Work Portfolio
As a content designer, advocating for users is a top priority. By building strong working relationships with cross-functional partners, I have gained holistic perspectives to craft intuitive, human-centric experiences and support company goals.
Content Designer @ Meta
I was the lead content designer for three product teams within Facebook & Instagram Shops. Shops is an e-commerce platform where brands can run ads and sell their products directly to Meta customers.
Case Study #1
Product review attributes
✔ Increase the depth of product feedback to help shoppers make informed purchasing decisions
Goal
When a customer reviewed a product, they could only leave a rating, write a review, or add photos. Most customers would just rate the item without sharing additional context.
Problem
Based on user research and data, I hypothesized that if we provided an option for sharing fast feedback, we could collect richer information to surface to prospective shoppers.
Hypothesis
I partnered with product design and user research to map out an approach. After auditing the existing experience, I suggested an interactive flow could increase the chances of collecting richer feedback.
Reviewing user research compilations and leveraging a parallel query for keyword analysis, I drafted out the top attributes customers consider while making a purchase.
We then mocked up our initial design with tappable pills, where customers could easily provide fast feedback.
Process
When it came to surfacing these attributes on the product page, we ran into a roadblock. The data was difficult to highlight within the limited vertical real estate, and also sparked some pushback from legal. The initial options we pitched were:
A: Only surface two attributes
B: Craft a string that accurately reflects the collected data
Option A
Option B
I advocated that we tweak the attribute feedback so we could map collection and surfacing 1:1. This would reduce both legal risk and customer confusion.
I aligned with product design to collect star ratings for the attributes instead, so the surfacing experience could be quickly digestible. This way, we were also able to show the data collected for all attributes – not just highlight one positive statement.
Working closely with legal, I ensured that the collection and surfacing experiences were clear to customers and followed regulatory standards.
The Final Design
In addition to optimizing customer labels (i.e. “Verified purchase on Instagram”) and adding titles to reviews, my work on review attributes enhanced the depth of product feedback, significantly improving the quality of the consideration experience.
The launch had a substantial impact on our team’s goals, resulting in a 3.4% statistically significant increase in top line engagement on Facebook Shops.
Case Study #2
Shop ratings
✔ Increase customer feedback coverage to bolster trust signals for shoppers
Goal
When new products were posted to Shops, they lacked reviews. Without reviews, shoppers were less likely to purchase the item, not having any customer feedback to look to. Thus, it was difficult to generate reviews for these products.
We hypothesized that by leveraging ratings from other products from the same brand, we could increase trust signals across products that lacked reviews.
Problem
I worked in tandem with product design, starting by crafting the messaging strategy. To make the surfacing clear and intuitive to customers, I knew we would need to name the feature – even if it was to be a common noun.
After conducting a UX content audit to see if there were any existing terms I could leverage across similar spaces, I determined I would need a net-new name for the umbrella of all product reviews under a single brand.
To create this new term, I sought to ensure it would:
A: Differentiate itself from “product review”
B: Match other verbiage throughout the flow
After brainstorming variants, iterating from other content designers’ feedback, and stress testing content options directly in the mock, I landed on “shop rating.” This process included formalizing the term internally and partnering with legal and policy to ensure the customer-facing definition was as clear and accurate as possible.
After aligning on the new term:
I worked closely with product design to ensure that the UX flow’s information hierarchy was user-friendly and clear. This included strongly differentiating shop-level feedback from product-specific feedback.
I connected with the “About this shop” content designer to leverage the module for shop ratings, where we embedded the complete list of product reviews within the tappable stars.
I crafted a micro definition in the initial view to highlight a digestible explanation up front, with a more detailed (and legal-friendly) definition easily found by tapping “See details.”
Process
The Final Design
My work on the shop ratings content strategy provided maximum clarity for customers, bolstering their product consideration experience.
This initiative led to a 7.6% statistically significant increase in transactions for products without reviews. Additionally, 95% of views on shop ads product pages gained a trust signal.
Senior Copywriter @ Mercari
For a majority of my time at Mercari, I was the sole copywriter. I built out and socialized Mercari’s first official style guide, launched and scaled over a dozen core features (supporting UX copy, product marketing, and feature naming), and was recognized as a 2021 Emerging Leader.
Case Study #3
Launching Mercari Local
Project Scope
After a successful alpha launch in the Bay Area, we were determined to take Mercari Now nationwide. As we were both massively scaling and introducing a new delivery partner, our team needed to create a more flexible UX and integrate our learnings from the alpha launch.
Process
Reflecting on the Mercari Now alpha launch, we decided to give the feature a fresh start with a name that better differentiated it from Mercari’s traditional shipping method.
I drove several brainstorming sessions with product and marketing where I presented my competitive analysis and highlighted our unique value propositions. This grounded us in what we would want the new feature name to represent. After some healthy debate, we came to an agreement: Mercari Now would become Mercari Local.
I also adjusted the content strategy within the user experience. Here are some highlights from the updates:
In our most visible app real estate, I wrote simple and direct messaging to feature Mercari Local. The subtle yet impactful cues of the location icon with the customer’s city and zip code would help to organically educate users early on in the flow.
On the “Choose your delivery method” bottom sheet, I wrote a user-friendly nod towards Local’s main value prop: a delivery ETA within 24 hours.
In the Local checkout form, I carefully crafted the content hierarchy to glean the most important information from customers, including ghost text to share an example of what they could include for the delivery driver.
The Final Design
Scaling a 0-1 product launch from alpha to nationwide took my content design skills to a whole new level. Mercari Local continues to be a main product feature on Mercari’s platform, well after its inception.