Alexandra Newson

• Managed a team of Content Designers and Conversational Designers
• Responsible for Content Design within the Service workstream – focused on improving the user experience for existing customers across areas such as Help, Your Account and Reporting a Breakdown
• Advocated for Content Design across Digital and ensured that all content published was customer focused, accessible and insight-led, and in line with content/Digital/TOV guidelines and Brand principles
• Managed and evolved the Digital content guidelines
• Ran content team meetings and content crits to foster team collaboration, and share ideas and learnings
• Collaborated with Brand and external agencies to align content across Digital platforms and offline comms
• Contributed to user testing scripts and attended user testing sessions to better understand and address user problems and needs
• Worked closely with Heads of Digital Product, Product Owners and Research Lead to contribute to and shape the Content Design roadmap within each product area

Key achievements:

• Led on all content design in the redesign of The AA App and App Store
• Led on all content design for the new savings and loans product launches, in partnership with NatWest Boxed
• Oversaw content creation for the new Digital Conversations team across Web Chat and WhatsApp channels
• Managed the app push notification programme, leading to the highest ever CTR and app engagement
• Helped to establish a new Design Framework, ensuring consistency across the Design team
• Collaborated with Brand to roll out a company brand refresh across Digital

• Wrote and edited UX copy for The AA's website and app, including product and landing pages, as well as IVR, chatbot, micro copy and text messages
• Delivered web content to support marketing campaigns, including Pride, new adverts and Patrol of the Year
• Transformed complex concepts into clear, compelling, mobile-first and jargon-free content
• Attended user research sessions and worked closely with the Product Designer to create wireframes and prototypes that met user needs and considered the end-to-end customer journey
• Reviewed and edited SEO articles to increase customer understanding, engagement and conversion
• Ensured all content was signed off by stakeholders including Legal, Privacy and Compliance
• Represented content in a collaborative, agile team (Product Designers, Researchers, Product Managers, Developers etc)
• Built and edited web pages in Sitecore CMS

• Wrote and edited on-brand UX copy for the Barclays website as part of a cross-functional scrum team
• Worked on multiple projects and features as well as being principal writer for the customer Account area

• Wrote and edited customer-focused UX copy for the Lloyds website as part of a cross-functional scrum team
• Delivered content for multiple projects and features across the main Lloyds brand and subsidiary brands, including TSB

• Wrote copy for Newmarket's website and social channels
• Worked closely with the Web Editor, Company Directors and Marketing team to align content with company priorities and publishing calendar
• Published content using the in-house CMS

• Wrote book descriptions published on websites including Amazon.co.uk
• Worked closely with publishers to ensure all content was up-to-date
• Represented the company at the London Book Fair
• Contributed features and helped manage the company's online magazine, The Bookpl@ce

• Researched and wrote book industry features and news reports
• Proofread articles for publication