CASE STUDIES
From help center redesigns to global rebrands and platform migrations, these case studies reflect how I bring structure, clarity, and strategic thinking to complex content challenges.
Creating Emirates Seasonal Occasions Content
I led the strategy, content development, and user experience for the Emirates Seasonal Occasions pages. These pages celebrate key global festivities, offering passengers a personalized and culturally immersive experience. My role focused on optimizing content strategy, enhancing user engagement, and aligning the pages with Emirates’ brand identity and business goals.
Leading the Emirates COVID-19 Information Hub
During a high-pressure global crisis, I directed the creation and evolution of the Emirates COVID-19 Information Hub. With over 1 million unique weekly visits, this hub became the single source of truth for travelers worldwide—offering real-time information on travel requirements, safety protocols, and flexible booking options. My focus was on ensuring clarity, credibility, and confidence for users navigating uncertainty.
Improving Clarity and Conversion for Emirates COVID-19 Coverage
I led a strategic overhaul of the COVID-19 Coverage page during a critical phase of the pandemic. In a fast-paced environment where multiple teams had launched content in silos, I worked to unify messaging, simplify the user experience, and drive clarity around our travel insurance offering. This effort not only improved user understanding but also resulted in a 2.19% increase in clicks on the booking call to action.
Improving Help Center Responses Through LLM Prompt Design Evaluation
I conducted a prompt design experiment to improve the response quality of an AI Help Center bot for AcmeWork, a fictional SaaS platform.
Using Chatbase, I created two Large Language Model (LLM) – powered conversational agents—Bot A and Bot B—trained on an identical Help Center knowledge base but guided by different system prompts.
The goal was to evaluate how system prompt structure and tone instructions shape the quality, clarity, and usefulness of responses, and to refine the system prompt design using a structured evaluation framework.
Launching the Emirates Family Travel Experience
As part of a broader effort to elevate the Emirates digital experience, I initiated and led the creation of the Family Travel section—an immersive, multi-page experience designed to make traveling with children easier and more rewarding. With a strong focus on personalization and user empathy, this section achieved a Net Promoter Score (NPS) of 66, signaling high user satisfaction and brand affinity.
Rebranding 160+ Emirates Websites with 'Fly Better'
I led the global rollout of the ‘Fly Better’ brand positioning across 160+ websites. Working at the intersection of content, design, and development, I helped bring the new brand narrative to life through refreshed layouts, new content modules, and consistent visual identity. This digital transformation supported a 6.5% increase in revenue driven by improved engagement and conversion on experience pages.
Coordinating Emirates Global Campaign Pages Across 160+ Websites
I managed the global rollout of product campaigns across 160+ localized websites. This effort involved aligning brand messaging, content, campaign visuals, and promotional CTAs in 27 languages—ensuring a consistent yet culturally sensitive experience worldwide. My work spanned campaign planning, content coordination, localization governance, as well as SEO and performance optimization.
Leading the Emirates SEO-Driven Platform Migration for the Emirates Experience
During a major Emirates.com platform migration, I led SEO strategy and content optimization for the sections of the site under my product ownership. While the migration spanned the entire digital ecosystem, my focus was on transitioning high-impact content areas—such as product, service, and brand experience pages—to a modular, responsive design system. I worked closely with designers, developers, and SEO teams to preserve organic visibility while improving scalability and mobile performance.
Redesigning Miro’s Help Center to Drive Self-Service and Reduce Support Load
I led the first major content redesign of the Help Center, with a focus on improving information architecture, reducing support dependency, and enhancing the user journey for self-service. By combining user research, SEO insights, analytics, and UX writing principles, I restructured high-traffic content and redefined the way users find answers. Within one year, this initiative resulted in a 58% reduction in support tickets, 1.86% decrease in article downvotes, and a 33% drop in support page views.
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Creating a Style Guide for Miro’s Enterprise Customer Segment
To better serve Miro’s growing base of Enterprise customers, I developed a dedicated style guide tailored to the Enterprise segment. This initiative aimed to unify tone, terminology, and structural patterns across content related to high-value features such as SSO, SCIM, audit logs, and compliance documentation. The style guide helped writers and cross-functional teams deliver more consistent, trustworthy, and scalable content to a specialized audience.
Developing a Ticket Deflection Metric to Measure Content Impact at Miro
As part of my work leading Miro’s Help Center content strategy, I developed a proof of value (POV) for a custom ticket deflection metric—a critical step toward quantifying how well our content reduces support volume. By combining behavioral data across traffic, exit patterns, and support triggers, this metric would enable us to assess article performance beyond vanity metrics like pageviews or time on page.
Creating Multi-Channel Campaigns for du Telecom
At Leo Burnett, I led the development of integrated, multi-channel content for du, one of the UAE’s leading telecom providers. Working across digital, social, print, and outdoor media, I crafted messaging and experiences that resonated with diverse customer segments—from business travelers to local youth. The goal was to support product launches and boost awareness through clear, engaging, and culturally relevant content.
