Delta DIGITAL REDESIGN

From 2016 to 2018 I worked as a badged contractor with Delta Air Lines through agency partner AKQA. Over this time, a small project redesigning a few pages of Delta.com turned into a complete digital redesign—encompassing creating a component library with hundreds of elements, a digital style guide, and a voice and tone that spanned Delta.com, the Fly Delta app, in-airport kiosks, seatback screens, and more. Paired with two creative directors, four designers, researchers, and product managers, I served as the only dedicated writer on the project.

MY ROLE:

• Interviewed and studied Delta crew member language

• Completed a 6-month complete content audit of Delta’s digital properties

• Wrote over 125k words of copy for Delta.com over two years

• Wrote, workshopped, implemented, and maintained voice and tone guide for the new Delta digital experience

• Worked closely with design team to comp and prototype modules in Sketch and Figma

• Edited brand guidelines and multi-year project scope changed and grew to serve customers

• Worked with Delta’s legal and translation teams to deliver U.S. English copy, making any needed edits for legal, ADA compliance, or translation needs

• Actively participated in monthly user-testing in multiple geos; created prototypes, wrote testing guides, attended labs, and analyzed results with research partners from multiple parts of the product