Hey, I’m Terra.

I write, strategize, and create content solutions for mission-driven apps & user-focused products.

Work with me

My Approach

Mission-driven

Building award-winning features & user experiences for apps, websites, and products drives me. Quality & compliance come first, but polished voice & tone are what leave lasting impressions.

Multifaceted

I’ve been a professional writer for nearly 12 years. For 8+ years, I’ve created sustainable content strategy, crafted top-notch copy, and driven growth for myriad B2B+C initiatives in healthcare tech, financial tech, and commercial tech spaces.

  • 9 successful launches

    Across print, mobile apps & web projects

  • 10+ Years of Professional Experience

    Writing for web, mobile & print platforms

  • 2024 Geekwire UX Design of the Year Award winner

    Proudly advocating for users to create a more intentional, positive experience

Writing Samples

What colleagues are saying

"Terra is so thorough & creative. Through the WEconnect blog, she established our brand’s unique voice & humanized peer service offerings, showcasing the app’s value to clients & members."

Former Lead Web Designer, WEconnect Health

"Terra arrived at the perfect time, and gave Copper the polished UX copy direction it needed. Since then, we’ve evolved into a revenue-generating, Geekwire award-winning finanical services app."

Former Product team colleague, Copper Banking

Case Studies

  • Context: Copper's #1 most user-requested feature: a way to earn money through the app.

    With Earn, we built a multifaceted mechanism for users 13+ to make money by playing games, taking surveys, and completing customized offers, also allowing them to cash out those earnings to gift cards, savings, investing, and their debit card balance.

    Challenge:     One design challenge involved iterating on cashout & earning functionality with the goal of making all aspects of the experience prominent, accessible, relevant, and consistent.

    Solution:     In initial designs, users had trouble finding cashout options. Through careful, data-driven iteration via UserTesting, user interviews, and Mixpanel, I identified ways to make cashout more accessible & prominent, bringing gift cards to the forefront to create greater value for users. 

    Results:
    - Provided copy changes that drove 88% conversion & 3X more funded accounts
    - D7 ROAS of 97% over a 6-week period & D30 ROAS of 144%

  • Context: Earn's initial iterations provided a great financial experience for users.

    Challenge: However, the business needed to create more value through Earn by connecting Earn to Copper's main feature suite.

    Solution: Through User testing, Alchemer user surveys, and Mixpanel deep dives, I uncovered opportunities to incorporate clear paths for users to invest, save, and spend their earnings, bringing more banking functionality to the Earn experience & more value to users.

    Results:
    - 10% Spend conversion 
    - 2X conversion on revenue-generating events 
    - Won 2024 Geekwire UX Design of the Year

  • Brand collaboration at its finest.

    Context: 1.5 months before the movie's release, Copper & Paramount partnered to promote the TMNT: MUTANT MAYHEM film and use brand IP to promote financial literacy. I pitched a financial archetype for each of the Turtles that directly tied to our banking product, and created a robust storyboard pitch that won us the collaboration.

    Challenge: Tight timelines, compliance restrictions on both sides, and sweepstakes development proved difficult to execute within 6 weeks.

    Solution:     Developed a landing page, push notifications, email campaign, and an entire promotional sweepstakes event for the TMNT: MUTANT MAYHEM movie launch, meeting tight extremely narrow deadlines while satisfying both teams' compliance requirements.

  • Context: WEconnect needed a way to humanize its peer support services, demonstrate its value to B2B clients looking for workplace support solutions, and build trust with new & existing app users.

    Solution: Stood up & launched the WEconnect Blog within 6 weeks, authored founder pieces and coordinated contributor efforts, and edited all 37 blogs published.

    Results:
    - Partnered with 20+ new clients via the blog contact form
    - Facilitated closer relationships with peers & app users, who could get to know their peer via their published blogs

  • Context: WEconnect app users were not engaging with their peers, despite many attempts on the peer team's side.

    Solution:
    Conceptualized & created the Peer Matching Survey, a new app feature that matched new members with a peer using a common interest/shared experience matrix that greatly improved member engagement. I delivered my pitch with the implementation-ready feature.

    Results:
    - 97% voluntary member adoption
    - 60% longer retention of matched users

FAQ

  • Every project is unique - but generally, audits are key to determining the challenges & opportunities that lie within existing content. I take a learner's approach, making sure to delve into business context and understand all product considerations before creating content solutions.

  • My rate is determined by a given project's scope & your desired timeline. While it may vary with specific content considerations, I will secure approval before beginning or finalizing work, providing progress reports along the way.

  • I am a true team player at heart. While new solutions are the goal, your experienced team's concerns are mine, too. I will always consider the bigger picture when determining copy needs, and provide tools for maintaining quality once my work is done... whether that entails leaving templates or developing style guides to follow once a content solution is in place, I am happy to collaborate on a plan that suits all needs.

Reach out

I’d love to discuss your product’s unique content & copy needs.

Email me