GEOFFREY O'BRIAN
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    • UX Writing: Spotify Tap
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    • Feature Awareness: WhatsApp
    • Product Education: Ray-Ban Smartglasses
    • UX Writing: Consent Screen (Meta)
    • Content Governance (Amazon & Meta)
    • Evolving Content Design (Amazon)
    • eCommerce: Reducing friction in Disney checkout flow
    • Information Architecture: Disney Feature Filters
    • Content Strategy: Facebook View App
    • Product Tool: Disney Trip Planning
    • UI Writing: Disney Mobile Order App
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    • Conversation Design: Disney Avatar Chatbot
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    • Conversation Design: Disney Chatbots
    • Chatbot samples
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    • Branding & Copywriting: Disney, Amazon, Yoga Journal, Mammoth
  • Thought Leadership
    • Content Design for AR/VR Experiences
    • 5 Ways to Improve Content with User-centered Design
    • Good Qustions lead to Great UX Writing
    • Embracing "Design" in Content Design
    • Designing Omnichannel Content Experiences
    • Design Thinking: a Process for Content Design
    • 3 Questions to a Better Content Strategy
    • The Layers of User Experience
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Content Governance                                    
Standards, Frameworks & Best Practices




Overview

As a lead content designer / UX writer at Amazon and Facebook (Meta), I was responsible
for content governance –
processes, guidelines, and frameworks to ensure consistent
creation, management, and maintenance of content.

I focused on:
  • establishing standards & guidelines for content creation
  • ensuring content quality and consistency,
  • providing ongoing oversight and maintenance of content through its lifecycle

I created style guides, content guidelines and best practices in digital form for both teams.

Impact
: more efficient, consistent and impactful creation of content 

Situation

A website re-design at Amazon (Ivy) and a newly launched app at Meta (Facebook View),
each required content governance.

For both Amazon and Meta, the motivation was to set standards, guidelines, style guides
and best practices to ensure content quality and consistency.

Action

I identified the users and needs for my work.

Users: content designers, product designers, engineers.

User need:

  • clear guidelines
  • helpful standards
  • best practices
  • easy digital reference

My content strategy for the standards:

  1. Lead with top 2 best practices
  2. Visualize guideline
  3. Lever "Do / Don't" to exemplify and serve as quick reference
  4. Offer templates
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Brand and voice

The Ray-Ban Stories brand is about the excitement and aspiration of new wearables technology.
The voice communicates a personality and values that represent this aspiration.
The tone is how we communicate, the emotion, attitude, and confidence of our message.


Well-crafted UX writing captures the brand, voice and tone together in clear, crisp messaging.

I do this by focusing my writing on two levels to answer "what can these glasses do for you."


  • The first focuses on concrete aspirations like "listen, capture, and share," capabilities of the glasses.
  • The second focuses on amorphous aspirations like "never break your rhythm," the possibility these capabilities offer.

When I get it right, the user feels both in the same moment, like:

 "Never break your rhythm
Pause your song, take a photo, or record a video with a single touch"



Component-level Guidelines & Best Practices 
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Design System
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Results

After launching digital content governance in the form of standards, guidelines, best practices,
and a design system (+ a content design toolkit), the result was:
  1. more efficient content creation
  2. improved impact (results and data)
  3. consistency of content across the ecosystem
 
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  • Home
  • Portfolio
    • UX Writing: Spotify Tap
    • Product Education Strategy & Components (Facebook View)
    • Artificial Intelligence Content (Disney)
    • Feature Awareness: WhatsApp
    • Product Education: Ray-Ban Smartglasses
    • UX Writing: Consent Screen (Meta)
    • Content Governance (Amazon & Meta)
    • Evolving Content Design (Amazon)
    • eCommerce: Reducing friction in Disney checkout flow
    • Information Architecture: Disney Feature Filters
    • Content Strategy: Facebook View App
    • Product Tool: Disney Trip Planning
    • UI Writing: Disney Mobile Order App
    • Content Testing
    • App Monetization: Disney Play app
    • Conversation Design: Disney Avatar Chatbot
    • Content Architecture: Shanghai Disneyland
    • Conversation Design: Disney Chatbots
    • Chatbot samples
    • Branding: Disney Play App
    • Branding & Copywriting: Disney, Amazon, Yoga Journal, Mammoth
  • Thought Leadership
    • Content Design for AR/VR Experiences
    • 5 Ways to Improve Content with User-centered Design
    • Good Qustions lead to Great UX Writing
    • Embracing "Design" in Content Design
    • Designing Omnichannel Content Experiences
    • Design Thinking: a Process for Content Design
    • 3 Questions to a Better Content Strategy
    • The Layers of User Experience
  • Speaking
  • Blog
  • Contact