Editorial Writing, Mode.com

Story array

UX Writing, Mode.com

Please refer to the captions in the expanded view for details on each image.

Migration from standalone sites

When the standalone sites Glam.com, Foodie.com, Tend.com, Brash.com and Bliss.com moved to being channels under the Mode.com umbrella, we wanted to assure users that they’d come to the right place and give them a tour of our new site.

Bookmarklet/Story Builder

The bookmarklet allows creators to pull content from the web into Mode stories. The original version was confusing and obtuse. We streamlined it, changing the language throughout. We christened it the Story Builder and used plain language to communicate its purpose to users.

Story Builder extension

About six months post-launch, we went from promoting a bookmarklet button to encouraging users to download the Mode Story Builder browser extension.

App Store download page

The copy on the five screens for the iTunes App Store is bright but explanatory, showing users what they’ll get when they download the app and encouraging them to do so.

App introduction

We introduce the app with this four-screen teaser of what users can expect to find. The copy is brief but enticing. It carries over the brand messaging that users saw on the iTunes download page.

Alerts and Errors

A handful of the many callouts, alerts and error messages on the site.

Mode: Creator sign-up ads

In an effort to encourage writers and creators of all types to build stories on Mode, we created ads that appeared on Facebook. This is a selection of those ads, targeting different groups of people with different CTAs.

Creator sign-up page

Once the potential creators are hooked by the ads, we take them through an overview of what Mode.com is and what they can expect. We preemptively answer their questions, including what’s involved, how long it takes, and how much they can earn. See this page live.

Creator explainer page

This page is a detailed run-through of what, exactly, a Mode story is, as well as a step-by-step of how to create a top-notch story. See this page live.

User onboarding

We wanted to encourage users to create a feed so their homepages would be filled with their preferred topics and creators, not just our default channels and content.

Publish screens

At launch, users’ stories were immediately live after the first item was added. We found that users wanted more control over when their stories were live, so we created a Draft state and a Publish state (and the attendant workflow).

House ads

We created ads to encourage users to sign up and download our app, among others.

Search engine results page descriptions

Not sexy, but necessary: SERP descriptions. The text is informational, inviting and lively.

UX Writing, Olive This Olive That

This store sells olive oils and balsamic vinegars in the Noe Valley neighborhood of San Francisco. I rewrote the About Us, About Extra Virgin Olive Oil and About Balsamic Vinegars sections of the site.