I TELL A GOOD STORY

Content is a conversation between you (the brand) and your audience (the customer), and it's happening everyday, everywhere--even when you aren't paying attention.  

What I do for you is to make sure the conversation is on brand, positive, and benefits your business.

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Hired to create a book for Einstein Healthcare Network in celebration of their 150 years of social justice placing the people they serve at the heart of their story. 

Creative Brief:

Create a book with a branded editorial narrative to commemorate the organization's 150th Anniversary. 

Strategically reinforce client's purpose-driven mission, communicate its value proposition, identify brand assets.

Optimize content and design for ongoing, multi-channel distribution.

Creative Process:

Wireframes

Gathered ideas created wireframes which helped keep the focus on the "big picture" while confronted with a century and a half of source material. 

Defined architecture, functionality, and content directives for a seamless user experience across multiple touch points, including print, digital, interactive, with a built-in iterative structure to maximize value. 

Prototypes

Conducted exploratory meetings for a clear understand of the client’s design preferences and style guide so I could design brand accurate visual elements, including colors, fonts and logos. Designed page mock-ups with possible colors, imagery, look and feel, overall style and tone. Created an iterative and flexible design to maximize functionality for the current and future digital applications and ongoing user experience.

Research:

Employed various research methods to identify and understand the target audience and to establish a meaningful central theme with layered components, a cohesive narrative, and contextual relevance. 

Reviewed client's current "content supply-chain" including repositories, archives, third party resources, user-generated content, internal programs.

Mined content from the hospital archives, industry publications, internal departments, pr, and user-generated content from across the digital universe, including: Youtube, Ancestry.com, public chat forums, reviews, obituaries, scientific publications, correspondence, and historic references. Accessed  strategic partners.

Finally, reviewed web search logs, abandoned searches, and successful search trails to qualify keywords, phrases, and areas of interest. Accessed meta data, established key indicators and navigators for both the client as well as for the healthcare industry as a whole.

Curated user generated content from social media channels, video, podcasts, as well as open-source information from multiple websites.

Persona Building (who):

Identified personas relevant to multiple business units, including: Development, Research, Volunteers, Major Donors, Education, Patients. Created user stories to further identify target audience.

Accessed data and information from community outreach, education, patient advocacy, medical services, volunteers, research, professional development, marketing, pr, c-level suite, fundraising events, competitive research, social media campaigns, consumer research, and patient testimonials. Developed an inventory of relevant data, terminologies, and insights to optimize user experience. 

Searchability:

Maximized value with highly-searchable, metrics-driven content, that can be repurposed in a way that is UX optimized across all platforms including: websites, landing pages, email marketing, press releases, web apps, interactive media, training programs, e-learning platforms, blogs.  

Narrative: 

Produced evergreen content that's relatable and relevant within multiple contexts and at every possible touchpoint for every user. Utilized research, created wire frame, 

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Managed the implementation of the content strategy, translated the vision of stakeholders,

I’m a writer and conversational UI/UX designer with over ten years of experience creating digital content.
I have a clear and approachable writing style and an elevated design sense. 
> Digital content strategist and user experience specialist:
- Digital marketing content development, multi-platform
- Content strategy, site inventories, & audit analysis
- Information architecture & taxonomy
- Website redesign & content migration
- Editorial style guides & governance models
- Social media integration
- Creating consistent editorial voice and branding for websites
> Comprehensive & meticulous copy writing and editing:
- Interactive, user-based web content
- Specialty: curating and development of brand stories and creating content supply programs

* UI and UX: User Experience Best Practices
* Consistent Editorial Style & Branding
* Content Management: IBM WCM, SDL Tridion, Vignette, WordPress
* Workflow Management: JIRA, JobSmart, Confluence
* Beta-Testing
* Evangelize the 3 Cs: clear, consistent, compelling content.
* Nurture and drive the complete Content Strategy Life Cycle: 
> PLAN stories for customer improvements across channels
> DESIGN and collaborate with UX team and partners
> EXECUTE & COORDINATE content with Brand, Marketing, and Operations teams
> ANALYZE and evaluate content impact with data, research, analytics

• Audit, analyze, and provide strategic solutions for digital content including navigation, architecture, enhancements, social media, and SEO.
• Collaborate across development teams, third party vendors, and business units on content update and navigation architecture for website rebuild and launch.
• Advocate ease-of-use for Blue Shield’s online digital marketing assets including site architecture, labeling, editorial voice, brand, and user-centered content strategy.
• Collaborate with Online & Mobile Business Unit teams, marketing, and business partners to create effective content and UI for self-service features and benefits.
• Provide online editorial style governance for voice, tone, and brand, and publish Online Visual Style Guidelines.
• Plan and present content strategy recommendations to product managers, business unit clients, and executives.
• Socialize plans with product, engineering and QA teams to streamline implementation and QA efforts.
• Content Management Systems: SDL Tridion, IBM WebSphere, Vignette/Open Text, WordPress
• Tools: Adobe Creative Cloud, JIRA, JobSmart, Confluence, Google Analytics, WebTrends, FrameMaker, RoboHelp, SharePoint, Excel

• Audit, analyze, and provide strategic solutions for digital content including navigation, architecture, enhancements, social media, and SEO.

• Collaborate across development teams, third party vendors, and business units on content update and navigation architecture for website rebuild and launch.

