UX & UI
Often, as the only writer on staff, my work frequently touched, dabbled in, or fully commandeered the UX and UI needs for the brand.
As a former journalist, I thought UX was just "bad writing." I soon realized that poor UX writing is obvious, while good content design is invisible to the user. It’s felt – not read, and now I welcome any chance to get my hands on it.
Wallmart
Comms audit
What: Audit and rewrite 100+ transactional comms for Walmart.ca ahead of platform migration. Oversee design team’s production of these emails for mobile, dark mode, and localization of all versions into Canadian French.
Problem: Legacy emails at Walmart were a disaster; mixed key messages, broken links, unhelpful language, and much more that went against every UX best practice.
Fix: Working with design partners, my team created a new template and rewrote each email to improve open rates, simplify language, drive click-through to self-serve options, and transition users to the in-app experience.
Result: Reduction of calls to Help Center by 600+ calls per week, increase in customer satisfaction surveys, 42% increase in adoption of self-service tools like chatbot, addition of accessibility tagging for more inclusive comms.
Team: Product, program, business stakeholders, design partners, accessibility, localization, engineering.
Trigger mapping
What: I concepted and executed a user-focused map of the end-to-end email triggers across Walmart.ca customer care.
Problem: In auditing and migrating the legacy emails to new templates on a new platform, I did not have visibility into the end-to-end user journey or the triggers for the communications by channel.
Fix: By working with the cross-functional teams, I was able to create this map, which helped stakeholders and dev better understand what comms needed to be triggered and when. It also helped the teams stay consistent in messaging within the experience.
Result: Removal of a dozen unneeded comms, alliance with Dev to ensure accurate trigger timing, and a cohesive user experience.
Team: Design partners, digital experience stakeholders, cross-functional UX teams, and engineering leads.
Comms library
What: For the above trigger mapping, I concepted and executed a library for all the Walmart.ca comms across all channels.
Problem: Neither stakeholders or UX had visibility into the emails currently in production.
Fix: As I completed the audit and migration of emails to new visual templates and engineering platform, we entered the emails into a new library with all the necessary links, info, and details clearly marked.
Result: This library gave us quick visibility into already-created emails, helping teams eliminate extra work by knowing what emails could be repurposed or tweaked to meet changing business needs.
Team: Design partners, engineering leads
Chatbot
What: Created and launched six entirely new chatbot flows for Walmart.ca, including order issues, returns and refunds, and order tracking.
Problem: The Walmart call center was solely responsible for helping customers with their questions or problems. Each call cost the company money, and the company was 3x over the budget.
Fix: Design, execute, and launch a few NLP-based self-serve chatbot options for our customer’s most common and simplest inquiries,
Result: A new chatbot to enable customers to have better control over their e-commerce experience while also saving the company $200K annually.
Team: Product, program, design, business, and dev team.
Stockwell
In-app sign-up & shop flows
What: I helped edit the in-app sign up and purchase flows for an AI-based e-commerce startup to track purchases remotely.
Problem: To use the autonomous stores, customers had to download the app, sign up for an account, and add their payment info. They could then shop and receive receipts with accurate amounts paid all without any human interaction.
Fix: Product and engineering presented draft wireframes, but I edited the content for clarity and simplicity. I also wrote all the emailed purchase confirmations, or any email comms that addressed error messages and various unhappy path scenarios.
Result: A seamless onboarding experience for customers, with actionable contingencies for user issues.
Team: Creative director, head of product, CTO, and engineering leads.