Content strategy
The spreadsheets behind the words. (This shit’s deep.)
Background art
Funny story. These weird blobby things in the background here? They’re a feature that I worked on at Squarespace.
I led feature naming, collaborating closely with product marketing, localization, and the design team.
Also…so many spreadsheets to figure out the hierarchy of controls. I advocated for a simplified and consistent categorization structure, to help people make the changes they want faster.
Speedy PDF terminology guide
My client, Radbee, brought me an app facing inconsistency in naming and terminology. I helped them clean it up, and created a guide for anyone at the company to use going forward.
We considered:
How multiple audiences relate to different terminology (regulators, admins, and regular users)
How product naming influences artifact naming
Marketing vs. in-app name usage
In-product pressure-testing
Consistency for CTAs, roles, and usage
TurboTax learn more pages
The problem:
The TurboTax product pages were in need of a scrub for tax year 2018. The product had recently split into 8 SKUs, after adding TurboTax Live. The learn more pages were a mess—full of unorganized, duplicative, or incomplete information. They were very. Not. Scannable.
The strategy:
Make spreadsheets, so many spreadsheets.
Identify inconsistencies and inaccuracies.
Categorize everything.
Negotiate with marketing to incorporate SEO-friendly terms that also meet our voice and tone guidelines.
Determine top selling points for each SKU.
Plan for future state designs, involving better categorization.
Ensure selling-point accuracy across 8 product pages.
The outcome:
Delivered 8 learn more pages, in time for tax season.
Updated design and categorization shown today are based on this foundational work.
