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Content Guidelines

My Process

Deep product dive


Defining the voice and tone

Voice principles

UX Writing/language

Layout design

User interviews

Product owner interviews


Final deliverable


Consistent language

Personable voice

Varying and empathetic tone

Appropriate masking text


Creative messaging 

Strong principles

Less confusion among designers and developers

Innovative and malleable set of guidelines

Referenced daily

Creating and defining the voice and tone of Vertafore

I gained a deep knowledge of the various, digital products the company has to offer. I understood the brand's personality and the type of voice desired. This led me to create and propose the new Voice Principles to the product team.

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I researched different companies to see what other content guidelines include or exclude. I took notes and identified different topics and outlines/layouts that would work best for our brand.

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I wrote the guidelines in Sharepoint and created the layout and design in Figma. 

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I iterated the layout and design multiple times while receiving feedback during design reviews. 

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I constantly edited the guidelines while gaining insights during user interviews, design reviews and meetings with product owners. This led me to pinpoint any confusion and inconsistencies users experience.

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The Guidelines:

(Screenshots of the master Figma file)

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