Vivian Udeh is a UX Content Designer with an MS in Professional Writing. She also has also experience in copywriting, technical writing, and songwriting.

Current position
UX Content Designer | Expedia
Group

Education
M.S. Professional Writing | New York
University

As a UX Content Designer, Vivian brings an extensive 7-year combined experience encompassing UX content design, copywriting, technical writing, and even songwriting.

She is currently on the Growth team at Expedia Group, working on the content design of landing experiences for Expedia, Hotels.com, and Vrbo across its lodging, flights, activities, and vacation packages lines of business.Before this, she was at Cash App as a Content Design intern on the Health team, working on Cash Card, Taxes Applet, and Trust projects. She has also worked as a UX Content Design intern at Google, on the YouTube TV team, where she worked on the optimization of the end-to-end language experience of its premium service.To further augment her content design skills, Vivian completed a professional certificate in UX design from Cornell University and a content design mentorship at Meta. In 2023, she graduated with her master’s degree in Professional Writing from New York University was awarded the Flag Bearer for her program due to her exceptional academic experience and student participation.Before pivoting to UX writing, Vivian worked as a copywriter in advertising agencies. She ideated and executed internal and external marketing campaign materials for Meristem Nigeria and Leadway Assurance – two of the top brands in the Nigerian capital market and insurance industries. Her role also included applying her music and audience analysis knowledge to craft advertising jingles that support marketing efforts for First Bank and Fidelity Bank – two top brands in the Nigerian banking industry.With her unique skill combination and years of experience, Vivian is poised to make her mark in user experience and content design.

Campaign Pitch for a Fictional For-Profit Brand, LinkedOut.

External Communications. Ad Campaign. Copywriting. Masters' Program.

TASK
This project was done for my Promotional Writing course. The task was to create a brand campaign plan that introduces a fictional for-profit Client, its mission, and its new project.EXECUTION
I created the fictional brand, LinkedOut – a business and employment-focused online service in the United States with a vision to create economic opportunity for every member of the global workforce. I conducted the audience analysis identifying key prospects and stakeholders. I developed the USP and Big Idea to include an outreach, a community engagement component, and an online interactive promotional component. I drafted the production schedule and press release. I also put together the mood board that provides visual direction for the project. I designed the presentation document using Canva.

ROLE: Graduate Student.
WHAT I DID: Copywriting, Design.
COURSE: Promotional Writing.
PROGRAM: Master's, Professional Writing @ New York University.
TOOLS: Canva.

The project document

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Cash Card onboarding content design

UX Writing. Content design. Language Audit.

TASK
The task was to rethink the onboarding flow of the cash card to ensure that it communicates the card's offerings to the target audience. Some of the metrics for this project include conversion and funnel progression. The goal was to help users clearly understand the value proposition of Cash Card.DESIGN PROCESS
•Immerse: I started with a competitor audit of similar products and noted the language characteristics of their onboarding flows. I also analyzed the current onboarding flow noting messaging gaps.I also conducted a keyword search to better understand what users were currently searching for and how to incorporate the needs deduced in the language redesign.All these activities helped me get an insight into user expectations and I compared them with existing internal user research and audience findings.•Frame: I took note of Cash Card's business goals and studied the target user segments. With this in mind, I analyzed the current onboarding flow, acknowledging the user journey stage to identify problem areas.•Ideate: This led me to design a new onboarding strategy that communicated the needs of the target user segments in a tone that aligned with their journey stage. This strategy guided my recommendations. These recommendations were based on the criteria for the audit, the Cash App writing guide, and grammar rules.•Execute: At the end of the project, I presented the explorations to the team for further evaluation and user research.

ROLE: Content Design Intern.
WHAT I DID: UX Writing and Content Design.
BRAND: Cash App.
TOOLS: Google Workspace. Figma.

Further specifics within limits can only be disclosed at interviews. Thank you for understanding.

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Cash App scam detection blocker content redesign

UX Writing. Content design

TASK
The task was to create a new scam blocker experience that stops users from falling for scams on the app. The end goal was to increase the user adherence rate.DESIGN PROCESS
• Immerse: I started with analyzing the current blocker experience. I pulled insights from current internal research to get insight into user expectations and why adherence was low.
I also did social listening on sites like Twitter (X), Quora, and Reddit to find out what users are saying about scams on Cash App.
I did a quick audit of the payment experience on competitors to see what blockers appear and how they differ.• Frame: I took note of business goals and studied the user journey stage. With this in mind, I analyzed the information design of the experience, noting the expectations.• Ideate: This led me to design a new blocker strategy that incorporates the blocker’s big goal and also reflects recommendations from customer research. This strategy guided my recommendations. The recommendations were designed to ensure adherence and customer education.• Execute: At the end of the project, I presented the explorations to the team for further evaluation and iterations.

