Motorola.com

View Seetha Sankaranarayan’s work for Motorola Mobility, a Lenovo company.

Motorola.com

Motorola Mobility’s Global Web Publishing & Merchandising team produces content for 35 region-based iterations of Motorola.com, cumulatively receiving an average of 7M unique visitors per month. Content strategists, visual designers, and developers work closely with the global product marketing and brand teams, as well as regional stakeholders and ecommerce channel partners, to create an immersive, conversion-driven digital brand experience.

As a UX content strategist & copywriter, I managed global projects from ideation and whiteboarding through execution and measurement, wireframed user flows with a focus on brand voice, conducted content audits and research in partnership with analysts, maintained the verbal web style guide, and edited partner channel web and app content for compliance.

Senior Content Strategist: Beth Shea Palmer
Content Strategist & Copywriter: Seetha Sankaranarayan
Lead Visual Designer: Erik McDonald, Kimi Robertson
Visual Designer: Saloni Gupta

 

Highlights

  • Piloted holiday gift guides on the US ecommerce site, contributing to a 35.71% YoY increase in gross profit for Q4 2017

  • Supported global digital merchandising efforts driving an 11% QoQ increase in activations in North America, Latin America, and Europe for the 2018/2019 financial year

  • Wrote and edited copy for 35+ individual product detail pages (PDPs), including Moto Z3 and the 5G Moto Mod—the world’s first 5G-upgradeable smartphone

  • Spearheaded content quality control for the massive Moto G6 Family and Moto E5 Family launch: 6 products, 20+ countries, 171 net new pages, and 11 consecutive days of testing the PDP experiences in staging

 

PDP copy

Motorola makes smartphones and Moto Mods for four different consumer profiles: flagship, premium, mid-range (“premium for all”), and value. Each family of smartphones—Moto Z, X, G, E, C, and Motorola One—has its own visual and verbal language shaped around the hardware/software offerings and target demographics for the corresponding consumer tier. The typical PDP illustrates the top 5 KSPs, highlighting companion products and soft sells when possible, while creating a clear route for purchase.

Click the thumbnails to see my copy in live pages.

 

Spotlight: Moto X4

Moto X4 was one of the first PDPs I created content strategy for. Here’s a preliminary sketch of the content hierarchy that I went on to refine with the design team:

motox4_whiteboard.jpg

Released in August 2017, the Moto X4 PDP utilized an interactive content module internally known as the “feature grid.” The grid includes 4-5 individual cards, each of which contains a navigational label and hover text. The user can click anywhere on an individual card to expand it, revealing a hed and subhed alongside images, gifs, or videos.

The feature grid was decommissioned in 2018 with the development of new content modules and drawers that function better for mobile users.

motox4_pdp_us.png