Opening a brokerage account Citi was a cumbersome and complicated process. The flow wasn’t mobile friendly or desktop friendly or, well, friendly at all. Through site analytics and user research, we found dropoff was rampant and users found the UX difficult to follow.
We set out to reimagine the experience so existing bank customers could more easily open an investment account and enjoy doing it.
Role: Copy Director, Content Designer
Canvas: Freelancer
The award-winning Canvas platform was a community and beta-testing app created by Citi and centered on co-creation. Over 500 people joined and helped us evaluate ideas and new features. The Freelancer page was aimed at gig economy workers and highlighted projects our FinTech Lab was developing.
• 2018 Silver medal for writing, W3 awards
• Gold medal, 2018 FCS Portfolio Awards
• Silver Award, 2018 MIDAS Awards
Role: UX writer
We launched the ability to connect an Amazon Prime account with Meta so customers could buy directly from Amazon without leaving Facebook or Instagram app.
I was sponsor and lead director of this program for Ads Manager, which was the first time Meta enabled the ability to simplify shopping with a partner.. We created a unique ad campaign flow specific for Amazon and its sellers to launch specific “Shop with Amazon” campaigns using the Traffic or Sales objective.
Role: Project Lead, Content Design Manager.
How we created a new company to sell an old company.
Role: Creative Direction. Content Creation. UX writer.
This project challenged us to unite and inspire eBay’s global design community.
Role: Creative Director. UX writer. Evangelist.
You set a vacation budget, but do you actually know what you really spend during the vacation? Through research, we found that “Yes,” the vast majority have no idea what they actually spend.
Time Away is a proposed product that would give you a more accurate idea of what you actually spend and use that to suggest ideas for your next trip. We pitched it at a Hackathon got funding to develop a prototype and test it with customers.
Initial research was overwhelmingly positive.
Role: Co-Founder, Content Design
How we introduced the idea and got funding for testing
In early 2020, our Digital Design group began a complete redesign of Citi's online and mobile experiences.
My partner and I took this opportunity to refocus and modernize our Tone of Voice. We conducted an internal and external content audit, held virtual branding workshops, and developed and tested 6 personas with over 500 bank customers.
The new Tone of Voice was launched in Q2 2020 and set a new bar for Citi UX writers and content designers to evaluate their work. We made sure it lives beyond a PDF and continues to evolve by including the content into
Role: Copy Director. Content Design.
Developing and examining the future of Fintech for Citibank.
The NYC Innovation Lab was the place where new experiences, functionality and emerging technology were researched, user-tested and evaluated for the bank. Our small team explored new ground and rattled the foundations of a stodgy old bank.
Roles: Content Design. Product Development.
NYC agency Terry And Sandy Solution launched an empowering new TV campaign for Disney – “Dream Big, Princess.”
They brought me in to help create content and improve engagement for the main Princess Instagram and Facebook page, plus the 11 individual Princess Facebook pages.
Role: Copywriter. Content creation.
About 1 in 100 kids have Obsessive Compulsive Disorder (OCD).
My daughter is one of them.
I produced UNSTUCK: an OCD kids movie to bring awareness to this serious disorder and explain how kids learn to fight back against OCD.
The film was released in July 2017 and was the keynote address at the 24th Annual OCD Foundation Conference. Happy to report this award-winning short has been recognized and accepted in numerous film festivals including Ashland Independent Film Festival, Golden Door Film Festival, ReelAbilities Film Festival, Virginia Film Festival, Rocky Mountain Film Festival and Newport Beach Film Festival.
It’s enabled my family to travel across the world to promote awareness and educate others about OCD.
Keep up with the promotion and progress here, on Facebook and Instagram.
Role: Producer. Web Design. Social Media Management.
A snarky campaign that encouraged guys to save their ass on Christmas.
This work won a silver medal at the Athena Awards and a Gold Addy award.
Role: Copywriter.
My task was to remind fans of The Radio City Christmas Spectacular why the show was so special, and encourage them to share their experience with someone they love.
Our campaigns produced fantastic results: More sold out shows. Extra performances added. And a new generation discovering the Spectacular for the first time.
Role: Associate Creative Director. Copywriter.
I created this mobile app to let you search and find all the hashtags of anyone or anything on Twitter. Hashtag Spy was live in the App Store until April 2019.
Role: Creator. Designer. Promoter. (Everything but the code.)
To get tourists to visit a floating WWII monument in New York, we reminded them of its sacrifice.
This project won an award from Communication Arts and was shortlisted at Cannes Lions and The One Show.
Role: Copywriter.
