University of Washington

Portland State University

University of Portland

User Experience Researcher at HealthSparq

Creating Voice & Tone Guidelines 
Executing internal content audits and competitive content analyses
Contributing to brand differentiation strategies
Researching current market trends to determine current offering alignment
Analyzing market data and customer feedback to inform and iterate upon branding decisions
Crafting Buyer Personae based on target audience research
Collaborating with Design and Marketing stakeholders on brand architecture elements including logo, and messaging

Freelance

Brand & Content Strategist

Writing multi-email campaigns, in-product communications, and landing pages; writing long-form copy, microcopy, and technical copy.
Collaborating with stakeholders to achieve KPIs by executing cohesive, data-driven strategies.
Working on multiple cross-functional teams simultaneously to define content requirements and ensure timely delivery of projects.
Crafting copy for multiple media channels, understanding the creative and technical parameters for each channel, and developing copy in alignment with brand voice.
Editing and proofreading content for grammar, style, clarity, and accuracy, ensuring adherence to brand guidelines, industry standards, and AP style (when applicable).
Presenting work to in-house clients, answering questions on the creative decision-making process, and rewriting copy based on changing client needs.
Ideating multiple copy concepts for AB testing, on a 24-hour iteration schedule.

Intuit Mailchimp

Product Copywriter & Content Designer

Updating all content for Aetna's user registration and login flows as part of a multi-quarter site reskin.
Working closely with multiple UX writers to align on content strategy, voice, and tone; working with a11y/accessibility designers to ensure content exceeds WCAG compliance.
Managing multiple time-sensitive UX writing projects simultaneously, across different stages of the design & iterate process.
Creating and editing content as needed, incorporating the feedback of legal teams, clinicians, PMs, design directors, and other stakeholders.
Writing UX content and microcopy for Attain, Aetna's mobile health and wellness (mHealth) application; supporting users to become and stay more physically active, make better nutrition choices, and mitigate modern lifestyle issues including stress and chronic disease management.
Planning week-long or multi-week health and wellness campaigns on topics including mindfulness, meditation, smoking cessation, medication adherence, and nutrition.
Utilizing up-to-date scholarship from medical and social science journals to ensure user recommendations are scientifically accurate and proven effective via academic studies.
Implementing best practices for effective habit change using mHealth, based on behavioral economics and consumer studies research.

Aetna, a CVS Health Company

Senior UX Writer

Writing UX content and microcopy for health, wellness, and travel websites and mobile applications.
Meeting with stakeholders and editors to share work-in-progress, receiving and incorporating feedback during the writing process.
Proofreading content for publication.

Content Writer and Editor

Developing moderated and unmoderated usability test scripts based on research goals; over 125 unmoderated remote qualitative studies completed since 2019.
Conducting discovery, iterative, baseline, and benchmark usability testing in both moderated and unmoderated formats.
Identifying patterns and connections in raw written, audio, and visual data; translating findings into actionable recommendations.
Crafting and presenting research findings and recommendations, utilizing familiar UX structures such as scenarios, mental models, personae, task flows, and wireframes.
Creating, maintaining, reviewing, and presenting client voice of the customer survey data.
Prioritizing projects to ensure key items are delivered in a timely manner.
Building relationships with multiple teams, stakeholders, and B2B clients to promote the value of usability research and the research program.
Experience with UserTesting, UserZoom, Feedback Loop, Decipher, Pendo, Sketch/Freehand, Mural, and Miro.

HealthSparq

User Experience Researcher and Writer

Wrote and edited creative, engaging web content and drove content for user experience. 
Developed, managed, and maintained content for web, mobile and emails, often with same-day or next day turnaround.
Participated in agile development sessions with code developers and UX designers, creating collaborative multi-disciplinary work.
Edited and proofread content submitted by medical clinicians, ensuring the content was comprehensible to the average reader.
Coordinated, tracked, and prioritized concurrent web projects.
Maintained consistent writing style and voice across channels.
Ensured that online content and emails complied with the HealthSparq One content style guide, voice and tone guidelines, and HIPAA.

User Experience and Web Content Writer

Edited academic manuscripts for clarity, often involving intensive rewriting to convey the author’s ideas in a clear and informative manner.
Fact-checked data, reviewed footnotes, and assured that reference information was factually correct and conformed to Chicago- and AP style.
Composed letters nominating PHR articles for academic awards.

Pacific Historical Review

Editing Intern

Maintained grade and attendance spreadsheets for 35-60 students per term.
Graded and turned back student assignments in a timely manner, with edits and critiques.
Assigned grades based on content and comprehension of lecture and reading assignments.
Interacted with students through assignment comments, by email, and in-person during office hours; answered questions on grades, course materials, and academic expectations.
Recorded detailed class notes in order to facilitate student understanding of class content.
Lectured at least once per quarter, namely on personal research of pre-modern concepts of the body, the history of medicine, and the history and philosophy of pre-modern science.
Created lesson plans and in-depth powerpoint presentations for personal lectures.
Selected historical documents for personal lectures and lead class discussions, tying together class themes, lecture themes, and other class readings in order to give students a well-rounded understanding of the historical period.

Graduate Teaching Assistant

Commerce Properties

Leasing Consultant

Wrote engaging content for multiple media channels, including social media, web, video, and print to optimize conversion and customer-brand identification.  
Delivered content and content strategy based on research, directives, and brand guidelines. 
Collaborated with design team, ideating visual concepts to accompany content.
Analyzed market data and trends and synthesizing research to craft insightful creative briefs.
Conducted qualitative research to guide brand positioning and define brand tone.
Led SME and marketing interviews in one-on-one and small group settings.
Proficient in Google Analytics, Excel, and Content-driven UX design principles.
Researched, wrote, and proofread original content for websites.
Ideated multiple content subjects for editors weekly. 
Choose article topics based on Google Trends and competitive content audits.
Drafted titles and tag lines based on keyword research and SEO. 
Crafted a buyer persona to create relevant content for different website audiences.
Published on Wordpress and social media including Facebook, Instagram, and Twitter.

Caitlin Pala