Challenge
When dedicated content designers support an outsize number of product design partners, they have to be selective with their time and focus. By prioritizing projects where they can have the greatest impact, their engagement with other work is limited and increases UX, brand and legal risk.
I identified multiple opportunities to empower product designers to tackle foundational content design so that our content designers could scale their impact across more projects.
Results
I formalized the content design practice for our team of 20+ designers, created a UX writing guide used by hundreds of writers and designers across our org, and designed a Figma project template that enabled consistency across projects with a content-first approach.
Scaled
Consistent
3X Impact
Scalable Content Practice
I implemented content design office hours with an automated intake process that established clear project context and needs. This provided flexibility for a team of multiple content designers to divide work appropriately and cover for one another when out of office. Other outcomes:
Included resources, 1-on-1 mentoring, and step-by-step guidelines empowered product design partners
Content designers could each support 10+ projects and product design partners
Enabled clear capacity planning, tracking and productivity metrics.
UX Writing Guide
Product partners and new content designers struggled with navigating our guidelines/resources and getting started writing content. I created a simple and direct guide to UX writing that saw explosive adoption and inspired the creation of similar resources across the company.
Travel Glossary
Travel products employ a unique range of vocabulary terms that were used inconsistently across teams and designers. I created a single source of truth for our teams to align on preferred usage, complete with examples for when and how to implement the guidance.
Figma Project Template
Product designers took arbitrarily unique approaches to organizing and presenting their project files. To ensure a consistent and professional design process, I created a project template in Figma for our designers considering:
Alignment on project requirements and constraints
Consistent adherence to the double diamond by showing the work
Autolayout and custom components by project type/phase
Learn more about this work.