Project Overview
Project Overview: 2020 UserTesting illumi Awards
As a freelance content strategist and producer, I spearheaded the development of a comprehensive suite of 30+ customer success stories (more than half with videos) for UserTesting’s 2020 HiWorld summit. This high-stakes project involved capturing how global brands like Microsoft, AAA, and WestJet leveraged human insights to navigate business challenges, including the unique pressures of the COVID-19 pandemic.
Project Management & Coordination
- Team Leadership: I managed a distributed team of editors and writers, including a video production agency and two other content writers, to ensure the simultaneous production of dozens of customer stories.
- Workflow Optimization: I established a centralized tracking system using Google Sheets and shared drives to align priorities, assign editors to specific brand stories, and monitor progress toward fast-approaching deadlines.
- Stakeholder Alignment: I served as a primary bridge between the creative team and UserTesting’s leadership (VP of Customer Marketing), ensuring all content met executive expectations and remained consistent across different editors.
Content Strategy & Writing
- Strategic Storytelling: I transformed raw submission data into compelling “Challenge, Solution, Results” narratives. I provided critical guidance to others on the writing team on how to identify and articulate non-obvious achievements, such as increased stakeholder support or organizational efficiency, when hard metrics were unavailable.
- Cross-Platform Adaptation: I oversaw the creation of diverse content formats, including draft landing page copy, Google Slides for presentations, and video scripts tailored to each brand’s specific success story.
- Quality Control: I personally authored and finalized high-priority stories for major clients, including Microsoft, Pitney Bowes, and Cru.
Video Production & Editing
- Post-Production Supervision: I managed the video development pipeline, coordinating with external creative leads to maintain consistency in visual elements like lower thirds and intro/outro sequences.
- Iterative Review: I utilized professional review platforms like Frame.io and Google Drive to manage video drafts, provide feedback, and finalize edits for global brands such as NBC Universal and WestJet.
- Multimedia Integration: You ensured that video content was seamlessly integrated with written case studies, providing a cohesive multi-channel experience for the HiWorld summit.
