GET TO KNOW MY WORK
FICTION
As a native Spanish speaker, I initially authored and published my books in Spanish. Currently, only my first book is already available in English. I anticipate that my second book will be released in English by early 2025, and my third book is planned for a mid-2025 release in both Spanish and English simultaneously. Allow me to share with you both my completed works and the projects I have underway.
Book available for sale
DEATH MASK: THE FATE OF THE HALF-DEAD MAN
Bronze Medal, Category Best Novel Fantasy/Sci-fi
International Latino Book Awards 2020
In the year 2032, in a more decadent and immoral version of the world we know, a masked individual combats the crime world on his own, driven by revenge and the torturous memory of the loss of his loved ones, including his parents and his girlfriend. When he learns that the responsible for their deaths, the corporate mafia boss Harold Pierre, is still alive, he is determined to strike back with the help of resources from Richard Fox, an allied federal agent, and Amanda Coleman, a renowned journalist who will help him unmask the cruel PierreCorp corporation responsible for horrible crimes against humanity. Underground fights, sexual trafficking, biological experiments, and mutations are some of the things the masked man will have to deal with when facing the enemy.
Lacking additional resources, the masked man has chosen to make a pact with dark forces that grant him supernatural abilities to overcome his enemies, but using the forces of evil comes at a cost, something that might forever snatch away his humanity, his freedom, and even his chance to find happiness again.
What would happen if you had to choose between being happy forever and carrying out revenge to honor the memory of your loved ones? What would you be willing to do to see the death of the one who killed the love of your life? Would you do it at the expense of your happiness? This is the story of Death Mask, the half-dead man.
HOMO SAPIENS EVOLUTI
Gold Medal, Category Best Novel Science Fiction
International Latino Book Awards 2023
In the present, different people of outstanding and above-average intellect hear a melody of six musical notes whose meaning they do not know and which otherwise come from an unknown source. In the past, more than a hundred, even thousands of years ago, notable scientists and philosophers also hear the same melody, among them, Plato, Copernicus, and Charles Darwin. These remarkable characters in the history of humankind will have to leave clues for future generations to discover how to maneuver the destiny of humanity, as it all seems to be the work of an ancient alien civilization that intends to deliver an important message to selected humans on Earth and only those who deserve it.
Homo sapiens evoluti is an unusual novel that comes to the literary world to deliver an original perspective on how history, philosophy, and science fiction can come together in a journey of more than two thousand years in which the reader gets to know closely the reasoning of historical characters and how their different approaches to the world and human life can attract the interest of evolved beings from space.
The English version is set to be released sometime in early 2025.
ORIGINAL SPEC SCRIPTS
ANIMAL REPUBLIC
Format: One-hour drama
Genre: Fantasy drama
Language: English
The story is set in an alternate universe where animals’ and humans’ lives have been swapped: animals are born, they go to school, they graduate, they go to college, they get jobs, they get married, they start their families, they grow, and they die.
What kind of things do they do?
They are teachers, cops, nurses, doctors, engineers, sales workers, they serve in restaurants, they drive public transportation, they run companies, they run for elections, and they become politicians. They even go to space and walk on the Moon.
And us humans?
We are pets, slaves, or food. Animals can buy us at a pet store, we pull carriages, we are exhibited in the zoo, or used in the circus for entertainment. Our meat is displayed in supermarkets.
How did all this happen?
Nobody knows, and nobody remembers. For both animals and humans, there’s nothing to remember. For all they know, the world has always been like that. World history was written and forged by animals. They hold the future. Only one animal knows the truth…
Short Synopsis:
Charles Bateman, a chimpanzee and private investigator, grapples with severe existential despair, prompting a visit to his therapist, an orangutan. His job leads him to a zoo housing humans, spotlighting a society's darker pleasures. A dinner with a Dalmatian family and a song hummed by a human pet, Domitila, triggers a revealing vision for Charles: a glimpse into a parallel universe where humans rule, and a connection to lioness Priscilla Marquardt, the First Lady of Animal Republic, is hinted at beside a mysterious "crystal ball." Seeking clarity, Charles consults a medium fly, learning his vision represents a real parallel world.
