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

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