Content Strategy

Touring Bird, Google Area 120

ROLE: Regional Editor

PROJECT: Curate and publish travel recommendations from local experts in destinations around the world for the local tips section of Touring Bird, a project of Google Area 120.

GOAL: To select, edit, and publish 80-100 tips per city over 180 destinations, each reflecting a lesser-known activity, experience, or sight for travelers to that city to try.

INDIVIDUAL CONTRIBUTIONS: In addition to selecting, fact-checking, editing, and formatting thousands of local tips for dozens of destination cities, I created a Thailand-specific style guide to supplement the existing Local Tips style guide addressing, for example, spelling variations of commonly used Thai words like ko/koh (island) and talat/talad (market), locations like Nai Thon/Naithon, and names like Tuptim/Tubtim. I also submitted original content for multiple local tips. Out of a team of roughly 15 regional editors, the Area 120 Team chose to extend my contract along with two others’ to see the project to completion.

OUTCOME: A successful May 2019 launch of local tips in 200 destinations on touringbird.com.

WORK SAMPLES:

LOCAL TIPS PAGE FOR DESTINATION ZURICH
Curated, edited, fact-checked, and formatted submissions for publication.

LOCAL TIP FOR DESTINATION PHUKET
Edited submission for alignment with Touring Bird and Local Tips style guides, as well as Thailand-specific standard usage.

Phuket local tip

LOCAL TIPS FOR DESTINATION ZURICH FILTERED BY CONTRIBUTOR
Wrote and submitted original content for publication.

Local expert tips screen grab

 

Stories by VirtaMed

ROLE: Communications Specialist

PROJECT: To conceive of, build, and launch a blog about VirtaMed’s surgical simulators for gynecological, orthopedic, and urological pathologies and interventions in order to increase engagement with existing stakeholders (surgeons, medical students, medical society administrators and members, and Medtech sales partners), as well as expanding the company’s customer base.

GOAL: To launch a board-approved blog in 2018 featuring regularly published content that educates existing and potential customers about the efficacy and impact of VirtaMed surgical simulators and the value of medical training and education.

INDIVIDUAL CONTRIBUTIONS: I served as the project manager of the blog creation team, overseeing the concept, naming, design, visual and linguistic style guide, customer journeys for article engagement and blog subscription, as well as authoring original content about VirtaMed products in keeping with the established blog content and formatting guidelines.

OUTCOME: A Q4 launch of Stories by VirtaMed, which remains active and updated, featuring content that adheres to the original mandate. (As I left VirtaMed in November of 2018, post-launch, I do not have current metrics on reader engagement.)

WORK SAMPLES:

LANDING PAGE
Reflects my input on and oversight of action button placement and wording; information architecture; visual layout and guidelines; and user journey regarding the subscription form.

VM stories screengrab

ARTICLE
Wrote and submitted original content for publication.

VM stories article

FURTHER READING
Additional articles I wrote for Stories by VirtaMed.

Simulators and Teen Pregnancy Rates in the USA: A Surprising Connection”

LARCs Across the Pond: IUD Trends in Europe

The Best Way to Train a SurgeonThe Best Way to Train a Surgeon

On Simulation and Synergy: A Conversation with Sales Partner J.S. EVRO

 

Camp NaNoWriMo, a project of National Novel Writing Month (NaNoWriMo)

ROLE: Program Director and Content Specialist

PROJECT: To create and launch a “light” version of NaNoWriMo, Camp NaNoWriMo, to run for two months of every summer, including a unique website separate from nanowrimo.org where participants, or “campers,” congregate to set a word count goal, update their progress, meet like-minded writers, and even join an online “cabin” of fellow campers.

GOAL: To launch Camp NaNoWriMo and campnanowrimo.org for the summer of 2011, thus increasing engagement with existing participants in November’s main event and attracting new participants by offering more months in which to write, thereby increasing participation numbers, donations, and corporate sponsorship opportunities. The target participants, based on the main NaNoWriMo event, vary widely in age range and geographic location, but share a common enthusiasm for whimsy and inclusiveness. This directed and influenced the design choices for the Camp NaNoWriMo website, such that this offshoot event both felt unique from the main event but similarly fantastical and clubby.

INDIVIDUAL CONTRIBUTIONS: The website was built based on my wireframes and user journeys for sign-up, log-in, profile creation, current project progress, past project archiving, cabins and cabin subscriptions, and global information architecture. I worked closely with our Argentina-based web developers, overseeing a team of beta testers and participating in the pre- and post-launch bug reporting. Word choices like “howdy” for addressing a logged-in user, “camper” for the user designation, and “cabin” for customized participant forums were driven by the unique demographic of stakeholders (described above in “Goals”). Similarly, the visual decisions to use pervasively camp-themed images to correspond with the functionality of, for example, the fund-o-meter on the dashboard and word count progress on the users’ novel progress page were dictated by participant profiling.

OUTCOME: Camp NaNoWriMo launch in 2011, running in the months of July and August. It has run twice annually since, in the months and June and August of July 2012, and April and July thereafter. Eight years after its conception, the program and its website are largely unchanged from the original design.

WORK SAMPLES:

HOMEPAGE
Reflects the same design specifications, functionality, and information architecture outlined in wireframes submitted to web developers in 2010-2011. The visual design, including font choice for Camp NaNoWriMo, wooden signs, a canoe, the silhouette of a tent, and the backdrop of a wooded wilderness,┬áis intended to establish a strong sense of whimsy and warmth from the outset of the user’s experience.

Camp NaNo homepage

DASHBOARD
Still reflects much of the information architecture, language for and placement of action buttons, and graphical elements submitted via wireframe to the web developers in 2010-2011, though some of the terms in the main navigation have changed, including “Inspiration” and “Conversation” (which were “Pep Talks” and “Forums”). The arrow icon for the fund-o-meter is one example of the many camp-themed images integrated throughout the website to maintain the camp theme.

Camp NaNo main nav

USER PROFILE
Maintains the same information architecture from original wireframes submitted to the web developers in 2010-2011. Of particular emphasis were the user journeys for defining the event, allowing returning participants to access previous projects from months or years past, as well as unique forms for project info and camper info. Here again, visual choices like the archery target for users’ novel progress and scrapbook effect for the camper photo perpetuate the global theme of the site.

Camper info

For further information, download my resume or visit my LinkedIn page. For inquiries, contact me.