VSP Vision Care

Project 01

VSP Vision Care needed to rethink its employer-facing portal, later renamed the Employer Hub, so HR professionals could easier explore vision benefits, understand plan options, and evaluate VSP as a benefits partner. In the previous experience, users couldn’t always tell whether they were in the member, employer, or government section of the site. They needed plan information faster. They wanted to self-educate before talking to sales. And in some cases, basic navigation made the experience feel unstable.

Project type: Website redesign, UX writing, information architecture, employer decision-support experience
Audience: HR professionals, benefits managers, brokers, consultants, and employer decision-makers evaluating vision benefits for their workforce.

My role as content strategist

01We built the redesign around a simple user need: HR professionals should always know where they are, what they can do next, and why the information matters to their benefits decision.
02That meant treating copy as part of the interface, not just language placed inside a design. Headlines needed to orient. Subheads needed to explain value quickly. Links needed to set expectations. Page sections needed to build a logical path from high-level employer value to specific plan details.
03Across the experience, I focused on reducing uncertainty: Am I in the right place? Is this for employers like me? What plans are available? Why should I trust this provider? What should I do next?
04I worked directly in Figma with the art director to shape hierarchy, reduce repetition, and make sure copy and layout solved the same UX problem. We wanted the experience to feel like one employer-focused destination rather than a collection of disconnected pages.

Content Design Decisions

01SEO + readability balance
02Contextual link language
03Information hierarchy
04Unified experience
05Collaborative UX writing

The outcome

A clear, intuitive Employer Hub that helps HR professionals quickly understand VSP’s value, explore plan options independently, and trust that they’re in the right place.

Employer Hub page system

Project 02

VSP Vision care needed a 60-minute SHRM conference session that would feel different from the compliance-heavy or product-focused presentations HR leaders are used to seeing. The goal was to use findings from the 2025 Vision Health Report to start a more human conversation about benefits engagement, access, behavior change, and workforce trust.

My role was to lead messaging strategy and copy development from early concept through client-ready talk tracks. I helped shaped the narrative arc, speaker flow, live audience poll, small-group prompt, and fireside-style script for two expert speakers with different communication styles.

Instead of treating vision care as a benefits checkbox, the presentation framed it as a signal: whether the benefits employers offer actually match how employees live, make decisions, delay care, and decide whether they feel supported.

Project type: Conference presentation strategy, fireside chat scripting, speaker flow, audience engagement, thought leadership narrative
Audience: HR leaders, benefits decision-makers, and workplace health stakeholders attending SHRM.

Content strategy challenge

The session needed to use the 2025 Vision Health Report as more than a data source, and instead turn report insights into a conversation HR leaders could recognize, discuss, and apply to their own benefits strategy.

My approach

My role sat at the intersection of content strategy, executive messaging, audience engagement, and live experience design. I worked closely with the art director to make sure the narrative, slide hierarchy, visual pacing, and supporting assets shared the same goal: helping HR leaders recognize a familiar problem in a new way.

Session campaign and landing page

Project 03

VSP Vision Care needed to promote its 2024 Workplace Vision Health Report to HR and benefits audiences. The challenge was making the report data feel relevant to workforce challenges employers were already trying to solve: retention engagement, benefits utilization, and preventive health.

This project shows how I turn research-backed content into campaign messaging. I don’t treat report findings as isolated statistics, but rather I look for the audience tension underneath the data, then build a narrative that connects those findings to the decisions the audience is responsible for making in their roles.

The result was a campaign that helped the report feel less like a static asset and more like a decision-support tool for HR and benefits leaders.

Project type: Paid social, Linkedin document ads, display ads, report promotion
Audience: HR leaders, benefits managers, and workplace decision makers evaluating how vision benefits support employee well-being, retention, and workforce health.

My approach

I looked for the tension inside the report data: employees value vision care, but employer understanding, benefit communication, and employee awareness don’t always keep pace. From there, I shaped the campaign message around gaps HR leaders could act on:

01Employees want vision benefits, but not every employer offers them.
02Employees may have coverage, but not always understand its full value.
03Eye exams can reveal broader health risks, but awareness remains low.

The campaign’s job

That gave the campaign a stronger job than “promote the report.” Each ad became a way to reveal a specific workforce insight that could only be found in VSP’s report and invite HR leaders to learn what they could do next.

Portal UX Redesign

My role as content strategist

Content Design Decisions

The outcome

Employer Hub page system

SHRM 2025 Presentation Strategy

Content strategy challenge

My approach

Session campaign and landing page

Workplace Vision Health Report Ads

My approach

The campaign’s job

Paid Linkedin and digital ads