4. B
Overview
This project is about the need for a strong content
foundation. A strong foundation starts off with a user-
centric style guide.
PROJECT FOUNDATION
5. B
Challenge
Every year, phone carriers review a phone that is about
to be released on their network. Whether bugs or
dislikes, a list of comments is sent back to the phone
manufacturer.
This review is extremely important because if things
aren’t fixed, the phone isn’t released on the network.
About a few months into my job, the review came back
with content having the most problems.
PROJECT FOUNDATION
6. B
Discover
Write down:
• The problem with the UX copy
• The type of issue
• History and iterations
• Solution
Result:
Style guide had restrictions that allowed very little
room to create user-centric copy.
PROJECT FOUNDATION
7. B
Style guide
• Came from another company
• Millions of phones already out there
• Korean style guide was also important
PROJECT FOUNDATION
Current style Technical Rigid Everything
New style Contextual Neutral/Casual Concise
15. B
Summary
• Dramatic decrease of content-related issues
• Improve the style guide to improve the experience
• Analyze the situation to find the problem and hack it
down
PROJECT FOUNDATION
17. B
Overview
This project is about the need of others. Content is
about being collaborative. A great product has
alignment across all disciplines.
PROJECT COLLABORATION
19. B
Persona
• High-level decision makers
• C-suite
• VPs
• High-level understanding of the product
• Get into the details of what the product do but
without going too technical
• What does it solve?
PROJECT COLLABORATION
20. B
Storyboard
• Draft the initial storyboard
• Presented to design and
PMs
• Team wanted more tours
• Scope of this tour had to
change
• Back to drawing board with
design director to finish
other tours
PROJECT COLLABORATION
21. B
Writing
• See how the world
communicates this concept
• Learn the specific phrases
PM Leads use to discuss
product
• Utilize my own knowledge
of the product & MBA / IT
PROJECT COLLABORATION
23. B
Summary
Better content comes from working together.
Scope can constantly change but take the mentality of
we’re in this together. Sometimes, we spend so much
time trying to take a solution to fit the problem.
In the future, make sure when the problem we’re
solving changes that we start fresh.
PROJECT COLLABORATION
31. B
Overview
This project is about how I provide clarity through my
content. These are some of the things I do to provide
clarity in a situation.
PROJECT CLARITY
32. B
Challenge
The next Android version was going to include a
number blocking feature. LG already had their own set
of number blocking for text messages and phone calls.
All three features would need to co-exist on the phone.
PROJECT CLARITY
34. B
Draft
Before starting:
• Talked with designer to understand the scenario
• Looked at the wireframes
• Read initial reviews of Android feature
• Looked online to how the idea was communicated
Initial thoughts
• Get rid of spam and reject
PROJECT CLARITY
35. Bt
Draft
PROJECT CLARITY
TYPE OLD INITIAL
Section Call reject Call blocking
Feature Call reject mode / Reject calls from Blocked numbers
Section Spam manager Message blocking
Feature Spam words Block words
Feature Spam numbers Block numbers
Feature Blocked numbers Blocked numbers
The first draft is never the last draft. Throw words on
the wall and see what sticks.
36. Bt
Draft
PROJECT CLARITY
TYPE OLD INITIAL
Section Call reject Call blocking
Feature Call reject mode / Reject calls from Blocked numbers
Section Spam manager Message blocking
Feature Spam words Block words
Feature Spam numbers Block numbers
Feature Blocked numbers Blocked numbers
• Section titles needed
to be different
• Google’s feature
needed to stay intact
• Understand how each
feature was blocking
in its own unique way
38. B
Summary
The results were not perfect, but the result helped
simplify a variety of features to look more in line with
each other.
Simplifying an experience for users requires
understanding the underlying meaning.
PROJECT CLARITY