Driven to uncover the truth behind his vision and its ties to the First Lady, Charles allies with Lauren Summers, an activist for species equality and meat consumption reform, albeit with hidden motives of escaping this reality. Meanwhile, the political landscape is marred by corruption, as the lion President Wesley Marquardt and his wife Priscilla plan to eliminate societal "troublemakers," and revelations of government-endorsed behavioral control chemicals emerge.
A series of flashbacks reveals Charles's troubled past with a suicidal psycho baboon aware of the alternate human world, and Priscilla's tragic history as a lioness in the human-dominated reality, including the loss of her cubs to hunters.
The narrative climaxes with the discovery of a hidden bunker by Priscilla, housing a luminous sphere that -through a wormhole- connects the animal-dominated world with the human one, revealing her as the architect of this alternate universe. This complex tale intertwines themes of power, corruption, existential crisis, and the quest for a better world across parallel universes.
REHEARSAL
Format: Short film
Genres: Animation, Sci-fi
Language: English
This story is set in the year 2239 in a futuristic city, where a man has reconstructed parts of his body to become a cyborg. Every year, on the same date, for the last 200 years, he recreates a computer-simulated reality where he saves his daughter from a devastating car crash where she died exactly 200 years ago. Unable to get over his pain, he plays the computer recreation of the situation one year after another, over and over again, probably for the rest of his life. After all, he is immortal now, but the future isn’t just as bright as we would expect…
ADAPTED SPEC SCRIPTS
Death Mask: The Fate of the Half-Dead Man
Format: One-hour drama
Genres: Dark-Fantasy, Thriller, Action
Language: English
The first script I ever wrote was the adaptation of my first novel. The pilot script for this adaptation includes some scenes not found in the original novel. To more effectively introduce the story's core premise and deepen the audience's understanding of key characters, I wove new scenes into the fabric of the narrative. These additions not only enrich the backdrop against which our protagonist's tale unfolds but also illuminate facets of the world they inhabit—details that, in the original novel, only emerged in the later chapters. By integrating these elements earlier in the screenplay, I aimed to offer industry professionals a comprehensive glimpse into the story's essence, ensuring the adaptation's vision was both clear and compelling. For the plot of this story, please refer to the description of the book listed above, from which it was adapted.
Homo Sapiens Evoluti
Format: One-hour drama
Genre: Science Fiction
Language: English
Similar to my approach with 'Death Mask,' adapting this story into a TV pilot necessitated significant narrative adjustments. Given the novel's complex structure, which spans multiple storylines from the 4th century BC to the contemporary era, selecting the right chapters and adapting them into scenes for the pilot was critical. This process forced me to reorganize the order of some characters’ first appearance and even compelled me to create new scenes. These new elements in the script also go deeper into the characters’ background allowing us to better understand their motivations. This pilot also advanced to the Quarterfinals of ScreenCraft Sci-Fi & Fantasy 2023, one of the best screenwriting contests in Hollywood. This year I intend to submit it again with an improved version. For the plot of this story, please refer to the description of the book listed above, from which it was adapted.
Watch a video pitch of the Homo Sapiens Evoluti Script here
If you are an industry professional and wish to read either the pitch deck or the script, please write me an email here.
NON-FICTION BOOKS
LIFE HACKS FOR DEVELOPERS:
A Guide to Tech Secrets, Multiplying Income, and Finding Freedom.
by Wesley Hacker
I had the privilege of assisting Wesley in crafting this innovative and unconventional guide for web developers eager to maximize their career potential. This distinctive book leads you through the various stages of a developer's career, starting from the discovery of your passion to reaching a point where you strive for financial independence. It covers the development of crucial skills and introduces work strategies that contribute significantly to your organization.
The book is divided into 4 main sections: Prepare for Success, Learn Important Skills, Hack the Daily Grind, and Multiply your Income.
