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SEO & Content Strategy  ·  Market Research  ·  UX  ·  Vid  ·  QC  ·  Writing

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Dahlia Ferrer

UX WRITING & CONTENT STRATEGY

Hewlett Packard Enterprises
Content Strategist
UX Design System

Context

Various UX Designers on the Design Systems team published their recommendations for HPE in-house app developers to follow. They hired me to address the following issues:

  • HPE's User Interfaces (UI's) weren't homogenous and often had small errors due to the fast pace of work and the many silo'ed teams

  • the design system wasn't as highly adopted by their in-house devs as they'd hoped

  • devs stated they couldn't find what they were searching for or that it was difficult to know what UX design choices implement under certain circumstances

  • the pages of the design system site weren't homogenous, and therefore unpredictable for the users

  • the UX Designers who had written the pages didn't feel that writing was in their scope of talents and would prefer a content strategist with strong writing skills clean this up

  1. ​Audited HPE's UX Design System website.

  2. New layout suggestions: After research and gathering information from stakeholders I suggested

    1. a sticky table of contents with anchors down the page to help developers find information quickly

    2. homogenized subtitle sections across the design system pages

    3. a "when to use" vs "when not to use" section to guide developers with decision-making.

  3. ​Became a "required reviewer," reviewing hundreds of developers' Figma files in the middle phases HPE UI's designs to catch errors.​​

  4. Presentation to developers on the most frequently flagged items.

Action

Results?

1. User Interfaces created by HPE developers were more homogeneous and were moving in the direction of feeling like it was created by one company.

2. Implementation of the table of contents and anchors across the entire site was a success!

3. Decrease in Developers' time in searching for things on the Design System site pages.

4. Increased traffic to the UX Design System site.

FK Irons
Content Strategist

Context

Just prior to the pandemic FK Irons was one of two top tattoo machine manufacturers in the world to release a wireless tattoo machine and auxiliary Bluetooth-enabled devices. Soon FK Irons pioneered a first-ever app to manage those new-to-market digital devices.

​

From the user standpoint, there was a relatively high learning curve. There were also some device connectivity problems that were frustrating customers. The combination resulted in user complaints and many product returns. 

  1. Troubleshooting: Spoke with the engineers to understand the technical issues.

  2. Technical writing: Wrote simple, step-by-step instructions to ease the processes that were frustrating customers.

Action

Results?

1. Record sales - during the pandemic!

2. Reduction of returns of devices and complaints.

Royal Caribbean
Content Specialist

Context

Within a large, growing company the app team needed support to update content within a complicated content management system (CMS), Adobe Experience.   ​

Action

  1. Field User Experience (UX) testing on board a cruise during an actual sailing to document guests' UX issues, connectivity problems or doubts when they most need to use the app.

  2. Made it a point to also gather UX feedback from Spanish-speaking guests.

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