Creating Emirates Seasonal Occasions Content
Overview
I led the strategy, content development, and user experience for the Emirates Seasonal Occasions pages. These pages celebrate key global festivities, offering passengers a personalized and culturally immersive experience. My role focused on optimizing content strategy, enhancing user engagement, and aligning the pages with Emirates’ brand identity and business goals.
Challenges & Objectives
Challenges:
Scattered Content – Seasonal campaigns were inconsistently presented, making it difficult for users to discover past and upcoming celebrations.
Low Engagement – The existing pages had minimal interaction, leading to reduced customer awareness of in-flight festive experiences.
SEO & Discoverability Issues – The pages were not optimized for search, limiting organic traffic and visibility.
Content Management Complexity – Updates required manual intervention, making it inefficient to keep content fresh.
Objectives:
Create a Cohesive Content Strategy – Standardize how seasonal occasions are presented and ensure a consistent tone.
Improve User Engagement – Increase page interaction through multimedia elements, dynamic features, and storytelling.
Enhance SEO & Discoverability – Optimize pages for search engines to drive traffic and awareness.
Streamline Content Updates – Develop a scalable system for updating content efficiently.
Approach & Execution
Content Strategy & UX Enhancement
Developed a standardized content framework that included engaging storytelling, high-quality visuals, and clear calls to action.
Created a navigation structure that allowed users to explore occasions by cultural significance.
Added multimedia elements (videos, animations) to enhance user experience and engagement.
SEO Optimization & Traffic Growth
Conducted keyword research and implemented on-page SEO best practices to improve rankings.
Optimized metadata, headings, and structured data for search engines.
Created internal linking strategies to connect seasonal occasions with relevant Emirates services.
Engagement Boosting Features
Introduced interactive homepage elements for upcoming celebrations.
Developed personalized content that adapted based on user location and cultural sensitivity.
Scalable Content Management
Reduced manual effort and improved consistency by introducing reusable content modules aligned with Emirates’ seasonal and promotional campaigns.
Created a lightweight communication workflow to help local homepage teams opt in to upcoming campaigns aligned with global marketing and in-flight product initiatives.
Results & Impact
Increased Engagement – 35% increase in average time spent on the Seasonal Occasions pages.
Higher Organic Traffic – 40% improvement in search engine rankings, leading to a substantial increase in page visits.
Better Conversion Rates – Higher engagement resulted in increased interactions with in-flight services tied to seasonal promotions.
Streamlined Content Operations – CMS implementation reduced manual updates, improving efficiency for the content team.
Key Takeaways
Storytelling and cultural relevance drive engagement and create a personalized brand experience.
SEO-driven content strategy improves visibility and organic traffic.
Scalable content management ensures long-term efficiency and adaptability for future campaigns.
Conclusion
This case study showcases my ability to blend product ownership, content strategy, UX design, and SEO optimization to deliver impactful digital experiences. By transforming the Emirates Seasonal Occasions pages, I enhanced brand engagement, improved discoverability, and streamlined content workflows—demonstrating my skills in digital content leadership and product ownership.
Leading the Emirates COVID-19 Information Hub
Overview
During a high-pressure global crisis, I directed the creation and evolution of the Emirates COVID-19 Information Hub. With over 1 million unique weekly visits, this hub became the single source of truth for travelers worldwide—offering real-time information on travel requirements, safety protocols, and flexible booking options. My focus was on ensuring clarity, credibility, and confidence for users navigating uncertainty.
Challenges & Objectives
Challenges:
Rapidly Evolving Regulations – Travel rules changed frequently, requiring fast, accurate updates across multiple regions.
Fragmented Content Landscape – Information was initially scattered across various microsites and FAQ pages.
User Anxiety & Misinformation – Travelers sought reassurance, but often encountered outdated or conflicting information.
Objectives:
Build a central, scalable hub for all COVID-19 travel content
Provide accurate, timely, and accessible updates for a global audience
Reduce customer service pressure through self-service content
Improve search discoverability and user trust
Approach & Execution
Content Consolidation & Strategy
Merged critical updates from 6+ disparate pages into a unified hub
Created modular content sections for FAQs, safety tips, travel requirements, and refund options
Implemented content governance workflows to ensure legal and regional alignment
UX & Accessibility Enhancements
Used iconography and expandable panels to make high-volume information scannable
Introduced a user-first content hierarchy prioritizing immediate travel concerns
Applied inclusive language and mobile-first design principles
Cross-Functional Collaboration
Worked with legal, operations, and customer service to validate global travel rules
Coordinated with localization and regional teams to ensure relevance in 20+ markets
A/B Testing & Optimization
Ran iterative A/B tests on headline copy, section ordering, and CTA visibility
Prioritized search behavior analysis to refine information architecture
Results & Impact
1M+ Unique Weekly Visits – Became Emirates’ highest-performing non-transactional content page during the pandemic
Reduced Call Center Load – Significant drop in inquiries related to testing, refunds, and rebooking
Increased Customer Confidence – High engagement rates and positive sentiment in user feedback surveys
Content Stability in Chaos – Enabled real-time global response to travel disruptions without sacrificing UX
Key Takeaways
Centralizing information in crisis scenarios builds user trust and reduces operational strain
UX writing and clear navigation are critical in making complex information digestible
Content agility is only sustainable with smart governance and stakeholder alignment
Conclusion
This case study reflects my ability to manage high-stakes content operations under pressure. Through clear strategy, collaborative execution, and continuous optimization, the COVID-19 Information Hub became an essential touchpoint for global travelers and a benchmark for responsive digital communication.
