Capital One Investing’s "Gift of Stock" product allowed parents to purchase securities for their kids, which made sense to the company but not its customers. So my team created an all-new way to present it. 

Knowing we could target millennials and young parents, we crafted an interactive landing page that would engage both audiences.

I had to negotiate (read: plead and nearly fight) with the lawyers for the aspirational, "brighter future" lead. That phrase and idea set the tone for the entire page, where users could choose their investing adventure.

A thought-starting infographic led off, employing copy appropriate for both savvy audiences. Educational topics followed.

Parental figures were presented with their own relevant infographic and messaging.

At the page closing, users answered a few questions to determine which account type was right for them. Here we also promoted a free trade-credit offer—instead of screaming it in the lead, as had been done in previous years.

This approach engaged users for the right reasons: emotional and logical rather than simply financial.

My team redesigned Capital One Investing’s Retirement tab, too. In all copy, I aimed for a forward-looking, enthusiastic tone. (No more dog imagery paired with “rollover” puns.) Through straightforward language and light interactivity, we compelled visitors to explore how they might best build their future.

After partnering with an agile team to define and build the company’s first robo-advice offering—through design sprints, value proposition tests, etc.­—I wrote all the subsequent product and marketing copy. The challenge: emphasize the human element behind an algorithm-driven product. This page did the heavy lifting.

I employed the same relatable tone for our “advised” investing services. Because these involved working with a financial advisor, the language leaned slightly sophisticated.

My team also rebranded the Investing presence on the Capital One website. I applied the same approach here, using compelling, authentic, straightforward language.

This page provided an inviting, high-level introduction to Capital One Investing’s products and services.

The new navigation menu I proposed was straightforward and clear, echoing the respective services.

For Classmates Online, user-generated content (UGC) was gold. Photos were the primary prize. My clear words on a simple tabbed page quickly walked users through how to share their images—and why they should.