Catheryn Keegan

UX writing | Content strategy

The right content at the right time

A good content strategy offers just enough info in just the right place to let the user make the decision at hand. The best work I have created has come from collaborating with cross-functional teams.

 
 

How I do it

 
 

SOLVING PROBLEMS together

I work on the problem together with the design, product, research, marketing, legal, and development teams throughout the product development lifecycle. We use design thinking techniques to come up with solutions—pairing with designers, doing competitive analysis, creating sketches and storyboards, and participating in research.

 

SETTING THE CONTENT STRATEGY

When I start a project, I focus on on the user needs and business goals. I think about what and how much content goes where before I put down words. And I create voice and tone guidelines based on personas and user research to guide which words I use.

 

LEADING TEAMS

I like building teams and helping the them grow. I take on the role of teacher and coach so my team feels supported and empowered to make decisions. My current team and I write and edit collaboratively, giving feedback and pushing the content to be its best.

 
 

Selected work

 
 
See live at youinvest.com

See live at youinvest.com

YOu INVEST BY J.P. Morgan

As the lead content strategist for You Invest, an online investing platform, I create mobile and desktop flows, data-driven nudges, emails, infographics, and articles.

Available on the app

Available on the app

BEGINNER INVESTOR JOURNEY

For this flow, which guides first-time investors to open an account and start investing, I made complex financial jargon friendly and easy to understand.

Available after login

Available after login

MARKETING

I collaborate with the marketing team to align strategy and content across You Invest products for campaign pages, email alerts and product landing pages.

 

Some of my clients

Here are some of the places where I’ve collaborated with designers, researchers, and writers to create consistent, accurate, clear content for a variety of audiences.

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