Content Strategy

Content strategy is the bedrock of meaningful digital experiences. It’s about more than just words; it’s about ensuring every piece of information serves a purpose, resonates with the user, and drives desired outcomes.

My expertise lies in designing comprehensive content ecosystems, from structured information architecture and precise content taxonomy to engaging copywriting and impactful infographics. I focus on optimizing content for discoverability, adoption, and overall user comprehension, ensuring it is meticulously managed and strategically deployed, even leveraging AI where appropriate.

As a passionate and versatile designer, I have extensive experience in designing and delivering user-centered, content-driven, and scalable digital experiences. My technical skills include deep proficiency in Information Architecture & Design and Content Design. My role in shaping internal UX and business processes and governance strategies within global organizations like Visa Inc. and Verizon underscores my capability to manage and structure vast amounts of content effectively. I also contributed to establishing UX Governance at CSAA Insurance Group, meticulously developing design guidelines and documentation that directly impact content consistency and management.

At CSAA Insurance Group, I spearheaded the full redesign of Payment and AutoPay features for the reimagined MyPolicy experience, adopting a mobile-first approach. The success of this user-centered work, leading to a 50% increase in AutoPay enrollments, demonstrates my ability to collaborate with content designers and to design content pathways that drive user adoption and engagement. Similarly, my work on SmartTrek, enhancing the feasibility and usability for mobile users, relied on intuitive content presentation for effective user interaction.

For the exhibition Expo Plasticos, I explored and integrated Augmented Reality (AR) and Artificial Intelligence (AI) to enhance the visitor experience. This included integrating a chatbot that provided quick facts and exhibitor insights. At Visa, I was a Microsoft Copilot Ambassador, where I actively worked to enhance AI agents and optimize prompts, further streamlining our operational capabilities, directly showcasing my experience with AI Agents Management in delivering dynamic, on-demand content.

In my experience at Agencia Huit, a digital marketing agency, I was responsible for planning and executing SEO best practices to optimize client sites, which inherently involved strategic research and copywriting to improve online visibility and engagement. My broader experience in content design and rapid visualization further supports my ability to translate complex information into clear, concise, and visually appealing narratives, including through infographics.

As an “Insights translator,” a core competency, I excel at leveraging research to inform content strategy and design. My experience with User Acceptance Testings (UATs) at Visa, Inc., which generated great user and customer feedback, directly informed content improvements, enriching mobile and desktop usability and increasing engagement and retention. My certification in User Research – Methods and Best Practices from the Interaction Design Foundation further solidifies my foundation in research-driven content development.

My work on the Visa Commercial Solutions, which integrated all commercial products into a single, cohesive platform, required a meticulous approach to content organization and taxonomy to ensure a seamless user journey across various products. Similarly, establishing a robust framework for component standardization within the design system at CSAA Insurance Group contributed to a consistent and scalable content taxonomy across their digital properties.