DuPont Polymer Advisor
A Web app that lets engineers specify plastics.
From automotive hoses to mobile phone casings. The app needed to be clear and speak in engineering language. So property descriptions were written to match product specification tables wherever possible.
Start state, below, shown as it appears @ https://www.dupont.com/products-and-services/plastics-polymers-resins.html
Example of a configured state, with some properties selected.
Ratings were written to fit properties — so “High Temperature Performance” goes from “Low” to “High” but “Hydrocarbon Resistance” goes from “Good” to “Excellent.” Results are grouped as “Suggested Products” and “Possible Alternatives” to support discovery as users change settings
iShares Portfolio Builder
A tool for inexperienced investors.
Everything was written to support the core truth behind the product — you don’t have to be a financial savant to invest well. Portfolio creation steps were in everyday language — starting with “My investing comfort zone is.” General investing-speak like “managing volatility” was replaced by examples, like “if the market moves down a lot, I’d:” to make abstract concepts real and relatable.
Once a user built a portfolio, I used tool tips to let them see all the pieces. That let them experiment with how changing answers changed their investments.
American Express City Guide App
Bringing Cardmember benefits together around destination cities.
Written to support discovery by an audience of sophisticated travelers — Centurion and Platinum Cardmembers. Headlined “The Short List”, to focus on curation. Content strategy supported seamless aggregation of benefits, recommendations and editorial content around a destination. Custom Google maps let users see benefits in each city, grouped to match American Express existing offer taxonomy, from nightlife to experiences.
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