ROLE: Content Design Intern.
WHAT I DID: UX Writing and Content Design.
BRAND: Cash App.
TOOLS: Google Workspace. Figma.

Further specifics within limits can only be disclosed at interviews. Thank you for understanding.

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Cash App taxes applet content design

UX Writing. Content design

TASK
The task was to create a new label for the tax season action prompts that accurately reflect the actions required. Some of the metrics for this project include conversion and funnel progression. The end goal was to get users to trust the taxes applet enough to file their taxes with the applet.DESIGN PROCESS
• Immerse: I started with analyzing the current label. The goal was to point out comprehension gaps, mismatches with user expectations, interface inconsistencies, and note any terms that might affect trust-building. I also conducted a keyword search to understand what users searched for and how to incorporate the needs deduced in the language redesign. The goal was to get an insight into user expectations and compare them with existing internal user research.• Frame: I took note of business goals and studied the target user segments. With this in mind, I analyzed the information design of the page, noting the expectations of every section to determine what labels best suit the experience.• Ideate: This led me to design a new label strategy that communicated the expectation of that section on the taxes applet home page and in a tone that aligned with their journey stage. This strategy guided my recommendations. These recommendations were based on the Cash App writing guide and grammar rules.• Execute: At the end of the project, I presented the explorations to the team for further evaluation and iterations.

ROLE: Content Design Intern.
WHAT I DID: UX Writing and Content Design.
BRAND: Cash App.
TOOLS: Google Workspace. Figma.

Further specifics within limits can only be disclosed at interviews. Thank you for understanding.

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Mobile app project: Knawrish for diabetics

UX Design. UX Research. UX Writing.

PROJECT TASK
This project was done during my User Experience Design Certificate program at eCornell.The task was to formulate an innovative concept for an interactive technology to meet human needsAt the end of the project, I was able to create Knawrish, A meal-ordering app with diabetes-friendly recipes and meals.EXECUTION
I started first with drawing up a plan, conducted user research interviews, sketched the prototype. Developed a paper prototype, designed a low fidelity prototype, and conducted a usability study.

ROLE: UX Designer.
WHAT I DID: UX Design, UX Research, UX Writing.
PROGRAM: Certificate, User Experience Design @ Cornell University
TOOLS: Figma.

View Idea Generation

View Paper Prototype

View Interactive Prototype

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Optimization of "Join a space" experience on Quora iOS app.

UX Writing. Language Audit

TASK
The task was to choose any app and conduct an audit of a select experience and suggest possible ways to improve it. The end goal was to show an understanding of the UX Content Design process and the storytelling skills needed to ensure buy-in from stakeholders.DESIGN PROCESS
• Immerse: I selected Quora as my app for this project. I started with an analysis of the Quora experience to understand its ecosystem. I developed criteria and a writing guide for the audit based on the general principles of UX design and grammar rules. In the end, I selected to create a better experience for the target users who want to join a space on Quora.• Frame: I identified the user persona and people problems involved in joining a space on Quora. To help my project with some foundation, I designed a mock writing guide consisting of a new voice, tone spectrum, and framework to help guide my new explorations.• Ideate: This led me to create explorations based on the new writing guide I created, and general grammar rules.• Execute: At the end of my project, I presented the audit to my assigned mentor and an evaluator (another senior content designer at Meta).

ROLE: Content Design Mentee.
WHAT I DID: UX Writing and Content Design.
BRAND: Meta.
TOOLS: Google Workspace. Canva.

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Optimization of premium content on YouTube TV iOS app.

UX Writing. Language Audit

TASK
The task was to conduct a language audit of all the screens involving in the end-to-end experience (pre-purchase, purchase, post-purchase, and cancellation) of YouTube TV Premium content on the iOS app.
Some of the metrics for this project include conversion and funnel progression. The goal was to help users accomplish their goals with clear, relevant, and useful language.DESIGN PROCESS
•Immerse: I started by studying the YouTube UX Writing standards, button writing guide, and the YTUXCD wordlist. I also studied current findings about the YouTube TV Premium experience from UX Research, marketing insights, and audience segmentation. I also did a current analysis of the existing experience to familiarize myself with the ecosystem and note any comprehension gaps.•Frame: I developed criteria for the audit based on existing YouTube UX Writing standards. These criteria were also supported by findings from UX Research, marketing insights, and audience segmentation.I conducted an audit of the pre-purchase, purchase, post-purchase, and cancellation experience, identifying problem areas and recommending solutions.•Ideate: This led me to design explorations that communicated the needs of the target user segments in a tone that aligned with their journey stage. The recommendations were supported UXR recommendations and audit findings.•Execute: At the end of my project, I presented the audit and explorations to the UX Content Design team, the YouTube TV team, and the entire cross-functional team

ROLE: UX Content Design Intern, YouTube.
WHAT I DID: UX Writing and Content Design.
BRAND: Google
TOOLS: Google Workspace. Canva.

