Challenge: Being customer-focused, T-Mobile was looking to redesign their site to maximize efficiency for customers.
Idea: With this project, I had the opportunity to do comprehensive work on the site. I did the content audit, established the content strategy, created content mapping, recommended footer navigation, made content recommendations and did copywriting on several pages. It was exciting to be an integral part of the process from start to finish!
Challenge: As part of the team for the T-Mobile Everywhere speculation project, we were tasked with creating ideas for integrating and implementing new technologies to empower customers.
Idea: Reach customers proactively by creating tech tips for common technology pain points. Posting tips to social media and common technology forums, plus using partnerships with social media influencers, enabled customers to discover helpful T-Mobile sponsored content organically and share it with friends and family. This approach presented T-Mobile as the technology experts.
Challenge: As part of the team for the T-Mobile Everywhere speculation project, we were challenged to provide innovative ideas for integrating and implementing new technologies to empower customers.
Idea: We wanted to create a way for customers to self-help quickly with a fun and easy Chat Wizard instead of engaging in a time-consuming Customer Service chat. It stepped the customer through a super short but helpful quiz to find a targeted solution.
Challenge: As part of the team for the T-Mobile Everywhere speculation project, we formed a think tank that created innovative ideas for integrating and implementing new technologies to empower customers.
Idea: In order to empower customers with effective self-help tools, we created an auto-populated chat wizard offering a range of related solutions while the customer typed in their question. The main advantage? Customers could find answers much faster than via Customer Service chats or calls. Yet another convenient benefit was the ability for customers to initiate queries with results being available anytime. Plus, the option of live chat remained available if customers couldn't find what they needed via the wizard.
Challenge: As part of the team for the T-Mobile Everywhere speculation project, my team wanted to create innovative ways of using voice technology to empower customers.
Idea: Leveraging the information available with DVAs (Digital Voice Assistants), we realized the value of creating a hands-free trip planner to help customers preparing for travel. They could ask for the information while packing and preparing for their trip. We saw it as a convenient way to provide customers with the information they want and need for their trip, maybe even information they didn't know they needed! Trip planner details were also sent to the customer's phone as an info card for a quick referral later.
Challenge: As part of the team for the T-Mobile Everywhere speculation project, my team found innovative ways of using voice technology to empower customers.
Idea: With DVAs (Digital Voice Assistants) becoming more common in most households, we thought it would be fun to create a voice-activated game to engage new and existing customers. We developed a “choose your adventure” game in which players answered a series of questions to create a short adventure story. Recommendations were made based on player responses to questions targeting typical wireless usage. Our goal was to spark interest in learning more about T-Mobile plans.
2017 Silver Addy® Award
Challenge: Addressing the fact that most people think problems related to climate change are in the distant future and won't impact them.
Idea: Show the general public that climate change is very real and happening now. Through a satirical campaign how the rising sea levels could affect everyday life.
By partnering with Uber we created an “Uber Hover Pool” option in the app in which people could request a hovercraft for their commute. In addition, we created supporting social and web promotions, including sweepstakes in which people could win an actual ride in a hovercraft. All communications drove to a landing page—www.capseattle.com—where they could learn more about the upcoming changes in sea level and what actions they could take.
Result: The campaign was a huge success and drew significant attention from local media and social influencers. The campaign also won two Silver Addy® Awards for Public Service— Integrated Media Public Service Campaign and Public Service—Online/Interactive.
Challenge: Continue to drive excitement and engagement for a new customer loyalty program, T-Mobile Tuesdays.
Idea: Leverage the fact that Halloween occurred on a Tuesday—the giveaway day for T-Mobile Tuesdays—to create a social media event that would drive customer engagement. My team created the character “Thankenstein” to be the MC (Monster of Ceremonies) for a Halloween-themed contest where customers could win various program partner prizes, and a grand prize trip to London. We created a series of videos leading up to Halloween in which customers had to “wake up” Thankenstein by posting comments, images, and mentions across social media. The more posts received, the closer Thankenstein was to waking up. Once awake, he announced each of the different weekly prizes leading up to the grand prize trip that was awarded on Halloween.
Result: The campaign ran several weeks and was a big success, driving a huge spike in customer engagement:
· 113 million impressions
· 6,000 entries
· 11,000 mentions
· 1.9 million unique participants
· 40 new app users added
Challenge: Create the first U.S. Big Fish Games TV spot to run in 7 U.S. markets in Q1 2014 promoting Big Fish Casino—their most profitable game.
Idea: Create a spot that piques the interest of career-oriented women in their 40s seeking a midday mental break or a way to unwind after a long, busy day.
Result: The spec TV spot was selected and won the Big Fish Games account.
An online game by Smashing Ideas.
Challenge: Create content for an online rhythm game to engage, inform, impress, and engage kids between the ages of 9-13.
Idea: By leveraging the ninja aspect of one of the main characters, Garu, I created a martial arts themed storyline and microcopy. I also developed a goal system with different ranking levels, similar to martial arts, for the player to work toward. The highest rank was 10 and difficult to achieve.
Result: The game was very well received by both boys and girls and was kept live for more than two years on Jetix.tv.
Challenge: Define the abstract concept of cloud storage for photos and videos.
Idea: Focus on how both monumental and everyday life events are invaluable when captured in photos and videos, and how important it is to keep them safe.
Result: Created video demo copy that conveyed the ease of use and security of AT&T’s Mobile Share.
Video no longer available.
Challenge: Create a landing page to educate customers of the benefits of refurbished phones and alleviate fears of lesser product quality.
Idea: Collaborating with an Information Architect, I was able to help define the best, most applicable content for the page. Final content decisions were based on customer pain point feedback we gathered from internal and external sources.
Result: Easy to read page that outlined the benefits of buying a refurbished phone, and addressed standard customer concerns. After the new refurbished phones page was created, we experienced a gradual interest in refurbished phones which resulted in a lift in refurbished phone sales.
