MARISA CHEATUM

UX WRITER & 
CONTENT STRATEGIST

Hey! I’m Marisa.

I’m a UX writer with a strong creative writing background. Using the right words, I inject personality into products and brands. I love blending language and design to give users the positive experience they deserve.

 

WHAT I DO

  • Use creative writing background to find the right words for the right audience
  • Collaborate with the UX team to develop user flows and wireframes
  • Use competitive research, user studies, and data to drive content strategy
  • Write compelling copy and content for landing pages, apps, ads, blog posts, email marketing, and technical writing
  • Craft thoughtful microcopy
  • Solve problems efficiently and effectively
  • Implement UX best practices
  • Translate complex ideas into easy-to-understand writing
  • Take an empathetic approach to analyze and understand the overall user experience
  • Use humor where appropriate to create a positive and engaging user experience

WHY ME

  • I love to learn. When I get to learn something new, I get a little twinkle in my eye. And I grasp concepts quickly.
  • I'm adaptive to change, flexible, and self-motivated.
  • Colleagues have told me that I have "eagle eyes" and a high attention to detail.
  • I worked in higher education for about 6 years, so I have experience working with people of all backgrounds and experience levels.
  • Constructive criticism is kind of my thing. With extensive background in creative writing and tutoring, I know how to give and receive feedback effectively.
  • I'm intrigued by all things tech. In fact, I would dabble in HTML as a kid for funsies (and still do to this day).
  • I'm not afraid to ask questions. I'll try to figure things out on my own, but I know when to rely on supervisors and team members.
  • I love to make people laugh. Sure, this may not be a job requirement, but let's be real-- being fun and easy to work with makes everyone's jobs easier.

PORTFOLIO SAMPLES

I worked closely with the UX Product Designer to create a realistic chatbot experience for users. The language used is very conversational, so users don’t feel like they’re talking to a bot.

We conducted a small user study to gauge reactions from real-life users. Users stated that they didn’t feel like they were talking to a bot and often referred to the bot as “Emily,” the given name.

Shown here are some sample screens from an electronic insurance application. I worked closely with the UX Product Designer in order to make sure the user experience is smooth and coherent from screen to screen. 

The beginning statement, as well as the way the medical questions are phrased, use behavioral science to elicit the most accurate responses from users. 

The tool-tip, confirmation screen, and sorry copy use colloquial, user-friendly language.

While doing competitive research, the UX Product Designer and I found that a lot of our competitors offered some sort of life insurance needs calculator. I collaborated with our lead agent and sales team in order to more fully understand how they help customers figure out how much life insurance they may need.

I then worked with the UX Product Designer to create an online calculator experience that was easy to navigate and thorough, but still felt personal. The language used here is very simple, conversational, and non-invasive (which is important when talking about financial matters). Shown here is the final wireframe of the calculator that was developed.

 


These are examples of microcopy, such as sorry copy, confirmation screen copy, and tool-tip copy. These examples are pulled from various journeys, but show a variety of personality levels (from professional to more casual tones).

This is a landing page that was developed to showcase the life insurance calculator that we created. The landing page helps user better understand the purpose and function of the calculator. We also developed it to help with SEO for those who are searching for key phrases such as, “How much life insurance do I need?” or “Calculate life insurance.”

I worked closely with the designer/developer to come up with a landing page for new social media campaigns. The content of the landing page is educational. There’s general education about final expense life insurance, as well as education about the overall brand. 

Our UX team worked with a third-party company who provided archetype breakdowns of different users. We created a landing page that was geared toward a specific archetype, taking into account the types of imagery and wording they typically respond to. 

This specific archetype is price-conscious and prefers to plan ahead. As a result, the content on this landing page focuses on price, budgeting, and the simplified process. 

The content of this FAQ page is organized so that users can easily find information. I separated the questions into sections for easier and quicker readability.

The life insurance industry is full of jargon and can be confusing, so I used very simple, to-the-point language to eliminate confusion for users. I kept the tone casual and reassuring in order to help build rapport with users.

This guide was written for student employees at a university. At the time of writing, processes and procedures were not documented, and that resulted in confusion from student employees.

I brought a more informal tone to technical writing to cater to the younger audience (18-20-year-old college students). As a result of the guide, the centers ran more efficiently, expectations were clearly understood, and communication regarding processes improved.

This guide was written to help full-time and part-time professional employees edit electronic tutoring reports in a cloud-based software. Employees in the center had to take specific actions in order to edit reports effectively. The guide not only shows employees how to edit in the software, but what kind of language should and should not be used in reporting.

The guide served as a basis for editing reports for all center employees. As a result of the guide, there was better consistency with editing and fewer errors. 

This e-book was created to education millennial moms on the ins and outs of life insurance.

Because life insurance can be a confusing topic, we ensured the content was easy to understand, yet engaging. It was also meant to establish trust and credibility with the brand.

The guide served as a basis for editing reports for all center employees. As a result of the guide, there was better consistency with editing and fewer errors. 

These Facebook ads were for two different brand campaigns with very different audiences.

The top ads were for a final expense life insurance product with a target demographic of 50-65 years of age.

The bottom ads were for a term life insurance product targeted toward millennial women.

These campaigns aimed to break the mold of what is typically seen in life insurance ads.

This is the first email of campaign targeted toward leads that had gotten a life insurance quote.

To make the experience easy, we email a copy of their personalized quotes, as well as give the options to call or text the call center.

I kept the copy short and conversational, as to not distract from their quotes.

These are a couple of examples of SMS marketing messages sent to leads (left) and customers (right). Due to character constraints, we had to keep the messages under 160 characters, so our messaging had to be concise yet engaging.

Since SMS is a very personal form of communication, the tone is very casual and conversational.

This blog post was written for a small, rural bank. Since buying a home can be overwhelming, I aimed to keep the blog post light and not heavy with too much technical/financial language.

The tone and style of the blog post is authoritative, conversational, and to-the-point.

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