Every word is a
design decision.

The predecessor program (Airlift 1.0) had a fundamental positioning problem: its name and framing were too focused on one-time bonuses rather than long-term earning potential, and creators perceived the payout framing as a bait-and-switch. IG Self Serve CTR sat at 10%, and only 15% of clicks resulted in a received application. The program needed more than a refresh — it needed a new identity and language that creators could believe in.

I led the end-to-end naming and branding process — running a structured namestorm, then navigating team review, naming council, and legal and trademark approvals independently to land on "Creator Fast Track." The new name anchored the program's value in creator velocity and long-term growth, not short-term payouts.

Alongside the rebrand, I ran a rigorous content testing program to find the language that would actually convert. The headline experiment drove a statistically significant 20.55% lift in click-through rate and shipped as the standard across all 5 launch markets. Intro screen variation testing showed that messaging focused on long-term earnings and ease of earnings achieved a 20.1% apply rate, with the strongest treatment combining reach-focused messaging.

I also co-authored the Fast Track Program Series Content Playbook with a cross-functional partner — publishing 3 data-backed content principles that prevented naming and taxonomy divergence across teams, and became a scalable resource for CDs and PMMs across the program series.

Key upsell surfaces where content decisions had measurable impact — the notification experiment that drove a +20% CTR lift, and the application intro screen shaped by value prop testing.

This work received VP-level recognition, with leadership publicly calling out the team's commitment to empowering creators and positioning Facebook as a critical place to monetize. The Content Playbook was also cited in performance review notes as moving the org toward a more cohesive, scalable program.

When creators can't receive their earnings, they contact support — and they contact support a lot. Payout holds affect hundreds of thousands of creators across dozens of different scenarios: unverified accounts, missing tax information, policy violations, payment method issues, and more. Each scenario had its own messaging, and much of it wasn't converting. The result was a Messenger bot conversion rate of 15% — creators hitting the support flow but not completing the actions needed to resolve their hold.

On the Professional Dashboard, the original design led with a prominent, verbose setup card — "Set up your payout account to get paid" — with detailed body copy, a progress indicator, and a full-width CTA. Despite giving the blocker prime real estate at the top of the screen, it wasn't moving creators to action.

I mapped and redesigned payout hold messaging across 40+ distinct creator scenarios — writing for the in-product dashboard, Messenger bot flows, and email touchpoints. For each scenario, I diagnosed whether the problem was framing, hierarchy, specificity, or trust, and wrote accordingly.

The dashboard insight was counterintuitive: less copy, not more. The original tried to explain everything upfront — what setup was, how many steps, what it would unlock. Testing showed that creators converted better when the message was stripped down to its core. Direct error framing ("You can't get paid"), one concise action line, and a contained CTA outperformed the verbose approach. The most user-centered copy wasn't the most thorough — it was the most honest. Across the Messenger bot, I applied the same principle: lead with the specific hold reason and the exact action needed, nothing else.

The same screen, two states — the original led with a prominent, verbose setup card; the redesign stripped it down to what creators actually needed to see.

This work won the 2025 Facebook Stringy Award — recognized for outstanding clarity and directness in product messaging.

Lowe's online shopping experience was frustrating for both Pro and DIY (Lowes.com) users. Many shoppers were abandoning their carts — a significant portion due to unclear messaging, unnecessary steps, and a general lack of trust in the process. Industry research confirmed the severity: 70% of ecommerce users abandon purchases after adding items to their cart, mobile shoppers abandon at 86% compared to 70% on desktop, and the average ecommerce conversion rate sits at just 1.8%. The opportunity was clear — targeted content and UX improvements could meaningfully move the needle. Success was defined as: increase conversion, decrease cart abandonment, and decrease time to checkout.

I organized the work around three content-led goals, each tied to a real user pain point identified in research:

• Reduce checkout friction — Improve form usability, microcopy, and guest checkout visibility to remove unnecessary barriers at the point of purchase.
• Enhance post-purchase satisfaction — Make order tracking, confirmation emails, and pickup/delivery messaging more user-friendly and proactive.
• Increase trust & retention — Build customer confidence through clearer return policies and streamlined self-service options.

I built a content-focused audit framework in Figma that mapped common user pain points to actionable UX and content strategies — synthesizing industry best practices (Baymard), internal Lowe's data, UserSpot usability sessions, and Medallia user pain points. I interviewed product managers, UX researchers, and content and product designers across teams to gather cross-functional perspectives before writing the problem statement.

Key audit findings shaped the recommendations: 60% of ecommerce sites fail to make guest checkout the most prominent option; 9% of sites don't clearly differentiate required versus optional fields; and 98% of customers satisfied with their returns experience said they'd shop again — underscoring the downstream impact of clear post-purchase communication. I translated these findings into concrete content recommendations: reducing unnecessary form fields, clarifying labels, simplifying guest checkout prominence, and improving inline microcopy and validation throughout the flow.

I also designed a User-Centered Decision Tree — a lightweight framework to help teams quickly evaluate whether a new content or design decision aligns with user-centered principles before prioritizing short-term business goals. The goal was to shift team mindsets, encouraging designers and PMs to think critically about UX impact rather than defaulting to revenue-first decisions.

A sample of specific issues surfaced across the Checkout and Post-Purchase audit — each with a content-led recommendation.

Recommended updates included reworking the Pro account creation flow to remove unnecessary questions that provided no user or business value, restructuring the hierarchy of account sign-in on guest checkout, and clarifying optional vs. required fields throughout. Testing across 2 flows yielded measurable time savings:

The framework was designed as a living document — not a one-time audit. It includes an annual review cycle to realign recommendations with the latest UX research and shifting customer expectations, a quarterly audit process using Medallia insights and customer feedback loops to identify new friction points, and a decision-tree model for teams to apply before introducing any new checkout or post-purchase features. This ensures future enhancements prioritize usability and customer trust over short-term gains.