• Advocate ease-of-use for Blue Shield’s online digital marketing assets including site architecture, labeling, editorial voice, brand, and user-centered content strategy.

• Collaborate with Online & Mobile Business Unit teams, marketing, and business partners to create effective content and UI for self-service features and benefits.

• Provide online editorial style governance for voice, tone, and brand, and publish Online Visual Style Guidelines.

• Plan and present content strategy recommendations to product managers, business unit clients, and executives.

• Socialize plans with product, engineering and QA teams to streamline implementation and QA efforts.

• Content Management Systems: SDL Tridion, IBM WebSphere, Vignette/Open Text, WordPress

• Tools: Adobe Creative Cloud, JIRA, JobSmart, Confluence, Google Analytics, WebTrends, FrameMaker, RoboHelp, SharePoint, Excel

Create and update technical documentation UI on Symantec enterprise (B2B) security products. Collaborate across engineering, developer, and content teams for accurate, timely release delivery. Streamline detailed technical concepts for multiple users. Review and enhance materials for consistency, clarity, and corporate re-branding efforts. Document and contribute style and grammar procedures for unified content and Style Guide. Skills: MS Office Suite, FrameMaker, RoboHelp, PowerPoint, Excel, FullShot, Wiki, and SharePoint.

Write, copyedit, analyze, and design websites for a variety of B2C, B2B, and government clients; write/create consistent branding for press kit-related materials. Skilled in Open Text CMS, MS Office Suite, SnagIt, WordPress; working knowledge in Flash, Java, Dreamweaver. 

Web Clients:
* Symantec (details above)
* Cisco (details below)
• DC Department of Health: www.doh.dc.gov (details below)
• Clean Tech & Green Business for Obama: www.cleantechforobama.com
• Washington, DC, City Portal: www.dc.gov

Customer Engagement User-Centered Design: Write and refine user interface (UI) messaging across multiple service tracks adhering to web best practices, single-voice consistency, and UE intuitive flow. Update, revise, and maintain the User-Facing Message Guidelines & Procedures for Cisco’s Integrated Commerce Workspace initiative. Write, review, streamline user-facing web pages for consistent editorial voice and company branding. Proficient in Adobe InDesign CS4 publishing software, Excel, MS Office, Visio, and PowerPoint.

Features writer for The New Fillmore, San Francisco, CA. 
Articles:
* “Office Space: Barista Included” (May 2009, Pg.1)

* "Espress Yourself - Fillmore Gets Another Coffee Shop" (June 2009, Pg. 10)

* "Hidden Treasures: The Black Horse Pub" (Sept. 2006, Pg. 14)

• Created and maintained DC's first comprehensive, interactive website: served on development team turning 60 static pages to an interactive 250,000-page resource. 2 Best of the Web Awards (2003 & 2005).

• Supervised web design, development, and maintenance for 67+agencies; managed two content editors; and served as liaison between Chief Technology Office, the Mayor’s Office, development contractors, and agencies.

• Wrote, created, integrated, and copyedited web content, created and maintained architectural navigation, grammar standards, and site functionality.

• Extensive experience in user-based optimization, applications beta-testing.

• Created protocol guidelines, web procedures, and grammar standards for Web Standards Kit (WSK). 

• Mastered in-house publishing/content management tools and Google Keymatch and Analytics. 

• Reviewed, beta-tested, and made functionality recommendations for applications as assigned by Project Managers.

Line and field-produced, scripted, booked guests, and coordinated production logistics; conceptualized show opens for series launches; produced weekly on-air promos and news releases. Compiled research; analyzed ratings. Maintained budget/production reports. Created Win-Wynne Productions in 1994.

• Design UI/UX and create user flows
• Work closely with engineers to identify, implement, and test new features; collaborate with content teams and producers on product development
• Manage projects and client relationships for major brands
• Lead internal user testing and participate in external user testing; revise copy and flows based on findings
• Write and edit technical documentation, curriculum, blog posts and other customer-facing copy
• Conceive and shape products; develop branding, packaging, and content for new product lines (Peaceable Kingdom, Insight Editions, Parragon Books)
• Assess on boarding for kids product line: test with kids and families, create user flows and on boarding material, write new copy, and make other product recommendations
• Create content and write copy for apps
• Design activities, write engaging instructions, and test that content with kids
• Write books
• Write curriculum-based text messages (tips/activities) for parents of K-5 kids

• Wrote scripts for conversational AI-powered programsAuthor software, which blends dialogue, branching, and advanced conversational logic
• Developed character and story
• Collaborated with and provided support for ToyTalk clients, including Mattel

• Led and managed teams across game design, art, engineering, learning sciences, and user testing to create Leo’s Pad, an award-winning Pre-K educational app; ensured app was delivered on schedule and on budget
• Produced research app (Elmo: Shapes) in conjunction with Sesame Workshop; managed client relationships

 Created craft and activity books/kits for kids and adults: conceived product ideas, developed projects, wrote instructions and all other book copy, collaborated with designers on graphic vision of products, art-directed illustration and photography, saw books through proofs to final product
• Managed freelancers, book budgets, and schedules; selected components in conjunction with manufacturing team

• Managed creation of PreK-4th grade workbook series for bestselling Brain Quest brand: worked closely with writers and consulting teachers, oversaw team of designers and illustrators, edited workbooks to ensure series continuity and adherence to brand, and wrote curriculum-based exercises and activities
• Edited range of toddler to tween books and kits; researched and pitched book ideas