— The why and how behind the what: because compelling, drive-to-action content requires more than just pretty, witty words.

My user-obsessed process.

Every piece of content I create is rooted in an obsession for the user and a keen compassion for their humanity.  Whether I'm crafting copy for a mobile flow, product description, or conversational chatbot, incorporating empathy is always top of mind.

I make strategic decisions that are rooted in data, research findings, an intricate study of customer behavior, and intuitive perception. I write with simplicity and meaning, remaining focused on the user with each intentional word.

While every project demands a unique approach, my process typically includes the following —
 

• Identifying a problem that needs to be resolved. Before I begin writing, I find the goal that needs to be communicated through the experience.  With this information, I establish a clear solution through the user flow, content architecture, and overall tone of the messaging.
   
• Diving into strategic research of the user's needs. I determine a target audience through granular demographic study and data review. Next, I create research-based personas, empathy maps, and journey maps to further understand and speak to the user's needs, emotions, and goals.
   
• Collaborating with cross-functional teams to craft a cohesive solution. I partner with a team of UX/UI designers, data scientists, business analysts, marketing managers, SEO specialists, and engineers to create a cohesive content and design narrative rooted in data and a solid understanding of the user. 
   
• Performing usability testing between experiences. After an experience is launched, I partner with data scientists to analyze user behavior and interaction. I then am able to make strategic content iterations to solve specific pain points that are determined.