Most books about web development focus on software, coding, languages, systems, algorithms, and structure, among other topics. Wesley’s book transcends these traditional areas. It unveils the often-overlooked strategies that are hidden in the ladder to success, an approach rarely taken by others. In this project, my role was to help Wesley refine his arguments, organize his content, eliminate repeated and vague information, and amplify his innovative ideas. My contribution helped elevate his book to realize its full potential. I am proud of the outcome and confident that readers will discover something truly special within its pages.
THE PHILOSOPHERS’ WHEEL - by Arthur Friedland
Helping Arthur write this book was a delightful and enriching experience. A little introduction to this incredible book: Across the globe, many are finding themselves distanced from religious faith—some have lost their belief, while others never harbored any to begin with. Yet, the absence of faith doesn't diminish the need for guidance. Facing life's great tragedies or an existential crisis without belief poses its own set of questions: How does one confront overwhelming despair or navigate moments of profound lostness? In moments of darkness, when the concept of prayer seems foreign, where does one turn? Some look for comfort in family and friends, or even seek help from therapists, but sometimes the warmth of your loved ones or the guidance of therapists aren’t enough to address the depths of one’s existential queries.
This book offers you strategies to take the reins of your own life and cope with major existential crises, based on the thought lines of great philosophers who are often overlooked, for these prominent minds are usually seen only for what they are: philosophers. Scholars you read about sometimes more for educational purposes than anything else. But what people don't realize is that sometimes you can find psychological help in philosophy, and sometimes the answer lies hidden in its depths.
My job was to research various philosophers like Socrates, Plato, Nietzsche, and Marcus Aurelius, and employ Arthur's psychological insights to assist him in finding practical applications within the philosophical thoughts of these thinkers.
This book is set to be published sometime during 2024.
YOUTUBE SCRIPTS
DARK 5 ANCIENT MYSTERIES
This captivating series of brief documentaries consistently explores five locations or delves into five objects of significant archaeological and historical interest. Each episode has the potential to transport you to enigmatic sites across the globe, revealing ancient architectural marvels dating back thousands of years, ranging from venerable military strongholds to sacred sites for rites or divine worship. Alternatively, it might discuss artifacts imbued with ancient magic or explore subterranean ancient cave cities. These documentaries disclose secrets from the past, brought to light and interpreted by historians and archaeologists, offering insights into the lives, religious practices, fascinations, and sometimes perplexing customs of ancient civilizations. Crafting scripts for this channel was not just entertaining but profoundly educational. Embark on a journey into the unexplored and unravel the mysteries of history with Dark 5 Ancient Mysteries.
5 Unexplained Ancient Structures Built Above
-Mount Nemrut: a seven-thousand-feet-high mountain home to one of the most mysterious statues erected in ancient times.
-Mustang Caves: a curious yet macabre group of nearly 10,000 man-built caves holds a mystery that surrounds a series of carefully made lacerations to human bodies.
-Machaerus: the ruins of a palace that is believed to have been the place of execution of John the Baptist, a Judaean preacher who is mainly known for having foretold the birth of Jesus, for being his master, and for baptizing him.
-The Sky fortress of Kuelap: an old citadel composed of ancient stone monuments, a place that was once the settlement of the Chachapoyas, also known as “Warriors of the Cloud”.
-Kapilikaya Rock Tomb: A tomb that dates back to the 2nd century BC, and it’s believed to have been built in the Hellenistic Period, although the modern Turkish believe it to be of Roman origin.
5 Most Mysterious Ancient Underground Cities
-Underground City of Naours: a series of tunnels, rooms, and pathways that once housed almost three times as many people as there are today, are carved deep into a wooded limestone plateau.
-Derinkuyu: an extensive network of tunnels that was lost to history, accidentally found by a man in his own house through a tunnel behind one of the walls within. This underground settlement is said to have been 18 stories deep, had wells, chapels, stables, and even schools, and is thought to have hosted up to 20,000 people.
-Chufut-Kale: a medieval city-fortress believed to have been used by the Byzantines, the Crimean Goths, and the Mongols as a strategic center.
-Hypogeum of Hal Saflieni: a 6,000-year-old underground burial chamber and complex consisting of 3 levels that offers an insight into Malta’s temple culture.