Improving Clarity and Conversion for Emirates COVID-19 Coverage
Overview
I led a strategic overhaul of the COVID-19 Coverage page during a critical phase of the pandemic. In a fast-paced environment where multiple teams had launched content in silos, I worked to unify messaging, simplify the user experience, and drive clarity around our travel insurance offering. This effort not only improved user understanding but also resulted in a 2.19% increase in clicks on the booking call to action.
Challenges & Objectives
Challenges:
Fragmented User Experience – Disparate messaging and unclear structures made it hard for users to understand what was being offered.
Lack of Clear CTA – The original page had no strong or visually prominent booking pathway, reducing conversion opportunities.
User Confusion – Feedback showed that travelers didn’t understand how or when the COVID-19 insurance was applied.
Content Duplication & Inefficiency – Key details were buried or repeated, requiring too much cognitive load from users.
Objectives:
Simplify the user journey with clear content hierarchy and intuitive page flow
Ensure messaging consistency across digital COVID-19 touchpoints
Highlight Emirates’ value proposition clearly and visually
Increase conversions by anchoring the offer to a strong CTA
Reduce user confusion through plain language and structured content
Approach & Execution
Content Strategy & UX Structure Overhaul
Rewrote headlines and subheadings to be user-focused, actionable, and benefit-led
Consolidated fragmented blocks of text into clear, collapsible content sections (e.g. FAQs, Terms & Conditions)
Introduced a structured accordion layout that aligns with digital content accessibility and scannability best practices
Made the coverage benefit ("automatic with booking") central and visible above the fold
CTA Integration & Booking Path Alignment
Added a clear red CTA button ("Book Now") near the top of the page with supporting context
Ensured the CTA was placed within a section that reiterated the automatic nature of the benefit to reduce decision fatigue
Connected the page to live booking functionality without interrupting the content flow
Visual & Content Design Enhancements
Removed multiple disjointed content cards in favor of a cleaner, purpose-driven visual layout
Reduced redundancy between top-level and section content to streamline information hierarchy
Replaced passive content blocks with emotionally resonant headlines and user-relevant benefits
A/B Testing & Validation
Set up an A/B test using two variations: the original page (Control) and the newly structured version (Variant)
Defined primary success metric as click-through rate (CTR) on the "Book Now" CTA
Tracked secondary metrics such as bounce rate, time on page, and user interactions with expandable content sections
Ensured a statistically significant sample size before finalizing performance insights
Test results confirmed a 2.19% increase in CTR, validating the impact of content restructuring
Cross-Functional Coordination
Collaborated with design, legal, and customer service teams to align messaging, reduce ambiguity, and ensure accuracy
Coordinated with analytics to measure impact and monitor changes post-launch
Results & Impact
+2.19% Click-Through Rate – Increase in clicks on the "Book Now" CTA after content and layout improvements
Improved User Understanding – Drop in user support queries related to COVID-19 insurance eligibility
Faster Page Scanning – Heatmap analysis showed better focus and reduced bounce rate
Stronger Brand Perception – Positive feedback from customers citing confidence in Emirates’ transparency and clarity during uncertain times
Key Takeaways
A unified content strategy across siloed teams is critical for trust and clarity during crisis communication
Small layout and messaging changes—when grounded in UX and behavioral design principles—can meaningfully improve conversions
Prioritizing user intent, cognitive load, and CTA placement is key to driving action from information-heavy pages
A/B testing is a powerful tool for validating strategic decisions and building business cases for scalable content improvements
Conclusion
This case study highlights my strength in turning fragmented, unclear content into a strategic, conversion-focused user experience. By transforming the COVID-19 Coverage page, I brought clarity to a complex offering, supported Emirates’ position as an industry leader, and demonstrated the measurable impact of content design on business goals.
Improving Help Center Responses Through LLM Prompt Design Evaluation
Overview
I conducted a prompt design experiment to improve the response quality of an AI Help Center bot for AcmeWork, a fictional SaaS platform.
Using Chatbase, I created two Large Language Model (LLM) – powered conversational agents—Bot A and Bot B—trained on an identical Help Center knowledge base but guided by different system prompts.
The goal was to evaluate how system prompt structure and tone instructions shape the quality, clarity, and usefulness of responses, and to refine the system prompt design using a structured evaluation framework.
Challenges & Objectives
Challenges
Same Knowledge Base – Both LLM-powered agents used the same eight Help Center articles, so any response differences had to come solely from the system prompts.
