Atlassian Access

Atlassian (2020)

Atlassian Access is an optional add-on subscription that unlocks org-wide insight and security features in a customer’s administration console.

The original landing page over indexed on generic marketing value props (“gain peace of mind”, “helps you scale”), leaving readers confused as to what Access was, who it was for, and what benefit it provided. 72% of Access support tickets were questions about basic functionality, and many were starting and abandoning trials to try to understand. What’s more, even the process for setting up a trial was unclear.

I led several collaborative workshops with my marketing partner to identify information gaps and define user and job stories — this helped distinguish what information belongs in the landing page and identified the need for a new Setup guide page. I created a simple content model and conducted desk research to identify common security industry terminology. And I did all the UX and content design for both pages, including a graphic to show how Access connects all Atlassian cloud products to an identity provider. 

5 months post-launch, we saw:

• A higher customer conversion rate

  • More SMB customers started trials, suggesting this segment could more easily envision how this enterprise-level offering would benefit them

  • Large enterprise customers increased conversion despite starting nearly 400 fewer trials, suggesting an improved quality of our customer funnel

• Zero support tickets contained questions about Access functionality

• 75% of support tickets were asking to move forward with price estimates

• My co-workers frequently expressed feedback of “I finally understand what Access is!”

Takt.com

Formation (2016)

This pioneering startup was launching a real-time, personalization platform — the first to leverage early forms of machine learning and artificial intelligence.

I was hired to help the founding executive team hone their product positioning and build an online presence. Founding executives were equal parts business, design, and engineering—and balancing their different but equally passionate perspectives was challenging. After collaborative card sorting and other workshopping exercises, we ultimately focused on a core value of respecting the end-user. 

That year, Takt secured $30 Million in Series A funding. They would later rebrand as Formation, and ultimately be acquired by BCG digital ventures in 2022.

Formation has driven over $2 billion of incremental revenue…

…and powers offer optimization for some of the world’s largest brands, such as Starbucks, United Airlines, and Giant Eagle.

Adobe Stock

Adobe (2014)

Adobe Stock, a stock imagery marketplace, was launching as Adobe’s newest product offering. But as a well-known public company, “Adobe stock” initially conjured an image of NASDAQ ticker tape. It was imperative that the landing page quickly communicate what our product was.

As the only writer on the launch team, I worked in tandem with product development, beginning by wireframing the content model. Later I carried out a complete content strategy — crafting marketing blurbs, naming the package tiers, collaborating on user interface decisions, providing microcopy, and writing operational emails. 

Today, Adobe Stock is a trusted player in the stock imagery space, seamlessly integrated in the Creative Cloud experience.

Zynga.com

Zynga (2011)

As Zynga prepared for a high-profile IPO, our brand team was tasked with updating the company website, in the span of just one week, to educate and inspire investors. I was the only writer, and I worked around the clock to draft, revise, and finalize all copy.

Zynga went on to become one of the first tech “unicorns”, with a 2011 valuation of $3 Billion dollars. They were acquired by Take-Two in 2022 for $12.7 Billion dollars.

Zynga Fan Army

Zynga (2011)

With over 200 million players worldwide, this community fansite was Zynga's first push to build emotional equity in our brand. Voice and tone guidelines weren't yet established — so I collaborated with the design and community teams to develop a playful and loyal dog-like-persona, befitting the direction of our look and feel. 

This persona would form the basis of the brand voice and tone I went on to create and roll out across the company.

Zynga went on to establish itself as the world’s largest social game developer.