-Vardzia Caves: an astonishing cave city with unique architecture that reflects the Georgia’s rich history with its remarkable rock-cut wonders and mysterious appeal.
5 Mysterious Ancient Artifacts of Magic
-Dead Magic Cave Lamps: This cave might have been the place where necromancy and black magic were practiced as part of the acts of a secret cult, and evidence of a possible portal to the underworld.
-John Dee’s Diary: A mysterious journal thought to contain the language of the angels. It’s said that mathematician, alchemist, and occultist John Dee had been contacted by angels.
-Viking Magic Wand: A mysterious metal rod of Viking origin found in a 9th-10th century female grave, thought to have been a wand used for witchcraft and casting spells. Archaeologists have come to the conclusion that it belonged to a sorceress who was on the margin of society.
-Sator Squares: A type of two-dimensional word-square acrostic containing a Latin palindrome of five words. The Square was considered magical and thought to provide protection against evil forces, used for healing purposes and even to undertake exorcisms.
-Divination Dice: “Astragaloi” were a type of knucklebones of sheep and goats, found normally at locations with religious meaning across the Mediterranean and Near Eastern sites.
VIDEO ADVERTISING
ADVERTISING CAMPAIGN FOR NOVEL “HOMO SAPIENS EVOLUTI”
In this campaign, not only did I write the scripts, but I also edited the videos. While English subtitles have been provided for the convenience of English-speaking viewers, the original campaign was conducted in Spanish, which is also the language of this book. The English version of the book is not yet available but is expected to be released in early 2025.
ADVERTISING VIDEO FOR NU INFUSIONS
This video was created to introduce the new energy drink, initially launching in Ireland and the UK. Its purpose is to showcase how Nu Infusion’s key ingredient—the guayusa leaf—offers a fresh and unique experience by providing 100% natural nourishment while avoiding the common drawbacks of traditional energy drinks. My role in this project involved both writing the script and editing the video.
COPYWRITING
Although copywriting is not among my main services, I’m always open to helping other businesses and entrepreneurs achieve their goals. Here I present some examples of copywriting works I’ve done. Please note that some of the graphic designs you are about to see were not made by me.
HEMISPHERE MEDIA
This brochure was made for Hemisphere Media, a small media company looking to offer video production services, photo shoots for emerging artists, product photography for small businesses, and website design. Felipe Martinez Carbonell, his owner, distributed these brochures among acting and modeling students, as well as small businesses such as restaurants and furniture retailers. These days, Felipe has redirected the efforts of his business to a more video-focused niche. He’s even changed the name of the brand and taken it to its Argentinian roots: “Hemisferio films”.
PHOVIDWEB
Here I chose to show only the back page of this flyer, as the front page just had the logo and some contact information. It was written for a media company called Phovidweb, which offered video marketing services to help their customers promote their brands and services through visual storytelling. Among their services were photography and website design too. They needed to massively print these flyers to distribute them at some events they were carrying out as part of their marketing campaign. They did very well at engaging new prospects with the material distributed at these events. Their target audience was small to medium businesses.
NU INFUSIONS
Conor Meehan, CEO of Nu Infusions, is an entrepreneur who brings us a new energy drink with 100% natural ingredients. Nu Infusions has a touch of uniqueness, and where does this uniqueness come from? Nú has its origins in the deep jungle of the Amazon…
The key ingredient? It’s the Guayusa leaf, from the tree Ilex Guayusa. This special plant from the Amazon contains excellent properties, and it’s been used by indigenous people as a natural energizer, antidiuretic, and relaxant. By getting this drink you’re not just drinking a natural source of caffeine, it’s also a new way of drinking caffeine.
Unlike coffee or other energy drinks, Guayusa provides balanced energy without the sudden jittery shock commonly associated with caffeinated beverages. Its catechins provide a slow, prolonged release of caffeine to provide energy. This smoother, more sustainable caffeine release is said to promote mental strength and focus rather than a sudden caffeine rush.
My job was to write some copy for his website, such as a banner, a product description page, a sales page, and social media posts for his new Instagram account.
