Angela FrucciContent Strategist, Copywriter, Technology Writer

Angela FrucciPortfolio of Writing Samples

Telmate

Worked with UX and design to resolve the challenge of users confusing company brand with product brand and going to the wrong website. This project was the first step in a complete redesign of the website.

Working with product/UX designer, created an interstitial modal with easy interface language that appears to first-time site visitors and proposes a simple, interactive choice. Provided data-informed insights to improve existing user experiences.

Link: telmate.com

AUDIENCE (UX) SEGMENTATION

Current Iterations

Earlier Iterations

Telmate

I led content strategy on a complete redesign of a marketing website and resonant brand experience.

Primary objectives of redesign focused on:

• Working with UX and design to improve way-finding and get misdirected users to correct website

• Making content speak more succinctly to product offerings

• Making it easier for users to find content they want with standardized look, feel and messaging

• Making site with a human-focused/testimonial-based approach

• Using words to tell stories that make people think.

Link: telmate.com

MARKETING SITE REDESIGN (A)

Before Redesign

After Redesign

Telmate

I worked closely with UX, designer and web developer on website information architecture and interactivity to reinforce clear, concise messaging along with video, imagery, graphics and other supporting media.

I consolidated content and brought a minimalist and human approach to the website.

Link: telmate.com

MARKETING SITE REDESIGN (B)

Telmate

Reimagined content-driven pages like news and programs make them easier to scan and navigate. Fully responsive site with self contained pages for each site that sales can send to prospective customers.

Link: telmate.com

MARKETING SITE REDESIGN (C)

Telmate Tablet

I wrote friendly, actionable UX copy for a customized Android tablet and simple on-boarding experience. I strategized content for a brand that is consumed by multiple audiences and stays aligned with product narratives across all digital touch points.

Problem: Users were not logging into the tablet product. Field investigation was done. We discovered users thought they were getting charged to learn.

Solution: We provided a simple and concise on-boarding experience and minimal content. Worked with UX on consistency in tone and visually consistency across other product offerings.

MOBILE ECOMMERCE

Transactional Emails

Increased contact traction by rewriting the content, optimizing the in-product user interface text, and redesigning contact emails. I worked with a developer and designer to push Mandrill email service that provides an easy way for us to implement an HTML templating system for our emails. We implemented a nice design template where content and design can be updated at any time and isn’t limited by a sprint schedule.

MOBILE ECOMMERCE

GettingOut Mobile Apps

Created Android/iOS help copy, buttons and other in-product contexts with a mobile mind to have an effective mobile presence.

Problem: Our presence on the App Store and Google Play Store was at bare minimum, out of boiler plate.

Solution: Collaborated with product manager, dev team, UX, and designer. This is the result our styling-out branding and content to bolster our presence and entice new users to download the apps.

UX FOR MOBILE

GettingOut Mobile Apps

This ad was designed with content that encourages users to download the mobile app. Ad doesn’t appear to users until after they have created an account and won’t appear again if they click “No thanks.”

UX FOR MOBILE

Help Center

Developed human-friendly, helpful content that provides easy, accurate information customers need to solve problems and get product support. Improved content based on analytics and feedback.

CONTENT STRATEGY

Guardian Mobile App

Users of the Guardian app needed a way to experience customized check-ins, and access FAQs, and tutorial videos. I created minimal, scannable user interface text to guide users through a successful app experience.

UX FOR MOBILE

Telmate

I’m Collaborating with UX/UI designer to create a living style guide to document reusable components. This will help maintain consistent styles and UX patterns defined by product teams.

I also developed traditional style guides for one parent brand, one child brand, and one brand supported by the brand attributes of the parent brand.

BRANDING/STYLE GUIDES

Collaborated with experience design group to develop brand positioning, identity, and website to make Stanford University affiliate program (Media X) more attractive to potential partners.I worked with UX/UI, strategists, and designers on high-level content strategy and copywriting. I translated the complex vision that Media X provided, into crisp, simple and compelling language.

Link: http://mediax.stanford.edu

Venables Bell & PartnersAGENCY EXPERIENCE, WEBSITE REDESIGN

I wrote technical, but engaging, user-friendly content that was determined by community engagement including: online help content, UI text, reference guides, user guides, and other deliverables for Oscar and Grammy winning product.

I also managed localization for all guides and wrote online help content and UI text that internationalized well.

Avid: Pro ToolsTECHNOLOGY WRITER

Angela FrucciJournalist

Wrote travel piece about Boise, Idaho for Weekend Escape. 6/25/2015

Link: http://goo.gl/uyluqf

Los Angeles TimesTRAVEL WRITER, PHOTOGRAPHER

Co-wrote script with producer for a short film. Scouted 22 locations for a 6-day shoot in Milan and Como (part of the series “7 Short Films About Love”). 2012

Link: http://goo.gl/64GuS1

02 FilmsSCRIPT WRITER

Wrote feature piece w/pics, plus other snippets for Wired blog. 10/22/2009

Link: http://goo.gl/N3FaCV

Wired Blog/AutopiaBLOGGER

Wrote, recorded, narrated and produced radio story about Ge Wang, the co-founder of Smule, and inventor of the iPhone app called “Ocarina.” 8/14/2009

Link: http://goo.gl/8NQ7PI

Studio 360RADIO JOURNALIST

Wrote technology-driven, pop-culture feature piece for Sunday New York Times, Arts & Leisure. 10/8/2006

Link: http://goo.gl/fY81jf

New York TimesTECHNOLOGY JOURNALIST

Covered the Vatican including the events surrounding the illness, death of Pope John Paul II. 4/2/05

Link: http://goo.gl/7vq1g4

San Francisco ChronicleFOREIGN CORRESPONDENT

Thank You.

angela.frucci@gmail.com