Naø Glover
Writer. Creative Director. Content Strategist.
Case Studies
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Athleta, Gap Inc.
Content strategy, Qualitative research, UX writing
A fully integrative research endeavor, resulting in seven interactive journey maps that showcase current- and future-state customer and associate journeys, informed by qualitative research, quantitative insights, analytics, and experience research.
As Gap Inc.'s luxury activewear brand, Athleta is leading the charge in the collective's elevated omni-channel customer experience, spanning the company's website, app, and in-store interactions.
Athleta needed specific, actionable, research-backed improvements that would span across all of their experience channels in order to usher the brand forward into their competitive space with an elevated, unmatched, and cohesive customer experience. We conducted research, synthesized data, and helped Athleta determine and prioritize its greatest opportunities for brand equity and revenue growth.
Key contributions: Qualitative research, content strategy, heuristic analysis, journey mapping, experience workshopping, UX writing
(PW: Athleta2024!)
Level
Content strategy, Content design, UX writing
An integrative digital app that supports Level's multi-dwelling unit (MDU) partners and their residents. Level is an industry leader in smart locks, and apartment communities around the U.S. implement its technology as a key amenity and selling point for prospective residents.
The MDU app serves as a connection point between existing business-facing and resident-facing apps. It allows communities to give and track resident, visitor, and staff access, as well as manage smart devices throughout units, amenities, and common areas. Level required a digital system that is flexible enough to accommodate any configuration of access points, as well as a seamless self-guided touring experience for prospects.
Key contributions: Interface microcopy, email copy, information architecture (navigation, taxonomy), messaging and content framework
Keurig
Creative direction, Copywriting, UX writing
An elevated and rebranded loyalty program for new and existing Keurig Club members — Keurig Perks.
Qualitative research suggested the existing rewards program lacked clear architecture, customer incentive, and brand personality, and the point system was not geared toward customer needs, resulting in minimal acquisition and retention.
The program redesign built a sense of anticipation and brand loyalty for subscription members through a more compelling experience that's easy to use, while also encouraging members to actively engage with Keurig.com and the Keurig app through habits, anticipation, and value.
Key contributions: Loyalty program strategy, landing page copy and creative direction, UX and content design
Yamaha Motor
UX writing, Content strategy
A digital transformation project that unifies all Yamaha Motor business units under a single branded experience. Yamaha-Motor.com now serves as a hub for current and future sales and engagement, including a future Owners Center experience.
Previously, Yamaha Motor and its business units lacked insight into customer behavior and a unified data platform, resulting in a disparate ecosystem of siloed BUs, each with their own websites, digital experiences, and services. The eCommerce experience ran on deprecated software with severe security risks and a lack of uniformity.
The project research introduced deep understanding of the behaviors of Yamaha's highest value customers. Innovation and strategy roadmapped a 5-year digital transformation, including a website redesign that introduced a new technology platform to support current and future development, as well as consolidate two eCommerce websites and drive sales for all Yamaha Motor BUs.
Key contributions: UX writing, messaging guide, user journeys, content strategy, information architecture (navigation, taxonomy)
The Marines
SEO content strategy
A full website redesign for Marines.com, resulting in organic traffic growth, improved discoverability and on-site user experience, and increased conversions.
The Marines' primary recruiting website lacked keyword-rich site structure, searcher-friendly content, and technical SEO. As a result, users were unable to navigate the site efficiently. In addition, pages were under-optimized, resulting in low search engine visibility for high-value keywords in target audiences, and traffic was lost to competing site, marines.mil.
Core content pillars served to organize the current site, identify consolidation and splintering opportunities, and identify content gaps.
A content matrix outlined each page for the copywriting team, as well as its position in the site navigation, description, headings, metadata, URL, links, schema markup, audience, CTAs, keyword research, and image alt text. Essential page attributes were designed with SEO-based keyword research to support organic growth and improve page rankings, as well as site clarity, resulting in an 11.21% increase in organic sessions, 12.95% growth in new users, and an increase of 3.56 average positions compared to previous site within the first 30 days.
Key contributions: SEO research, SEO content strategy and optimization recommendations, information architecture (navigation)
