content development

intuit | san francisco spca | ezRez | blue shield of california

Working with Sprout Designs, I wrote copy decks for two new Intuit online products based on Sprout's wireframes.

Copy decks include every word of content throughout a website or application, such as navigation labels, instructional copy, rollover text, graphic alt tags, error messages and meta data.

Content in the copy deck maps directly to its placement in the wireframes using corresponding tags, so developers know exactly where every word will live within the application.

content development

intuit | san francisco spca | ezRez | blue shield of california

The San Francisco SPCA website redesign was another Sprout Designs project and a subject near & dear to my heart.

Using Convio, SF/SPCA's content management system, I uploaded the content and photos into the new templates, formatting images and editing copy in the process.

As luck would have it, they decided to use a couple of my photos (the dog & kitten) for the new home page design - not too shabby.

content development

intuit | san francisco spca | ezRez | blue shield of california

Working with Gearmark and Sprout Designs, I created copy for ezRez's product demo shown at travel industry tradeshows and used by their sales force in the field.

I've also written marketing brochures and white papers for their products, ezOTA and ezLoyalty.

Every time I work with them my mind drifts off to warm, sandy beaches and the idea of 24/7 gourmet room service in my home.

content development

intuit | san francisco spca | ezRez | blue shield of california

While writing lots & lots of copy particular to the health insurance industry, I created a comprehensive style guide that all content providers could use to help produce a more consistent tone and use of terminology throughout the website.

Beyond basic direction on nomenclature and grammar, it also includes information about writing for the web and email marketing, as well as user experience guidelines to ensure copy is as user-friendly and as effective as possible.

Creating and maintaining the style guide was one of my favorite projects at Blue Shield.