CREDIT: CONTENT STRATEGY, MARKETING & UX COPYWRITER

OVERVIEW: I’m a one-person copy desk for T-Mobile residential fiber internet. I’ve written all their digital and print assets, marketing emails, in-market signage, radio ads, UX/UI copy, purchase path flows, you name it. I’ve helped them grow their customer base from less than 100 customers in three cities to nearly 100,000 subscribers in 15 markets.

CREDIT: CONTENT STRATEGY, UX COPYWRITER

OVERVIEW: For this project, I was tasked with creating and running A/B tests to improve low customer engagement with Surface PC specs. An outline of the problem, solutions, and outcome follows.

THE PROBLEM: Sales for Surface, the company's flagship device, were down 20% on Microsoft.com despite an uptick in traffic.

I started by reviewing heatmaps to determine customers' engagement with the page and overall scroll reach. Listing random specs, e.g., 8GB and 256GB, without clear distinction was confusing for many customers. Displaying configurations that were unavailable in certain colors and screen sizes was a confounding experience. If a user selected an unavailable option, nothing happened.

Collaborating with the design lead, we reimagined the Surface Cart layout, making it easy for interested buyers to quickly compare PCs. Adding quick bits of info like memory (RAM) and storage descriptors to the displayed specs. I also sought to mitigate confusion by removing unavailable configurations.

THE RESULTS:
Scroll reach jumped from 22% to 55%

Bounce rate plummeted from 60% to 35%

Add to cart for Surface PCs increased from 25% to 45%

CREDIT: COPYWRITER, CONTENT STRATEGY

OVERVIEW: Creators was a Microsoft partnership with creatives around the world who were raising social consciousness through their work. Through extensive research, interview questions, and video footage, I wrote in-depth profiles that gave a unique glimpse into these creators’ lives, work, and social impact.

CREDIT: CONTENT STRATEGY & DESIGN, UX COPYWRITER

OVERVIEW: Power Pages was a new low-code page-building offering within Microsoft’s Power Platform suite of developer apps. I researched and wrote all page copy, regularly collaborating with project stakeholders and designers.

CREDITS: SENIOR COPYWRITER, CONTENT STRATEGY

OVERVIEW: The goal for this campaign was to take what had been disparate pieces and unite them underneath one page explaining warranty information for Microsoft Surface and Xbox. I worked with a UX designer to develop a straightforward page flow and copy that was focused on the ease and benefits of Microsoft Complete.

CREDIT: CONTENT STRATEGY, COPYWRITER

OVERVIEW: The Pride campaign is a massive undertaking at Microsoft, spanning multiple global teams, senior-level stakeholders, site pages, and product launches. I was responsible for creating all campaign and product copy, contributing to an effort that led to 1.4 million unique site visits, a 90% year-over-year increase.

CREDIT: COPYWRITER, CONTENT STRATEGY

OVERVIEW: The online Microsoft Store wanted an easy-to-understand page conveying the simplicity of its “buy online, pick up in store” experience. I collaborated with marketing stakeholders and a graphic designer to create a straightforward and streamlined experience showcasing the benefits.

CREDIT: COPYWRITER

OVERVIEW: I’ve written hundreds of PC product descriptions for Microsoft Store. This particular Dell laptop was one of the beefier models I encountered with loads of high-end specs and features to glorify.

CREDIT: COPYWRITER, CONTENT STRATEGY

OVERVIEW: Surface Hub 2S was an exciting new collaboration tool introduced by Microsoft. I was able to get hands-on with it during my research, and worked with marketing stakeholders and a graphic designer to bring this description to life.

CREDIT: COPYWRITER

OVERVIEW: This was a fun all-in-one PC to work with and write about. Loads of cool features and a good story to tell.

CREDIT: COPYWRITER

OVERVIEW: This was one of the first games that got a full-blown feature copy and design treatment from Microsoft Store. It all came together nicely, showing and telling the story of a truly one-of-a-kind game.

CREDIT: COPYWRITER

OVERVIEW: One of the meatier and fun games to write about for Microsoft Store. Quick-hitting headers, lively supporting copy, and a good mix of imagery paint the picture of gaming glory.

CREDIT: COPYWRITER

OVERVIEW: At the time, the latest installment in the wildly popular Fallout game franchise. The copy and design approach we’d used for previous games led to good praise from stakeholders for this one, and, more importantly, higher sales.

CREDIT: COPYWRITER

OVERVIEW: I worked on a lot of fun projects at Getty Images and this was one of my favorites. For the 2006 World Cup, I partnered with a graphic designer to create a tournament bracket foldout for customers. Copy was spare but every bit as impactful as the outstanding imagery paired with it.

CREDIT: COPYWRITER

OVERVIEW: Rights-ready was a new imagery licensing platform introduced by Getty Images to go with their rights-managed and royalty-free offerings. I worked closely with our marketing partners to distill the key benefits into direct, informative copy explaining the ease and simplicity of this new model.

CREDIT: COPYWRITER

OVERVIEW: Another fun project for Getty Images, loaded with fantastic imagery. The goal of this campaign was to convey the simplicity and flexibility of new rights-managed licensing options. The theme throughout revolved around the ease of this process, with each page pairing a phrase like “Easy as pie” with a scenario creatives might encounter when trying to secure imagery rights for their work.