Projects
The Product: Scapia is a credit card product built for GenZ travel enthusiasts. Customers earn coins on each credit card spend, and redeem them on flights and stays booked on the app.
My Role: Brand and UX copywriting, cross-channel content marketing assets that helped launch and scale the product to 200k+ users.
The Founding Team of the Product (CEO & Marketing Head) identified an untapped market opportunity to cater to beginner/ inexperienced mutual fund investors. The team wanted to identify, define and design a minimum viable product that would help this target segment get started with investing into mutual funds.
Building the brand messaging for Terminal5 — b2b employee relocation service)
The Client: Terminal 5 helps Swedish companies relocate new and existing employees from anywhere in the world to Sweden
The Brief: A compelling, succinct brand tagline that communicated the value proposition to the target customer — businesses that were helping their employees relocate for work.
Unpacking customer insights around team scrums and meetings for Jira (Atlassian)
The Client: Jira, Atlassian x Papergiant
The Brief: A global Ethnographic Research study, across London, Australia & India to uncover contextual insights on team scrums within scaled organizations.
Insights from the research study helped shape design opportunities for the product.
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Brand messaging & positioning samples
Brand taglines offer a crucial opportunity to set the stage for a product. In an effort to clarify what the product does, brands often get caught up in talking about themselves. While this approach isn't incorrect, prospects who know little about us care more about what the product can do for them, the pains they can mitigate and the big picture outcomes they make possible.
Clients: Aesthetics & wellness medspas in Indiana
The Brief: Website and content redesign to elevate the brand's narrative and drive conversions. The website copy and content needed to attract, inform and engage potential customers who wanted to look and feel their best.
The Client: Eero is a home Internet provider offering mesh solutions for extended wifi coverage
The Brief: High-conversion copy that highlighted their promotional offers and savings for the Superbowl & March Madness seasons. The target audiences were millennial families looking to enjoy uninterrupted streaming of the games from the comforts of their homes.
Building a content playbook for digital interventions for adolescent sexual and reproductive health (for the Gates Foundation)
The Gates Foundation and Population Council jointly commissioned a project to build a playbook of content guidelines & UX best practices for adolescent sexual and reproductive health (ASRH) interventions. The final playbook offered editorial and data ethics guidelines to help interventions inform and engage adolescents about their reproductive health
Unpacking ethnographic insights around synchronous team meetings for GSuite
The Client: Google (via Stdby)
The Brief: A Global User Research study to understand the user journeys of scaled teams in scheduling and participating in critical meetings (remote & in-person)
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Exploring the ROI of good design
A design strategy blog exploring the ROI of good design and the leading indicators of bad design
