I am a systems-driven leader who uses words and creative storytelling to shape design strategy
Where I've worked
Hulu on Disney+
Paid Sharing
Venmo Credit Card
Payments and Shopping Rewards
The Paid Sharing program gives Disney+ and Hulu subscribers ways to enjoy their subscription through the management of devices within one household. For people outside of the account holder’s primary Disney+ Household, these family members or friends will need to pay for their own subscription. They can also be added as an Extra Member on the primary account for an additional monthly fee.
What's the story?
How do we talk to family and friends who share passwords
Why does this matter?
Why should someone sign up for their own subscription
Which viewpoint?
How do we clarify for multiple points of view
A/B Testing & Experimentation Strategy
Variant 1
Variant 2
Variant 3
Variant 4
Content Strategy Principles
Be Clear and Accurate
Educate at the right moment to get users back to streaming
Balance Facts with Helpful Tone
Build confidence and clarity with steps and confirmation
Make Next Steps Easy
Highlight choice and remove clutter to reduce cognitive load
Disney+ Merchandising
- Always-on discovery strategy for busy families
- Daily news updates from ABC
- No replays for live content
Disney+ and Hulu Bundle
- Prioritize Live TV events
- Higher emphasis during weekly competitions and awards shows
Disney+, Hulu, and ESPN+
- Sports and Live Action strategy
- Less kids content
Credit Card Launch
Co-Branded Experience
Similar to Disney+ and Hulu, I worked horizontally on multiple products under the PayPal parent company
Cross-Team Collaboration
I partnered with Marketing and Comms team on landing pages, emails, and app notifications
Brand Balance
I led strategic UX writing to balance colorful millennial brand and growing financial needs of communities
Navigation Redesign Results
Debit Card Applications
Increase in application submissions using the new navigation
Credit Card Views
More customers viewed acquisition page
Crypto Homepage Visits
More customers visited the Crypto homepage
Application Increase
Rapid growth in overall applications
Onboarding Experiment
Describe benefits with brevity
Highlight convenience of quick access to new redesign features and services
VS
Add details in subcopy
Provide situational context for each navigation option
Hulu on Disney+ is the first of many expansion projects where I created messaging strategies for our bundle upsell campaigns. This co-branded experience builds on Hulu's pop culture audience, offering Disney fans seamless access to an expanded Live, sports, and daytime series catalog.
Strategic Positioning
I develop feature names and strategic positioning for upsell promo copy, Live event states, and co-branded experiences: The Max Bundle, Hulu on Disney+, and ESPN+ on Disney+
Subscriber Growth
My work grows and retains loyal subscribers through engaging and clear content that enhances the user experience. I help design teams ensure our solutions guide & communicate to users while streaming or managing accounts
Remove from Continue Watching
I resolved our #1 customer paint point by giving users the ability to declutter their homepage watch history in a few clicks.
Cross-brand Merchandising
Disney+ on Hulu
Hulu on Disney+
New Subscriber Promotions
Increasing Conversions with Navigation and Tooltips
North Star Mobile Onboarding
PayPal Shopping & Giving
PayPal & Honey Merger
As the lead UX Writer and Content Strategist for ​PayPal​ and ​Honey, I created integrated campaigns to teach users financial responsibility, earn shopping rewards & cash back, and expand into the world of crypto
Purchase Protection
I developed A/B tests to increase buyer protection opt-ins and reduced seller fee confusion. By improving communication and verification features for buyers and sellers, I enhanced user autonomy & trust outside of familiar family & friend groups
PayPal Giving
I led zero-to-one design strategy and naming for the Generosity Network, which raised over $15 million in one year. These community charitable donations supported thousands of purpose-driven causes from disaster relief to restaurant support
Cash Back Rewards
Peer-to-Peer Donations
Purchase Protection Experiments
Test toggle and CTA conversions
Create scalable solutions and introduce a new user behavior prior to checkout, without sacrificing ease and speed
VS
Copy ok, but has some legal constraints
Language options are largely dependent on the terms and conditions and should not cause UDAAP concerns
Alexis Foster