Problem
In 2019 Asurion’s 50+ person enterprise design team designed and wrote UI copy in silos. A style guide existed, but no one across the company followed it and few even knew about it.
B2C product designers worked in highly regulated spaces and struggled to craft UX that was both user-friendly and legally sound. And designers for internal apps struggled to use plain language that resonated with front line staff. The teams’ impact was limited.
Solution
The team needed UX Content coaching, leadership, and change management. I stepped in and:
Worked as an embedded UX content designer on our core growth product—co-designing with peers while leading information architecture and service design projects to ultimately help reduce customer support calls by more than 20%.
Hosted quarterly trainings and crafted UX writing resources in Figma, Notion, and AI-powered writing assistants for 50+ designers to drive end-to-end consistency in UI across domains.
Established a forum of 70+ from across the enterprise—including folks from Marketing, Brand, and Customer Support orgs—to align on terminology and product naming conventions.
Launched design team's first library of 120+ reusable content components (similar to components in a Design System) for designers to repurpose and use across domains.
My collective efforts helped align UX writing across continents and drove writing confidence across the design team.
While working at a high altitude tackling ambiguous, complex, horizontal problems on Asurion’s core product team, I regularly mentored and collaborated with product designers in their Figma files to ensure quality. I used Figma tip sheets like this one to point designers to style guides and UX writing best practices.