Vivian Udeh is a UX Content Designer with an MS in Professional Writing. She has a wealth of experience in other forms of writing, such as copywriting, technical writing, and even songwriting.

About

Current position
UX Content Designer | Expedia Group

Past position
Content Design Intern | Cash App

Education
M.S. Professional Writing | New York University

Vivian Udeh is a UX Content Designer with a wealth of experience in other forms of writing, such as copywriting, technical writing, and even songwriting.

Vivian is a UX Content Designer at Expedia Group. Before that, she worked at Cash App as a Content Design intern on the Health team, and worked as a UX Content Design intern at Google, on the YouTube TV team. She successfully suggested solutions for the end-to-end experience that was highly received by the YouTubeTV UX Writing and product teams. She also refined her UX experience by completing 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.Prior to pivoting to UX writing, Vivian worked as an advertising copywriter, ideating and executing 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 knowledge of music and audience analysis 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 industry experience, Vivian is poised to make her mark in user experience and content design.

Work Experience

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UX Content Designer
Expedia Group

AUG. 2023 - TILL DATE.

- Language experience design on the Growth Landing team.

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Product Writing Intern, Health
Cash App

JUNE 2023 - AUG. 2023.

- Analyzed the scams detection blocker and suggested explorations based on internal and external research findings, product goals, and recommendations.

- Analyzed the onboarding flow of the Cash Card and suggested recommendations to align it with its value proposition and attain the big goal of reaching non-core customers and making it the debit card of choice.

- Analyzed the labels for tax season action prompts on the taxes applet to ensure that they reflect customer expectations and our value proposition. Extended the strategy recommendations to other parts of the experience.

- Audited the current phone support flow and provided recommendations for better language and usability.

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UX WRITER
NOATANGA

JAN. 2023 - MAY 2023.

Developed the brand voice, tone, and style guide while adhering to design principles and adapting to research findings.

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UX Content Design Intern, Youtube TV
Google

MAY 2022 - AUG. 2022.

- Developed criteria for the language audit of the end-to-end experience of premium content on the YouTube TV iOS app and approved it by my manager.- Conducted and presented to the cross-functional teams, a language audit of the a-la-carte experience on the YouTube TV iOS app using criteria based on existing UX writing standards and backed by UX research and marketing insights.

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Content Design MEntee
meta

APR 2023 - JUNE. 2023.

- Learned about terminology, localization, voice and tone, storytelling and communicating work, and understanding user problems vs. business goals.- Conducted an audit of the "Following a space" flow on the Quora app using criteria I created based on UX writing standards I developed for the project.

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Photoblog

Experience unforgettable moments in my journey through pictures and videos.
Hover or tap for captions. Double tap for full view.

Project still in progress.

I'll upload the summary as soon as I'm done.

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.

Marketing communication designs for NYU SPS.

Copywriting. Canva Design. Content Design. Graphic Design. Mobile Photography. Mobile Videography.

PROJECT TASK
This project was done during my role as the Marketing Communications Assistant at the New York University School of Professional Studies, NYU SPS, Wasserman Center for Career Development.
I was in charge of creating the designs for all marketing communications at the SPS Wasserman Center. My role also included copywriting, mobile photography and videography, and campaign ideation.EXECUTION
I use the Canva app for the marketing designs and website mockups. For newsletter creation and dissemination, I used the Handshake platform. For videography and photography needs I used an iPhone 13 Pro.

ROLE: Marketing Communications Assistant.
WHAT I DID: Copywriting, Graphic Design, Campaign Development, Content Design.

BRAND: Meta.
TOOLS: Google Workspace. Canva. Handshake. iPhone 13 Pro.

Language audit: "Join a space" experience on Quora iOS app.

UX Writing. Language Audit

PROJECT TASK
This project was done during my content design mentorship program Meta.
The task was to choose any app and conduct an audit of the end-to-end experience of that app.At the end of the project, I was to present the audit to a team consisting of my assigned mentor and an evaluator (another senior content designer at Meta).EXECUTION
I chose the Quora app. The goal of the project was to create a better experience for the target users who want to join a space on quora.
I identified the user persona and people problems involved in joining a space on Quora. With this, I developed criteria and a writing guide for the audit based on the general principles of UX design and grammar rules. The writing guide consisted of a new voice, tone spectrum, and framework.I conducted an audit of the end-to-end experience, identifying problem areas and recommending solutions.The recommendations were based on the criteria for the audit, the writing guide, and grammar rules.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.

Language audit: a-la-cartΓ© on YouTube TV iOS app.

UX Writing. Language Audit

PROJECT TASK
This project was done during my summer internship at Google for the YouTube TV iOS app.
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.
At the end of the project, I was to present the audit to the UX Content Design, YouTube TV, and cross-functional teams.EXECUTION
The goal of the project was to create a better language experience for the target users.
Using this mindset, 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.The recommendations were based on the criteria for the audit and grammar rules.At the end of my project, I presented the audit 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.

Technical documentation, Salesforce.

Technical Writing. Project Management. Masters' Program.

PROJECT 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.
EXECUTION
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

Task-based website development, Allegro.

UX Design. Information Architecture. UX Writing. Masters' Program.

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

The Prototype Slideshow

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

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

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

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

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

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

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

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

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.

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.

Vivian Udeh E-Portfolio by Udeh Vivian

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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.

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.

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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