Content
Design
Maturing
Role:
UX Content Design Manager
Team:
Content Design
Skills:
Content Strategy, Workshop Facilitation, Agile
Situation
As the demand for content support was growing. I need to develop a team and mature content design within the organisation.
Task
My goal was to create a content strategy, balancing giffgaff tone of voice and embedding content design into the UX practice.
Action
Brand personality
We identified words and traits that represent giffgaff and make it unique.
Tone of voice matrix
Developed a matrix to guide us on when to dial up or down the tone of voice.
Content design principles
Established four core principles to embody our approach to content design.
Community of practice
We introduced regular stand-ups and a community of practice to help the team share knowledge and align on projects.
Bi-weekly drop-in sessions
We created open sessions where anyone could get content design support, improving cross-team collaboration.
Personal development plans
Using the GROW model (Goal, Reality, Options, Way Forward), I worked with each team member to set development plans.
Pair writing
I implemented pair writing sessions to foster collaboration, share knowledge, and strengthen our content outputs.
Content style guide
Established the giffgaff content style guide, helping other teams with the tools to create a good first draft
Results
Stronger brand consistency
Improved collaboration
Team empowerment
