Portfolio

Project 1: Technical SEO

Facet's site lacked "meat" (content) and proper architecture for visitors and search engines to understand what they did.

Ultimately, the overarching goal was to bring more people to the site in the buying phase while minimizing clicks.

I was tasked with creating a new navigation and 11 net new solution pages for each of the services they offered. This process also included assigning over 300 articles to their respective pages and then redirecting each one.

Article redirect example:

Before: facet.com/article/backdoor-roth-ira 👎

After: facet.com/retirement-planning/backdoor-roth-ira/ 👍

Cross-functional collaborators: Engineering, Product, Compliance, Design

Tools: WordPress Elementor, Figma, SurferSEO, Google Docs, Canva, Grammarly

Outcome: In just 3 months, site traffic increased by 25%; leads by 30%.

Project 2: Product Development

Facet's MoneyStyle Quiz provides an assessment of one's relationship with their finances. Upon completing the quiz, everyone is assigned a "style."

I was tasked with creating 16 minimalistic "badges" and a short description for each style. After several rounds of reviews (and thousands of iterations), the final images and captions were selected.

Inspiration artist: Al Stocker

Cross-functional collaborators: BizOps, Product, Compliance

Tools: WordPress Elementor, Figma, Midjourney, Google Docs, Canva, Grammarly

Outcome: Boosted leads by 35%; new members by 15%.

Copy + Design

Long-form content

"How to invest in the internet of things (IoT)"

"Navigating your financial journey: Managing finances by life stage"

"Backdoor Roth IRA: What it is and how to do it"

"Ultimate guide to restricted stock units (RSUs)"

"Investment opportunities of 2022"

Investment White Paper

Republic's App lacked clear and engaging user interface text, in-app messages, and email communications, particularly for their cryptocurrency offerings.

The overarching goal was to enhance user engagement and satisfaction by ensuring a seamless and intuitive experience across all touchpoints.

I collaborated with product managers, designers, compliance, and engineers to develop and refine overall design, product features, microcopy, and rewards, tailored to meet the specific needs of our investor base. I utilized Figma to create and manage content directly within design files, maintaining consistency and alignment with design principles.

To further enhance the user experience, I conducted user research and testing, gathering feedback to iterate on content and improve engagement. Staying aligned with the ever-evolving compliance regulations in the cryptocurrency and equity crowdfunding industries was crucial in shaping our content strategy and execution.