SOUND INDUSTRY
I’ve always been a great fan of Bose, and not just for its sound quality, but for its splendid noise canceling system. I can’t stress enough how convenient, as a writer, this feature is when you’re trying to concentrate on your work while isolating yourself from the world. Bose’s superb noise canceling lets you immerse into a different world, escaping from the distractions of the outside world. If you write fiction, then you know what I’m talking about.
This copy aims to show potential customers that when you use Bose’s headphones, you delve into the depths of your imagination, and you can even travel to other places, imagine you’re in the Grand Canyon, the Swiss Alps, or the Caribbean. Wherever you like. In addition, you can also imagine you’re somebody else, even if that means changing your nature itself; what if you could close your eyes and suddenly transform into a cartoon? Why not?
And the best part, you can do it whenever you want. You carry your Bose headphones with you wherever you go, you can disconnect from this reality any time you want to go be with yourself in that special place of the world you so long to be in.
I had Skullcandy headphones for a long time, and their sound quality is so superior to most brands, that if punchy bass and clear midrange are what you’re looking for then this is your brand!
In this copy, I tried to be creative by highlighting the fact that there were times in history when great sound quality wasn’t available for people. This might sound quite obvious if we note that sound technology was not available in times when these huge statues were erected. However, I tried to play here with words and use the image as a metaphor for “wouldn’t reach people’s ears”. So when I say “stone-ages ago”, even though it clearly refers to the Stone Age, it could really allude to any period; it could be the 80’s, the 60’s, or even the early 20th century. What I meant to transmit here was that in an era where sound technology is emerging amidst a very competitive industry, Skullcandy enters the market to start a sound revolution, or just like the ad says, the audio evolution.
HIGH-DEFINITION INDUSTRY
One of the best experiences you can have these days, believe it or not, is watching something with an incredible image technology. When we say we are looking to be captivated by something, what we’re really saying is that we’re looking to please our senses; sight, hearing, taste, touch, and smell. Now ponder the question, what would be a great way to please your eyes? What about enjoying the experience of watching something with rich colors, I’m talking of colors so vivid and clear that you feel like stucking there in front of your TV for hours. But hey! No, so fast, cause you still haven’t purchased that TV set that will grant you such an experience. You’re still stuck with your old one, unless you give Sony Z9K a chance, you’ll never know if you can give your eyes such a gift. Believe me, your sense of sight will thank you later!
We all like going to the cinema every time we want to watch either of these genres: Action, Adventure, Fantasy, Sci-fi, or Animation. Cinemas give us an experience of depth and immersion into the frame, accompanied by that sense of wonder. But what if you could experience that sensation of depth in your own home? It’s a cold day, it’s raining outside, or snowing, or whatever that prevents you from leaving the coziness of your home, but you still want to watch a movie with the cinema experience! That’s what Samsung’s Auto Depth Enhancer is about. It analyzes different regions of each image on the screen and automatically adjusts the contrast in those areas. This contrast adjustment aims to give a greater sense of depth to the image, creating a more three-dimensional look on a flat screen. Not only did I try to accomplish that by writing the copy in this picture, but I also searched for this picture and chose it cause it matched exactly what I wanted to convey. By having “Nick” the fox leaning outside the screen with his elbow it gives us that perception of 3-D effect.
UX WRITING
I’ve proactively refined microcopy across various platforms. The impact assessments in my case studies are based on expected outcomes, derived from real-world interactions with digital content, not measured data. Each case study addresses specific problems identified on different apps and websites.
The 3 case studies are:
UPWORK
Brand Overview
Upwork is a freelancing platform that connects businesses with skilled professionals worldwide, enabling seamless project collaboration and remote work solutions across various industries.
User Profile
This platform serves a diverse group of professionals, from freelancers engaged in multiple projects to startups seeking staffing flexibility and cost-effective solutions. These users prioritize efficiency and streamlined operations.
Voice and Tone
The voice is confident and empowering, and the tone adapts to the audience: it's encouraging and motivational for freelancers, promoting the platform as an opportunity-rich space, and more focused and decisive for clients, highlighting the efficiency and quality of available talent.
