I work with creative teams on
content strategy, UX design, art
direction, branding and more
Creative Leadership
I use content tools and processes
to plan, manage, and optimize
content production across teams
Content Strategy
I solve a variety of content needs
that connect to other touchpoints
and 360 experiences, while staying
true to brand voice and audience
UX Writing and Design
- I'm a UX writer and content strategist in LA. For 10+
years I've worked with agencies, streaming services,
and global apps of varying size and complexity as an
individual contributor and player-coach. Contact me
today to discuss your creative strategy goals.
Hi, I’m Alexis
(323) 970-9458
alexisnfoster@gmail.com
As the only lead UX Writer and Content Strategist for Disney+ and Hulu living room
experiences, I help grow and retain loyal subscribers by creating front-end and settings
content for Commerce, Growth, Live, and Identity initiatives.
I develop feature names and strategic positioning for upsell promo copy, Live event states,
and co-branded experiences: The Max Bundle, Hulu on Disney+, and ESPN+ on Disney+
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Be clear and accurate
Educate at the right moment to get them back to streaming
Balance the facts with a helpful tone
Build confidence and clarity with steps and confirmations
Make it easy to take next steps
Highlight choice and remove clutter to reduce load
Content Strategy Principles
Hulu on Disney+ is the first of many bundle and upsell expansion projects. Hulu's artwork
and motion stay true to its pop culture audience, while giving new Disney fans seamless
access to its award-winning movies, news, and live shows.
To enhance our core creative strategy, I helped consolidate our design components into
one cross-functional system and educated subscribers about price changes, parental
controls, and customization features.
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What’s the story?
How do we talk to family and friends who share passwords
Why does this matter?
Why should someone sign up for their own subscription
How do we clarify for multiple points of view?
How should we define a new household - people or devices
Asking the right questions
Venmo Credit Card is also a co-branded experience of PayPal, similar to Disney+ and
Hulu. At both parent companies, I worked across projects and teams of varying sizes. I
partnered with Marketing on landing pages, emails, and app notifications - while also
sitting on the global Design and Product team at PayPal.
The balance between this colorful, millennial brand and financial literacy was an
important principle to test and influence creative and technical discussions.
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50% increase in Debit Card application submissions
Using the new navigation vs. the old one
4x customers view the Credit Card acquisition pages
Leading to a 100% increase in applications
6x more customers land on the Crypto homepage
Gaining 10% more crypto purchases
Navigation Redesign Results
As Lead Content Designer, I worked across multiple PayPal brands to define content
quality goals and execute creative solutions. I traveled to India for immersive research,
conducted user testing with Design, and supported localization efforts to pioneer PayPal’s
GoPay as the first foreign payment app in China.
With this global strategy in mind, I mentored team members and collaborated on QR
code, PayPal.Me, PayPal Honey Shopping, Purchase Protection, PayPal Generosity
Network and other customer experience campaigns.
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Empathetic
Bold
Enthusiastic