david flemate – portfolio

Product content and design

Principal Content Designer

January 2023 – February 2024

Digital Experience & Customer Empowerment, Content Design & Design Systems – Self-service and agent-assisted end-to-end workflows for critical infrastructure updates, enabling new consumption and payment models. Deliverables and outcomes included:

  • Payment Center launch – Higher payment management engagement, reduced delinquencies
  • Mini-cart optimizations – Increased add-to-cart rates
  • New payment options – Expanded flexibility for accepting cash payments in Japan
  • Reimagined Educational Access for critical IT admins – Simplified onboarding workflow utilizing pattern library components for quicker builds and easier maintenance
  • Fusion product center optimizations – Increased trials (20%) and orders (8%)

November 2021 – December 2022

Digital Experience & Customer Empowerment, XD Pre-purchase – Collaborations with UX, visual design, product owners, engineering, and web publishing to build and adopt newly created patterns.

  • Fusion product center migration to web publishing standard components
  • Launch of self-service for new finance payment and renewal payments
  • Personalization POC for improved relevancy of FAQs based on life cycle triggers
  • Refinement of product comparisons by industry segment, workflow, or intent
  • Improved messaging and wayfinding for the Trial Intake Flow resulting in increased trial engagement and conversion

July 2019 – October 2021

Digital Platform Experience, XD Strategy – Content design, research, and exploration of holistic approaches to accelerate SaaS adoption and simplify user journeys.

  • Redesign and consolidation of the Buy and All Products pages resulting in improved page load times and reduced bounce rates
  • Creation of product metadata filters by industry segment, workflows, and feature sets in collaboration with engineering, product marketing, content strategy, and taxonomy teams
  • Design and delivery of new pattern library components for comparing similar products resulting in improved SEO and conversion rates at scale
  • North Star explorations for reimagined customer lifecycle journeys based on uber personas
  • Content strategy support for the consolidation and rationalization of navigation patterns and information architectures across marketing, purchase, support, community, and account
Content Designer

QuickBooks Online SMB Core group team member assigned to:

  • Project Profitability – Ideation, testing, and delivery of new customer insights into job costing and profitability
  • Rethink Accounting – Innovative research initiative to explore and iterate on alternative visual provocations aimed at reducing product attrition and increasing value
Wells Fargo
Content Strategist

Digital Branch and ATM team member working on content for multiple initiatives designed to reimagine and simplify banking while rebuilding trust for the fourth largest US bank including:

  • Conversations tool – POC pilot program driving engagement with customers in branch and online
  • Financial Health Omni Experience – strategies and engagement models for digital, branch, and call centers
  • CRM deployment – Card servicing agile scrum team support
  • Digital branch and contact center experience optimization
Content Strategist

Part of global PayPal.com product team serving global marketing with a bespoke content management system including:

  • Design system and style guidelines
  • Prototyping, QA, UI, and taxonomies for web templates
  • Content development and testing frameworks
  • Product development gap analysis based on adoption goals
Kaiser Permanente
Senior Content Strategist

Migration strategies from legacy platforms to new CMS (AEM)

  • Identify opportunities to improve content curation, member access, engagement, and personalization
  • Discovery roadmap for enterprise information taxonomies
Senior Content Strategist

Supporting account management, UX, and creative teams for:

  • Net – B2B developer engagement strategies
  • Holland America Line – A/B testing display advertising


Landmark Hotels Group
eCommerce Manager

Content design, strategy, and management of UX, websites, and email campaigns supporting multiple hospitality segments:

  • Meeting and incentives marketplace
  • Exclusive luxury and family destinations