As the Senior Content Strategist for Google’s Wellbeing Lab, I led the holistic, strategic vision for wellbeing content and communications across Google and the world. This included articulating and landing product principles and guidelines with a compelling narrative for the company-wide Digital Wellbeing Initiative. Also created guidelines and UX copy for Pixel Camera, Fitbit, and YouTube. The role focused on future-forward projects that provide strong thought leadership and product excellence.
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Digital Wellbeing Product Experience Toolkit: Led content strategy to create a scalable toolkit for designers and developers around the globe. Shared with Google and the world through strategic comms, including designing a web page to feature it on wellbeing.google.
Digital Wellbeing Principles: Led xfn partnerships, research, and workshops with leaders to establish a principle framework for the Google-wide Digital Wellbeing initiative. Shared with Google and the world through strategic comms.
YouTube Bedtime Features: Collaborated with YouTube product team to define content strategy and UX writing for YouTube’s Take a Break reminders.
Google Arts & Culture Wellbeing Feature: Led ideation, writing, voice over, and delivery of collaboration with World Health Organization and Johns Hopkins for Mental Health Awareness Day.
Google Arts & Culture In Rhythm With Nature Experiment: Led ideation, executive editing, and delivery of nature connection experiment in collaboration with Johns Hopkins Arts + Mind Lab.
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Additional Projects (not shown due to confidentiality)
Digital Wellbeing Today: Collaborated with staff researcher on research report to understand the affect of COVID-19 on people’s digital wellbeing. The report was the genesis for the team expanding its focus from digital wellbeing to all wellbeing issues that affect digital users. Shared with Google and the world through strategic comms.
Fitbit UX Principles: Led initiative to develop UX principles and brand voice & tone guidelines after the Google acquisition of Fitbit.
Fitbit’s Gen Z + Wellbeing Initiative: Led content strategy and research on Gen Z + Wellbeing initiative, working with IDEO and teens to co-design experiences in Fitbit. Led initiative to develop UX principles and brand voice & tone guidelines after the Google acquisition of Fitbit.
As the Senior Content Strategist for Google’s Wellbeing Lab, I led the holistic, strategic vision for wellbeing content and communications across Google and the world. This included articulating and landing product principles, guidelines, and UX writing with a compelling narrative for Pixel & Android Camera.
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Pixel & Android Camera Face Retouching Guidelines for Self-Esteem: Worked with cross-functional product team to research and create solutions for supportive photo experiences. Wrote guidelines and product copy. Shared with Google and the world through strategic comms, including partnership with Snap.
As the Senior Content Strategist for Google’s Wellbeing Lab, I led the holistic, strategic vision for wellbeing content and communications across Google and the world. This included articulating and landing a compelling narrative for Digital Wellbeing. The role focused on future-forward projects that provide strong thought leadership and product excellence.
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Google-Wide Digital Wellbeing Initiative: Pitched, authored, and landed articles, social series, and interactive projects to increase awareness of Digital Wellbeing. Collaborations focused on evergreen topics such as sleep, kids & family, and focus, and expanded to include COVID-19. Established top rank across tech companies for addressing digital wellbeing (user sentiment studies).
Pixel & Android Face Retouching: Pitched, authored, and landed articles about our team’s product work on Camera filters that improved wellbeing for users. Prepared talking points and interviewed for international media. Picked up by tech publications (Fast Company, Tech Crunch, The Verge, etc.)
As the Senior Content Strategist for Google’s Wellbeing Lab, I led the holistic, strategic vision for wellbeing content and communications across Google and the world. This included articulating and landing product principles and guidelines with a compelling narrative for the company-wide Digital Wellbeing Initiative. The role focused on future-forward projects that provide strong thought leadership and product excellence.
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International Design Conference: Won director approval to share Digital Wellbeing Product Experience Toolkit externally for the first time. Created and led presentation.
Motorola Podcast: Interviewed as digital wellbeing expert for Motorola’s 2-part podcast episode.
gPause: Created and presented a digital wellbeing talk with 3 expert panelists for a large mindfulness community within Google.
Digital Wellbeing workshops: Gave dozens of workshops to partners, such as Headspace, and Google UX teams to scale digital wellbeing principles and guidelines that I created.
UX University: Created structure, questions, and moderated the Google UX talk about Pixel Camera and digital wellbeing.
