Newell Brands: Prismacolor+

The Challenge:

Transform intimidating professional art supplies into an approachable digital learning experience. Create Newell Brands' first subscription-based mobile app teaching art techniques while maintaining the brand's professional credibility.

My Role:

Owned all content and copy for the company's first digital subscription product. Determined what educational content was needed, designed the learning experience, and wrote copy across app, web, and marketing touchpoints—from onboarding flows to instructional content to app store optimization.

Key Work:

Educational content strategy and learning experience design
UX writing (onboarding flows, error states, subscription messaging, microcopy)
Instructional content organization and lesson descriptions
Web experience (landing pages, FAQs, marketing copy)
App Store optimization and conversion copy
Cross-brand digital strategy framework (adapted for three additional brands)
User interview sessions and UX research

Results

$7M Revenue Stream

Established the groundwork for potential annual revenue

Cross-Brand Digital Blueprint

Framework adapted for three additional concepts for Newell brands (Sharpie, Expo, and Gerber)

35% User Satisfaction Improvement

Through supportive content and clear expectations

UX Writing and Content Strategy

Lesson Overview Example

Clear lesson expectations with detailed descriptions and outcome previews

Clear difficulty indicators prevent user frustration

Complex lessons broken into manageable chapters with progress indicators

Onboarding

Onboarding Flow

Progressive onboarding that builds confidence and highlights key value props: "Create with Prismacolor," "Learn from Our Artists," "Reach Your Creative Goals"