When Iberostar joined IHG, guests needed an easy way to book more than two rooms in a single reservation — choosing how many guests stay in each room, who stays where, and paying for everything together. The existing flow, on both web and app, wasn't built for that complexity.

Make several rooms feel like one connected booking — not separate transactions stitched together.

Write for entirely new components — many of these screens had no existing pattern to follow, on web or app.

Keep the unhappy paths as clear as the happy one — more rooms means more ways a booking, modification, or cancellation can go wrong.

It took dozens of individual user stories to fully spec this flow — every point where a guest could add a room, assign guests, hit a rate restriction, or modify or cancel a single room without disturbing the rest needed its own considered message. All of it was written across web and app at once, so the same decision — like a rate that only allows one room per stay — reads consistently no matter where a guest is booking from.

Group bookings were handled almost entirely offline — a call center, or a scattered email thread between the host and the hotel, with no single record either side could trust. IHG needed a self-service tool that could take a host's full guest list, validate it against the hotel's own room inventory, and give both sides the same real-time source of truth.

Make a bulk, data-heavy process feel safe — not like uploading to a spreadsheet.

Never let a failure feel total — a partial upload should say exactly what's still wrong, not just that something failed.

Be explicit about where the source of truth lives after submission — edits now go through the hotel, not the host.

The upload-failure state doesn't just say something went wrong — it names the likely cause ("It looks like you're using a custom file") and hands over the fix in the same breath. The partial-upload state goes further, separating what's ready from what isn't ("40 of 45 reservations are ready"), so one bad row doesn't block forty good ones. And the success message does quiet expectation-setting work: it confirms the booking, then immediately tells the host that edits now route through their hotel contact — the handoff to the hotel's own system, explained in one sentence instead of discovered later as a surprise.

SCAD Day is an on-campus open house held in Atlanta, Savannah, and Lacoste, France, and the mobile experience inside the SCAD app is often a prospective student's first hands-on encounter with the university — before they've ever set foot on campus. It had to guide people through locations, programs, and the admissions process with no shared frame of reference to lean on.

Write for zero context — every direction had to work without assuming prior knowledge of campus geography.

Prioritize clarity over completeness — several rounds of review meant cutting copy down without losing what made it clear.

Make locations, programs, and admissions feel connected — not three separate systems.

Working across interactive, development, and admissions meant every piece of copy had to satisfy more than one team's definition of "clear" — admissions needed accuracy, interactive needed brevity that fit the UI, and development needed content that behaved predictably across screens. The real work happened in the revisions: multiple passes of reducing and rewriting copy to keep it simple without losing the clarity a first-time visitor actually needed.

The SCAD Sidewalk Arts Festival is a decades-long tradition where students, alumni, faculty, staff, and high schoolers chalk themed artwork across Forsyth Park for prizes. In 2020, COVID forced the festival online for the first time — meaning a newly designed website, including submission forms, had to carry an entire in-person tradition online.

Make an unfamiliar process feel as simple as showing up with chalk — no on-site volunteer to ask when something's unclear.

Write instructions clear enough for both first-time and returning contestants — without anyone needing to ask for help.

Keep the tone true to a beloved campus tradition — even filtered through a plain submission form.

The website and forms were tested throughout development, not just at the end, so copy could be revised against how real contestants actually moved through the submission flow — not just how the flow was designed to work. Content followed the order a contestant would naturally think through entering (who they are, their theme, what to submit), rather than the order the backend happened to organize the data.

The 2020 SCAD Hong Kong Fashion Showcase spread 30 student collections across multiple areas of a single building — a layout that made sense to organizers, but not necessarily to a guest arriving with no map of the space. The mobile experience had to help attendees and fashion influencers alike locate every design without wandering the building floor by floor.

Write for two different audiences at once — casual guests and fashion influencers, both needing to find their way with equal ease.

Make a multi-location layout feel like one show — not 30 disconnected stops.

Keep navigation content out of the way of the fashion itself — wayfinding that helps without competing for attention.

Working directly with SCAD Hong Kong's fashion department, not just interactive and development, meant the navigation copy could reflect how the show actually flowed through the building — not just how it looked on a floor plan. That partnership was what kept the content grounded in the real, physical experience of moving between collections, rather than in an abstract sitemap.

BOKAY launched as a new company built around one idea: let the customer control everything about their bouquet, down to the vase. The copy needed to make an unfamiliar, unproven brand feel warm and trustworthy enough to choose over an established florist — across the homepage, ordering flow, help center, and FAQ.

Disclaimer: The website has since transformed into familyflowers.com.

Sound festive and personal — not like a generic e-commerce template.

Make an unfamiliar process feel simple — choosing every detail shouldn't feel like a chore.

Emphasize what only BOKAY offers — full control over the arrangement, reinforced at every relevant touchpoint.

Before writing a word, I researched competing floral sites to understand the category's norms — then identified exactly where BOKAY's build-your-own model broke from them. That meant every "why BOKAY" claim in the copy was a verified point of difference, not a guess, from the homepage promise down through the FAQ.