While it may seem like a panacea to heal all user problems, most companies won’t see returns on investments made in a chat-bot. To help systems teams and product owners better scope, develop, and mature into North Star content solutions. I spearheaded research and creation of the Client Assistance Maturity Engagement Levels, or The CAMEL Model.
The CAMEL Model
Reimagined Shopping Experience (RISE)
An opportunistic play to reimagine the core public site experience for individual investors at T. Rowe Price. Within the provided scope of 15 core pages, I led content strategy efforts to modernize the brand expression through conversational messaging, re-orchestrated page flows, and leverage content architecture supported by Adobe Experience Manager.
Beacon Enterprise Design System
As the core member of the team representing content strategy and UX writing, I worked alongside senior experience and UI designers from across the firm to create a singular component-ready design system and identify areas for further writing development by the content team.
Enterprise UX Writing System
Seizing an opportunity provided by the firm developing a new design system, I spearheaded efforts across six business units to create a UX writing system that is led by the content team, but enables further implementation of the Beacon system.
When you’re a business geared towards servicing financial clients for the long haul, the digital experience must not only work in the moment, but also adapt to how clients’ approach change to investing over time. Working with a team of experience designers and Subject Matter Experts, I worked to reestablish the home base for existing clients, and optimize transactional flows, ultimately leading to less abandonment and higher average investments.
Account Access Dashboard & Key Flows
Existing tools available to AddThis website owners showed how their users interact with their content, but what about what they consumed on other sites? I led content development for the new Content Insights Dashboard from initial ideation and product design through to go-to-market strategy.
Content Insights Dashboard
Even the web's best publisher tools underperform unless a user knows how to best utilize what they have at their fingertips. Tasked with starting from scratch in an effort to increase content discoverability, and increase product usage, I worked alongside product owners, experience designers, and technical support specialists to make educational content discoverable, with richer media experience that are more valuable for the user.
Publisher Academy
After a huge pivot towards landing an acquisition, AddThis needed to bring back the personality and customer-centric attitude that originally garnered them success. Working with the in-house creative team, I devised a scaled transition to clarify their offering, boost brand recognition, and improve SEO performance.
AddThis Digital Rebranding
Custom Ink's homegrown Design Lab had not undergone a major renovation since its inception in 2006, and since that time it has become a cherished but antiquated tool. As we integrated with other businesses and partnerships into the Custom Ink buy path, we ripped down the Design Lab to the studs, and started from scratch on a new experience that could scale with time.