Writing Lookbook

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Awareness

Updating the Codecademy for Business Product Page

The Codecademy business product page needed to be updated to focus on its lower tier business offering while directing people interested in an enterprise plan to the Skillsoft site for the new Skillsoft-Codecademy integrated solution. Updates needed to highlight the differences between the two plans while ensuring this page still converted prospective buyers with a need for a more basic plan.

Company

Codecademy

Roles

  • Growth designer
  • Copywriter
  • Product marketer

This the final design of the updated product page launched in collaboration with the Codecademy Sales team and Skillsoft marketing team.

Engagement

eBook Bundle Landing Page

To support a new ABM (account-based marketing) program, a top-of-funnel offer was developed to drive engagement among prospective buyers from a list of target accounts and enable the marketing team to nurture them throughout their buying journey.

Company

ibi

Roles

  • Copywriter
  • Growth marketer

This is the final design we landed on, incorporating landing page learnings from previous tests and simplifying the form fields for contacts whom we had company data on.

Data Transformation eBook

An eBook was designed to support to an ABM campaign targeting C-level executives responsible for their organization's data and data transformation initiatives.

Company

ibi

Roles

  • Copyeditor

This eBook served as a lead magnet in digital ad campaigns and customer nurture programs.

Consideration

RizePoint Customer Case Study

With only a single case study available when I joined the team, I interviewed a customer and turned their story and use case into a case study that supported customer acquisition efforts.

Company

Codecademy

Roles

  • Copywriter
  • Product marketer

This is the final case study developed after two rounds of interviews.

A/B Testing LinkedIn Ads

Looking to improve lead generation across paid channels, the digital marketing manager and I worked together to launch a new set of LinkedIn ads and test my latest messaging and audience targeting recommendations.

Company

Codecademy

Roles

  • Product Marketer
  • Copywriter

This is one of several sets of LinkedIn ads launched to test different messaging to a single audience segment.

Automated Customer Emails

With the launch of an updated lead scoring model, we were improving our automated customer nurture program to include different email nurtures targeting specific groups of customers based on their purchase intent and unlock opportunities to reactivate or upsell customers.

Company

Getty Images

Roles

  • Copywriter

One of several emails created for the program, this email was designed to nudge customers with few remaining credits left and/or high recent download activity to purchase additional credits or upgrade their plan level.

Product Evaluation

New, Re-branded Pitch Deck

In preparation for a new Skillsoft-Codecademy integrated solution about to be launched, a rebranded pitch deck was needed for the sales team to both understand the new solution's key benefits and communicate these benefits to prospective customers.

Company

Skillsoft

Roles

  • Product marketer
  • Content designer

This slide communicates the solution's newly defined value proposition.

These slides demonstrate platform benefits and differentiators.

New, Re-branded Solution Sheet

In preparation for a new Skillsoft-Codecademy integrated solution about to be launched, a one-pager was needed as a downloadable/printable piece of collateral for target audiences to quickly and easily understand key benefits of the new solution.

Company

Skillsoft

Roles

  • Copywriter

This is the final solution sheet designed for marketing and sales team to leverage.

Product Usage

Enterprise Course Page Redesign

Codecademy’s learning experience was originally designed for a consumer audience. With plans to create an enterprise version of the catalog, course pages, which provided descriptions of the courses and CTAs for starting/resuming courses, language needed to be updated for an enterprise audience.

Company

Codecademy

Roles

  • UX writer
  • UX designer

The lead product designer and I separately sketched a number of new designs that we then reviewed together for commonalities and differences. It was during this session that I proposed a different design for enrolled and unenrolled learners, which would later be included in this round of redesign.

I developed several different variations of the course metadata design, with two options based on breakpoints, taking into consideration available space and readability.

This mockup of the redesigned course page features the final metadata design we agreed on for its simplicity and efficiency.

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