Avoiding Hallucination – Prompts needed strict guardrails to ensure answers only came from the provided sources and to safely handle missing information.
Lack of Native A/B Tooling – Chatbase has no side-by-side testing, so I built a controlled evaluation workflow to collect and compare outputs consistently.
Objectives
Create two contrasting system prompt styles to test structural and tonal effects on LLM outputs.
Evaluate responses using qualitative criteria: clarity, tone alignment, usefulness, structure, empathy, and hallucination safety.
Identify which prompt design better supported user understanding and trust.
Approach & Execution
Building the Knowledge Base
To provide clean, consistent content for both LLMs to draw from, I authored eight foundational Help Center articles for AcmeWork:
Getting Started
Creating an Account
Resetting Passwords
Managing Projects
Exporting Data
API Access
Billing & Invoices
Troubleshooting Common Errors
Designing the System Prompts
I created two prompt variants with distinct goals:
Bot A – Factual and Structured
Clear, concise, professional tone
One-sentence summary, numbered steps, 1–2 links
Temperature: 0.2 for deterministic outputsBot B – Supportive and Guided
Warm, human tone
Overview, steps, examples, common errors, “Learn more” links
Temperature: 0.4 for slightly more natural phrasing
Additional guidance and testing method
Both prompts included a strict guardrail:
“Use ONLY the provided Sources; if they’re insufficient, apologize briefly and suggest the closest article or the official contact path.”
I also created a golden question set of nine queries, including one that was intentionally out of scope to test refusal behavior.
Each LLM-powered bot was tested separately in Chatbase’s Playground using the same questions and model settings.
Evaluation Criteria
Responses were captured and scored in a qualitative evaluation sheet using a set of criteria:
Clarity – Is it easy to follow?
Tone Alignment – Does it match the intended voice?
Usefulness – Does it help the user move forward?
Structure – Is it logically and visually organized?
Empathy – Does it feel human and supportive?
Hallucination Safety – Does it stay grounded in the sources?
Evaluation Highlights
Task Clarity — Exporting Data
Bot A: Delivered concise, factual steps.
Bot B: Added an example and user guidance, improving clarity and confidence.
Refusal Experience — Data Residency (Edge Case)
Bot A: Provided a minimal refusal.
Bot B: Offered a more supportive refusal that acknowledged the gap and directed to support.
Troubleshooting Depth — Error Code 429
Bot A: Shared the meaning and retry steps.
Bot B: Explained the cause, listed common errors, and advised on prevention.
Results & Impact
Bot A excelled in clarity, brevity, and consistency, ideal for experienced users seeking quick answers.
Bot B scored higher in empathy, structure, and usefulness, supporting less experienced users through complex tasks.
Both LLMs respected hallucination guardrails, correctly refusing questions that weren’t in the Help Center.
This evaluation framework provided a repeatable process to improve LLM prompt design quality without changing the content base.
Key Takeaways
System prompt design strongly influences LLM response quality even with identical source content.
A structured, qualitative evaluation framework reveals where prompts succeed or fail.
Combining Bot A’s structural clarity with Bot B’s empathetic tone could produce an optimal hybrid prompt.
Conclusion
This project demonstrates how systematic prompt iteration can improve the UX quality of LLM-powered Help Center responses.
By creating two system prompt variants and evaluating their outputs across defined criteria, I built a clear method to improve response clarity, structure, and tone—laying the groundwork for future content design evaluations.
Launching the Emirates Family Travel Experience
Overview
As part of a broader effort to elevate the Emirates digital experience, I initiated and led the creation of the Family Travel section—an immersive, multi-page experience designed to make traveling with children easier and more rewarding. With a strong focus on personalization and user empathy, this section achieved a Net Promoter Score (NPS) of 66, signaling high user satisfaction and brand affinity.
Challenges & Objectives
Challenges:
Scattered Touchpoints – Information for families was buried across unrelated pages or missing entirely.
Low Awareness of Family Services – Despite having strong family offerings, Emirates lacked a dedicated space to showcase them.
Complex User Needs – Family travelers span various personas (e.g., parents of infants, unaccompanied minors), requiring tailored content.
