I am a content designer, strategist and marketer.

I’m passionate about building user-centred experiences that help improve revenue and brand loyalty.

During the last 14 years, I’ve been a content strategist, marketer, copywriter, editor and cartoonist. I believe this variety of experiences feeds into my work as a content designer and UX writer.

I focus on clarity, empathy and simplicity. I validate content decisions using data, research and reasoning.

Summary of experience

I most recently worked at Abcam, a mid-sized biotech company, which was acquired for $6 billion by US-based Danaher. I led large-scale, complex projects, liaising with several different teams.

Previously, I worked at early-stage startup Kolabtree, a platform that helps businesses hire freelance experts. I was part of a team that was instrumental in getting projects from NASA and visibility in Forbes and Nature.

I’m comfortable working in fast-growth, high-paced environments. I value trust, transparency and flexibility.

Results in a nutshell

Abcam (Content Strategist, Experience Design)

• Doubled the number of leads acquired per month through improved content discoverability
• Improved PDP views by 20% through optimized user journeys
• Built a long-term strategy for the global navigation, allowing for future personalization
• Ran several different A/B tests that led to improved accessibility
• Built and implemented journeys that helped funnel users from brand to product

Kolabtree (Senior Content Marketer, Marketing)

• Improved form submission rates by 20% through better taxonomy and information architecture
• Set up and grew the Kolabtree blog by 2x in traffic and conversions YOY
• Tested and optimized microcopy, that led to a 23% improvement in conversion
• Helped 5 of our “bread-and-butter” keywords rank at #1 on Google through improved SEO
• Managed a team of 60 freelance writers from all over the world

Independent comics creator (The Tap comics)

• Built and maintain my WordPress website for about 10 years
  
• Run my own email and social media marketing and WooCommerce store
  

“Smart, thoughtful, hard working with a real attention to detail and a willingness to learn and always results focused. ”

– James E, VP of Growth Marketing, Abcam

“Her attitude to challenges sets her apart from her peers, she is always calm and collected, even in the most difficult situations and with opinionated stakeholders.”

– Nimisha Bowen, Director of Experience, Abcam

“Her ability to quickly and calmly solve complex problems will no doubt take her places.”

– Lloyd Roberts, Senior Marketing Analyst, Abcam

“I strongly recommend Ramya to those who expect full ownership and dedication.”

– Teymur Isakhov, Head of Marketing, Kolabtree

(sourced from LinkedIn)

Process

Storytelling is integral to my approach. I collaborate with product, user research, content and brand teams to craft compelling narratives that come to life across touchpoints. I engage stakeholders to comprehend user needs, chart end-to-end user journeys, test and iterate. At the start of a project, I make sure to identify, define and align with stakeholders on KPIs.

Tools I use:

Miro, Figma, Hotjar, Google Analytics, Tableau,

Canva, MailChimp, AEM, WordPress, Shopify, WooCommerce, Trello

I work best when I’ve got a deliciously complex problem to solve.

Journey analysis

A user journey optimization map I created in Miro (blurred to protect confidentiality)

Building a global navigation bar

The challenge: Architect the global navigation for Abcam, based on user needs and business priorities

My role: Project owner and content designer

My approach: This was a huge, complex project that involved a dozen stakeholders, including senior leadership. My first step was to define stakeholder roles, timelines and ways of working. I then studied current user behaviour (heatmaps, analytics) to identify gaps. I worked with the User Research specialist to understand user needs and A/B test language. Along with the information architect and product owners, I helped categorize and order items through a card sorting method. I collaborated with the content and brand teams to make sure we met the brand tone of voice.

During project planning, I helped define both the "skinny" and "full fat" versions for agile development.

I also took into account the requirements for personalization in the future.

The result: This project is currently ongoing, but I’m happy to share more about my approach on a call.

The screenshots below show parts of the redesigned navigation and the old navigation respectively

See it live

Crafting optimized brand experiences

The challenge: Develop and implement user-centred content journeys on Abcam’s new brand hub

My role: Content strategist, journey mapping specialist

The approach: Along with the content and brand teams, I defined the KPIs. Working with insights from user research, I helped create and implement a content strategy that was in line with the brand story as well as addressed user needs at different points in the funnel. I wireframed in Miro. As this project spanned video, audio and text content, I made sure users were able to access the content in the format best suited for them.

The result: Improved customer journeys and engagement

See it live

A note on data analysis

In this project, analyzing and reporting on performance was particularly challenging as the data came from multiple sources owned by different hosting platforms. To get clarity on metrics:

• I worked with the analytics team to get their expert inputs on what was accurately measurable
• I measured performance week on week to track any discrepancies and work quickly to resolve them
• I presented data in a clean visual format to stakeholders to keep them updated and involved
• I used RAWGraphs.io, Excel and Tableau to pull together a monthly reporting dashboard
• I worked with the paid & organic media teams to optimize content formats based on traffic sources
  

Building an intuitive form

The challenge: Reduce form abandonment rates

My role: UX writer and project owner

My approach: As project owner, I put together timelines and tasks for all stakeholders involved. I used video recordings and heatmaps to analyze uncover user pain points. I consolidated insights from stakeholder teams and made refinements in the taxonomy, order, language and structure. Through multiple rounds of testing, we achieved a form that helped more number of users complete the form.

The result: Reduced drop-offs from Screen 1 to Screen 2 by 40%, leading to overall improved conversions. We built a solid foundation, ready for future iterations.

Improved taxonomy to

save time

The challenge: Reduce the time users were spending to take a decision on a specific page of a form

My role and contribution: I played a key role in restructuring the taxonomy, establishing hierarchies and relationships through user research and material from authoritative institutes in the public domain. I made sure we were “speaking user” by keeping the language consistent to what users were familiar with. I sliced the content so that it was delivered in digestible chunks. I made sure the options presented were clear and unambiguous, reducing the mental load.

The result: The quality of freelancer matches improved and we saw a 23% increase in freelancer response rate.

Taxonomy improvements, Kolabtree

Solving a specific user need

The challenge: Assure a specific category of users about the confidentiality of their data while using the platform

My role and contribution: I collaborated with the UX designer, developer, and product manager to develop a content-led solution that focused on empowered the user with control over privacy. I wrote the copy and worked with the designer to display the messaging at key stages in the funnel.

The result: Improved conversions

Confidentiality protection, Kolabtree

Improving homepage engagement

The challenge: Strengthen brand trust and optimize onward journeys of buyer personas

My role and contribution: I led the homepage revamp project, working with the Product, Brand, SEO, and UX teams. I developed a hierarchy of all the elements, based on previous user research sessions and customer interviews. This research fed into the wireframing and design. Once the design went live, we carried out A/B tests and customer feedback sessions to iterate and improve.

The result: Improved engagement and a cleaner homepage :)

SEE IT LIVE

Other expertise

CONTENT MARKETING

I’ve been in the content marketing space for about a decade, and I’m well-versed with SEO, WordPress, social media tools, email marketing, lead generation and blog content strategy.

COMICS & ILLUSTRATION

I’ve run an online comic strip for over 10 years, speaking at TEDx and showcasing my work in India and in the UK. I’ve worked with clients worldwide to translate complex ideas into simple, visually appealing stories.

View my full portfolio here.