One of the biggest challenges was introducing Paperless Post's Coin system without making the pricing feel more complicated. I focused on simple, scannable language that explained how the model works while breaking features into four easy-to-understand categories.

This section speaks directly to professional hosts, highlighting the biggest benefits of subscribing without overwhelming users with every feature. The goal was to help customers quickly recognize when a subscription would be a better fit than paying per event.

The calculator turns a complicated pricing decision into a personalized recommendation. I wrote the supporting copy and guidance around the tool to help users estimate their needs and confidently choose the subscription that's right for them.

Sidekick can help with everything from importing events and recipes to creating lists and planning meals. The challenge was introducing these capabilities in a way that felt helpful and approachable, rather than asking users to learn a new AI tool.

I focused on making the AI interaction feel natural and easy to start. I wrote the instructional text, prompts, and CTAs to guide users on what information Sidekick could use—like dietary preferences or ingredients they already have—without making the experience feel like filling out a form.

After generating a meal plan, the goal was to help users understand what happened next. I wrote the confirmation messaging and CTAs to clarify where their plan was saved, while making it clear they could still customize the recipes Sidekick suggested.