Content Design for Complex, Human-Centered Systems
From service communications to in-product flows, this work reflects a systems-level approach to shaping understanding, reducing friction, and driving engagement. Each project demonstrates how strategic content design can translate complex requirements into clear, actionable journeys—bridging product goals, regulatory constraints, and user intent. Across these initiatives, I led content strategy and execution—aligning language, structure, and interaction patterns to deliver cohesive, human-centered experiences.
I was the senior content designer on this initiative, owning 100% of the in-product language and using content as a primary design driver, not a downstream deliverable. Through language, hierarchy, and sequencing, I shaped the end-to-end flow—from pre-pay through in-store pickup—translating business and operational requirements into a clear, humane experience customers could navigate with confidence.
Walgreens: Establishing an End-to-End Mobile Experience for Rx Pickup
AARP: Defining the User Experience for a Social Impact Fintech
I served as the design and research lead, as well as the primary content owner on this fintech offering designed to assist with surprise medical bills. The interface needed to communicate nuanced personal finance concepts with enough depth for informed decision-making, while remaining clear and approachable under stress. Because financial hardship often triggers feelings of shame, anxiety, and loss of control, the experience was intentionally designed with an empathetic, non-judgmental voice, using behavioral cues and progressive disclosure to reduce cognitive load and counter common decision-making biases.
AMC Networks: Content-Led Design Across the SVOD Subscriber Lifecycle
As the sole copywriter at Acorn TV, I owned end-to-end content design across the customer journey, from acquisition through support. I designed and launched the company’s first self-service support experience, informed by analysis of customer service metrics, reducing inbound support tickets by 20%. In parallel, I led content for all customer-facing communications, including lifecycle, transactional, and marketing emails, and designed microcopy for high-impact acquisition and retention funnels such as free-trial signup and gifting—balancing clarity, trust, and conversion at every touchpoint.