As the Director of Content Strategy for MassMutual.com, I set the voice and tone for the site. I work closely with designers, researchers, and product managers to create clear, concise, and conversational product and mobile content. This has led to an increase in traffic for every single product page, in some cases by 246% (we’re pretty excited about that). I also happen to work with some of the best designers I’ve ever met, so that doesn’t hurt.
I’ve created both original content for MassMutual.com as well as worked with UX designers to rework the site’s information architecture, information hierarchy, and content. But you don’t have to take my word for it, below I’ve provided screenshots of my original content as well as “before” and “after” shots (spoiler: the after shots are better).
Through A/B testing, we found that our Retirement Calculator was outperforming other modules that were above the fold. So I rearranged the page to focus on our current brand messaging and our Retirement Calculator.