Objectives:
Create a centralized, visually engaging section for family-related travel
Promote key family-friendly services such as child seating, entertainment, and airport amenities
Improve user journey clarity for different family profiles
Drive engagement through helpful, emotionally resonant storytelling
Approach & Execution
User Research & Journey Mapping
Conducted user journey mapping to understand pain points of family travelers
Identified critical content gaps, especially for planning, boarding, and in-flight phases
Content Experience Design
Designed a multi-layered content hub with themed areas: Planning Your Trip, At the Airport, On Board, and Family Fun in Dubai
Introduced age-specific sub-sections for infants, children, and unaccompanied minors
Created quick-access "Family Travel Quick Links" to minimize friction
Visual & Editorial Storytelling
Commissioned photo-led storytelling to humanize each stage of the journey
Crafted inclusive, reassuring copy to speak directly to parents' concerns
Incorporated scrollable carousels and interactive guides to increase engagement
Performance Monitoring & Iteration
Used heatmaps and NPS surveys to refine UX layout and address points of friction
Improved CTA placement and reduced drop-off by streamlining navigation
Results & Impact
NPS 66 – A strong positive response from family travelers who engaged with the section
Higher Session Duration – 2.3x increase in time spent on family pages vs. general experience pages
Increased Feature Awareness – Higher click-throughs to content on bassinets, kids' meals, and child-friendly inflight entertainment
Improved Accessibility – Clearer guidance for unaccompanied minors and guardians traveling with infants
Key Takeaways
Tailored content based on audience segmentation increases relevance and satisfaction
Emotional storytelling backed by structured UX design improves brand affinity
Family audiences value proactive guidance and transparency over aspirational marketing alone
Conclusion
This case study demonstrates how strategic content development and user-centered design can unlock value for underserved audiences. By launching the Emirates Family Travel experience, I helped the brand show up for one of its most loyal traveler segments—earning both trust and tangible results.
Rebranding 160+ Emirates Websites with 'Fly Better'
Overview
I led the global rollout of the ‘Fly Better’ brand positioning across 160+ websites. Working at the intersection of content, design, and development, I helped bring the new brand narrative to life through refreshed layouts, new content modules, and consistent visual identity. This digital transformation supported a 6.5% increase in revenue driven by improved engagement and conversion on experience pages.
Challenges & Objectives
Challenges:
Massive Global Scope – 160+ localized websites, each requiring updates with regional alignment and accuracy
Brand & Technical Integration – Needed to synchronize rebranding with design, development, and content systems
Consistency vs. Flexibility – Ensuring brand consistency while leaving room for local adaptation
Tight Coordination – Multiple teams across time zones with overlapping deliverables and dependencies
Objectives:
Deliver a cohesive digital experience aligned with the Fly Better brand
Redesign page layouts and content modules to support new messaging and visual identity
Maintain cross-functional collaboration for smooth execution across design, dev, and localization
Achieve measurable uplift in engagement and conversions through improved content experience
Approach & Execution
Product Ownership & Cross-Functional Leadership
Acted as Product Owner for the rebrand rollout, leading end-to-end planning and execution across 160+ sites
Facilitated sprint planning, prioritization, and QA for all rebrand-related updates
Ensured seamless collaboration between design, content, dev, and localization teams
Design & Layout Development
Worked closely with design teams to develop updated page layouts that emphasized Emirates' premium positioning
Oversaw the development and placement of new Fly Better logos across digital touchpoints
Created and tested content modules to support storytelling, service highlights, and branded experiences
Global Content Strategy & Localization
Developed content templates and guidelines that could be adapted for multiple languages and markets
Partnered with local teams to refine voice, tone, and cultural relevance in each region
Implemented governance workflows to maintain brand integrity at scale
Performance Optimization & Validation
Conducted A/B tests on layout variations and CTA placements to identify top-performing designs
Used analytics to track regional engagement, bounce rates, and revenue attribution
Collected qualitative feedback from internal stakeholders and end users to inform iterative improvements
Results & Impact
6.5% Revenue Increase – Resulting from improved engagement and conversion on rebranded experience pages
160+ Websites Updated – Delivered full rebrand rollout across all live digital properties on time and at scale
Enhanced Brand Consistency – Unified look and feel across markets, reinforcing Emirates' premium positioning
Long-Term Digital Framework – Established scalable templates and modules for future campaigns
Key Takeaways
Acting as Product Owner enabled me to ensure end-to-end alignment from strategy to execution
Strategic design collaboration can elevate content beyond messaging into full brand immersion
Scalable systems and clear workflows are essential for high-impact, multi-market brand rollouts
Conclusion
This case study illustrates how I blend content leadership with product ownership to drive complex, high-stakes digital initiatives. The Fly Better rebrand unified Emirates’ global digital presence while delivering measurable business outcomes—proof of the value of holistic, cross-functional content strategy.
Coordinating Emirates Global Campaign Pages Across 160+ Websites
Overview
I managed the global rollout of product campaigns across 160+ localized websites. This effort involved aligning brand messaging, content, campaign visuals, and promotional CTAs in 27 languages—ensuring a consistent yet culturally sensitive experience worldwide. My work spanned campaign planning, content coordination, localization governance, as well as SEO and performance optimization.
Challenges & Objectives
Challenges & Objectives
Complex Localization Workflows: High volume of simultaneous updates in multiple languages.
Brand Consistency vs. Cultural Flexibility: Ensuring the campaign remained on-brand while resonating with regional audiences.
Time-Sensitive Execution: Global campaigns often launched in conjunction with promotions or major events.
Objectives
Streamline global content updates through scalable systems
Maintain visual and editorial consistency across markets
Optimize campaign performance through content structure and CTA placement
Optimize homepage and campaign layout for engagement and clarity
Approach & Execution
Developed campaign templates and reusable modules for homepage banners, landing pages, hero CTAs, and copy blocks.