For Google Ads, I worked as the UX Writer for multiple, complex launches. Each launch entails multi-phase projects that rely on long-view content strategy, cross-functional naming efforts, heavy research involvement, and tactical UX writing that includes most content types (UI text, tooltips, error messages, HC articles), as well as Legal, Accessibility, and Localization processes.
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Video Ad Sequencing: Complex new concept for advertisers who want to craft a narrative with a series of video ads required precise editorial, collaboration with Engineering and Help Center.
Video Reach Campaign: Multi-year, multi-phase overhaul of brand-based video advertising required a long-view strategy, UX writing, new content guidelines, and cross-functional collaboration.
SMB (Small-Medium Business): Aimed at capturing revenue from small-medium business advertisers and paving way for NBU adoption, this project required a simplified sign up flow, successful case for YouTube “Promote” button, naming/description/testing new metric (Estimated Lift), UX research scripts, and working with Adwords Express to create a simple video offering on their platform.
Instant Reserve: A new mental model for advertisers meant content design and strategy challenges for articulating the benefits, guidelines, and terms of service within an intuitive construction flow using novel components.
*Note: Showing selected screenshots of launched products and features only
College Copilot was a subscription-based app that my sister and I founded. It aimed to democratize access to higher education by offering a low-cost, interactive college counseling program. I conceptualized the product based on my experience counseling college-bound students, and hired and directed a team of designers and developers. Serving as CCO, I developed all aspects of content strategy, marketing strategy, and UX writing.
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Product Description: College Copilot is for everyone applying to college. Our innovative web-based program gives college-bound students detailed, customized guidance through the application process. Receive clearly scheduled actions and alerts along the way to make sure you’re on track and on time. Answer questions one-at-a-time and the program does the rest—PDF autofill and generation of required letters and forms, prioritized to-do's, deadline reminders—just watch the magic happen! With expertly timed advice on everything from college selection and essay topics to early admissions and standardized testing, College Copilot is like your own private college counselor—without big the price tag!
As a web editor for Restoration Hardware, I collaborated cross-functionally to understand the needs of various stakeholders and then developed the content to best support the team's goals. This included a wide range of activities, from developing a style guide for then new brand, RH Modern, to an information strategy for Outdoor Furniture.
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RH Modern: Collaborated with the VP of Brand Identity and the Product Information team to organize voice and style distinctions across the company's four brands. Deliverables included a copyeditor/copywriter handbook and product pronunciation guide for gallery reps.
Outdoor Furniture: Managed, wrote, and edited the technical documents for the largest vertical at RH. Revamped the tables and diagrams to align with sales, gallery, customer service, and web editor concerns while balancing the realities of vendor and product development processes.
After a day of strategic content work, I like to sit back, relax, and create nonfiction stories. So far, two books have escaped from my laptop and made it to the Amazon (book sales department). Biophilic cities, evolutionary psychology, string theory, undersea colonies...as long as I don't know everything, I will chase anything that rewards me with wonder. The Rise of Awe and the beginner’s guide, Wildly Simple, introduce readers to the concept of nature-based wellbeing, one of my greatest passions.
Awe in the Raw was a podcast with a mission to connect the world through nature. I published it in Fall 2017 with an exciting lineup of guests that included scientists, authors, artists, and environmentalists from organizations like NASA, Sierra Club Outdoors, and the Greater Good Science Center.
Each 5-episode season dug into topics such as deep nature connection, mindfulness, wellbeing, prosocial emotions, technology, addiction, environmental conservation, animal rights, and evolution of consciousness, to name a few!
I produced, interviewed guests, wrote, edited, and published each episode using a Mackie Pro, MXL 990, Skype, Garageband, and Libsyn.
As an author and a former content marketing manager, I’m no stranger to Mailchimp and ad campaigns on Google and Facebook. I’ve crafted, written, and managed such campaigns for USA Today bestselling author Brett Battles and my own books.
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GOALS (Kate Lockhart): Increase mailing list with lead gen ad campaigns, reduce cost per lead by >50%
SINGLE MONTH OUTCOMES (Kate Lockhart): Increased mailing list by >50/week, reduced cost per lead by >56%
GOALS (Brett Battles): Increase mailing list with lead gen ad campaigns, increase sales with traffic ad campaigns timed with promotional events and launches
SINGLE MONTH OUTCOMES (Brett Battles): Increased mailing list by >300/week, sales measured at a 125% ROI
