User Experience
’A problem well-stated is a problem half solved.' - Charles Kettering, former Head of Research at GM
As a Lead Content Designer at Sam’s Club I focus on content initiatives that drive membership acquisition and retention across our digital touchpoints.
Case studies are available upon request.
Previous work
Dell, Etsy, Amadeus
Dell Technologies
Role: Content Strategist and UX writer, Dell Support (Digital Services, Center of Excellence)
The project: “Best Known Configuration.”
The problem: Without a standard process to validate system updates, users were struggling to complete required/necessary updates. Additionally, enterprise customers had no way to easily implement large-scale updates.
Experience goals:
Simplify the Drivers & Downloads eSupport experience.
Help customers easily find the latest updates appropriate for their device.
Help IT Admins easily update a large number of systems with searchable options and bulk or “pack” installations.
Business goals:
Increase penetration rate of users downloading and installing the best known configurations (drivers, downloads, firmware, etc).
Reduce support calls and returned products.
Provide an “easy button” solution for the user to find exactly what they need and without causing further disruptions to their system.
Improve customer satisfaction by making it easier to keep their hardware up to date and devices running smoothly.
Summary: My time on this project was limited as I was moving on from the role, but for the MVP launch I prioritized key objectives & recommendations so the team could create a down-to-earth UI with audience-specific language and goals:
Guide the user towards the right action at the right time.
Minimize pain points where possible
Provide clear CTAs
Remove unnecessary technical jargon
How Might We?
Provide options relevant to each user and make them easy to find
Make the downloads/installation process a frictionless experience
Better validate the installations before we recommend them
My Questions:
Which audience(s) are we creating for? Does this issue skew heavily either way?
What’s their comfort level with regard to problem they’re trying to solve? Do they also need education?
What’s the pain point they’re experiencing when they reach this point in the flow/journey?
Key Benefits:
Increased customer confidence, experience, and satisfaction
Automated, data-driven processes and proactive customer solutions
Cost savings from reduction of returned hardware and fewer calls to support desk
Challenges & Limitations:
Two very different audiences will have the same view, with no ability to self-identify.
Facing a complex technical situation with outstanding back-end issues.
Creating a balance between necessary technical jargon and conversational approach to create the easiest path to resolution.
Etsy
Role: UX Writer
The project: Etsy Ads Campaign
The problem: Many Etsy sellers were not running ads or setting ad goals effectively. Etsy wanted to collect seller feedback regarding specific goals and expectations. Additionally, they wanted to show sellers how to improve targeting and allocation of ad spend.
Solution: Create a survey that would live on the Ads dashboard for 2 weeks.
Results: A meaningful lift in ad spend as well as increased seller confidence and understanding of targeting ads.
feedback
“Vanessa has the innate ability to simultaneously step into the shoes of the user and the client, finding that perfect middle ground when the two sides aren’t always congruent. Highly skilled at both writing and strategy, I think her real superpower lies in the questions she asks and the relationships she builds. She helps others articulate their needs even when they aren’t sure what they want, and sometimes that’s half the battle. To watch a content designer reverse-engineer a process by identifying the ideal solution and then figuring out how to get there, is a thing of beauty. From a high-level perspective to the content that gets the desired results, Vanessa is an accomplished designer who brings a grounded and patient approach to all she does. She’s one of the most talented people I’ve ever worked with, without question.”
— Kristin Sheppard Senior Content Designer, Dell Technologies
Amadeus IT Group, UX writer
The project: Fix problematic error messaging within Cytric Travel & Expense, a white label travel booking and expense tool. A UX pilot project for Amadeus Global.
How might we: Apply the feedback from usability testing and customer interviews collected post- MVP launch of a new, B2B travel and expense product. Negative sentiment called out inconsistent UI, heavy technical jargon and unhelpful error messages. Errors were a particular pain point because they offered no actionable solution. As a result, they became a top call driver to the help desk and tech support.
The audience:
Travel & Hospitality partners and customers.
Experience goal:
Provide error messages that don’t blame the user and provide a path to self-help.
Business goals:
Increase customer sentiment and adoption.
Test overlay technology as a built-in self-help feature.
Assess the cost/benefit of replacing live training with overlays and measure costs of implementation and maintenance.
Project Duration: 1 year
The work:
Improve 1000+ error messages by creating a framework that can be shared out to the other UX writers on the team:
My approach:
1. Remove blame
2. Positive vs. negative messaging
3. Present a cause and clear action to take
Example 1:
Message:
No departure city was entered
Update:
Enter a departure city
(ACTIONABLE)
Example 2:
Message:
Seats can only be allocated at the airport
Update:
Seats will be assigned at the airport
(POSITIVE)
Example 3:
Message:
A ticket has already been issued. A cancelation is not possible, please call your partner travel agency
Update:
A ticket has already been issued, and cannot be canceled
(SIMPLIFIED, NO ACTION NECESSARY)