Valentina Cruz | Senior Content Designer at Apex Stream Media

Summary

Senior Content DesignerApex Stream Media

Los Angeles, CAMar 2022Present

Led content strategy and UX writing for the new interactive storytelling feature, increasing user engagement by 18% in its first quarter.
Collaborated with product, design, and engineering teams to integrate content design into the agile development workflow, reducing content iteration cycles by 25%.
Developed and maintained a comprehensive content style guide for the platform, ensuring consistency across 100+ product surfaces and empowering 5+ product teams.
Mentored two junior content designers, fostering skill development in user-centered writing and content audit methodologies.

Content DesignerInnovate Media Labs

San Francisco, CAJun 2019Feb 2022

Designed and optimized microcopy for key user flows within the mobile app, contributing to a 15% improvement in conversion rates for subscription upgrades.
Conducted content audits and competitive analyses for 3 major product lines, identifying opportunities to streamline information architecture and improve clarity.
Partnered with UX researchers to conduct A/B tests on 5+ critical messaging elements, leading to data-backed decisions that reduced user confusion by 10%.
Contributed to the development of a design system's content component library, ensuring scalable and consistent content application across multiple products.

UX WriterCreative Flow Agency

Atlanta, GAJun 2018Jun 2019

Wrote clear and concise in-app messages, tooltips, and error states for 7 client projects, improving user understanding and reducing support tickets by 5%.
Collaborated with UI designers to ensure content and design worked cohesively, delivering intuitive interfaces for web and mobile applications.
Assisted in crafting user interview scripts and analyzing feedback to inform content decisions, directly impacting content strategy for 3 client products.

Interactive Storytelling Platform Content Design

Jan 2023Present

Defined content principles and established content guidelines for a novel interactive video series, leading to a 20% increase in user session duration.
Developed branching narrative structures and corresponding microcopy, optimizing user choice clarity and reducing choice abandonment by 12%.
Collaborated closely with narrative designers and engineers to ensure technical feasibility and optimal content delivery across platforms.

Mobile App Onboarding Redesign

Jul 2021Jan 2022

Led the content overhaul for a major streaming app's onboarding experience, resulting in a 10% reduction in first-week churn.
Crafted personalized welcome messages and feature tour microcopy based on user segments, improving feature adoption rates by an average of 8%.
Conducted competitive analysis of onboarding flows from top apps to identify best practices and areas for innovation.

Co-led the creation of a centralized content component library within the company's design system, standardizing messaging for 50+ UI elements.
Authored comprehensive usage guidelines and best practices for content components, increasing content consistency across 7 product teams by 30%.
Facilitated workshops with product teams to gather feedback and ensure the content library met diverse product needs, improving adoption by 90%.

Georgia Institute of TechnologyMaster of Science in Human-Computer Interaction

Atlanta, GAAug 2016May 2018

Completed thesis on 'The Impact of Microcopy on User Engagement in Streaming Platforms' with Distinction.
Maintained a 3.9 GPA, focusing on UX research, information architecture, and content strategy.
Awarded the Dean's Scholarship for academic excellence.

Content Strategy

Content AuditsInformation ArchitectureTaxonomySEO ContentLocalization StrategyContent Governance

UX Writing

MicrocopyTone of VoiceUser JourneysError MessagesOnboarding FlowsAccessibility

Design & Prototyping Tools

FigmaSketchMiroAdobe XDInVision

Research & Analytics

User ResearchA/B TestingUsability TestingGoogle AnalyticsHotjarUser Interviews

Project Management

JiraConfluenceAgile Methodologies