In a franchise model, maintaining a consistent “look” can be difficult. A friendly, professional appearance is the first step in winning over a customer, but the actual guidelines were buried in Google Docs. This led to a lot of mixed messaging and inconsistent enforcement, making it nearly impossible for our +160 locations to align with our core Exceptional Focus Areas (EFAs).
I knew that a 10-page PDF wasn’t the answer. Instead, in combination with other digital tools, I used Articulate Rise to build an interactive digital lookbook where learners could select different parts of the uniform to read about the specific requirements. Whether a Truck Team Member was prepping for a Vancouver downpour or a Phoenix heatwave, they feel confident, safe, and, most importantly, proud to represent the brand.
Partnering with Brand Excellence and Compliance, I established a definitive “Source of Truth” for the Learning Library to standardize global expectations. By breaking down complex safety standards into non-negotiable visual call-outs, I made sure every franchise, no matter their climate, had a clear outline for excellence that was easy to follow and even easier to enforce.
Overall improved satisfaction and confidence in x
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Visibility and trust in credible sources are critical in driving a competitive advantage for ModernDoc
To guide the design process, we began by interviewing six potential users who have dealt with misdiagnoses or complex health conditions.
The goal was to learn how to attract and retain new users by exploring how potential users currently research health concerns. Specifically, we asked:
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
To guide the design process, we began by interviewing six potential users who have dealt with misdiagnoses or complex health conditions.
The goal was to learn how to attract and retain new users by exploring how potential users currently research health concerns. Specifically, we asked:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
eLearning Development, Multimedia Design, Needs Analysis, Stakeholder Collaboration, Storyboarding & Visual Sequencing. Video Editing & Post-Production
Tailored itinerary or digital lookbook.
Practical advice, innovative strategies, and the latest AI tools for everyday entrepreneurs.
The Journey is a foundational video series for everyday entrepreneurs that I had the pleasure of co-creating during my time at GoDaddy. Hired as the founding Video Copywriter, I scripted, directed, and produced +340 episodes for YouTube and the GoDaddy website.
Building an online presence is a full-time commitment that can feel overwhelming for many. Our customers were frequently hitting technical roadblocks, leading to high call center volumes and a disconnect from the brand’s mission to make business ownership easier. We needed a way to provide “always-on” guidance that not only solved their problem but also built confidence.
The crew was everything. The energy in the episodes wasn’t a performance. Every person in that studio brought a unique set of skills to the table, but more importantly, they brought genuine heart. It’s rare to find a team where everyone is that skilled and creative, and it’s exactly why the series was such a hit.
Utilized internal Tableau reports and Google Analytics to identify the exact search phrases and long-tail keywords customers were using. This helped me align our video titles and hooks with their actual search behavior, making sure our content was a direct answer to a documented pain point. As a result, we saved the company $1.1M in support costs because people were getting answers from our videos instead of calling.
Introducing a consistent “Guide” persona in scripts, focusing on practical advice and a supportive tone. I authored scripts that acknowledged the user’s struggle. Instead of just listing steps, I used a supportive and conversational tone that validated their journey. This helped lower the barrier to entry for users who felt overwhelmed by the technical side of their business.
I tracked search data to verify reach and refined titles to jump the average CTR from 3.6% to 7.9%. By analyzing audience retention, I let the customers guide our strategy. We pivoted in real-time, doubling down on high-value topics and evolving with the user rather than following a static schedule.
Check out the complete archive of The Journey. Everything from naming your business to managing your social media, see the content that drove a 92% helpfulness rating.
Beyond the metrics and the scripts, there was a heartbeat to this project that no spreadsheet could ever fully capture. The true magic happened once a month when we gathered in our Seattle studio. Working with this crew taught me that the best work happens when you are surrounded by people who are as unselfish and dedicated as they are talented.