User Experience & Content Strategy
GENRE PACKS
DIRECTV created these lower-cost, modular streaming bundles to compete with streaming services like ESPN and Hulu. My content strategy included helping to define how customers would discover, understand, and purchase these curated programming packages. In addition, I created clear, customer-focused content that simplified complex offerings and guided users through key decision points.
MYFREE DIRECTV
In 2025, DIRECTV started offering this free, ad-supported streaming television, giving users access to almost100 free channels and on-demand content without equipment or a streaming package. I worked with the UX team to create a content strategy with intuitive, user-centered messaging that clearly communicated the service's value while helping to simplify the navigation and onboarding.
NEIGHBORLY BRAND VOICE
Despite having 18 different franchise brands making up the company as a whole, Neighborly wanted a brand voice guide that could be used to unite the the brands under a national voice that was consistent but also versatile. I created the corporate brand voice directives first, then created a brand voice guide for each individual brand.
NEIGHBORLY MOBILE APP
As the largest initiative of 2021, the Neighborly Mobile App was an important part of the overall "Own the Home" direction the company devised to encourage customers who had used one Neighborly brand to use others. I reviewed the user experience and content as part of the app development.
See the Mobile App Design Review
(Link downloads PowerPoint document)
HBO MAX (AT&T)
The launch of HBO Max was AT&T's largest initiative for 2020. At the beginning of the project, I used my content strategy skills to help the UX team create user journeys that focused on the user experience, business objectives, and project goals. Later, I wrote the new rate card and buyflow content for the AT&T website.
MOBILE ROLL-TO-PAY (AT&T)
"Design Jam" events are wonderful tools that allow creative teams to plan out the entire user experience from beginning to end. Although COVID restrictions hampered many organizations' abilities to hold in-person design jams, those of us with virtual collaboration expertise continue to participate in online events that achieve the same amazing results.
allisonjewell.writer@gmail.com | 707-688-1649