My work at Google
Spoke the language of our customers by creating research-driven terminology proposals
Terminology research
In addition to curating word lists and leading terminology working groups, I wrote a research plan, gathered feedback from partners, created the test in UserTesting.com, analyzed the results, shared the results with partners for feedback, then published the report. I documented this process and shared it with UX writers at Google to uplevel our discipline.
Helped people get the most out of their account with actionable, relevant notifications in a central location
Notifications
Businesses have a lot on their plate and they’re tight on time. Notifications were scattered throughout the UI and they weren’t actionable, relevant, or consistent. I created content guidelines, a proposal template, and a weekly email digest. In 2021, I edited and approved 50+ notifications that led to a click-through rate of 25%, 44K actions taken, and discoverability increased by 13X.
Helped businesses learn about the purpose and value of free listings
Value propositions
Free listings launched in 2018 as a way for businesses to get their products on Google without buying ads, but it was unclear where the products would show and what results could be expected. I used research insights to develop value props that focused on business results, and wrote content for a new landing page and video script. The new value props were featured in our quarterly all-hands as the most improved feature between round 1 and 2 usability studies.
Helped Black-owned businesses share their identity to attract more customers
Black-owned businesses
Businesses couldn't share their story on Google which meant they were missing out on potential revenue from increased interest in brand identity. I adapted the existing Business Profile feature for Merchant Center, supported our customer-facing writers in naming the feature, and worked closely with designers to ensure it would scale for future business attributes.
Earned trust through consistent communication
Writing principles and guidelines
Our product voice was inconsistent and overly technical. I led the creation of new voice principles. We ran internal focus groups to gather feedback from cross-functional teammates about our voice and build community around the initiative. We took note of key insights, then used thematic analysis to distill the insights into voice attributes. We compared our attributes to the Google voice to ensure alignment, then created principles that embodied those attributes. From the principles, we developed tactical writing guidelines, email guidelines, and notification guidelines. I hosted 80+ office hours to ensure the guidelines were being used successfully by feature teams.
Helped Shopify businesses get on Google
Shopify integration
Shopify businesses struggled to set up the Google Channel because it used technical language and would redirect them to Merchant Center which was unfamiliar to them. I drafted content for areas with known issues. I partnered with sales and marketing to fine-tune the content, and the content designer from Shopify to answer questions about my proposals. UX improvements led to a 30% increase in account approvals for Shopify merchants. I also partnered with UX designers to develop our UX strategy, charter, and principles.
My work at Mindbody
Promoted health and wellness through easy online booking
Customer app
Mindbody's most high-profile project of 2015 was the redesign of the fitness and wellness booking app. I worked closely with designers to rewrite the entire app using our new voice and tone. The new voice allowed us to express the human, authentic, radiant, and inclusive lifestyle that we were seeking to promote at MINDBODY.
Delivered easy, on-the-go business tools
Business app
Mindbody needed a full redesign of their business app. As a first step, we redesigned the client profile experience. I attended weekly design reviews and worked with research to write content that helped businesses quickly and easily check people in, make sales, and more.
Created consistency through content strategy
Voice and tone guide
I led the creation of the first Mindbody UX voice and tone guide. It defines how Mindbody use their voice to create valuable and enjoyable experiences for customers. The voice is based on the company core values and emphasizes the importance of empathy in every interaction.
Built trust through transparent reporting
Customer acquisition
As part of our paid marketing program, we designed a new dashboard that allows businesses to see how people are interacting with their business. Businesses were delighted and inspired by the insights about their customers.
Encouraged growth by adding new marketing channels
Google partnership
We were overjoyed to announce that we could help our businesses get listed on Google! I worked with research to make sure the in-product messaging provided business owners with clear and relevant details about it. Overall, businesses were delighted with the opportunity to get new clients and exposure.
Thank you :D
I hope you enjoyed my work! Feel free to contact me with questions.