Created style and tone guidelines for translations, aligning with Emirates' voice across all markets.
Collaborated with translation vendors and in-house linguists to ensure clarity, tone, and cultural alignment.
Partnered with analytics to test placement, copy variations, and user flows.
Partnered with SEO and analytics teams to identify keyword gaps and integrate SEO best practices into campaign landing pages.
Applied structured data to improve indexing and search performance.
Results & Impact
Improved Organic Performance: Campaign pages ranked in the top 3 SERP positions for Emirates-branded queries.
Higher Engagement: Increased average session duration and interaction rates on homepage CTAs.
Streamlined Operations: Reduced campaign launch time by standardizing page structure and workflows.
Key Takeaways
Strategic SEO enhancements can significantly increase campaign reach without paid support.
Content systems and reusable frameworks are essential for maintaining quality at scale.
Optimizing layout and CTA strategy directly impacts engagement and campaign ROI.
Conclusion
This case study demonstrates my ability to combine SEO best practices, scalable content systems, and campaign storytelling to improve performance at a global scale. By aligning brand strategy with measurable results, I contributed to a more consistent and effective digital presence for Emirates.
Leading the Emirates SEO-Driven Platform Migration for the Emirates Experience
Overview
During a major Emirates.com platform migration, I led SEO strategy and content optimization for the sections of the site under my product ownership. While the migration spanned the entire digital ecosystem, my focus was on transitioning high-impact content areas—such as product, service, and brand experience pages—to a modular, responsive design system. I worked closely with designers, developers, and SEO teams to preserve organic visibility while improving scalability and mobile performance.
Challenges & Objectives
Challenges:
SEO Risk During Migration: Risk of traffic loss due to URL changes and IA updates.
Content Redundancy & Technical Debt: Outdated or duplicate pages cluttering crawl paths.
Static Site Structure: Previous content model was rigid, limiting reusability and mobile responsiveness.
Objectives:
Retain and improve Emirates’ high-ranking positions post-migration
Restructure IA and metadata for SEO performance and crawl efficiency
Eliminate redundant pages and streamline high-value content
Support transition to a modular, responsive content architecture
Approach & Execution
Conducted an SEO audit using DeepCrawl, Google Search Console, and GA to benchmark current performance.
Collaborated with developers on redirect mapping and canonicalization strategies.
Revised metadata and headers for top pages to align with keyword trends and search intent.
Worked with designers and developers to design responsive content modules that supported a new modular CMS framework and mobile-optimized layout system.
Partnered with content teams to consolidate articles and reduce low-performing assets.
Results & Impact
Top 3 SERP Positions: Maintained and improved rankings for key branded terms.
Traffic Retention: Achieved 98% retention of pre-migration organic traffic.
Content Cleanup: Removed or redirected over 100 outdated pages.
Key Takeaways
SEO success in platform migrations requires content expertise, technical collaboration, and proactive planning.
Thoughtful IA design and canonical strategies reduce risk and improve crawlability.
Conclusion
This project reflects my ability to lead high-impact SEO initiatives during technically complex transitions. By aligning stakeholders and applying data-driven SEO strategies, I safeguarded Emirates’ digital visibility and set a foundation for future content scalability.
Redesigning Miro’s Help Center to Drive Self-Service and Reduce Support Load
Overview
I led the first major content redesign of the Help Center, with a focus on improving information architecture, reducing support dependency, and enhancing the user journey for self-service. By combining user research, SEO insights, analytics, and UX writing principles, I restructured high-traffic content and redefined the way users find answers. Within one year, this initiative resulted in a 58% reduction in support tickets, 1.86% decrease in article downvotes, and a 33% drop in support page views.
Challenges & Objectives
Challenges:
Outdated Content Structure – Articles were long, redundant, and lacked a clear content funnel, leading to confusion.
Support Overload – Key billing and security topics were driving unnecessary support tickets due to unclear documentation.
Fragmented User Experience – Inconsistencies across articles made it difficult for users to self-navigate.
