experience

When I joined Booking.com, there were 6 UX Writers. By the time I left, there were 45. I consider helping the UX Writing team at Booking to grow into an industry leader one of my top achievements, and look back on my time there fondly. It was here that I learned the deep value of A/B testing, with one experiment in particular proving incredibly profitable. I changed the copy in the search bar from “Enter property name” to “More places than you could ever go…but you can try!”. This lead to a 4% increase in conversions, which for a company like Booking is worth millions per day.

I was the first UX Writer at Adidas, and eventually built and managed a team of 5. At the time I joined, Adidas was superb at offline content, but had never focused on their online copy. I introduced A/B copy testing to the website and ran hundreds of experiments, leading to large increased in conversion, order value, and order size. I was also able to reduce bounce rate, by making it easier to find other products from the product listing page.

I created a feature for Bumble called ‘Speed Dating’. Read all about it here!

After a recommendation from Bumble upon the completion of that project, I worked with Apple TV+ to help promote the new series of Ted Lasso.

I was part of a team at IKEA that set about to completely refresh the product page on their website and app. The key concept for the project was that visiting an IKEA store felt like an experience, while the app and website was considerably less engaging. They key successes of the project were an increase in sales, a reduction in bounce rate, and an increase in order value.