Mapping user journeys for greater impact

Leading content design for DIRECTV’s existing customers, I mapped the company’s system of email notifications to increase engagement and quality of service.

Year
2022

Company
DIRECTV

The Challenge

Albelli, a leading European photo printing company, needed a cohesive brand voice across multiple platforms. Their content was fragmented across web, social, email, print, and mobile apps, lacking a unified tone that resonated with customers. Additionally, the company was launching a new smartphone app and rebranding its website, requiring a fresh content strategy that aligned with their evolving identity.

To address these challenges, we needed to establish a consistent brand voice, enhance product messaging, and improve the user experience across digital and physical touchpoints.

My Role

As the UX rep on a cross-functional brand transformation team, I was responsible for defining and executing the brand’s content strategy. I worked cross-functionally with designers, developers, and marketers to craft compelling messaging that engaged users and guided them through seamless product experiences.

What I Did

  1. Discovery: Understanding the Brand & Users
    To create a unified content strategy, I focused on defining the brand’s tone and ensuring it resonated with users across all markets:

    • Conducted an audit of existing content across web, email, social, and product interfaces.

    • Collaborated with product teams to understand user pain points in the online editor, desktop tools, and mobile app.

    • Developed a new tone of voice that reflected Albelli’s brand values while ensuring clarity across multiple languages.

  2. Strategy: Defining a Unified Brand Voice
    My approach centered on making content engaging, consistent, and user-friendly across all touchpoints:

    • Web & Marketing Content: Designed the strategy for persuasive product pages, which blended compelling marketing copy with an intuitive user flow.

    • Product UX Writing: Designed clear, helpful microcopy for error messages, menu items, and notifications in Albelli’s smartphone app, online editor, and Windows/Mac editors.

  3. Execution: Bringing the Strategy to Life

    • Smartphone App

      • Launched Albelli’s first smartphone app in February 2016, collaborating closely with designers and developers.

      • Wrote all in-app UX copy, ensuring an intuitive user journey from onboarding to checkout.

    • Website & Product Pages

      • Redefined Albelli’s web tone of voice to match the brand’s new identity, launching a refreshed site in October 2016.

      • Wrote all web content across Albelli

      • Content Playbook & Governance

Created a content style guide to standardize messaging across platforms and ensure consistency across teams.

Established content workflows for marketing, product, and customer communications, enabling scalable content operations.

The Results

The results of the overhaul spoke for themselves:

  • Higher open and clickthrough rates, thanks to emails that felt more relevant and useful.

  • A smoother customer experience, with redundant messaging removed and clearer communication overall.

  • A more efficient, scalable email system that was ready to grow with the business.

Why It Matters

By focusing on customer needs and creating a more thoughtful approach, we made sure every email added value, whether it was solving a problem or offering something new.