Hello!
I’m Adele, a product designer, strategist and content specialist with ten+ years of experience across tech, SaaS, advertising and publishing. I’m curious. I make sense in ambiguity. I offer productive feedback and direction, and love to solve problems.
I’ve worked with some of the world’s top brands on their digital experiences, campaigns and employee engagement programs and build strong relationships. I have a knack for storytelling, which benefits every part of designing a user journey. I like to help people make sense of things.
Experience
Senior CONTENT designer, PRODUCT DESIGN | SHOPIFY | 2022—2022
As a content designer and product designer on the B2B customers team, I quickly developed strong UX skills and shipped products I helped to design. Some of the areas I worked on included metadata, app integration and primitive development.
led projects end-to-end
delivered conceptual and high fidelity mocks
led jams and design-thinking exercises
presented work to senior leadership
shipped products and feature updates
delivered design rationale and content models
worked closely with engineering to develop a deep knowledge of our product space
up-skilled product designers by creating a Figma component for content requirements and style guidelines
led content design crits
conducted user interviews, synthesized data and helped create research reports
provided feedback to designers and content designers
CONTENT STRATEGIST, PRODUCT DESIGN | BENEVITY | 2018—2022
As the founding content strategist in product design, I've led how user-facing content is identified, planned, delivered, reviewed and tracked and created the first product content vision for leadership.
Created a 3–5-year content discovery vision which provides direction for product management and design. Presented the vision to leadership, led ensuing product design sprint
Increased product adoption of Missions by 25% over six months by scaling product content with new review processes and sourcing content from contributors
Increased average end-user donations by 32% by creating new direct-to-end-user donation opportunities based on data-driven timely and evergreen content
Established content delivery and review systems (internal stakeholders and consultants), brief templates and workshop guidelines for brainstorm and design exercises
Led design thinking exercises, workshops and brainstorms with clients and internal teams
Managed content partnerships (contributors), client contributions and subject matter experts (internal and consultants) to review content
Managed editorial calendars across products
Created project plans, led kickoffs and managed workflow and timelines from contributors
Created tracking and testing plans with UX
Presentations and public speaking at company-wide meetings and client conferences
Led a client workshop at our annual client conference and created a range of client educational resources
Mentorship and sponsorship for junior and cross-functional colleagues
NATIONAL CONTENT WRITER | MNP | 2017—2018
Ensured consumer-facing content spoke to intended audiences in appropriate voice, tone and terminology
Delivered digital and print collateral, speaking notes and white papers
Translated complex and technical content from subject matter experts (Litigation and Forensic Services, Succession and Transition Planning, Valuations)
SENIOR CONTENT ANALYST | CRITICAL MASS | 2015—2017
Owned digital content strategy and delivery for clients including Nissan USA and Infiniti USA. This role grew based on my ability to work autonomously
Content and strategy lead for all-new Nissan LEAF re-brand. Led design exercises with art director and UX lead, led daily stand-ups, presented work to internal leadership as well as clients
Managed four direct reports (remote and in-office)
Built content strategies based on clear goals and KPIs, insights from SEO and market research
Created project briefs for activations and year-long product launches; created briefs for art direction, UX and designers
Product expert for Nissan meaning I was responsible for the accuracy of complex technical content as well as our consumer-facing content
Presented regularly to clients and attended client fact-finding trips and strategy meetings in the U.S.
CONTENT ANALYST | CRITICAL MASS | 2014—2015
Within six months, recognized the current process posed risks and was inefficient and made a case to move operations to another team with my oversight. This allowed me to focus on content strategy and growing my experience in identifying KPIs and working with stakeholders and clients
Boosted productivity and efficiency by creating new review processes for stakeholder input (client, quality assurance, subject matter experts, legal, SEO)
Ensured content was accurate, delivered on a variety of needs and was measurable
Standardized content matrices and content audits
ASSISTANT EDITOR | ST. JOSEPH MEDIA, WHERE CALGARY MAGAZINE | 2012—2014
Created a profitable sponsored content package for the publisher which led to a new revenue stream and solved retaining clients who had had print advertising budgets cut
Managed editorial calendar and contributors
Created content for monthly publications, various annual publications and website
Mentored interns and junior designers
DIGITAL EDITOR | ST. JOSEPH MEDIA, WHERE CALGARY MAGAZINE | 2012
Oversaw the regional content for website re-design
Managed all digital content
Managed and audited listings database
Began mentoring interns and worked closely with designers and photographers
Education
Bachelor of Arts, Social Sciences, Major in History
University of Calgary
2003—2008
Toolkit
Microsoft Office, Keynote, Google Workspace
Figma, Miro, LucidSpark
Jira, Box, GitHub
Dovetail
ChatGPT
Adobe Photoshop
Google Analytics