Case Studies & Writing Samples
I design content for products and services where clarity really matters. Here you’ll find case studies and writing samples from work with brands like State Farm, Sam’s Club, and Wealthfront.
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Case Study Overviews
Sam's Club: Streamlining Associate Workflows
A "relay"—restocking and rearranging store aisles—is a high-stakes process for Sam's Club associates. However, the legacy management tool was built like a dense spreadsheet, burying critical operational alerts and causing costly layout errors on the floor.
I led the content strategy and information architecture to overhaul this complex enterprise system. By replacing technical noise with progressive disclosure, building a rigid alert hierarchy, and aligning verb-first action language with real-time backend APIs, we transformed a stressful bottleneck into an intuitive, phase-based workflow.
Wealthfront: Scaling Cash Account Conversions
A high-interest climate gave Wealthfront a prime opportunity to acquire millennial savers, but dense legal steps were causing massive drop-offs right before sign-up completion.
I led the content strategy to transform a rigid, compliance-heavy funnel into a smooth user experience. By restructuring complex disclosures and using prototypes to win over skeptical legal and banking partners, we proved regulatory requirements don't have to break the UX.
State Farm: Auto Repair by SMS
To lower support call volumes, the business launched an SMS repair-scheduling tool. However, fragmented legacy tech forced users to hop between different text threads mid-session, creating a confusing, choppy experience.
I led the conversational design for this early NLP initiative. By analyzing real customer chat logs to train the bot and designing clear transition messaging, I smoothed over complex backend limitations and guided users seamlessly through a fractured multi-number system.
Writing Samples
State Farm: Content Strategy & Writing for Claims
Guidelines and examples for writing clear, empathetic content that helps customers navigate stressful digital claim journeys.
AT&T Digital Life: Make Your Home Smarter
Long-form article explaining smart home security and automation in plain language, turning complex features into everyday benefits.