Karen McLellan | Content Strategy Portfolio

01 Product UX Writing

Concise content to guide users

Wrote action oriented copy to support users as they used digital products across the WestJet ecosystem, including web, email, booking, manage trips, the mobile app and Juliet chatbot. Ran content focused A/B tests to prove the value of careful wording.

Key impact Clear, action-oriented copy that guided guests through web, email, booking, manage trips, the mobile app, and Juliet. A/B tests resulted in measurable and meaningful revenue increases.

02 Legal and Regulatory Content

Air Passenger Protection Rights (APPR) Requirements

APPR required that the airline inform passengers of their rights when travelling with WestJet. I worked with lawyers to translate the government regulation language into easy to understand content to empower passengers to take action when they were entitled to do so.

Key impact Guests could understand their rights and act on them, with legally accurate content written in plain language.

03 Legal and Regulatory Content

COVID Travel Policies

COVID and the policies that required communication were fluid, requiring fast and frequent updates. I initiated a shared component strategy to allow one update to be displayed on multiple pages across the website to make these changes fast and feasible.

Key impact One update could publish across multiple pages, making frequent policy changes fast and feasible as rules shifted.

04 Content Operations

Bilingual CMS Migration: TeamSite to AEM

Led the end-to-end content migration from TeamSite to Adobe Experience Manager, creating and overseeing 300+ English and French pages so the guest-facing site stayed accurate through a platform change. Rewrote complex regulatory, policy, and marketing language into concise, findable web content.

Key impact Business continuity across 300+ bilingual pages with improved SEO and readability.

05 Conversational Design

Virtual Assistant Content During Peak Demand

Wrote conversational responses to train chatbot intents during peak COVID demand, turning complex policy and travel questions into self-serve answers. Paired this with UX-informed microcopy and error messaging to guide guests through high-friction product flows.

Key impact Optimized self-service at scale and reduced operational costs when support demand was highest.