These examples demonstrate my ability to simplify product complexities to drive faster adoption, translate jargon to suit specific target audiences, and draw simple, linear roadmaps to aid in product understanding and usage.

A digital interface introducing 5G technology, featuring a navigation menu with names: George, Geena, Gavin, Gladys, Gus, an avatar image of a person with short black hair, and a photo of a person holding a smartphone playing a game in front of a gam
Screenshot of a webpage titled "Meet the 5Gs" featuring a list of names and a profile of Geena, with a photo of a young woman sitting outdoors, smiling, and using a smartphone amidst green foliage. The webpage discusses faster wireless downloads.
A digital interface promoting 5G wireless internet with sections about individuals and a photo of a person holding a tablet showing a live streaming sports event.
A person holding a phone with a video call, showing two women, sitting at a wooden table with a decorative necklace, wearing glasses and smiling.
Webpage discussing 5G technology, featuring a list of names, a profile picture of a man with gray hair, and an image of an elderly man using a laptop and fork at a table.

2degrees

Introducing the concept of 5G to Kiwis

  • When 2degrees introduced 5G, they wanted to describe the utility without drilling into tech specs.

  • 65% of customers surveyed during the launch said they now had a better understanding of 5G.

    27% decrease in calls to the help centre for 5G-related queries.

  • Introduced the concept of the ‘5Gs’ - George, Geena, Gavin, Gladys and Gus. Each persona described  real-life uses for 5G in bite sized blurbs. 

    Wrote corresponding copy for the 2degrees website to provide a consistent experience for customers seeking to understand the brand’s 5G offering through the brand website.

Illustration of multiple fingers with different colors and decorations pointing towards the text 'Never Forget Your Finger.' A padlock with a face, holding a sign that says 'Always Be Encrypting,' is depicted at the bottom. The image emphasizes the i
A graphic cartoon depicting two older people coddling, with a sad face emoji, accompanied by text warning about online content, suggesting younger viewers avoid such videos, and informational notes about adult content on new phones and web browsers.
An infographic warning against catfishing, with cartoon illustrations of a cat with sunglasses and a phone, and a cat wearing glasses. It emphasizes that catfishing involves online deception and fake profiles.
A cartoon illustration of a purple-haired, devilish character with sharp teeth, and text warning about misinformation, highlighting the importance of verifying information on social media and search engines.
A poster featuring multiple cartoon green troll faces and a text warning about internet trolls, advising not to react and to report them.
A colorful infographic displaying six things elephants and the internet have in common, including being ginormous and never forgetting. It features a large blue number 6, cartoon eyes, a clock with the words "The Internet" and "Never Forget" around i
A colorful infographic titled '7 Butter Marmite Good Vibes.' with cartoon emojis and text promoting spreading kindness and positive actions online. Includes emojis like a smiling face with hearts for eyes, a mouth with braces showing, a sunglasses-we
An informational flyer with a large blue number 8 and the word TING, promoting a new message from Barry Fishlop. It mentions him asking to borrow money for his mom's knee surgery and warns about suspicious emails, texts, or private messages, advising
Text-based graphic emphasizing the importance of communication and honesty in phone relationships, with cartoon images of a cell phone with eyes, a hand giving a thumbs-up, and three green monsters.
Image highlighting various digital tings like texting, commenting, Snapchat, and podcasts, with a message about the importance of screen time and taking breaks.

2degrees

Making cyber security cool to talk about

  • The brand was trying to bridge the gap between talking about cyber security to teens without sounding boring or preachy.

  • 78% of teens surveyed during the launch said they now had a better understanding of phone security.

  • Rewrote the language of safe online behaviours in a way that resonated ‘5Gs’ - George, Geena, Gavin, Gladys and Gus. Each persona described  real-life uses for 5G in bite sized blurbs. 

    Created the 10 rules for online safety for a microsite and wrote corresponding copy for the 2degrees website to provide a consistent experience for teens and their parents seeking to understand online safety.

2degrees

Simplifying Travel SIM purchases online

  • The goal here was to explain how Unlimited Travel SIMs gave users the ability to buy data at an upfront cost based on the duration of one’s stay, instead of the usual metric of gigabytes per day.

  • 66% increase in purchase of Unlimited Travel SIMs online YoY.

  • Rather than draw this information out into a help page, I explained the idea and the pricing tiers by working with the UX team to create a simple animation that made the value proposition easy to get at a glance.

Warehouse Mobile

Simplifying loyalty tiers on new program

  • The challenge was to explain a new set of loyalty tiers without overwhelming the user with jargon or long text explanations.

  • 54% of respondents surveyed expressed a clearer understanding of the new program.

  • The solution I co-crated with the UX team was a video explainer that got the idea across in a few taps. 

Product Marketing

Whitepapers

Direct Response