The role of content designer is much like my old role of travel writer. How can I make you feel welcome in a strange world? Help you step outside your comfort zone? Make you try something new?
Sure I can put together a taxonomy and map an onboarding flow, but it's all in the service of making you feel understood. That's what drives me. If you'd like to see some of my work, you can check out my full portfolio here.
AIRBNB EXPERIENCES CATEGORY PAGE SYSTEM
The Problem: Airbnb Experiences category pages lacked coherent design and messaging. It was hard to find relevant inventory or understand what made each category special.
The Solution: I worked with product, engineering and design to create a new category page system tied to a user-facing taxonomy overhaul. I wrote messaging hierarchies and used inventory groupings to tell the story of each category while surfacing relevant Experiences for purchase.
The Result: Consistency across categories,
improved user comprehension and an 18%
increase in PDP views.
LAUREL & WOLF ONBOARDING FLOW
The Problem: There was too much friction in the onboarding flow for online interior design company Laurel & Wolf.
The Solution: I gamified the onboarding process with an interactive quiz. I added fun educational copy to loading screens to maximize impact and reinforce brand identity.
The Result: A 23% increase in conversion.