existing site to use as source content, I relied heavily on interviews with subject matter experts to craft my copy.

Sample 1: Home

The challenge: explain a complex reporting and measuring system in a friendly manner without a lot of intellectual jargon. My home page copy accomplished this and acted as a gateway to the rest of the site's content. 

Sample 2: Behind the Numbers

Heavily numbers based, Capella had to be clear about how they created their measurement and reporting system. By introducing a benefit to adult learners in the introduction, my copy gradually leads the user through the details.  

Macy's

At Macy's, my copywriting duties included a wide range of print materials. From the weekly sales circular to event mailers and even a short-lived lifestyle magazine, I was tapped to contribute to them all.

Sample 1: Your Four-Star Home

The concept for this editorial piece in Macy's lifestyle magazine was to convince readers to turn their home into a luxury hotel ­­- using product from Macy's, of course. The sample is page one of a four-page spread; my copy introduces the concept and invites readers into the story.  

Sample 2: Fashionista
Shopping Party

Together, the art director and I concepted a "flip for fashion" theme for this shopping party. My copy perfectly complements the fun and energetic image and graphic text elements of this event mailer.

Target

I worked on two different communication teams during my tenure at Target. The first was for an online policy and procedures portal for Target's customer service call center. The other was dedicated to corporate communications in both print and intranet publications. The following samples are from the latter team.

Sample 1: Our Pages for Distribution

Target's distribution centers needed streamlined communications. To that end, we folded 20+ location-specific newsletters into one Distribution-focused edition of Target's internal magazine, RED. I wrote this article to introduce this new direction. 

Sample 2: GLBT Business Council

During Pride month, I wrote this feature for Target's internal e-newsletter, TGT Weekly. The GLBT Business Council (now called the LGBTA Business Council) has a strong presence within Target corporation. This article spotlighted an important celebration in that community.