Objectives:
Redesign top-performing help content with clearer structure and user intent alignment
Improve ticket deflection by surfacing the right information at the right time
Implement a scalable content taxonomy (labels, keywords, layout rules)
Use analytics to validate performance and identify gaps for continuous improvement
Approach & Execution
Data-Driven Discovery & Auditing
Analyzed Google Analytics and Looker data to assess content engagement (bounce rate, time on page, ticket generation)
Identified articles with high exit rates and low deflection potential—starting with billing and authentication flows
Audited keywords, Zendesk labels, and article metadata to align with user search language
Content Strategy & Taxonomy Revamp
Created a new label system to better connect content clusters (e.g., "unexpected charge," "add seats")
Added high-intent keywords users were searching for but that weren’t reflected in the content
Consolidated or removed redundant and outdated articles, reducing cognitive load
UX & Layout Improvements
Reorganized long-form articles into shorter, themed blocks (e.g., proration, cancelation, license changes)
Used modular formatting and iconography for easier scanning and comprehension
Contextual Linking & Content Ecosystem
Mapped inter-article journeys (e.g., from “Manage your subscription” → “Add licneses” → “Unexpected charges”)
Implemented contextual links to support resolution within articles, reducing clicks to external pages
Ensured all articles had at least one clear next step or self-service action
Performance Monitoring & POV Testing
Developed a proof of value (POV) for a new ticket deflection metric, combining traffic, exits, and support touchpoints
Monitored article performance post-update and iterated based on changes in bounce rate and search behavior
Results & Impact
58% Reduction in Support Tickets – Fewer inbound support tickets related to billing and access
33% Drop in Support Page Views – Lower dependence on support due to clearer and more helpful articles
1.86% Decrease in Article Downvotes – Indicating better relevance and clarity post-redesign
Improved Findability – Higher internal search success and reduced navigation drop-off
Key Takeaways
Strategic content audits backed by behavioral data drive better decisions than assumptions
UX writing and content structure play a critical role in product usability and customer satisfaction
Proactive linking and keyword mapping enhance self-service outcomes and user confidence
Conclusion
This case study highlights my ability to blend editorial rigor with product thinking. By leading the Help Center redesign at Miro, I created a more intuitive and supportive experience for users, reduced reliance on live support, and established a framework for scalable, data-informed content strategy.
Creating a Style Guide for Miro’s Enterprise Customer Segment
Overview
To better serve Miro’s growing base of Enterprise customers, I developed a dedicated style guide tailored to the Enterprise segment. This initiative aimed to unify tone, terminology, and structural patterns across content related to high-value features such as SSO, SCIM, audit logs, and compliance documentation. The style guide helped writers and cross-functional teams deliver more consistent, trustworthy, and scalable content to a specialized audience.
Challenges & Objectives
Challenges:
Inconsistent Voice – Enterprise documentation varied widely in tone, format, and technical depth across teams.
Fragmented Experience – Security, billing, and access control topics were siloed, creating friction for enterprise IT administrators.
Cross-Team Misalignment – Engineers, product managers, and content designers lacked a shared content standard for enterprise features.
Objectives:
Create a unified content standard for all enterprise-facing documentation
Increase clarity and credibility in sensitive areas like security, compliance, and access control
Improve cross-functional collaboration by providing clear writing and formatting guidelines
Support localization by introducing scalable patterns and reusable structures
Approach & Execution
Enterprise Content Audit
Reviewed top-performing and high-traffic enterprise articles (e.g., SSO setup, audit logs, SCIM integrations)
Analyzed tone, terminology, and structure inconsistencies across product areas
Mapped key user journeys (e.g., IT admin enabling SSO or managing user access at scale)
Style Guide Development
Defined Enterprise-specific tone of voice—professional, precise, and customer-centric
Created rules for explaining technical concepts (e.g., “Use plain language first, then add layered detail”)
Introduced consistent module structures for setup guides, security requirements, and compliance notes
Design Patterns & Terminology Alignment
Standardized content modules (e.g., "Before you begin", "Steps", "Security Tips", "Support escalation")
Collaborated with PMs and Legal to define preferred terminology (e.g., “seat,” “license,” “identity provider”)
Incorporated SEO-friendly phrasing while maintaining trust and accuracy
Cross-Functional Enablement
Onboarded internal writers, PMs, and engineers to the style guide through workshops and documentation
Embedded the style guide into the content creation process using Confluence and Miro boards
Provided live feedback and coaching to content contributors
Results & Impact
Higher Consistency Across Enterprise Docs – Unified voice and format across 20+ key articles
Faster Content Production – Contributors were able to produce and edit content more efficiently using the guide
Reduced Friction for IT Audiences – Clearer documentation improved the onboarding and configuration experience
Reusability for Localization – Modular templates streamlined translation workflows and reduced ambiguity in non-English markets
Key Takeaways
Specialized audiences require specialized content strategies
Investing in a scalable style system improves quality, clarity, and efficiency at once
Cross-functional buy-in is key to ensuring long-term adoption of content standards
Conclusion
This case study demonstrates how a targeted content strategy can improve trust and usability for enterprise customers. By creating a dedicated style guide, I helped Miro scale its documentation quality while supporting internal teams and maintaining a high standard of professionalism for its most complex customer segment.
Developing a Ticket Deflection Metric to Measure Content Impact at Miro
Overview
As part of my work leading Miro’s Help Center content strategy, I developed a proof of value (POV) for a custom ticket deflection metric—a critical step toward quantifying how well our content reduces support volume. By combining behavioral data across traffic, exit patterns, and support triggers, this metric would enable us to assess article performance beyond vanity metrics like pageviews or time on page.
Challenges & Objectives
Challenges:
No Standard Deflection Metric – There was no agreed-upon way to measure how many support tickets content prevented.
Overreliance on Volume Metrics – Success was being gouged by traffic and article votes alone, ignoring actual user outcomes.