Further specifics within limits can only be disclosed at interviews. Thank you for understanding.

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Salesforce software technical documentation.

Technical Writing. Project Management. Masters' Program.

TASK
This project was done for my Technical Writing for The Information Professions course. The task was to assist the Algonquin team with technical documentation for the
effective use and management of Salesforce.DESIGN PROCESS
I did a situation analysis of Algonquin. I noted the issues, studied the Salesforce app, and created clear step-by-step guidelines to solve the issues. I created a usage policy for Algonquin for its use of Salesforce. I developed two announcement emails; one for the Algonquin board and one for the employees. I also created a glossary for the document.

ROLE: Graduate Student.
WHAT I DID: Technical Writing. Project Management.
COURSE: Technical Writing for The Information Professions.
PROGRAM: Master's, Professional Writing @ New York University.
TOOLS: Google Workspace, Smartsheets.

The Project Document

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Task-based website development, Allegro.

UX Design. Information Architecture. UX Writing. Graduate course.

PROJECT TASK
This project was done for my Information Architecture course. The task was to create a proposal for the development of a task-based website.EXECUTION
I created the brand, Allegro – a product created to meet the planning needs of independent music artists. I created the project overview, objective, approach, and scope of work. I conducted user group research and developed personas and scenarios. I developed the content inventory and chatbot script. I designed the wireframes and interactive prototype using Omnigraffle, Figma, and WordPress.

ROLE: Graduate Student.
WHAT I DID: UX Design, Information Architecture, User Research, Usability Testing, Content Strategy.
COURSE: Principles of Information Architecture.
PROGRAM: Master's, Professional Writing @ New York University.
TOOLS: WordPress, Google Workspace, Canva, Figma, Omnigraffle.

The Project Document

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Choose to challenge.

Songwriting. Ad Jingle. Singing. Advertising. Marketing.

This ad concept showed featured women in male-dominated professions in Nigeria. The idea was to use the song as a call out to women to defy the norm. The song tells them to do this not for themselves but for women coming after them just like the women featured in the ad.

ROLE: Freelance Songwriter
WHAT I DID: Song direction, Songwriting, Singing.
BRAND: First Bank Nigeria
TOOLS: Logic Pro. AKG P120 Condenser Mic. Bandlab. Google Docs.

The Lyric Video

The Video Ad

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Glo Nigeria Ad Jingle.

Songwriting. Ad Jingle. Singing. Advertising. Marketing.

The idea was to communicate the efficacy of the brand's 4G LTE network with a story of perseverance and belief in oneself. The song tells the story of a young adult who pursues her dreams against all odds by harnessing the power of technology which was made possible by using the brand's fast network.

ROLE: Freelance Songwriter
WHAT I DID: Song direction, Songwriting, Singing.
BRAND: Globacom Telecommunications Limited.
TOOLS: Logic Pro. Shure SM7B Dynamic Mic. Bandlab. Google Docs.

The Video Ad

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First bank virtual card launch.

Songwriting. Ad Jingle. Singing. Advertising. Marketing.

The idea was to use a catchy song to introduce the bank's latest product; Virtual Card. The song states the benefits and features of the card.

ROLE: Freelance Songwriter
WHAT I DID: Song direction, Songwriting, Singing.
BRAND: First Bank Nigeria
TOOLS: Cakewalk. AKG P120 Condenser Mic. Bandlab. Google Docs.

The Video Ad

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Choose your weapon. It will be meaty.

Copywriting. Marketing. Advertising. Social Media. Special Day Ads

The idea was to hint at the meat-eating part of the Islamic holiday, Eid El Adha. This fun social media ad urged individuals to select their preferred eating utensils to enjoy their meal.

ROLE: Senior Copywriter.
WHAT I DID: Concept, Copy.
BRAND: Leadway Assurance.
TOOLS: Google Workspace.

The Video Ad

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You've come this far, let's take you farther.

Copywriting. 360 Brand Campaign. Marketing. Advertising. Social Media.

The aim of this campaign was to reintroduce the brand to its audience by reaffirming its promise. With this campaign, the brand redeclares its willingness to walk your life journey with you by helping you with the right financial foundation that you need at every destination.

ROLE: Copywriter.
WHAT I DID: Concept, Copy, Song direction, Scriptwriting, Songwriting, Singing.
BRAND: Meristem Nigeria.
TOOLS: Google Workspace. Cakewalk. AKG P120 Condenser Mic. Bandlab.

