How can we write content for a product whose happy flow has 40+ permutations? How can we maintain design cohesion across 6+ products? And, how do we do all that, and more, with only 3 designers on the team, in a rapidly changing environment?
Here, you’ll find a breakdown of my systematic approach to content design, and the design patterns I’ve implemented alongside two Product Design partners to make our work better, and our lives easier.Crafting content systems
OpportunityProduct design requirements for growth products were often ad hoc and fragmented, contradictory to the nature of the products themselves. Highly configurable by design, there was a lack of content documentation, making it difficult to ensure a cohesive product experience across all permutations.
Solution
I spent any pockets of time I had to create a content framework for two of our acquisition products (Welcome rewards and Referral).
Impact
These frameworks have been used and referenced by designers, product mangers, and local market teams to understand more about the product and corresponding user experience. They’ve helped us standardize designs, onboard members, and, more recently, teach Claude how our products work.
Devising UIUX patterns
Opportunity
As our team’s business priority shifted from offshore to onshore markets in early 2025, our design principles did a 180, introducing more minimalist UIs and personable language to appeal to US customers. Spread thin on manpower, we also needed to adapt to the exponential speed at which we would be launching new features to grow our US userbase.
Solution
To maximize on our ouput efficiency, I worked closely with my PDs to devise UIUX patterns and reusable screens based on our existing products. These were based both on user feedback and universal applicability.
Impact
These patterns have not only helped us increase the efficiency of our output, but also ensure consistency and UIUX symmetry across 4+ of our products. For customers, this has led to greater trust through transparency on how our products work.
Templates, templates, templates!
OpportunityWhen Referral became the primary acquisition driver for the US, more teams sought to integrate the mechanism into their products. The first time this happened, it quickly became apparent that we lacked sufficient documentation to teach other business teams exactly how Referral works, from the technical solution to the content and flows. Everything was scattered across different PRDs and Figma files.
Solution
I created a Referral ‘cheat sheet’ with product logic, content guidelines, and the end-to-end UIUX which PMs, PDs, and CDs could reference for their work. This clearly indicated which content could be customized and which screens, content, and interactions were required.
Impact
Reduced overhead for cross-team collaboration efforts on Referral, making it easier to work with different teams across timezones and onboard new team members onto our products.