Case study

myTrudy

Designing content systems for scale, experimentation, and growth

Content strategy

UX writing

Content marketing

AI automation

The challenge

myTrudy is a job search platform using personality science and AI to match job seekers to high-fit roles. As they scaled quickly across product and marketing, content needed to explain complex concepts like personality science, job fit, and AI-driven personalization while still driving action across onboarding, conversion flows, paid campaigns, and lifecycle.

As the platform expanded, messaging risked becoming fragmented and inconsistent. Funnel data showed drop-offs at key moments of understanding, user feedback pointed to confusion around value and next steps, and growth experiments lacked shared language, slowing iteration and learnings.

Impact

Content became a measurable driver of acquisition, activation, and retention:

  • 40% higher CTRs on paid campaigns

  • 18% more conversions from trial to paid

  • 2x organic engagement year over year

  • 30% higher satisfaction in user scores

  • 22% better retention across users

  • 25% less confusion reported by users

What we did

We led content across product and growth, partnering with product, design, engineering, and marketing to build reusable frameworks that made it easier to create, test, and evolve messaging.

Our approach: Treat content as infrastructure. Support rapid iteration, balance personalization with system reliability, and prioritize clarity over cleverness.

Key deliverables:

  • Messaging frameworks and language systems to unify product and marketing

  • Copy across onboarding flows, product pages, CTAs, and microcopy patterns

  • Content for newsletter, organic storytelling, paid ads, and influencer messaging

  • Email sequences for onboarding, activation, and trial-to-paid conversion

  • AI prompt systems for personalized resume generation and email variations at scale

  • A/B testing to optimize messaging across product and marketing

Selected work

Onboarding flow redesign: Reduced drop-off by updating design and language to guide users through personality assessment and job matching with clear, momentum-building copy

Lifecycle email sequence: Drove increases in trial-to-paid conversions through targeted messaging at key decision points during 7-day free trial

Content marketing system: Built voice guidelines and developed content for Meta and LinkedIn internally and with influencers that doubled organic engagement year over year

AI prompt framework: Created prompt systems that generated personalized resumes and email variations at scale while maintaining brand voice and quality

A/B testing: Partnered with product and engineering to test messaging across landing pages and within the product to optimize user activation and retention

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