UX writing
I was the sole UX writer for the start-up Pampers Club loyalty app for 3+ years. (I also worked on multiple other Pampers-related projects as well as projects for other Procter & Gamble brands such as Tide, Gain, and Fixodent.)
The Pampers Club app is based on earning Pampers Cash or points for scanning codes found in diapers and wipes packs. One of our tasks was to add a complex, new bonus incentive program in the US market to increase scans while not putting our users through UX/UI hell. ⬇️
Error messages can be make-or-break deals in the user’s journey. They need to be succinct to help the user easily solve the issue so they can get back to what they were trying to do in the first place. Sometimes, error messages need to include more explanatory information than can be covered in 4 or 5 words. Of course, the shorter and easier to get through, the better for the user. Here’s just one of the longer messages we had to communicate ⬇️
Landing page copy
Our team was tasked to create many different landing pages for a special Pampers promotions. This landing page explained the benefits of combining the wipes and diapers that were being promoted. I was given extensive data and research findings from P&G about the products. I had to condense the information to communicate key points in an easy-to-consume way. ⬇️
View my copy for the landing page in this Google document.
The Pampers Club app Parenting feature
The Parenting feature was a major initiative to create daily engagement with the Pampers Club app and add more value for members. This feature included specially-created YouTube video content created in collaboration with Thrive Global, and a Childbirth Education video series. Based upon the video ideas, I came up with a concept for a sub-feature I called Baby Steps. We were given the green light to include it in the app.
Baby Steps was well-liked by Pampers Club members and notably helped Parenting feature in increasing app traffic.
Also, as a cornerstone of the Parenting feature, we tapped into the Baby Development Milestones content that’s published on the Pampers website. I collaborated with our agency’s Content team to make the Milestones app friendly. ⬇️
Emails
While UX writing is a passion for me, I fell in love with the art and science of writing emails during my time on the Pampers team. I’m still perfecting my email-writing skills, and always will be as marketing, promotions, and human desires evolve.
When I first dove deeper into crafting emails, we’d been averaging 10-15% open rates. With the help of some peachy user data from a savvy Project Manager, I wrote emails with subject lines and preheaders that helped us hit 18-25% open rates. Click-through rates went up 2-3% too.
I can’t give away publicly all that secret sauce data, but below are some sample email (+ SLs and PHs) drafts I wrote. Frankly, perhaps I’d lean away from some of this writing style today, but it sure did the trick for audience engagement and our business objectives at the time while staying aligned with our style guide and tone of voice. ⬇️
Articles galore
Review this article I wrote about a medical condition mothers sometimes get called mastitis. As you might imagine, Pampers corporate has stringent rules about the information sources writers can use and about giving medical advice. While adhering to the rules, it’s also key to ensure the readers are well informed and feel confident and encouraged. Each article goes through an extensive, multi-phase review before it can be published.
Here’s another article for your perusal ⬇️ It’s about potty training which is surprisingly—or not surprisingly—full of technical details!