A version of our design process seen from the perspective of a Content Designer.

Main goals

Scale Content Design in our UX group

Guarantee that all teams that don’t have content design allocation can better understand how to approach content design work, give more visibility to assets such as the product style guide and AI-assisted writing tools, and better inform about when and how to involve content design in any project.

Give in-depth visibility over what Content Design is and isn’t

Go beyond the words that content designers write and explain what usually supports them and how knowing which words to write is the real challenge. Open the door to collaborate early on and point out the different steps of the process that lead to words being written on an interface.

Make internal processes and frameworks more actionable

Clarify all UX roles on how they can be involved and what’s expected from them on frameworks that we used for terminology and UI pattern specific guidelines and processes such as the one we followed for Content Design or to prove the impact of the deliverables we work on collaboratively.

Slide from the presentation with a real product scenario and hypothesis about what could be a Content Design approach to it. All before writing a single word.

From presentation to roadshow

A year of workshopping

Planned to be a one-time presentation for UX designers who didn't have the support they should, we went on to cover not only all 70+ UX designers in our group but also our technical writing colleagues and even a few developers.

Measuring success

Enabling other roles is just as rewarding as what comes out of it. In the 6 months following our first presentation, we saw a boost of almost 300% in weekly page views in our product style guide and secured the decision to expand the seats in our AI-assisted writing tool for the whole UX group.

Test, iterate, repeat

After each session, we collected feedback from everyone and adapted the following sessions to it. Based on our colleagues' feedback we expanded further our content diagramming and terminology sections and created a specific one for UI component guidelines.

The terminology section covering a simplified version of our process.

An example fo what the content design solution could look like following the example shared before.

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Main goals

Scale Content Design in our UX group

Guarantee that all teams that don’t have content design allocation can better understand how to approach content design work, give more visibility to assets such as the product style guide and AI-assisted writing tools, and better inform about when and how to involve content design in any project.

Give in-depth visibility over what Content Design is and isn’t

Go beyond the words that content designers write and explain what usually supports them and how knowing which words to write is the real challenge. Open the door to collaborate early on and point out the different steps of the process that lead to words being written on an interface.

Make internal processes and frameworks more actionable

Clarify all UX roles on how they can be involved and what’s expected from them on frameworks that we used for terminology and UI pattern specific guidelines and processes such as the one we followed for Content Design or to prove the impact of the deliverables we work on collaboratively.

Homework, before changing a single word

• Go through dozens of already existing screens and user journeys within the product.
• Understand a highly complex field of which I knew nothing beforehand.

Writing for a better experience

• Keep the experience consistent in itself and across the different company products.
• When I joined, there was a lot of already identified friction on the tool.

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