Portfolio
Content Strategy and UX Writing
Trip itinerary on Google Travel

My Approach
Once I knew what was most important to travelers, I could start to prioritize which content to surface first.
I created a content strategy doc with content principles to help guide my decision-making process.
These principles also helped the team understand why and when certain content is prioritized.
I created a content strategy doc with content principles to help guide my decision-making process.
These principles also helped the team understand why and when certain content is prioritized.

My Approach
My next step was to partner with ENG to review trip reservation field availability.
It was important to prioritize things that would reliably be parsed to the itinerary cards.
For example, we’d like to show the flight seat number, but the parse probability was only 25%. The field would appear blank more often than not, so it didn’t make sense to prioritize it.
It was important to prioritize things that would reliably be parsed to the itinerary cards.
For example, we’d like to show the flight seat number, but the parse probability was only 25%. The field would appear blank more often than not, so it didn’t make sense to prioritize it.

My Approach
My trix covered over 130 content patterns for Flights, Hotels, Things to do, Events, Restaurants, Car Rentals, and Transit.
It prioritized content for collapsed & expanded modules, highlighted parse probability and whether the item was essential or optional, organized what to show or hide by trip state.
This helped ENG plug in the right info at the right time.
It prioritized content for collapsed & expanded modules, highlighted parse probability and whether the item was essential or optional, organized what to show or hide by trip state.
This helped ENG plug in the right info at the right time.

My Approach
The UXD and I partnered to brainstorm the design of the modules based on my trix.
Seeing it all come together in design helped refine the content.
For example, seeing the cards spread out across dates helped us realize that having separate cards for picking up and dropping of rental cars or checking in and out of hotels made sense.
Seeing it all come together in design helped refine the content.
For example, seeing the cards spread out across dates helped us realize that having separate cards for picking up and dropping of rental cars or checking in and out of hotels made sense.

User Study
We took a prototype to usability testing. Participants felt that overall, the product was cohesive and useful.
They found the tone and messaging to be concise and self-explanatory. As one participant said:
“Everything is the right tone. It’s the right amount of text and it’s not overly explained”
They found the tone and messaging to be concise and self-explanatory. As one participant said:
“Everything is the right tone. It’s the right amount of text and it’s not overly explained”

Launch Impact
Despite launching in the middle of COVID-19, we saw increased engagement from this solution.
The new Trip Itinerary now had a clear content hierarchy that’s prioritized to meet user needs. This along with a clean and inspiring redesign produced strong results that resonated with travelers.
The new Trip Itinerary now had a clear content hierarchy that’s prioritized to meet user needs. This along with a clean and inspiring redesign produced strong results that resonated with travelers.