GEOFFREY O'BRIAN
  • Home
  • Portfolio
    • UX Writing: Spotify Tap
    • Product Education Strategy & Components (Facebook View)
    • Artificial Intelligence Content (Disney)
    • Feature Awareness: WhatsApp
    • Product Education: Ray-Ban Smartglasses
    • UX Writing: Consent Screen (Meta)
    • Content Governance (Amazon & Meta)
    • Evolving Content Design (Amazon)
    • eCommerce: Reducing friction in Disney checkout flow
    • Information Architecture: Disney Feature Filters
    • Content Strategy: Facebook View App
    • Product Tool: Disney Trip Planning
    • UI Writing: Disney Mobile Order App
    • Content Testing
    • App Monetization: Disney Play app
    • Conversation Design: Disney Avatar Chatbot
    • Content Architecture: Shanghai Disneyland
    • Conversation Design: Disney Chatbots
    • Chatbot samples
    • Branding: Disney Play App
    • Branding & Copywriting: Disney, Amazon, Yoga Journal, Mammoth
  • Thought Leadership
    • Content Design for AR/VR Experiences
    • 5 Ways to Improve Content with User-centered Design
    • Good Qustions lead to Great UX Writing
    • Embracing "Design" in Content Design
    • Designing Omnichannel Content Experiences
    • Design Thinking: a Process for Content Design
    • 3 Questions to a Better Content Strategy
    • The Layers of User Experience
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Testing & Optimization

Testing Content for Engagement and Conversion

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What

Content testing to optimize interactions on sites and apps.
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Why

Drive UX improvements to reduce friction and increase value. 
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Impact

In FY2018, our team drove A-B tests that lifted gross-brooking channel revenue by $61 million.
User data drives all of our work...but it's essential for content strategy to shape user experience.

We started a specialized Testing & Optimization practice within content strategy
​for rapid user testing... leading to better UX and happier users.

Most Tests Start with a Hypothesis

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The hypothesis offers a starting place.
And is refined as data reveals impacts.

Data Drives Re-Shaping of Content

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Create Content to Test

Content strategy shapes
the content for our tests.

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Track Engagement

Our testing team leverages multiple tools
to record real-time results.

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Compile Results & Share

Analysis of the results is required to capture the impact and determine next step.

PROJECT POV

Our Disney content strategy team started an in-house rapid user testing
and usability lab to test and optimize our content. It produced consistent wins
for our team and a steady stream of new work driven by an ability to prove content ROI.



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  • Home
  • Portfolio
    • UX Writing: Spotify Tap
    • Product Education Strategy & Components (Facebook View)
    • Artificial Intelligence Content (Disney)
    • Feature Awareness: WhatsApp
    • Product Education: Ray-Ban Smartglasses
    • UX Writing: Consent Screen (Meta)
    • Content Governance (Amazon & Meta)
    • Evolving Content Design (Amazon)
    • eCommerce: Reducing friction in Disney checkout flow
    • Information Architecture: Disney Feature Filters
    • Content Strategy: Facebook View App
    • Product Tool: Disney Trip Planning
    • UI Writing: Disney Mobile Order App
    • Content Testing
    • App Monetization: Disney Play app
    • Conversation Design: Disney Avatar Chatbot
    • Content Architecture: Shanghai Disneyland
    • Conversation Design: Disney Chatbots
    • Chatbot samples
    • Branding: Disney Play App
    • Branding & Copywriting: Disney, Amazon, Yoga Journal, Mammoth
  • Thought Leadership
    • Content Design for AR/VR Experiences
    • 5 Ways to Improve Content with User-centered Design
    • Good Qustions lead to Great UX Writing
    • Embracing "Design" in Content Design
    • Designing Omnichannel Content Experiences
    • Design Thinking: a Process for Content Design
    • 3 Questions to a Better Content Strategy
    • The Layers of User Experience
  • Speaking
  • Blog
  • Contact