Content Design
I design UI/UX, information architecture, and the actual words you read on products for Google. I currently support YouTube’s Fan Funding team, driving content for Paid Digital Goods and Channel Memberships. Previously, I led content for teams in Instagram Shopping and Instagram Well-being for 3 years.
I’ve spearheaded content standards, design reviews, terminology playbooks, naming, design sprints, translation and accessibility cleanup, and mission/values/north star work.
In-depth examples
Shop tab
Goal: Meta prioritized shopping on-platform and Instagram needed a dedicated space for product suggestions, drops, and collections. We launched the Shop tab globally in fall 2020, becoming the first major change to Instagram’s homepage in 10 years.
What I did: I worked on this top-priority product launch with multiple stakeholders and teams across the family of apps in various time zones. I led many rounds of naming this extremely highly visible product. I wrote end-to-end content, collaborated on design and information architecture, and partnered with language managers to deliver an accessible, localized launch on time. I extended my influence by creating a first-of-its-kind design and editorial partnership with our shopping editorial team to name their destination (Editors’ picks) in the tab. We also collaborated to produce content for cultural moments and holiday campaigns for marketing, ads, and in-app. Before leaving the team, I created content standards for our internal components, new module design, and sub-destination naming.
Selected press:
Affiliate
Goal: Instagram wanted to launch a native affiliate program to help creators earn money from their product recommendations. We launched an MVP in June 2021 and have since expanded globally to thousands of creators and brands, unlocking the opportunity for creators to tag affiliate products in posts, stories, live videos, and reels.
What I did: I worked on this high-priority product launch with multiple stakeholders and teams across the family of apps in various time zones. I led naming, proposing a simple and industry-standard name, and ensuring all options went through rounds of user and inbound research. I wrote end-to-end content, collaborated with product design on design and information architecture, and partnered with language managers to deliver an accessible, localized launch on time. I also worked with our Help Center content strategists on articles, served as a consultant for marketing on an external affiliate playbook, and drove policy reviews for metrics for our in-app insights. Alongside product design and product management, I co-led design sprints to think about how our creator monetization offerings might all work alongside each other in a current and future state. I presented in design reviews and was an essential collaborator in product reviews going as high up as our CEO. Finally, I pitched and led an internal creator terminology playbook used by product, marketing, and brand teams across Instagram and Facebook.
Since the launch of the playbook, I’ve expanded its success by turning it into a presentation entitled, “Why you should create a terminology playbook.” I’ve presented to our internal content design conference of over 700 people, as well as to my joint PD/CD design org. I’ve launched an accompanying tracker template and published a follow-up note to help fellow designers get started on their own.
Selected press:
Nudging kind behavior
Goal: Minimize the amount of bullying on Instagram to keep it a safe and fun place to connect.
What I did: I wrote a framework to help approach the problem of bullying in a new way. Rather than scold users about breaking Instagram’s rules, I developed content that reminded them of the power their words hold. Now, if someone tries to post a potentially harmful comment, Instagram will “nudge” them to reconsider.
Selected press:
Product tagging for everyone
Goal: In order to improve product discovery and empower everyone to be a creator if they so choose, Instagram wanted to expand product tagging to all people in the U.S.
What I did: I wrote end-to-end content, collaborated on design and information architecture, and led the non-naming of this product launch. As a content designer, I believe one of the most interesting and challenging things we can work on is choosing when not to name a product formally. While marketing was excited about a buzzy launch, I knew adding a branded name would create unnecessary complexity. I successfully proved my case, convincing all stakeholders to embrace a descriptive name. As my final product on Shopping, this launch solidified my expertise in the full range of the creator experience from dabbling creator to superstar.
Selected press:
Creator shops
Goal: Following successful affiliate and shops launches, Instagram decided to give creators a central place on their profiles for products they recommend.
What I did: I partnered with product design to make complex onboarding flows simple and straightforward. I leveraged value props from research and inbound marketing to create compelling upsells, significantly increasing shop openings with a single megaphone I wrote. I also helped unlock the ability to share shops and collections in stories and reels.
Selected press:
More content design
Examples from Instagram, Healthcare.gov, Department of Defense’s National Security Innovation Network, and Centers for Medicare and Medicaid Services’ Quality Payment Progam.