Project: London Inter-Bank Offered Rate (LIBOR) transition.

My role: Senior B2B Copywriter providing content strategy and copywriting.

Business goal: Position Bloomberg as a leader in supporting financial markets during a historic transition as LIBOR, the world-leading interest rate, was retired.

Client goal: Learn about the implications of LIBOR closing down.

Result: The campaign won ‘Best support for LIBOR reform’ in the Risk Markets Technology Awards 2022.

One of the videos I conceptualised, scripted and co-created for the LIBOR transition content hub.

As part of the LIBOR campaign, I designed content for multiple touchpoints throughout the user journey. These included:

- invites to webinars informing clients about the impacts of LIBOR closing

- the LIBOR transition content hub

- LinkedIn adverts and posts

- search engine marketing adverts

Client: Scottish Government.

Project: Carer Support Payment – a social security benefit.

My role: Lead Content Designer for the project, providing content strategy, service design and content design.

Business goal: Simplify the process for getting earnings information from self-employed clients applying for this benefit.

Client goal: Give Scottish Government information about my earnings from self-employment when I apply for this benefit.

As part of this project, we (the User Centred Design team) designed a self-employment questionnaire alongside other artefacts.

This online questionnaire has played a key role in streamlining the interactions between clients and Social Security Scotland (an executive agency for the Scottish Government).

This is one example of the artefacts I created as part of this project. Clients visit this webpage on their journey towards the online self-employment questionnaire.

My content strategy set the direction for other content designers creating client-facing and internal content as part of this project.

Client: The Student Room Group (TSR), which runs the UK’s largest online student community.

Project: Enlitened, a new category of mobile app.

My role: Head of Content, where I built the content team and created the in-app content strategy.

Business goal: Build and launch the Enlitened app. Enlitened is an AI-powered app that helps students feed back to their university and helps the university understand how students feel about their university experience.

Client goal: For universities (TSR’s clients) to better understand their students. For students (the app users) to improve the university experience for themselves and others.

Result: App successfully launched into 4 universities.

Like the previous example, this screen outlines another of the app’s value propositions.

Students see this message after they’ve answered their 5 questions in the app. This tells students what they can do next in the app.