Enough with the formalities... Hi! I’m Lindsay.
I am a communications professional striving to elevate the customer journey through cohesive content, messaging, and user experience. This goes beyond splashy imagery or amusing turns of phrase; I seek to understand the product, empathize with the customer, and build a bridge to connect the two.
I approach every project with curiosity and enthusiasm as well as a knapsack filled with insights gained while working with or in an assortment of industries. While the majority of my work over the past fourteen years has been in eCommerce, my complementary knowledge of print/promotional products, retail, food service, education, building products, health/wellness, and craft spirits has enhanced my purview. Here’s a sampling of how I’ve used words and design to solve problems and make an impact for customers.
Winter/Spring 2020 | Design, Branding
Kursiv Organics, a woman-owned CBD business, was looking to bring its CBD tincture to market with plans to sell online and in select boutique-style settings in Minnesota. They sought product labels to convey an upscale feel similar to that of sleek beauty product packaging. It was imperative the label include product particulars, the company ethos, and industry-mandated specifications while steering clear of any cannabis-related imagery.
I first refined the company's initial draft of its logo to incorporate bolder lines and a saturated color to be more impactful for the website, printed collateral, and product packaging. I laid out the product label with the modern and minimal logo as the focal point, and also emphasized the company's unique selling propositions and provided easy-to-read information about the product. As the company expanded its product line, I produced complementary labels for the additional formulas in bold, photogenic tones.
Kursiv Organics has seen massive 2020 growth, with Q3 website visits up 145% month over month. The product’s clean design creates a streamlined shopping experience that has enabled an 18.5% conversion rate from organic traffic. Customer photos of the product have continually enhanced the brand’s social channels.
Kaposia Body Works
Winter 2020 | Web Production, Copywriting
The owner of Kaposia Body Works, a massage therapy and bodywork practice in Minnesota, needed her Wordpress website to be completely rebuilt after all content was lost in an unfortunate database mishap. The owner wanted to retain the original aesthetic of the website and print collateral, but refresh and enhance the content. Her recent relocation also necessitated updates to business cards and brochures.
I reinstalled the theme and plugins then reconstructed the site using archived imagery for reference. I workshopped with the business owner to become familiar with industry-specific verbiage as well as her desired voice and tone. With this understanding I replaced and enhanced the content as needed, particularly on the Services page where I developed and implemented a Frequently Asked Questions section to provide a deeper understanding of the Structural Integration process.
In the first month of being live, site traffic saw 173% YoY growth across all channels. During the first half of 2020, sessions were up 76% and bounce rate was down 21% YoY. Expanded FAQ information on the Services page led to an 86% increase in average time on page and a 6% lower bounce rate.
User Quiz Copywriting
Winter/Spring 2020 | Copywriting, User Experience Writing
Cincinnati-based Uprising Foods produces a low-carb superfood bread targeted toward Keto diet enthusiasts. The company wanted to provide an online tool to engage with a segment of their audience known as the “Keto Switcher” in order to gain leads, build loyalty, and provide helpful buying information. A UX Designer colleague of mine led the initiative to build a Typeform quiz/calculator tool to determine a user’s bread consumption level then show them how much and how frequently to order Uprising’s superfood bread.
I was invited to contribute the copywriting portion, which needed to gather business-related data points and provide a fun and educational user experience in line with Uprising’s fresh, personable branding. I utilized information from stakeholder interviews, user interviews, and company communications to craft engaging yet informative questions. I assisted with extensive internal testing of the tool’s calculations, revised question wording after user testing was conducted, and provided copy for the intro page and email announcing the quiz’s launch, as well as a post-quiz thank you email.
Thanks to a 25% completion rate, the company has been able to gather useful information about their users.
Category Page Redesign
Spring 2018 | User Research, UX Design, Content Creation
Decks Direct, a Minnesota-based online retailer of premium deck building products, wanted to update its website to stay current with design trends, improve conversion rate, and provide customers with helpful information. User research revealed that category pages were a prime opportunity for developing and implementing a new look.
As the in-house UX Designer, I conducted in-person usability testing and interviews to determine pain points with the current site layout and functionality. A common theme emerged: people just weren’t sure about terminology and where to start when looking at a product category. I designed a category header to emphasize a strong hero image with concise, complementary text. The header included spots for explanatory videos and quick links to resources such as image galleries, installation documentation, and a quote request.
Removing outdated help blocks and redundant wording provided a more straightforward look. Because the site is also an internal sales tool, sales reps also utilize the information to quickly clarify sticking points for customers. The design allows for several resources to be displayed, but the option to only display one, such as a help link, results in pleasing white space and a strong emphasis on the chosen CTA.
Summer 2017 | Copywriting, Content Creation, Branding
Decks Direct, a Minnesota-based online retailer of premium deck building products, sought to update and emphasize the brand’s Unique Selling Points. Previous messaging was diluted and not understood widely in the company, therefore it was also not clicking for customers. As the in-house content creator, I undertook this project to clarify how Decks Direct stood out from competitors.
I led several ideation sessions and conducted individual interviews with employees to gather insight, and combined findings with key information from company leadership. I redesigned the page layout to include iconography and fresh verbiage. The project also included collaboration with the company videographer to convey the ideas in short-form video.
Content was well-received by leadership; the final three USPs and what they mean for customers were then emphasized throughout the website, in customer communications, and in company culture.