National Speaking Association | Specializes in helping professional speakers grow their business
PROJECT SCOPE: The Canadian Association of Professional Speakers (CAPS) approached an PibworthPS (an agency that Melanie works with as the LEAD COPYWRITER & UX DESIGNER) to get their help redesigning their membership-based website so they could attract more members and increase their revenue through a custom Learning Management System (LMS).
KEY ROLES & INVOLVEMENT:
During this 16+ month long project, Melanie was responsible for:
Voice of Customer Research (interviewing members to understand their needs and buying behaviour)
Auditing & Optimizing the User Experience (based on core organizational goals and member needs)
Wireframes (reflecting updated UX, Information Architecture and SEO/Design needs)
Copywriting (Melanie was the lead Copywriter for site redesign)
Providing team and stakeholder direction (managing input/directives for teams of 15+ people)
BEFORE/AFTER TRANSFORMATION:
UPDATED WEBSITE SCREENSHOTS:
The changes to the CAPS national membership website went live in June 2024, you can view them here:
MY ROLE: B2B COPYWRITING, WIREFRAMES & UI/UX DESIGN
 As the Lead Copywriter and UX/Design Strategist on their team it was my responsibility to:
Interview clients, and customers
Conduct market research
Write Compelling Website Content  (15+ pages)
Provide Creative Direction, where applicable.
UX/UI Coaching where necessary (we worked with several agencies, and team members)
Minor edits and revisions
COPYWRITING & UX SAMPLES:
This project lasted over 16 months from beginning to end; involving many phases and stakeholders. For your convenience I've included THREE KEY sample of my Copywriting/Wireframe work, best exemplifying my organization and inter-team awareness. For more examples, please contact me.
WHAT IT'S LIKE TO WORK WITH MELANIE (UX/Copywriting):
This (5min) video is a great example of how Melanie provides other team members and clients with pertinent and relevant information, empowering them to make well-informed decisions where necessary.
Want to see more like this? Contact Melanie and request specific examples.
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