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Motorola

UX content strategy, copywriting, and web-based product marketing for Motorola.com.

Motorola

Motorola Mobility publishes 35 region-based websites that cumulatively receive ~7M unique visitors per month. An in-house studio produces all the web content, working closely with product marketing, brand, ecommerce, and localization teams to create immersive web experiences.

Below you’ll find a sampling of content I created across the US site.

My role: UX content strategy, copywriting, production

Made with: Beth Shea Palmer, Senior Content Strategist | Erik McDonald & Kimi Robertson, Lead Visual Designers | Saloni Gupta, Visual Designer | 2017–2019

 

Navigational microcopy

Phones are displayed in order of tier in the top-level nav, from flagship, to premium, to mid-range (“premium for all”), to value. The “Moto Mods” tab uses visual cards to showcase new products and sales. Links in the “Accessories” tab use a carrot to denote that the user will leave the site.

 

Interactional copy

We ran an A/B test on this homepage widget to determine whether engagement was higher when we showcased entire lines of phones or individual models. The former won out: more users opened all three drawers of the widget before clicking through to multiple product listing pages, as opposed to visiting a single product detail page before bouncing off the site.

 

Product page copy

Each family of smartphones—Moto Z, X, G, E, C, and Motorola One—has its own visual and verbal language shaped around the tech specs and demographics for its corresponding consumer tier.

Click the thumbnails below to see my copy in live pages, or keep scrolling for a project spotlight.

 

Spotlight: JBL SoundBoost 2

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This product page shows the device’s features in a 2-card grid. Each card has a navigational label, hover state copy, CTA, and expanded card copy.

 

Wireframes

I draft content skeletons and sketch wireframes simultaneously when we need to ideate and execute rapidly. Once I nail down the information hierarchy, I circle back with the designers to hash out the placement and styling of specific content elements, like icons, CTAs, and interactions.

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