Target

Provided strategic and day-to-day content design support as part of an embedded team across two product areas: Account and Cart & Checkout.

Contributed to program design, benefits testing and articulation, and in-depth UX flows for the new Target Circle program, with a focus on Target Circle Card.

Now (2024 and on), I'm bringing content design and strategy to the Inspire & Motivate space, exploring how Target can better spark guest excitement and curiosity (mirroring that Target in-store magic) as they shop web and apps. I'm also shaping Target's first set of strategic standards and content design components for generative AI and chatbot initiatives.

In 2025, I also joined the UX strategy and execution team for Target’s Store Mode, shaping goal-driven digital experiences within distraction-heavy, in-person shopping environments.

Senior Content Designer

Match

Spearheaded UX content design and strategy across the Match platform. Supported all product pods and initiatives, contributed to UX research plans, and brought content-driven and user-focused perspective to new and existing product features.

In addition to individual contributor work, built the foundation to grow a UX content design practice over time, including the creation of a UX content style guide, terminology guide, and empowerment materials for designers and product managers to engage more meaningfully with microcopy throughout the product development experience.

Diagnosed, audited, documented, and chipped away at design debt and content design debt.

Collaborated with cross-functional stakeholders (Brand, Marketing, Product, Design, Engineering) to steer Match toward a unified brand experience across all touchpoints.

Tested, revamped, and continually delivered CRM campaign materials across email and push, including but not limited to lifecycle messaging, discounts, feature announcements, and nudges for user engagement.

Codesigned and positioned a new feature called 72 Hours, a three-day, in-app experience designed to expedite and deepen the traditional like-match-chat journey. 

Contributed to Match’s growing design system: Informed design component decisions, information architecture best practices, component taxonomies and definitions, and content design guidelines at an atomic level.

Owned Match brand voice and tone, and supported Marketing in emulating the same in-product voice throughout out-of-product content experiences.

Created Helpdesk articles for Match group’s global safety initiative, how-to guides for different features, and technical writing assets to assist Customer Care with incoming calls and messages.

Content Designer

Brain Traffic 

Selected as a speaker for Button Conference 2022. Submitted, prepared promotional materials for, delivered, and hosted a watch party for a 40-minute talk, "Content design debt: A guide to settling (and strengthening) the scale."

Speaker at Button Conference 2022

Paperless Parts

Built, documented, and evolved a company design system and began driving its adoption across design and engineering.

Spearheaded content design practice: Created microcopy style guide and laid the foundation for a JSON string library to empower component-driven content design.

Developed research operations to streamline user research efforts and advocate for data-driven decisions. Led discovery efforts for new features and designed scripts, questions, and other research materials to validate existing ones. Sparked the creation of a user research community, a database of users ready to be matched with and participate in efforts tailored to their background and platform usage.

Product Designer

Red Hat

User Experience (UX) Content Designer

Led UX content design strategy and execution across several Red Hat products, including Red Hat OpenShift, Red Hat Assisted Installer, and more.

Collaborated with Red Hat's User Experience Design (UXD) team to grow the company's audience and digital presence through online content creation spanning long and short-form content for blogs, social media posts, UX research recruitment materials, and design system documentation.

Established and implemented a UXD social media strategy and contributed to Red Hat's growing UX thought leadership across PatternFly, Opensource.com, and other online platforms.

Generated new content and streamlined existing design guidelines for open source design system PatternFly. Collaborated with developers through PatternFly's GitHub on an issue-by-issue basis, using Markdown on Visual Studio Code.

Contributed to COVID-Net, a volunteer open source initiative to help detect COVID-19 through medical scan images. Created and conducted a UX research testing plan for a Picture Archive and Communication System (PACS) query interface to streamline imaging functionality on the ChRIS Research Integration Service.

User Experience (UX) Writer

Boston University Dance Theater

Crafted and distributed marketing materials to the Boston community concerning upcoming shows. Booked recreational space and coded ticketing mechanisms via Boston University's internal service request platform. Managed digital and interpersonal communications across internal and external channels.

Productions Assistant

The Grist

Supported The Grist’s creative team in generating brand copy across social platforms and digital touchpoints. Projects included PopCorners email campaigns and landing pages for new Do One Better themes, Bemis web copy for new products, The Grist’s internal onboarding documentation and social accounts.

Proofed and modified existing pitch decks to align with client vision.

Wrote dynamic copy for The Grist’s new website following its October internal rebrand from Breakaway LLC to The Grist. 

Contributed to weekly team brainstorms and concept meetings.

Junior Copywriter

Arion: A Journal of Humanities and the Classics

Worked alongside editor in chief and managing editor to proofread, edit, market, and produce upcoming issues of Arion, an esteemed humanities and classics journal based at Boston University that publishes work that unites scholarship with artistry. 

Additional tasks included general office work, library and online research, and making travel reservations for film festivals and academic talks.

Publications Assistant

Dulwich OnView

Researched, wrote, and published feature articles for Dulwich OnView online magazine, a London-based publication that celebrates the people and culture of South London.

Features Writer

Boston University

Streamlined internal documentation, ServiceNow knowledge base articles, and client-facing communications. Designed orientation handouts, ethernet connection cards, and other tutorial materials distributed to students and staff.

Began copy overhaul of BU IT's online resource for students and staff, TechWeb. Wrote technical documentation and web copy following BU IT voice and style guidelines. Topics included Adobe Creative Cloud licensing, Student Laptop Recommendations, Skype for Business, etc.

(In hindsight, performed a content design role before BU knew the name for it.)

IT Special Projects 

I'm Alana and stories make me tick. 

From pixels to pages, I'm a cat-loving word nerd with a knack for all things narrative. Brand and product storytelling. Intuitive information architecture and navigation. Approachable end-to-end user experiences. I'm passionate about the iceberg work that goes into every word and component you see on screen.

You name it, I craft it: UX content, D&D campaigns and backstories, creative fiction, video game narratives... If there's a story to shape, to tell? I'm there.

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