The challenge: The Training Department of the SEIU came to me looking for help in coming up with a strategy and a roadmap for an online learning platform to train employees and members all over the country.
The solution: After extensive research of organizational requirements, member needs, and the landscape of online learning tools, I put together a strategic roadmap for the SEIU to assist them in defining what they needed. The roadmap helped them to determine requirements, including platform, content, and recommended site architecture; clarify next steps; budget for the project; and hire an agency to build the platform.
The challenge: The Training Department of the SEIU came to me looking for help in coming up with a strategy and a roadmap for an online learning platform to train employees and members all over the country.
The solution: After extensive research of organizational requirements, member needs, and the landscape of online learning tools, I put together a strategic roadmap for the SEIU to assist them in defining what they needed. The roadmap helped them to determine requirements, including platform, content, and recommended site architecture; clarify next steps; budget for the project; and hire an agency to build the platform.
ROKU
As a cross-functional content lead at Roku, I develop cohesive narratives and unified brand voice across multiple platforms and craft engaging that helps people get what they need quickly and easily. I also act at the "first user," providing usability and design feedback to product designers.
The challenge: To craft engaging, easy to understand copy across a range of platforms, including device, website, mobile app, marketing materials, support articles, and email. Materials reach over 100 million customers and are translated into multiple languages. Core member of UX design and writing, subscription, payment, content and developer tools, T-commerce, and customer support teams.
The solution: Work closely with product designers, product managers, marketing, engineers, and research to create user-friendly experiences and address business needs. See the following examples of some of the projects I've worked on at Roku.
Project Examples
Updated payment method screens
Before
After: More explanatory copy added about the benefits and easy of adding a payment method.
Updated payment method pages
Original Copy
2023 Copy Updates
Copy updates in 2023 on the add payment page led to a 5% increase in overall signup, adding millions of dollars in revenue.
2025 Copy Updates
Copy updates again in 2025 led to another 4% crease in overall signup.
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My.roku redesign
Before
After: Reorganized section, changed names of sections and descriptions to make them easier to understand.
Updates to 10-ft sign in for The Roku Channel
Before
After: Made the dialogue smaller, more vibrant, and improved the copy to highlight the benefits of having a Roku account. Added visually appealing and easy to follow instructions on how to sign in or create an account.
