As a Senior Content Strategist with g2o, I’m responsible for crafting user experiences that are engaging and easy to navigate, thus boosting engagement and conversion rates. A key highlight of my work has been revamping 'Currency'—M&T Bank’s internal design system—where I updated outdated content into clear, user-friendly documentation. Collaborating closely with product managers, developers, and designers, I've ensured that our content supports smooth adoption and usability.
Leveraging user research and data analysis, I've transformed dry legacy content into compelling materials. This includes crafting strategic templates, like release notes and internal messages, to maintain seamless communication. My approach is rooted in data, aligning content with user needs and business goals while embracing the fast-paced eCommerce environment. Accessibility is a top priority, adhering to WCAG guidelines and best practices to ensure inclusivity in all our digital experiences. My role extends beyond writing—it's about fostering collaboration, ensuring digital platforms are effective, user-friendly, and accessible to everyone.
I was a UX Content Designer at IBM from early 2019 until spring 2023. Content designers create and communicate meaning throughout product or service experiences for users and customers. They help people understand the value of IBM solutions with clarity and consistency and guide people to advance their next steps to achieve their goals.
For the last two years, I was on the Watson Customer Cares team. As the only dedicated in-product content designer for multiple AI-driven products (Watson Assistant and Watson Discovery), I’ve both designed content and developed guidelines for consistent voice and tone across multiple mediums. As more products (particularly in the SaaS space) begin to incorporate AI and ML, it’s been my focus to develop user-centered content that educates, enables, and empowers users of all levels of experience and interest by doing things like building user-friendly microcopy that enhanced user interactions and drove engagement.
For the two years prior to changing teams, I worked in the Design Program Office on designer-led and designer-oriented initiatives. My time was split between curriculum design for our designer onboarding program Patterns and working on programs and systems focused on designing excellent experiences for users across business units. Part of this included teaming up with cross-functional groups to define and improve the designer experience through strategic content initiatives.
I was also responsible for external channel communications and strategy for platforms like Twitter (@IBMDesign) and Medium (Design at IBM). I created guidelines for the use of these platforms and educated designers companywide about them. I prioritized establishing and maintaining a consistent voice and tone for all digital touchpoints, aligning with brand and improving user interaction consistency.
Prior to this, I worked with the client services group on the Enterprise Design Thinking team. I was responsible for synthesizing our research to create a common narrative around how IBM has adopted design thinking at scale and how we can use the lessons learned in that process to help other enterprises with their digital transformation.
I was a digital content writer and content strategist at InVision, a SaaS company that was aiming to become the “operating system for design”. InVision offered both products and services to the design community while also placing a focus on the people and practices that accompany a strong corporate design practice.
During my time at InVision, I played an integral role in redesigning and relaunching the blog (Inside Design), our two Medium publications, and our weekly digest. As part of this process, I implemented A/B testing to experiment with content, leading to data-driven optimizations. You can find a case study recap of that process on my blog here.
I was also responsible for crafting compelling, audience-specific copy & content for a wide range of mediums, including (but not limited to) event announcements, blog posts, longform and how-to articles, company announcements, & the infamous “Clark from InVision” weekly email digests. I also provided editing insight & expertise for content across a wide range of mediums while striving to maintain a confident yet humble voice and tone.
I was the Marketing Director at UX Booth, a publication by and for the user experience community, for more than a year. Our readership consists mostly of beginning-to-intermediate user experience and interaction designers, but we aim to serve anyone who is interested in making the web a better place.
My main responsibilities were to grow our newsletter subscriber list and increase our page views and email signups through rapid iteration and experimentation. I also managed our social media strategy and community building efforts.
One of the small but significant projects I led during my time at UX Booth was to optimize the inline email subscription forms. Through A/B testing and user research, we were able to triple the number of email signups while making the signup form CTA smaller and less disruptive to the reading experience.
I spent a year as the blog editor at Piktochart, a SaaS tool for designing infographics and telling visual stories. As the blog editor, I was responsible for content creation and curation that served to guide and inspire our users. I also worked with our front-end, design, and UI/UX teams on multiple projects to improve the user experience in the product and on the site itself.
I managed the content strategy including writing and maintaining our style guide, creating and refining processes for content creation and cross-team collaboration, and using user research and data to make informed decisions about messaging and content.
As the resident English expert (the company is based in Malaysia), part of my responsibilities were to proof and optimize copy in all areas of the company. This included everything from CTA buttons and copy in our weekly emails to the tooltips and help documentation accessible through the product.
You can see some of the posts I wrote for Piktochart here.
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