Content Strategy - Xfinity Mobile

CHALLENGE

By nature, Xfinity Mobile's UX design principles are difficult to implement in the product content - especially amidst complex technical details and functionalities. It’s difficult, if not impossible, to use language that is all at once simple, transparent, and human.

Our style guide was limited to tactical information like vocabulary, formatting, and communication goals but didn’t provide frameworks or situational context that helped writers apply the UX design principles to our voice and tone.

My Role

As the UX Content Strategy Lead, I was responsible for oversight of end-to-end product content for Xfinity Mobile. I identified a need for this Ops project and drove the effort from start to finish. My goal was to create a more detailed resource for my team to lean on when delivering content for the experience.

Process

I started by defining a content perspective so each writer interpreted our voice and tone the same way.

I mapped our principles to each scenario, dialing up or down depending on the situation. This helped UX writers make detailed and difficult decisions about the information and language to use in each environment.

Lastly, I updated our style guide with practical information like voice and tone attributes to create a consistent mindset across the team.

Outcomes

Based on our principles and style guides, content underwent rigorous reviews and stress tests with designers, stakeholders, business leaders, and pilot users. We wrote content for website pages, app interfaces, email and SMS communications, support articles, promotional offers, and agent tools. I received positive feedback from copywriters, who felt empowered to make decisions about communication across the product, and from designers, who printed up a poster of the detailed principles for our office.