Nora Fiore

 

UX Writer

Pawlet, VT

Nora Fiore

UX Writer

Pawlet, VT

Great UX depends on clear, tonally appropriate content. That’s why I specialize in content-focused UX testing as well as web copywriting. What information do your users need to complete a task successfully? What confuses or deters them? How can your flows tell a more coherent story? Those are the questions I work to answer for my clients at Marketade.

From heavy machinery to commercial insurance, I immerse myself in the nitty-gritty of complex subjects and their audiences. Best practices, interviews with client customer service reps, and direct user observation all inform my recommendations and content plans. I investigate content problems through a UX lens, then apply that knowledge to write or revise copy for a smoother user experience.

Recent Work

  • Recurring Content Strategy Research Initiative – Fortune 100 B2C Company. My client partners and I launched a multi-year program to create clearer, more consistent, and more empathetic digital content for a finance giant. By regularly conducting research, we built our strategy on user behavior, needs, and concerns. For each project cycle (around 3 to 5 months), our team tackled multiple pieces of content to understand how they should work together. We often tested and revised the client’s public website, self-service application, mobile app, and more within the same compressed time period. I also led training sessions, so that more of the client’s employees could hone their skills and advocate for user-friendly content.
  • Account Opening Flow Content Testing – FDIC-Approved California-Based Bank. My client, an online-only bank, planned to roll out a redesigned flow for opening a savings account, but had not tested it with people. I recruited participants with savings in the range of $10,000 to $1,000,000. Through remote interviews, I observed users complete the account opening process while they screenshared. After analyzing their feedback, I proposed ways to remove friction from the account opening process, with an emphasis on better microcopy and explanations within the application.
  • Technical Ecommerce Product and Category Rewrites – Baileigh Industrial.  Over the past 6 years, I’ve worked closely with Baileigh’s customer service engineers to learn all about metalworking and woodworking equipment. I began each batch of rewrites by conducting interviews with service reps to understand the machines, their specific applications, and their target customers. Next, I rewrote the existing content to emphasize benefits, fill information gaps, and help customers figure out which model is right for them.

Past Experience

  • Co-managed digital communications for a mid-size university’s fundraising department. I created appeal letters, web pages, and brochures to bring in donations, engage alumni, and promote events. For high-level donor stewardship, I produced personalized videos, articles, and web pages.
  • Evaluated nonfiction submissions for the New England Review literary journal, oversaw monthly nonfiction rejections, and passed on editorial recommendations.
  • Translated literary and economic articles (French to English and English to French), including a piece published in Yale French Studies.

Education

  • B.A. from Middlebury College in French and Film and Media Studies (double major)

Outside the Office

  • As a passionate film buff, I tweet and blog about old Hollywood movies on the side. Newsweek and the L.A. Times have quoted me about the importance of classic cinema.
  • Paris is my favorite place in the world. I’ve spent over a year there in total. If you need any recommendations for museums, art-house movie theaters, or crêperies, please ask me!
  • Since I live by a working farm, I spend much of my spare time feeding stray barn cats and coaxing them to safety. 4 majestic felines—Stella, Godfrey, Hildy, and Laurel—have adopted me for good.
  • I knit at the rate of around a sock a week. It’s my preferred form of meditation.

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