Problem
Currently, users can create either a freelancer account to find work, a client account to find freelancers, or maintain a dual profile. However, these users often encounter challenges when attempting to contact one another, leading to inefficiencies and frustration due to an inability to swiftly resolve collaboration needs or inquiries.
When clients wish to contact a freelancer, they encounter the interface that includes buttons on the top-right corner to message the freelancer, hire them, and a heart icon to save their profile.
Conversely, users logged in with a freelancer profile face an interface where no such buttons are available, preventing them from contacting or saving other freelancers.
It is essential to recognize that this issue only occurs when accessing the platform via a web browser on any device. Upwork provides distinct applications for clients and freelancers that are exempt from this problem. This detail is not widely known, leading to confusion. During my initial encounter with this issue, I spent approximately 20 minutes trying to understand why I was unable to contact another freelancer, only to realize it was because I was logged into my freelancer profile.
Solution
While direct communication between freelancers is not possible, it is crucial that freelancers understand this limitation, as well as any user with a dual profile. To improve awareness, I suggest:
Adding a “Contact Options” text alongside an information icon next to the round icon with three dots.
Upon clicking it, a tooltip should appear.
Furthermore, since I have decided to use a tooltip to educate the user, the tone in this context should become informative and instructional, while keeping the formality characteristic of this brand.
Revised Microcopy
Scenario 1: User with a dual profile
Users attempting to contact a freelancer, who are unable to see the "Message" and "Hire" buttons because they are logged in with their freelancer profile, should be informed through the following tooltip:
Scenario 2: User with a Freelancer account only
This type of user won’t see the option to switch to a client account simply because they don’t have one. Therefore, the information dialog displayed in the tooltip should be phrased as follows:
Impact and Insights
This strategic update is designed to enhance user interactions on the Upwork platform, supporting a dynamic freelance community. Expected outcomes include decreased user frustration and increased platform engagement, as evidenced by quantitative measures such as a reduction in customer support tickets and improved user satisfaction ratings from surveys.
Additionally, qualitative insights will be gathered through user feedback, capturing detailed experiences and perceptions that reflect the platform's usability and effectiveness in meeting user needs. These combined insights will provide a comprehensive understanding of the impact of the changes.
Amazon Kindle Direct Publishing
Brand Overview
Amazon KDP is a platform that allows authors from all around the world to self-publish a book without resorting to storage and distribution costs.
User Profile
Authors publishing for the first time or of modest renown, who don’t have access to big publishers (or any publisher of any level) and are looking for a friendly platform that feels as close as possible to small publishers, who normally keep an affable and well-disposed attitude towards these writers.
Voice and Tone
The voice is knowledgeable and supportive throughout most of the site. The tone is generally encouraging and instructional. However, both the voice and the tone are lost when error messages appear, deviating from their signature approach.
Problem
When a new writer has signed up to begin their publishing journey, they might receive an alert message indicating that the account isn’t complete because something is missing, e.g., the tax information. In this case, users are prompted to access the “Account” tab to provide the requested details. Upon clicking this tab, they might encounter confusing and inconsistent error messages displayed across the screen, leading to user frustration and decreased platform trust. The current error messages are ambiguous, technical, and lack helpful guidance, diminishing the user experience. At present, KDP does not offer a dedicated app and is accessible only through web browsers.
Desktop Access
The error message initially informs the user of a failure to connect to the server, suggesting high traffic or a configuration error as possible causes. The guidance provided is vague, recommending that users either try again later or contact the website owner—a suggestion that is impractical in the context of a large organization like Amazon. Additionally, the mention of CloudFront and steps for troubleshooting adds another layer of complexity, rather than simplifying the user’s experience. This approach can leave users feeling lost and unsupported, highlighting the need for a clearer and more direct communication strategy.
Phone Access
The second version of this message is clearer but still presents challenges. While it acknowledges the issue by stating that the website isn’t functioning and provides a link to return to the Home page, it may still lead to user frustration. Redirecting users to the Home page doesn’t resolve the issue or offer an alternative solution, merely returning them to the starting point. At present, there is no immediate resolution for this problem. Nonetheless, a more fitting alternative could be offered to the user.
