Featured work

Solving user problems. Turning browsers into buyers.

Google Discover Ads

Mailchimp.com redesign

Content design and UX writing for Google’s Discovery Video Ads

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I was the UX writer and content designer on what was, at the time, a new and innovative Google Ads product sponsored by the upper echelon of Google’s leadership:

Discovery Video Ads

Allow advertisers to create video ad campaigns that serve across YouTube, Discover, and Gmail. Make the user experience intuitive, efficient, delightful.

User need:

Video ads are one of the most engaging ways to present commercial content to users. Internal research told us our advertisers expected Google Ads to have parity with other social ad platforms like Facebook and TikTok, which offered a range of media-rich formats to businesses and brands eager to engage and convert users.

Content Design objective:

  • Allow Google advertisers unfamiliar with the new video format to easily add it during campaign construction
  • Give them the ability to select/ remove YouTube videos from the media picker
  • Show advertisers a preview of their ad in popular Discovery video ad surfaces, and let them know key info about format compatibility constraints
  • Give other guidance, warnings and error states in context
Google’s internal UX Design Review cover page (for context)
“Beta” label and additional tooltip lets users know they can add video as new format
Modal lets users know they’re about to change formats and gives option to cancel action
Error message for unsupported YouTube format (length or aspect ratio)
This info nudge lets them know the video they’ve selected won’t show on key surfaces
Comprehensive list of info nudges covers a range of format-to-surface incompatibility scenarios
Copywriting and content design for Intuit Mailchimp’s homepage and feature pages

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I personally managed a content refresh on Mailchimp.com (home, feature, and pricing pages) in the summer of 2022. Working with marketing, customer research, and product design, I created a messaging framework and wrote copy that not only met high-value prospects’ search intent, but also featured unique value propositions, benefits, and social proofs that spoke to their needs in a clear, concise, and trustworthy way.

As a result, paid conversions increased by 4%

  • mailchimp.com screenshot from 2022
    Mailchimp’s brand positioning and messaging as a one-stop shop for small businesses.
  • mailchimp hompage
    The redesigned Mailchimp.com homepage as it still looks today (Spring ’23)
  • homepage messaging framework
    This is part of the messaging framework that informed the homepage redesign.
  • value props
    A section of that same framework that identifies pillar feature value props.
  • claims
    We researched the claims most likely to persuade, and reinforced them with customer testimonials and case studies.
  • email templates framework
    I worked with product marketing managers to iterate and refine copy, eventually arriving at the pithiest and punchiest version.
  • This is hero section of Mailchimp’s email marketing templates page. Note the benefit-driven headline and subhed.
  • Some proposed hero header copy options, one of which became the feature’s cross-channel tagline.
  • I wrote the pithy summary of feature benefits — “Save time, drive growth, sell more.”
  • The line I wrote — “Save time, drive growth, sell more”– on Mailchimp.com
Analysis
Prior to the redesign, I worked to align key stakeholders by identifying opportunities for improvement, and then outlining the goals, strategy, and ways to benchmark and measure success.
Another slide of the redesign pitch deck related to KPIs to measure.
Prior to the redesign, we sought alignment by establishing opportunities for improvement, and then outlining the goals, strategy, and ways to measure success.
A slide identifying a copywriting formula to test.
An early iteration of a messaging fraemwork.

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