AI Native Content Designer/Content Engineer
I chart simple paths through complex platforms, reducing time to deployment from days to minutes by shipping production code.
Instilling a sense of agency in hacked account recovery and prevention on Instagram.
Helping billions make choices about how their data is used across Instagram and Facebook.
Simplifying Change Management across the enterprise at Comcast.
“I was impressed by Kathleen’s ability to negotiate with and influence stakeholders. She consistently helped keep attention on delivering value for users, found ways to reconcile differences and kept relationships intact…I would jump at the chance to work with her again.”
- Katie Antheil Boyd, Direct Manager, Instagram
Instagram | Account Safety
Using choice to convey legitimacy
Problem
When Instagram suspects that a profile was hacked, they lock it. In order to unlock it, users need to verify their identity and change their password. We initiate this process via a link in the email, but users are hesitant to click on the link, because they worry that the email itself is a scam.
Solution
Provide an alternate means of initiating the profile recovery flow in the email.
Outcome
A process that offers users a choice of recovery, rebuilding confidence and during a high-stress moment on a high-stakes surface.
Original
“Action required” leads to a sentence that doesn’t provide an action.
Kathleen continually and adeptly balanced product and user needs in order to craft clear, accurate content — while incorporating feedback from our diverse internal functions. It was a pleasure to work alongside her as she unblocked work with grace and confidence.
- Sarah Dorsey, Skip Manager, Instagram -
Body content is unnecessarily long.
The numbers imply 2 steps, but the user only has to do one thing.
“Temporarily” implies that the account will be unlocked on its own, but it won’t.
New
“Now” is removed from the CTA because the button implies immediacy.
New header takes responsibility for the action by using “we.”
Body content is streamlined.
Users are given 2 clear options for recovery.
Wells Fargo | Counteroffer
Keeping customers engaged in moments of decline
Problem
When customers apply for an account and are declined, Wells Fargo often offers them an alternate account. Even though they agree to the alternate account, many customers lodge complaints because they don’t understand that they’re not getting the account they applied for. They’re surprised to see the new account. From a content perspective, this means the counteroffer flow is not successful.
Solution
Streamline the information architecture and the visual hierarchy to that the offer is clear.
Outcome
A 43% decrease in customer complaints related to counteroffer.
Original
“Action required” leads to a sentence that doesn’t provide an action.
“I was in awe of how Kathleen was able to navigate our workstream’s complex and highly scrutinized regulatory requirements and reviews…The work she did was recognized company wide by leadership, with her content specifically being called out as one of the big improvements.”
- Stephanie Eddy, Content Designer, Facebook
Body content is unnecessarily long.
The numbers imply 2 steps, but the user only has to do one thing.
“Temporarily” implies that the account will be unlocked on its own, but it won’t.
New
“Now” is removed from the CTA because the button implies immediacy.
New header takes responsibility for the action by using “we.”
Body content is streamlined.
Users are given 2 clear options for recovery.
Increasing revenue by ~$40 million
Distilling a complex process into a clear, informed choice
Problem
Due to new regulations, billions of users were automatically opted out of seeing ads that were personalized to them on Instagram and Facebook, causing a significant drop in revenue.
Solution
Give users the chance to make an informed choice about whether Instagram and Facebook use their activity across external sites to choose which ads to show them.
Outcome
A gradually blocking consent moment that launched to billions, enabling Meta to increase revenue by showing personalized ads to those who wanted to see them.
Because of the confidential nature of this project, I can’t show the actual design or content. This mock is only a representation.
“I was in awe of how Kathleen was able to navigate our workstream’s complex and highly scrutinized regulatory requirements and reviews…The work she did was recognized company wide by leadership, with her content specifically being called out as one of the big improvements.”
- Stephanie Eddy, Content Designer, Facebook
Saving millions by preventing outages
Redesigning Change Management at Comcast
Problem
The Change Management process at Comcast was so confusing that when an outage occurred, it was difficult to identify which change in code had caused it. The longer it took to roll back the code, the more money the company lost.
Solution
A complete redesign of the Change Management process on an enterprise application software platform used across the enterprise and based in ServiceNow.
Outcome
40% more changes logged using automation, which led to fewer mistakes, quicker code roll-backs, shorter outages and money saved.
“One of the many things that saddened me when I left Comcast was losing Kathleen’s perspective on imbuing technical solutions with a human voice…I certainly hope to have an opportunity to have her join my team again.”
Travis Parchman, Direct Manager, Comcast
Re-imagining data privacy
Privacy on Instagram, Take 2
Problem
Many people don’t understand how Meta uses their data, and they don’t trust the company to keep it secure. Meta often tries to communicate data practices, but these communications take people out of their desired experience, and they use walls of text, which people don’t read.
Solution
Teach people about Meta’s data practices in shorter, more targeted experiences that use transparency to build trust.
Outcome
A top-of-funnel marketing campaign that integrated information on data security into the overarching Instagram experience.
Because of the confidential nature of this project, I can’t show the actual design or content. This mock is only a representation.
Kathleen continually and adeptly balanced product and user needs in order to craft clear, accurate content — while incorporating feedback from our diverse internal functions. It was a pleasure to work alongside her as she unblocked work with grace and confidence.
Sarah Dorsey, Skip Manager, Meta
Reducing Time to Deployment by ~1.25 Days
Enabling users to operate more efficiently in core business practices
Problem
Reliability Engineering is a large org within Comcast. They had never hired a content designer, and they had no universal content processes. The product teams and engineers wrote user interface messaging themselves, which took up too much of their time. They weren’t familiar with user experience best practices, so they missed some opportunities.
Solution
Instill consistent and efficient content processes by creating a design system and component library that provide messaging patterns, templates and best practices for content and design, freeing up time for engineers and increasing efficiency for users.
Outcome
A reduction in time to deployment that enabled engineers to complete more updates and features per quarter, creating more efficient tools. Updated messaging across internal tools at Comcast that enabled everyone from customer support representatives to engineers to spend less time on tasks.
“Kathleen taught us why understanding the needs of the customer from a UX research perspective is paramount in delivering a solution customers love. She is first and foremost one of the most collaborative people I have ever worked with. She not only collaborated well within her team but across the large corporate landscape that is Comcast. On top of that, she is a natural leader.”
- Brian Carpio, Direct Manager, Comcast