Innovating with AT&T

Objectives

During my time at AT&T, I’ve had the chance to work on some awesome projects that help customers across various journeys. On each of these projects, I collaborated with designers, experience strategists, and researchers. Together, we’ve come up with some really interesting concepts that save customers a lot of time and effort across the AT&T ecosystem. Because of the proprietary nature of these projects, I can’t share specific details. However, all of them help simplify and guide customers through different AT&T experiences.

During the project, I help with content audits, UX writing, content strategy documentation, content blocking, competitive analysis/market trends, and content requirements. Some of the projects I helped create content strategy for included: AT&T homepage, sign up for Affordable Connectivity Programs (ACP), an All-Fi product package for Fiber, AT&T Guarantee, Check Availability (CKAV), POVs for wayfinding, product and service eligibility, and several proprietary projects.

View the mini case studies below to get a sense of my content strategy process.

Impacts

• Improved call shed savings of $92.5 million

• Increased conversion rates and additional sales across channels

• Improved frameworks that help customers determine eligibility for specific products, services, and offers, reducing overall time spent searching for what they need

• Enhanced brand awareness and trustworthiness through guided experiences

Toyota

Objectives and Processes

As a lead content strategist on Toyota’s portal product team, I helped improve the employee experience when working on their SharePoint site. I talk more about my processes in the next paragraph.

After conducting a content audit, I discovered several things that we could improve. The style guide enhanced content and empowered over a 100 site owners and managers to improve the structure, format, style, and layout of their content. By creating this resource, we made it easier for all Toyota team members to have consistent experience and find what they need.

During this project, I owned the deliverable, managed the project timeline, advised on best practices, created measurable goals, and worked with my awesome core team to receive feedback.

Impacts

• Developed a content strategy to help enhance the employee experience within SharePoint

• Led a lunch and learn to help 100 site owners implement best content practices across their SharePoint sites

• Created core strategy statement to align with team and business goals

• Used Agile methodology to iterate on the style guide

Hilton Content Strategy

Objectives

From 2018-2019, I worked at Hilton as a Content Strategy Specialist. During my time at Hilton, I helped launch a documentation website for the Hilton enterprise.

Processes

As a lead for this project, I:

• Led discovery and planning by collaborating across departments to understand content needs, identify gaps, and shape the site’s information architecture and governance model

• Helped with structure and design by recommending site structure, page templates, and layouts based on user feedback and making long-form content digestible for skimming and quickly searching for things

• Established content operations and made the project more scalable through publishing workflows, archiving old documentation, and updating content

• Developed a training and adoption program that made it easy for new admins to onboard and complete WordPress training, making them feel empowered to update as needed

Because the documentation site is proprietary, I cannot show screenshots of the layout and design.

Impacts

• Served as the primary content strategist on documentation site: Context

• Improved long-term content governance and scalability through structured archiving and training systems

• Increased stakeholder adoption by having a clear content strategy and creating excitement about how it could help across the enterprise