The Video Ad

VIDEO AD TRANSCRIPT
[Music]
Voiceover
What kind of success do you long for?
If it's the small kind, you can go at it alone
If it's huge, no matter how good you are on your own
You need partners
Partners who can help maximize the potential of your wealth
You've come this far
Let's take you farther.

Lyric Video For Brand Music

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Own your move.

Copywriting. Marketing. Advertising. Social Media.

After the Nigerian Government ascertained it was now safe to travel, the ban on air travel was to be lifted on Sept 5th 2020. The idea was to create a teaser and reveal communication. For the teaser, we wanted to get people excited about the chance to travel again so we asked them to replace their last names with their choice destinations. For the reveal, we tapped into the emotion of reaping the reward of doing the right thing; staying indoors so everyone can be safe. The reward is that now they can move freely again.

ROLE: Senior Copywriter.
WHAT I DID: Concept, Copy.
BRAND: Leadway Assurance.
TOOLS: Google Workspace.

The GIF Ad

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Invest in a Dyson.

Copywriting. Marketing. Advertising. Social Media.

This project is one of the three ad campaigns we had to create for The Workshop Advertising Apprenticeship program.The idea is to reaffirm Dyson's worth as an investment and not a one-off buy. To do this, we incorporated print, video, OOH, social, and experiential ideas into the entire campaign.We create a cohesive story, we divided the campaign into three phases – a teaser, launch, and sustenance phase.During the teaser phase, the goal was to bring people's attention to the dust that they cannot see using print and OOH ads.In the launch phase, we suggested the use of video ads, print ads, social activation/experiential events, and OOH ads to drive home the fact that people need to invest in a Dyson for a truly clean home.For the sustenance phase, the suggestion was to extend the video ad idea from the launch by creating a parody account for NotDyson – a brand that is everything that Dyson isn't, whose only advantage is that it is cheap.

ROLE: Copywriter.
WHAT I DID: Concept, Copy. Presentation Design.
BRAND: Dyson.
TOOLS: Canva.

The presentation document

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Budget shopping tips for the season.

Copywriting. Blog post. Long-form. WordPress Blog Management.

The client is a company in the investment and business technology space. One of its products is EasyMall, an e-commerce site that sells below regular market price. This blog post aimed to use the pre-Christmas season to inform people how they can shop easier with EasyMall.

ROLE: Senior Copywriter.
WHAT I DID: Concept, Copy.
BRAND: Africa Prudential.
TOOLS: Google Workspace. WordPress

Read full post

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A guide to building a profitable investment portfolio.

Copywriting. Blog post. Long-form. WordPress Blog Management.

The client is a company in the investment and business technology space. The purpose of this blog post was to inform their customers about building an investment portfolio while positioning the client as a brand knowledgeable in this space.

ROLE: Senior Copywriter.
WHAT I DID: Concept, Copy.
BRAND: Africa Prudential.
TOOLS: Google Workspace. WordPress.

Read full post

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Hi, I'm Vivian

I’m a Copywriter and UX Writer currently based in New York. I've worked on brands like Leadway Assurance, Meristem Nigeria, First Bank Nigeria, Fidelity Bank Nigeria, Oando Plc and Africa Prudential.I'm passionate about designing content using ideation techniques that are built on user-centeredness. I execute these ideas across all user touchpoints in platform tailored copy that is aimed at creating value for the user, reaching brand goals, and getting the desired action from the user.When I'm not designing content and campaigns, I am creating music.

To view in a larger format, kindly click the underlined title "Vivian Udeh E-Portfolio" above.

Face app trend.

Social media. Copywriting.

Jumping on the faceapp trend that showed people how they would look when they become old, we hinted at the environment and urged people to treat it better. The message was simply that the longevity of the human race all depends on how healthy the earth is

ROLE: Copywriter.
WHAT I DID: Concept, Copy.
BRAND: The Hook Creative Agency.
TOOLS: Google Workspace.

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Fathers' day ad.

Copywriting. Marketing. Advertising. Social Media.

The idea was to play on the fact that fathers are mostly seen by their kids as one half of two that don’t do much because they aren’t always around. We took the audience on a trip behind the scenes to show them who a father really is.

ROLE: Copywriter.
WHAT I DID: Concept, Copy.
BRAND: The Hook Creative Agency.
TOOLS: Google Workspace.

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Graduate trainee ad.

Copywriting. Marketing. Advertising. Social Media.

The idea was to present the client company as an ideal place for fresh graduates to launch their career. The general message was that it takes starting in the right place to make the most of one’s potential.

ROLE: Copywriter.
WHAT I DID: Concept, Copy.
BRAND: The Hook Creative Agency.
TOOLS: Google Workspace.

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