A rapid process to drive results
A simple and adaptable approach for success
I guide my teams to think of our process as a set of flexible building blocks that can be adjusted to fit the needs of any project. Whether we’re doing research, creating wireframes, prototyping, user testing, or making improvements, we work closely with development teams using an Agile approach. This way of working helps us speed up our content design and continually get better at what we do.
But first, metrics
Setting clear goals is the foundation of every project. I coach my team to work with our business partners to define key goals early. It’s important to resist jumping into design before knowing what success looks like. Take a moment to chat with your business partners so everyone—UX, engineering, and analytics—is on the same page. Every team member’s work should support this shared vision for success.
What's your "why?"
Collaborative iteration
Exploring your "how"
Once you have clear goals, it’s time to think about your message. Based on what you know about your users, why will they want your product? Stay focused on what's in it for the customer and make your content about them, not your company.
Exploring your "how"
Collaborative iteration
Exploring your "how"
Your “how” is all about delivering your message. This can involve picking the right content types, design elements, and technology to engage your audience. If you’re optimizing something, you might jump straight to detailed designs. If it’s a new launch, you might start with simple sketches to focus your team’s strategy.
Collaborative iteration
Collaborative iteration
Collaborative iteration
Working together across teams does two important things: it improves work based on feedback and ensures that everyone in the organization supports the project.
Mapping your customer's journey
Your flow is what sets content design apart from just writing copy. Sure, writing is part of it, but content design means understanding your customer’s journey and creating a path that’s enjoyable and easy. Mapping out the customer journey helps us identify key touch points, increasing user satisfaction.
User test for directional indicators
User research is a great way to keep your content strategy user-centered. User interviews, surveys, and usability testing can help your team producing work that uses your quantitative testing calendar wisely.
My team has found that LLMs can accelerate our cycles faster than we did even just a few months ago. What used to take us a few days, now takes us just a few hours.
Launch, watch, and learn
I train my content team to regularly review test analytics to understand how our content is performing. We are on the lookout for patterns and insights we can use to inform our content strategy and work to learn from one another. This continuous optimization helps us scale what's winning and adapt to new data, business goals, and market conditions.