Show and tell time.
VolVo Cars | Content strategy & COpy guidelines
Volvo's product pages tanked in study after study. Each page looked different and descriptions were crammed with fluff, burying the details serious buyers needed. Collaborating with Product and UX leads, we built a new template. It presents info consistently, rewards skimmers and deep-divers alike, and strips away the clutter. I led a team of writers to create fresh copy for 19 cars using new guidelines—copy that's lively, direct, and on-brand. Within two months, user satisfaction jumped 16%.
“Amanda’s commitment to quality and attention to detail was instrumental in ensuring that every piece of copy not only met our brand standards but also resonated well with our target audience.”
LEGO | Voice guidelines & creative copy
LEGO Play is an app designed to ignite creativity. Kids all over the world use it but it’s not designed as a social media app. Instead, kids socialise with non-playable characters or NPCs. I wrote the voice guidelines for more than 20 NPCS. Some were based on existing IPs like Ninjago, where I translated existing characters to the app. But most exist only on the app. Through creativity and user-research, I devised writing guidelines to make them engaging, distinct, and memorable.
“Whatever it is, the way you tell your story online can make all the difference.”
Major league baseball | Fandom Strategy Research
Major League Baseball launched a new initiative to grow fandom among kids. I led the research: seven listening sessions with 40+ stakeholders to identify what draws kids to baseball and keeps them coming back I delivered my findings to the kid-experts at Peppy agency. Together, we delivered a workshop at MLB's New York office, establishing some of the strategic pillars for growing youth fandom.
“Amanda always feels like a steady hand and the positive colleague/consultant you’d want, especially when projects take unexpected turns. ”