Content Creation

Content Creation Project 1: Price Tracking and Predictions – Expedia Group

Situation

• Price Tracking and Predictions was a new 2024 product initiative launched in the Flights Line of Business.
• Based on a proprietary LLM data model, it provides real-time, data-driven price insights so travelers are savvy to price considerations and can factor these into the tradeoffs made about where to go, what to book, and when to book it.

Issue

As the concept was a net new product based upon data analysis, the challenge was to clearly and succinctly explain how the model worked to travelers, combining data and visuals into the content.

• Create visual design, content copy and data display for an entire new UI module embedded into the flight booking flow.
• Ensure that at a glance the information could be understood by any traveler shopping for the most optimal flight prices.
• Make sure that any information displayed was legally compliant with the strict regulatory rules concerning airlines and flights.

Goals for the work

All content needed to meet these requirements:

• Provide data-driven context about prices travelers see, to instill confidence when making a booking decision.
• Position Expedia as the expert, letting travelers in on the data.
• Offer enough detail to convey expertise but avoid making travelers “do work” (deep dive) into the data themselves.
• Deliver on promise of keeping travelers updated.
• Empower, but doesn’t push. It’s a guide as a travel companion, not a salesperson.

Work process and actions

Research, analysis and definitions:

• I studied the LLM data to understand exactly how the model worked.
• I then defined the JTBD per screen, overall Content Strategy principles, key positioning for the product and created the Tone of Voice scales.
• I created a communication guidelines framework of messaging dos and don’ts for future reference.

Wireframe and content creation:

• Working with the visual designer, I mapped out content areas within a wireframe for both the app and the web UI.
• I created UI content for key touchpoints:
  • Flight Search results
  • Adaptive Home
  • Push notifications
• I then carried out extensive legal reviews of all content (visual and written), and then worked with that team to write accurate, legally compliant disclaimers.

Outcomes

Content Creation Project 2: Persona Research and Writing – Avanade, Inc.

Overview and Results

Many projects I’ve worked on at Avanade have involved the creation of personas to better understand individual user needs and motivations. One of my favorite activities has been to research and create these personas whether they be professional personas, or consumer personas. I used these two personas to define user requirements for an insurance application we were delivering to a client; these personas were praised for being both visually interesting, as well as accurate in portraying goals and motivations for end users.

Content Creation Project 3: Design @ Microsoft Brochure – Microsoft, Inc.

Overview and Results

As a creative and technical writer, I had a contract with the Microsoft Windows group MSX Design to create web and print copy for internal and external communication channels. Working with the Windows Brand Manager, I was asked to create a narrative evangelizing Microsoft Design work. I created the storyline, held interviews with design leads, wrote all copy and taglines and then worked with a designer to produce a visually compelling pamphlet given out at recruitment fairs and events, which was used several years in circulation.  pbcroxon_msdesign_brochure