I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.
I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.
Verizon Protect — case study
Transformed a complex mobile security suite into a clear, human-centered experience—helping users not just stay protected, but understand how to protect themselves.
Client: Verizon | Agency: Publicis Sapient | Role: Lead UX Copywriter & Content Strategist
Project: Verizon Protect mobile app (formerly Digital Secure) | Platform: iOS, Android
The Challenge
Verizon Protect is an all-in-one mobile security app—combining VPN, dark web monitoring, device protection, and 24/7 support. But bringing these complex, often invisible services into a single experience risked overwhelming users.
Core challenge:
How do you make digital security feel simple, actionable, and trustworthy—especially for users who may not fully understand the risks?
Overview
Client: Verizon Agency: Publicis Sapient Role: Lead UX Copywriter & Content Strategist Project: Verizon Protect mobile app (formerly Digital Secure) Platform: iOS, Android
Insight
Security isn’t just about protection—it’s about understanding.
Users are more likely to engage with security tools when they feel informed, in control, and confident in what actions to take.
Approach
We designed the experience to do more than protect—it needed to guide, educate, and empower.
- UX Writing: Clear, direct, and action-oriented
- Content Strategy: Structured to reduce complexity and build confidence
- Tone: Supportive, human, and reassuring
- Education Layer: Integrated to help users build security awareness over time
Every interaction was designed to make users feel safer—not just technically protected.
The Idea
Turn digital security into a guided, human experience.
An app that doesn’t just protect your data—but helps you understand how to protect yourself.
Execution
End-to-End Product Experience
Led UX writing across the entire app—from login to sign-out:
- Onboarding and account setup
- Core navigation and feature flows
- Security tools (VPN, scans, monitoring)
- Claims, alerts, and system messaging
Security Features: Making the Invisible Visible
Simplified complex features like VPN, dark web monitoring, and device protection:
- Translated technical functionality into clear user benefits
- Set expectations around what’s happening and why
- Reinforced trust through transparency and clarity
Support & Recovery: High-Stakes Moments
Designed content for moments when users need immediate help:
- Guided users through device recovery and support flows
- Reduced anxiety through clear, step-by-step language
- Reinforced confidence in available solutions
Knowledge Center: Building Smarter Users
Introduced and developed an educational layer within the app:
- Created a series of 7 interactive quizzes and assessments
- Designed True/False and multiple-choice formats to encourage engagement
- Translated complex security concepts into simple, actionable insights
The result: users weren’t just protected—they became more informed and proactive.
Embedded Collaboration
Worked as the sole writer within a team of 15 designers:
- Collaborated directly in Figma in real time
- Ensured copy and design evolved together
- Maintained consistency across all screens, states, and interactions
Why It Worked
- Simplified a complex security ecosystem into a clear, intuitive experience
- Built trust through transparency, tone, and guidance
- Reduced friction in high-stress moments (device loss, threats, support)
- Elevated the product through education—not just utility
- Delivered a cohesive voice across the entire app
How It Performed
- Improved task completion rates across key flows, including security setup and support
- Reduced user confusion and friction, particularly around complex features like VPN and monitoring
- Increased engagement with in-app features, including security tools and educational content
- Strengthened user confidence and self-service behavior, reducing reliance on external support
- Drove adoption of the Knowledge Center, encouraging more proactive security habits
- Established a consistent, scalable voice across the full product experience
Onboarding Completion
+25%
increased through clearer, more intuitive flows
Features Adoption
+40%
including VPN and identity monitoring
Setup Friction
-18%
with drop-off reduction across key steps
In-app Education
+40%
educational content helped improving user understanding
Support Inquiries
-15%
reduced through stronger self-service experiences
App Store Ratings
+0.5views
reflecting enhanced usability and clarity
CONTACT
I’M ALWAYS OPEN TO NEW OPPORTUNITIES
As you can see, I rarely say no to a new opportunity that comes my way. Whether you’re needing a freelance creative director or copywriter, or an expert to come in and train your content or your GTM team, I’d love to hear from you, so please reach out. I’ll get back to you as soon as humanly possible.