Support Attribution Gaps – No direct link existed between article views and reduced support touchpoints.
Objectives:
Build a meaningful, data-informed metric to track and report content impact
Identify which articles successfully deflect tickets versus those that escalate support needs
Create a repeatable framework that could scale across article types and teams
Approach & Execution
Metric Definition & Validation
Defined “deflection” as users exiting an article without submitting a ticket or revisiting support within a short time window
Pulled behavioral data from Google Analytics and Zendesk to analyze patterns by article and user type
Validated assumptions by cross-referencing heatmaps, downvotes, and support follow-up triggers
Data Source Integration
Mapped article traffic against ticket submission rates, exit pages, and average session duration
Identified key drop-off points that indicated either successful self-service or user frustration
Collaborated with support ops to tag tickets tied to specific help content
Scoring & Reporting Model
Built a deflection scoring formula incorporating:
% of users who exited after a single article
Ticket requests originating from that page
Downvote-to-ticket correlation
Piloted the POV across high-traffic pages (e.g., billing, login, SSO setup)
Shared findings through dashboards and working sessions with support and content teams
POV Communication & Next Steps
Presented the deflection metric framework to stakeholders to gain alignment
Used the model to prioritize article redesign and identify quick wins
Recommended long-term automation for ticket deflection tracking in future tooling
Results & Impact
Actionable Content Insights – Identified 10+ underperforming articles with high support impact for redesign
Informed Redesign Prioritization – Helped focus resources on pages that could most reduce ticket volume
Cross-Team Alignment – Created shared understanding of what success looks like for support content
Strategic Buy-In – POV accepted as baseline for exploring long-term metric integration
Key Takeaways
Vanity metrics often mask the true value—or failure—of support content
A data-informed POV is a powerful tool to drive alignment and resource investment
Deflection metrics must be context-aware, combining both user behavior and support patterns
Conclusion
This case study reflects my ability to translate editorial outcomes into measurable business impact. By building a ticket deflection POV from scratch, I helped Miro move toward a more mature, outcome-driven approach to support content—and laid the groundwork for deeper product-content collaboration.
Creating Multi-Channel Campaigns for du Telecom
Overview
At Leo Burnett, I led the development of integrated, multi-channel content for du, one of the UAE’s leading telecom providers. Working across digital, social, print, and outdoor media, I crafted messaging and experiences that resonated with diverse customer segments—from business travelers to local youth. The goal was to support product launches and boost awareness through clear, engaging, and culturally relevant content.
Challenges & Objectives
Challenges:
Diverse Audience Needs – du’s services catered to tourists, expats, local Emiratis, and SMEs, requiring adaptable messaging across channels.
Fast Turnaround – Campaigns needed to be deployed quickly across multiple touchpoints with cohesive branding and tone.
Content Fragmentation – With numerous products and services, the challenge was to unify messaging while highlighting unique value propositions.
Objectives:
Deliver clear, benefit-driven messaging across all formats.
Align campaign assets across social, digital, print, and outdoor platforms.
Enhance brand perception by humanizing telecom services and simplifying complex offerings.
Approach & Execution
Content Strategy & Copy Development
Developed persuasive, plain-language messaging tailored to each campaign objective—from enterprise plans to roaming services.
Adapted tone and style for different audiences, including business decision-makers, young digital natives, and tourists.
Crafted compelling headlines and CTAs to drive immediate action or awareness.
Channel-Specific Execution
Social Media: Created relatable, visual-first posts with concise copy that brought new product benefits to life (e.g., Easy Roaming, Call Collect).
EDMs & Web: Wrote customer-first landing page copy and promotional emails highlighting service features and signup incentives.
Leaflets & Print: Designed concise, benefit-focused leaflets for in-store and airport distribution, simplifying service tiers and add-ons.
Outdoor Billboards: Delivered high-impact, ultra-condensed messages with visual wit (e.g., "Donut 1 Fils" for prepaid recharges).
Campaign Highlights
"The Answer is Yes" campaign for enterprise mobile plans
"Because You Are Unique" Smart Plan promotion
Easy Roaming launch campaign (print, social, outdoor)
VML (Visitor Mobile Line) onboarding leaflet and web copy
Wellness Hub and Call Collect social awareness campaigns
Results & Impact
While KPIs were primarily managed by the media and strategy teams, the work achieved:
Strong Brand Recall – Catchy, bilingual campaigns (EN/AR) resonated across digital and OOH environments.
Cross-Channel Consistency – Messaging maintained coherence across formats while adapting to each medium’s strengths.
Content Versatility – The work demonstrated my ability to shift between tactical product promotions and broader brand narratives.
Key Takeaways
Crafting clear, human-centered messaging is key to simplifying complex telecom products.
Versatility across content types and formats is critical for campaign success.
A strong content strategy elevates even short-form or transactional communications.
Conclusion
This case study demonstrates my ability to lead integrated content efforts across diverse media. By translating business goals into compelling narratives and customer-friendly messaging, I helped du bring its brand promise to life—from phone screens to billboards.