Creative Writing: Why Video is Important to Me

Short story demonstrating my creative writing. Click on each page to enlarge.

Executive Summary on GDPR

Short executive brief on GDPR and its impact on global marketing campaigns. Click on each page to enlarge.

Video Analysis: Utilizing Personalization to Improve 23andMe Web UX

Personalization is key to pushing relevant content and improving discoverability for visitors.  Key Recommendations:

• Have a personalized tile near the top of the home page to display uniquely personalized content based on viewing history.

• Personalized tile could take up half a section on the right side underneath the hero section.

• This section would display different content for first time visitors and repeat/recurring visitors.

• First time viewers could be presented with customer stories so they can learn more about existing customer use cases and testimonials.

• The next time the person with the same IP address revisits, they could be presented with a different tile based on their viewing history and referring link.

Feature Mock Up Video: Simulated Web Log-In Experience for 23andMe

Visitors should be allowed to create profiles and log-in to experience full Health + Ancestry Kit reports. Reasoning:

• By creating a customer profile, we can track user journey and better cater web experience and messaging to each user.

• Visitors who create a log-in to sample the reporting web experience can be tagged as highly interested. They can be a great audience to re-market to if they don't initially convert.

• The sample experience will provide visitors with an immersive & holistic view of what 23andMe offers.

• If visitors browse through multiple reports, we could tailor the promo pop-up to encourage conversion.

Comparison Analysis Video: Websites Doing 404 Redirects Right & Wrong

Best practices should be to automatically redirect all expired or invalid pages back to a highly trafficked branded page (ie. homepage). Reasoning:

• As demonstrated by my video, there is always a possibility of someone clicking on an old/invalid link.

• Invalid pages could cause an adverse perception on the brand and result in a bad user experience.

• Re-directing outdated links to a highly trafficked page, as demonstrated by Olly in my video, will provide a great branded UX and encourage visitor engagement.

Social Media Promo Video Concept

Where appropriate, I like to take an out of box approach to inspire creativity and connect with stakeholders and end users. Historically, Pure Storage's Social Media team focused on promotions that highlighted key metrics or key selling points. I hypothesized that our audiences would be more receptive to short, emotive videos.

I presented a short concept video to the Social Media team to showcase my hypothesis. In this video, I utilized a spectacle (spinning smartphone box + adopting the perspective of the smartphone itself to depict the user's emotion) and tied in an emotion/idea that our target audience - IT managers, IT directors, CIOs can relate to - happiness when upgrading to the latest and greatest smartphone. At the end I associated that emotion/idea back to our Evergreen product offering which takes a subscription approach to upgrading our data infrastructure products.

This concept convinced our Social Media Team to test more personable promotions, with initial results contributing to a 29% increase in webinar registrations. Currently, we are in the process of formalizing this emotive approach to our b2b social media promotions.

At Pure Storage, I owned the on-demand web portal and worked cross-functionally with Marketing Operations, Web Development, and Design teams to reduce friction in accessing on-demand webinars and 4x conversions through an extensive layout refresh that we broke down into specific sprints and iterated on.

New features that we implemented included embedding the form into the video player, introducing and testing the Chapters feature to allow selection of specific sections to watch as well as clickable CTAs that pop out at specific times throughout the video.

Click on images below to expand.