Work Experience

Content Design at BMO

I designed an educational page that earned +150% more completed mortgage renewals than the dedicated product page for renewals.

The project involved organizational setbacks, rebuilding stakeholder relations, and navigating intense review cycles.

→ Review case study

The company wanted to stop all credit card signups for 60 days while it relaunched the card.

The Marketing department wanted to put an “under construction sign” on the product page, so I gave them a counter-proposal.

We pitched them on turning that into a more exciting wait list for the new credit card, helping them preserve their signups for the year.

The bank’s marketing department had launched a new promotion to encourage the use and adoption of Air Miles credit cards, having just acquired Air Miles the year before.

I clarified the offer, the value proposition, and the educational content to guide customers toward signing up.

The existing brand guidelines were locked in a PDF that was circulated around by individual emails.

It also didn’t have tone guidelines, which forced Content Designers to invest time into making the same decisions repeatedly.

I stepped up with a framework to help the bank modulate its tone for a range of situations, from deposits to credit card applications.

One of the bank’s product design teams needed to build a multi-person and multi-product signup flow—for up to 4 clients at once.

I loaned my efforts to a neighbouring team to help them convey the value of the products with a new structure and clarity.

I saved $7,000 per month in translation costs by creating a bilingual library of alt text, and ARIA labels, and CTAs.

These were established content patterns from recent projects that had no home. I gathered them, standardized them, and put them in a single source of truth to save time and money for the whole UX team.

The company put a lot of resources behind its content management system, but very few people understood how to operate it. It suffered from many bugs, too.

I took it upon myself to learn how it worked through practice. Then I documented my mental models and bug workarounds for the whole UX team’s reference and onboarding programs.

I also created an audit trail of bugs for the CMS team to fix, helping us work faster with the platform.

I worked with the Scrum Master and QA Lead to introduce some process improvements, especially where the company’s CMS platform presented complications.

Improvements included:

Feel free to send an email if you'd like to chat.

I love talking shop over a cup of coffee, even if you just want a second opinion on something.