Specialties
Brand & GTM Writing
Launch Support
Challenge:
Differentiate the premium benefits of Ubiquiti’s extended warranty service, UI Care, from their free product replacement process.
Solutions:
Develop a landing page outlining UI Care’s core value props.
Show time and cost savings by comparing the return processes of UI Care-protected products and unprotected ones.
List qualified products and their respective UI Care pricing to show the fractional cost of protecting expensive hardware.
Impact:
Mitigated common frustrations with the existing device replacement process (e.g., lengthy malfunction verifications, replacement delays).
Created a new revenue stream for qualifying devices.
Product Differentiation
Challenge:
Customers struggled to discern which of Ubiquiti’s 28 wireless access points would best suit their networking needs.
Solutions:
Write a product vertical overview post for Ubiquiti’s official blog, profiling flagship devices and their use cases (e.g., large office coverage, home dead-zone removal, venue IT administration).
Restructure post content into a voiceover script for a companion video, giving customers a quicker visualization of each access point’s intended environment.
Impact:
Improved access point review ratings by reducing mismatches of customer expectation and device capability.
Established a multimedia education strategy for other Ubiquiti product verticals.
Case Study Writing
Challenge:
Peoplescout clients struggled to track and follow up with career portal visitors that left before submitting an application. They wanted to know how the company’s recruitment platform, Affinix, could assist before purchasing a license.
Solutions:
Design a case study quantifying the partial applicant-to-filled role conversion of a client using Affinix.
Illustrate the implementation timeline to show the quickness of Affinix’s impact.
Impact:
Strengthened sales and CX pitches with real client data.
Spurred the creation of an Affinix case study library.
Brand Marketing
Challenge:
Spectrum’s stagnant YouTube page undercut its positioning as a top multi-channel marketer. The agency wanted to showcase its thought leadership and client collaboration with original video content.
Solutions:
Film an in-house visit with one of Spectrum’s top clients, Cochran Exteriors.
Cross-cut strategy discussions with a one-on-one interview with co-owner Ross Cochran to show Spectrum’s client-guided marketing approach.
Implement a vérité style to establish a distinct aesthetic.
Impact:
Relaunched Spectrum’s YouTube channel and diversified brand content.
Revived Spectrum’s other social channels by reposting videos.
Established a proof-of-concept that led to more client collaborations:
Behind the Lead: Spectrum Visits
Environmental Heating & Air Solutions
Content Governance
Product Nomenclature
Challenge:
The term, element, was commonly used to refer to both Ubiquiti and third-party devices in UX flows and related support content. This created confusion around which types of products could be managed with Ubiquiti’s networking solutions.
Solutions:
Create the company’s first Content Style Guide, and include a nomenclature section for organizational reference and alignment.
Assign a global term to Ubiquiti products (UniFi devices) and third-party hardware (clients). Identify and prohibit conflating terms.
Establish an internal communication channel for product and engineering leadership to identify, resolve, and document future nomenclature issues.
Impact:
Aligned terminology usage across the entire company and gave product teams a tool to adjudicate naming discussions independently.
Set a larger cultural precedent that signaled a new commitment to thoughtful product communication and user clarity.
Customer Persona Profiling
Challenge:
Ubiquiti’s marketing, in-app, and support content assumed a strong familiarity with complex networking principles, resulting in oblique system guidance and weak value stories that emphasized technical specs over business impact.
Solutions:
Add a Customer Persona section to Ubiquiti’s Content Style Guide, profiling seven consumer archetypes, including Brie the Business Owner.
Create distinct narratives to show how situational variance impacts buying intent.
Convert each profile into a visual badge to quickly convey content objectives.
Impact:
Turned Ubiquiti’s slogan (Simplify IT) into an organizational framework.
Encouraged product leadership to reexamine their perception of their user base.
Reduced support document planning and drafting time.
Product Enablement
New Feature Education
Challenge:
Peoplescout clients needed a remote interviewing solution at the outset of COVID quarantine (March 2020). One was added to Affinix, but clients still needed a way to quickly learn its core functions.
Solutions:
Produce a feature overview video for the digital interviewing tool.
