THE CHALLENGE(S)

I joined the project after Sprint 0 designs had been completed. Getting ahead on a content strategy wasn’t entirely possible. There were no processes in place for a content designer with the role not having existed before. Additionally, many stakeholders were not familiar with the Content Designer’s role for any digital transformation project.

MY APPROACH

The content itself

• Write copy that addresses the major pain points currently faced by customers around clarity on validity dates, activation periods, ticket naming conventions, descriptions, delivery methods and more.

• Incorporate findings from user interviews, usability testing, global trends and industry research.

• Ensure alt-text was implemented in the CMS, character limits were defined in the design system for all components, copy was accessible-friendly and compliant with FLSA (French Languages Standards Act).

The processes

• Resolve the discrepancies in content between the three designers by staying ahead of dev handoff schedules.

• Establish ways of working through regular touchpoints with each of the designers and product team.

• Determine the process and methodology on handing-off content decks to Dev and the business ensuring translations are accounted for.

• Conduct review cycles with Marketing, Communications, Customer Care, Product, Legal to ensure teams are happy with the approach.

• Educate the team and the wider stakeholder group on the role of a Content Designer and how it can integrate into an Experience Design team plus noting the need for an established Content practice for all digital initiatives.