I’m Sheena. I’m a content designer with 10+ years of experience in UX writing, SEO & copywriting
Skills & work samples
Content design/UX writing
Content design principles
Design process
Microcopy (error messages, etc)
UX research (usability, A/B, content testing)
User journey mapping (end-to-end)
Information architecture
Mobile apps
Design system
Accessibility
Content strategy
Content strategy
Content auditing
Competitive analysis
Globalization
Localization
SEO strategy
Copywriting
Voice & tone guidelines
Style guides
Product pages
Product emails
SEO copywriting
Case studies & business outcomes
Content-first design of a multi-national insurance & benefits platform
Led content design and launch of an international B2B2C benefits platform featuring 5 products, including home insurance, auto insurance, pet insurance, student loan assitance, and e-commerce.
Improved chatbot clarity to improve retention
Enhanced conversational design and copy for debt relief product chatbot. Increased lead retention to 71.5% from 64% (+7%).
Solved user pain points for go-to-market app launch & increased retention
Led UX writing for personal finance app. Performed content research for go-to-market launch for iOS and Android app store. Increased retention (+30%) and earned a 4.7/5 rating for app.
Led content design for a debt & loan product page to achieve 14.7% lead per session
Led content design and UX writing for a debt consolidation page for a 14.7% lead per session rate — the best performing page for that metric on Achieve.com at the time.
Grew enrollment rate (+200%) with clear, motivating copy
Improved app store and in-app copy for a debt app through clear and motivating language to achieve a +200% enrollment rate, 68% conversion rate in the App Store, and double leads to 14%.
Increased re-engagement rate (+161%) through value-driven & encouraging content design
Content designed re-engagement flow to orient, remind users of the product’s value and encourage them to continue enrollment. Test version had a 71% re-engagement rate (+44%) vs. control.
Reduced legal Terms page complexity by 6 reading levels
Simplified Terms page from hard-to read legal jargon to plain language—for a 61% pull through rate (+2% vs control).
Created an accessibility toolkit to ensure accessible products and mitigate legal risk
Led efforts on the Accessibility Council to create an accessibility toolkit to improve design and accessibility processes, including guidelines, a checklist, alt text generator, and presentations.
Industries
Fintech & financial services
Insurance
SaaS
Content expertise that drives results
6 years content design experience
I use my content expertise to translate complex user flows and information into simple and easy-to-understand processes.
Improve acquisition & retention
As a goal-oriented person, I strive to meet business goals like improving retention and revenue while making customers’ lives better so they can achieve their own goals.
10+ years of content expertise
I’m creative and analytical with a growth mindset. I can find the gaps in experiences, feel comfortable when faced with ambiguity, and love teaching people about the value of content design.