Document the candidate processing workflow in the Affinix user manual.
Impact:
Retained newly migrated clients by providing a mission-critical feature.
Provided a quick resource for demonstrating Affinix’s offsite capability.
Knowledge Management
Challenge:
As Affinix transitioned to a tiered service, clients grew uncertain about whether their license still included the functionality they needed. They also wanted visual demonstrations of written processes.
Solutions:
Create a tutorial video for each process in the Affinix user manual.
Reorganize process pages by license tier (e.g., Affinix Blue, Green, etc.).
Impact:
Enriched support content and clarified the functional scope of each tier.
Information Architecture & Product Taxonomy
Challenge:
The term, UniFi Controller, was frequently used to refer to both Ubiquiti’s host hardware and management software, confusing users and dissuading them from exploring the entire UniFi stack due to integration uncertainty.
Solutions:
Establish the recommended host device: the UniFi Cloud Gateway
List UniFi apps hosted by the CG, their key features, and business impact.
Connected legacy and current terminology to eliminate confusion
(If you have heard of UniFi Controller…).
Impact:
Clarified device and application-level troubleshooting in support documentation.
Improved the Ubiquiti Help Center’s viability as a self-serve resource.
Outlined the UniFi tech stack and its all-in-one capability.
Support Article Writing
Challenge:
Legacy support articles were comprehensive but lengthy process documents. Users requested a more scannable structure that would help them quickly assess if an article addressed their specific issue.
Solutions:
Begin articles with business objectives instead of general functional descriptions.
Provide process walkthroughs for each one, but fold them into a collapsible blade menu to streamline navigation.
Impact:
Provided comprehensive instruction without a wall of text.
Separated general platform navigation from advanced configuration.
Reduced UniFi Connect and device automation support inquiries.
UX Writing
Onboarding & Intent Framing
Challenge:
User frustration and drop-off due to misunderstanding the utility or best practices of certain Ubiquiti services.
Solution Example 1
Ubiquiti’s Return Merchandise
Authorization (RMA) Portal
Added an introductory excerpt to Ubiquiti’s distributor-specific warranty request portal, clarifying the intended customer base and directing all other parties to the appropriate return channel.
Solution Example 2
UniFi InnerSpace App
Room Scanning
Wrote an introductory setup suggestion sequence to prevent common user errors that diminished room scan quality.
Impact:
Reduced frequency of retail customers engaging with distributor services, along with related support inquiries.
Improved the onboarding completion rates of Ubiquiti’s applications by preempting known user friction.
Feature Clarity & Microcopy
Challenge:
Users struggled to understand certain configurations because experiential differences were condensed to changes in system metrics.
Guidance needed to be expanded without compromising the CEO’s top priority: a decluttered platform.
Solution Example 1
UniFi Protect App
Image Tuning Sliders
Labeled FPS and video compression slider endpoints with their result instead of a standalone metric (30 FPS, 16.00 Mbps).
Solution Example 2
UniFi Connect App
Auto-Sleep/Rotation Tooltips
Created on-hover tooltips to provide functional
explanations without crowding the management panel.
Impact:
Streamlined and substantiated system information
by connecting it to a tangible UX change.Kept guidance minimal and elective.
Empty-State & Error Handling
Challenge:
Ubiquiti’s empty-state and error messaging often lacked specificity regarding the detriment of flagged system
configurations, the rationale behind suggested actions, and next-step guidance, creating UX dead-ends.
Solution Example 1
UniFi Network App
DHCP Leasing Notification
Specified the recommended IP leasing duration and connectivity issues that would result from setting a shorter renewal timeframe.
Converted the recommended configuration and user-setting reversion into one-click toggles.
Solution Example 2
UniFi Connect App
Empty-State Components
Added brief excerpts to show users that additional configurations could be initiated.
Connected automation and grouping functionality to real business cases.
Impact:
Made messaging more specific and actionable.
Created an internal channel for system behavior triage, improving message accuracy and refinement speed.
Invited users to explore new features by giving them a tangible use case.
Please Visit These Experience Pages for More Samples and Detailed Role Overviews: