Amazon App page refresh

Overview:
In 2018, the Mobile App Growth team wanted to make clear the differentiating values of using the Amazon app over the mobile site via a landing page on Amazon.com

What I did:
I partnered with an Art Director and we brainstormed a cleaner layout with a better content hierarchy and concise value propositions for the customer.

One tricky issue was customers could opt to send a download link to their email, rather than their mobile device, but of course they could only download the app with their device. Since we couldn’t know what device the customer would use to open the email, the message had to let them know they would need to use their phone.

To keep the conversational, concise tone of the email, I decided to gently nudge the customer through the use of pre-header text and a single-line sentence encouraging them to use their phone (and shop!).

The result:
While quantitative results weren’t available, the qualitative result is clear: a cleaner, more understandable experience.

Above: earlier version of the Amazon app page

The previous version of the page was cluttered and didn’t clearly present the reasons why a customer might want to use the app.

Nordstrom Pop-In campaigns

Overview:
In 2013, Nordstrom wanted to attract a “cooler” customer base with minimal investment and in-store overhead. Pop-In @Nordstrom, an in-store and online experience with an ephemeral theme, was born.

What I did:
I was lead copywriter for the first three Pop-In @Nordstrom shops: French Fling, 4U: Brite Lites Gift City, and New Beginnings.

I concepted and collaborated with a specialized Pop-In team on layout, design, and cross-channel promotion.

I created customer-facing names for the experiences, as well as editorial content for multiple touchpoints, including print, online and in-store, and blog posts to support the shops, often with little turnaround time and many last-minute changes.

The result:
The experiences were widely celebrated in the fashion and retail press. The launches of Pop-In @Nordstrom was a commercial and industry success and it continues today, almost 10 years later.

French Fling press: NY Magazine's The Cut / Architectural Digest / Glamour

New Beginnings press: Vanguard Magazine

POP-IN @Nordstrom: French Fling

4U: Brite Lites, Big City blog post

POP-IN 4 U: BRITE LIGHTS_GIFT CITY

POP-IN @Nordstrom: New Beginnings

Landing page examples

A sampling of landing page copy I wrote for Amazon, Nordstrom, Tommy Bahama, and Corbis Images.

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Outbound notifications

A sampling of outbound messaging I wrote for Amazon, Nordstrom, Tommy Bahama, and Corbis.

Above: Amazon Black Friday Cyber Monday Push Notifications

Sampling of push notification copy I wrote in support of the U.S. 2017 Black Friday/Cyber Monday deals campaign.

Above: Amazon marketing emails

Marketing emails I wrote to support Style Code Live, a livestreaming beauty and fashion show on Amazon.com from 2016–2017.

Above: Nordstrom marketing emails

Above: Tommy Bahama emails

A sampling of marketing emails I wrote for Tommy Bahama. The mutli-stripe dress in the “Summer Go-To” email had been underperforming until this email. My hypothesis was a strong subject line would entice customers to open and convert. Post-send, it shot up to the #1 seller for the week in stripe, with its solid-color counterpart at #4.

Blog posts

Examples of some of my regular contributions to Nordstrom's women's blog, The Thread, a fashion and lifestyle blog.

Fashion Week Recaps

Wrote several show recaps for Fashion Week presentations in New York, Paris and Milan, including brands like Rodarte, Dries Van Noten, and KENZO.

Social

A sampling of copy I’ve written for various social channels.

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Above: Interesting Finds' Instagram

I wrote and edited copy for Amazon’s Interesting Finds Instagram account, in order to help customers discover the beautiful, browse-able on-site experience.

Above: Style Code Live Pinterest Mani Mondays

As part of the Style Code Live team, I helped concept and wrote all copy for a variety of content marketing, like Mani Mondays, which we promoted via multiple channels, including on-site, email, Instagram and, as shown above, Pinterest.

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Above: Amazon Spark/Interesting Finds cards

A few examples of copy I wrote to help customers discover product categories on Interesting Finds, a beautiful, browse-able product experience. These cards were featured in Amazon Spark, a social shopping feed designed to encourage customer to share products and engage with brands and influencers.

Print

Examples of print ads, advertorials, and content pieces to promote Corbis Images stock photography.

shots Awards Print Ad

Print ad in the shots Awards magazine promoting Corbis Entertainment music licensing services.

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GD USA Trend Advertorial

I edited and condensed a larger trend report from the Corbis Creative Research team into a two-page print spread that appeared in Graphic Design USA magazine.

Cameron Davidson Interview

I interviewed Corbis contributing photographer and cinematographer, Cameron Davidson, about his transatlantic excursion aboard a container ship.

The piece was available as downloadable content for internal and channel partners, via the Corbis Brand Portal, to highlight the stock images available at Corbis.