Content strategy

A high proportion of Wise customers said its FAQs weren’t helping them. So I ran internal interviews, data analysis, user testing, workshops and training to create new design and content guidelines for a better Help Centre.

Worked with: Product Designer, Technical Writers, Software Engineers, Product Analysts, UX Researcher

Wise needed the automated part of its customer chat tool to talk and behave in a way that helps and reassures customers. So I ran workshops and joined collaborative sprints to create a suitable personality for it.

Worked with: Product Designer, UX Researcher, Software Engineer, Design Manager

Wise’s internal tools had ad-hoc, dated names which confused its employees. So I ran user interviews, workshops and competitor research to create new names for its software — plus naming rules for the future.

Worked with: Product Designer, Software Engineer

After the pandemic hit, the health charity had a newfound reliance on social media to communicate with its supporters. I developed a strategy which promoted organic growth without alienating existing followers. Instagram followers increased by 37% year-on-year in March 2021.

Worked with: Director, Head of Fundraising, Events Manager

Wellbeing of Women’s dated tone of voice was losing engagement in the health charity space. I developed a new tone of voice which was lighter and warmer without losing the charity’s ‘serious and scientific’ edge.

Worked with: Director, Head of Research

Light Cinemas wanted more people to know about its offering and new locations. I developed copy for its website, social media, billboards, radio scripts and more to support this.

Worked with: Graphic Designer, Marketing Manager

Light Cinemas’ 11 locations across the UK sounded very different on social media. I created a new tone of voice and style guide so cinema managers could write in the ‘Light Cinemas’ voice.

Worked with: Graphic Designer, Marketing Manager, Chief Operating Officer