Standardizing voice, tone, grammar, and more
Compass is a real estate platform with a product suite that helps make the day-to-day agent workflow easy and seamless.
However, Compass agents were hard to convert. They favored familiar, outdated technology in lieu of a messy, disjointed product that didn’t speak their language. Internally, engineers were writing copy, consistency didn’t exist, and the user experience was full of dead ends without a common narrative and user research to back up product decisions and messaging.
Through a comprehensive content audit, 1:1 interviews, workshops, and usability testing, I defined content principles, audience, voice and tone, grammar, and messaging components and turned them into an interactive style guide that integrated with the Compass design system. These content guidelines standardized the way designers, product managers, and engineers implemented in-product copy, and in time, streamlined the design process and created a better, more relevant user experience.
What I loved: Planning and running cross-departmental workshops. It challenged me creatively and was a chance to teach people about the value of content in a product’s user experience.