Whether I am developing a content strategy for a new product, examining copy in user flows, creating consistent voice across a portfolio, or working through a copy challenge, I am constantly seeking to connect authentically with users and humanize products. Throughout my career, I have developed strong brand personas, launched new products, developed content workflows, enacted portfolio-wide content strategies, and worked with cross-functional teams to deliver success.
My goal is to always ensure users can understand their software and its features effortlessly. I believe all good content starts with understanding the users' needs and crafting messaging to solve those needs. From the smallest buttons to the largest projects, simplicity, clarity, and personality are cornerstones of my content approach.
HP Palette
Following the launch of HP’s creative software solution, Palette, I worked with the product management and UX team to analyze the UX flow of the app introduction. Using user psychology mapping in combination with information from user research, we identified major pain points in the journey. With these insights, I drafted several different UX copy treatments to turn a laborious and confusing onboarding experience into an informative, clear flow that better illustrated the key features of the product. I focused strongly on integrating more creative copywriting that reflected the HP software voice I developed for our product portfolio.
myHP
With the rebranding of HP’s PC onboarding application, my UX copywriting team was able to redefine the product through an enhanced introductory flow for users. I worked with our product development team to spearhead a new intro modal experience in the app. Our goal: to better describe the app’s features and functionality in a succinct and enticing way that would appeal to both a US and international audience. Under my direction, my copywriters drafted three treatments that we then ran through user testing to determine the moments of delight and the pain points with each version. Using these insights, I worked with the UX Design team to develop imagery to accompany our winning copy which we then ran through additional user testing. Ultimately, we ended up with an intro sequence that has led to increased click through and lower drop off than its predecessor.
HP QuickDrop
As part of the UX update to HP’s file transfer software, HP QuickDrop, the product management team came to me looking for guidance on updating the UX copy. Our goal was to explain how to pair your mobile device and your PC to enable file sharing and explain the value proposition of the application. I drafted and tested the below copy with users to great success. The copy updates led to a 4x increase in onboarding completion and an increase in positive app store reviews from users. This application now has one of the highest app store ratings of all HP Software at 4.7 out of 5.
myHP Content
myHP serves as the primary touchpoint with HP customers, providing a unique opportunity to promote features of their PC, its software, and third-party applications. To build out a content catalog for this software, I took insights from our product introduction teams, third-party partners, and user research to develop a content strategy for this software. After determining our content guidelines, UX flow, and content development process, my copywriting team and I created content for users to learn and explore. Today, the content catalog contains roughly 200 pieces of unique content for world-wide audiences, spanning topics of device education, software discovery, accessories and upgrades, and brand affinity. Today, this content drives an average of 3 million monthly active users and $5 million in annual revenue.