Solution
To alleviate user frustration and improve clarity, error messages should be standardized across devices, focusing on simplicity and actionable advice. Considering that the target audience includes users seeking the warmth of a small publisher, KDP’s tone should remain encouraging and instructional, but integrate a subtle tone of friendliness throughout. This approach will ensure users feel supported at every step, effectively addressing their fears and doubts. Such an approach not only reduces the anxieties associated with publishing but also fosters a loyal user base that feels valued and understood throughout their publishing journey.
The revised microcopy will:
Acknowledge the inconvenience caused by the error.
Maintain a tone that is supportive, encouraging, and reassuring, showing that the company cares and that they are taking care of the issue.
Provide a supportive and interim solution in the meantime.
The revised microcopy for the error message has been rephrased like this:
Impact and Insights
Optimizing error messages on Amazon KDP enhances user experience by directly addressing and reducing user frustration during system errors. The revised microcopy balances empathy with assurance, reflecting a deep understanding of user needs during interruptions. It clearly communicates issues and offers guidance, improving clarity and support efficiency. By analyzing session duration, bounce rates, and user interactions through heatmaps, we can observe if the revised messages effectively retain users' attention and guide them appropriately during errors.
NU INFUSIONS
Brand Overview
Nu Infusions is a startup introducing a new natural energy drink to the market, distinguished by its unique brewing process using the Guayusa leaf. This key ingredient ensures sustained and focused energy without the common jitters and crash associated with traditional energy drinks. It also supports gut health, and is both organic and sugar-free. Currently, I dedicate my efforts to help this startup with different writing tasks; UX writing among them.
User Profile
Nu Infusions targets high-income professionals who lead busy, fast-paced lifestyles and prioritize health and wellness in their daily choices. These consumers are drawn to products that offer convenience, tangible health benefits, and align with their commitment to sustainability.
Voice and Tone
Nu Infusions’ voice is modern, approachable, and vibrant, perfectly capturing the essence of a brand committed to delivering organic energy through its products. This voice is characterized by a dynamic energy that resonates with the contemporary health-conscious consumer. The tone is natural, friendly, and fresh, aligning with the brand’s emphasis on eco-friendly living and well-being. It encourages a healthy lifestyle with natural, organic ingredients, aiming to inspire and motivate the audience towards making better, more sustainable choices in their daily lives.
Problem
On their demo website, Nu Infusions invites customers to subscribe to a newsletter with the call to action "join the journey." However, the messaging lacks clarity, leaving users uncertain about the content they will receive and its relevance to them. This ambiguity can reduce user engagement, as subscribers might not see the immediate value in signing up. While newsletters also possess elements of Copywriting, the purpose of revising Nu Infusions’ newsletter is not to persuade for sales purposes, but rather to clearly inform the user about the valuable information they can obtain if they subscribe, providing users with a transparent understanding of the content, such as insights into health-conscious living, tips on optimizing energy consumption, and updates on the brand’s eco-friendly initiatives.
Solution
To effectively engage this audience, the microcopy should highlight the specific value of the newsletter content, including updates on health trends, customer testimonials, and other relevant topics. Additionally, it should reassure subscribers that their inboxes won’t be overwhelmed, with a clear commitment to sending a moderate amount of newsletters in a certain period. This approach respects the time constraints of busy professionals while providing them with meaningful and valuable content that aligns with their lifestyle and values.
Impact and Insights
The refined microcopy for Nu Infusions’ newsletter is designed to enhance user engagement by aligning with the health-conscious values of its audience. By clearly communicating the benefits of subscribing and setting expectations about email frequency, the microcopy builds trust and reinforces the brand’s commitment to respecting user time. To measure the expected impact, form analytics tools like Hotjar could be utilized to analyze interactions with the email input field and the subscribe button. This analysis would track how users engage with the field—whether they start to type but then abandon it, or if they successfully submit their email. Understanding these interactions can help assess the clarity and effectiveness of the microcopy, providing insights into whether the invitation to subscribe is compelling enough to complete the action.
TESTIMONIALS