UX Writing and Content DESIGN portfolio

Creating experiences that drive decisions

Clear | Concise | Consistent

“Craig, thank you for improving our user experience tremendously with your focus on copy across our services.”
- B. R., Executive Vice President, AT&T Mobility

T-Mobile / User Experience CopY

PROJECT: eSIM AND TABLET PLAN PURCHASE FLOW

The problem: There was no way for tablet users to purchase eSIM plans for their devices.

The approach: Simplify the entire experience with a significant focus on trimming the copy and ensuring the visuals and the text complement each other.

Result: This was a big success from a design and UX standpoint. My goal was to use fewer words and more impact. there were more lessons to be learned when it comes to copy reviews, but it was a big success—with a long way to go.

Project: Buy Flow with insurance

The problem: Customers were not getting through the digital purchase flow.

The approach: Simplify the entire experience with a significant focus on trimming the copy and ensuring the visuals and the text complement each other.

Result: From a copy standpoint, my goal was to use fewer words and more impact. The customer base had a tough time getting through this flow, so by simplifying and creating more powerful copy that is glanceable and easy to understand, the KPIs increased, but with a long way to go.

T-Mobile Signature Store PrograM

Signature Store project

The problem: Signature stores needed a more specific and powerful treatment in company search results compared to the regular stores. This project was primarily a brand play.

The approach: Highlight the areas of the signature stores while visually creating excitement for the stores and the brand.

Result: I was happy with our copy work, but the disappointment of last-minute changes by the product owner meant that the signature stores results didn’t have the differentiation we hoped.

AT&T Entertainment / UX Copy Screens

AT&T Call Protect

The problem: At the time, the CEO of AT&T and the telecommunications industry were being taken to task by Congress about runaway robocalls and spam to hundreds of millions of customers. The president of the United States tasked the AT&T CEO with fixing this problem, and "AT&T Protect" resulted from that request.

The approach:
This high-visibility project had an extremely short timeframe and included daily interaction and collaboration with the vendor. The approach was to create an app that did the basics while keeping the design and copy clean and consistent. We didn't have the time or resources to put premium features in the first version.

Result: While the process was a bit hectic, we finished the app and got it in the App Store on time and under budget. As of a couple of years ago, the app had blocked over 2 billion spam calls.

Streaming Service Copy: T-Vision

Backstory: It's not always the case, but UX was involved in this project from kick-off. The big concern was that the company had not created a TV application, and the ones in-market had proven confusing and challenging to set up.

The problem: Create a design for a new streaming service TV application. After only a short time in market, these apps generally have brutal setups.

The approach: The key was not to confuse people more than they already are with TV apps, as 90% of the TV apps in the market do currently. The content needed to be glanceable since most customers approach TV streaming app setup with glances and low confidence.

Result: This was a big success from a design and UX standpoint. Probably the best app that came out of the company that year, but like many streaming services, TVision was not destined to last.

Error messages

Error messages I have been confusing customers and members for decades. Microsoft was always the worst offender, having error messages that made no sense to anybody. When crafting an error message, keep in mind that it needs these three things:

1. Alert the user that an error has occurred
2. State the error (without jargon)
3. Explain how to fix the issue or the user's "next steps"

Also, you need to get inside the head of the customer when thinking about error messages. Their frame of mind will have changed if they've been stopped from reaching their goal.

Industry experience: Healthcare, Tech, Accounting, Legal, Ecommerce, Tax, and Telecommunications.

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