GEOFFREY O'BRIAN
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    • 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
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UX Writing & Brand Voice:
WhatsApp feature upsell

Overview

This project focuses on launching a new feature (WhatsApp) on Ray-Ban
Stories smartglasses. My work included product positioning, branding, and voice.

Situation

New technology on our smartglasses made it possible for users to
make calls and send messages
from our smartglasses with WhatsApp.

Action

My team included:
  1. Content designer (me)
  2. Product designer
  3. UX Researcher
  4. Product manager
  5. Lead engineer

User problem
Identify the user problem – smartglasses users wanted to call and message with WhatsApp.

Picture
User persona & Need
Shape a user persona and capture the user need.
Share with the cross-functional team and stakeholders for confirmation.

Verify with research
Partner with UX research to compile the existing research ("what we know")
and identify new research needed ("what we need to know").

Result: "What we know" showed a clear demand for WhatsApp.



Content strategy
With a short window before launch, we needed an effective content strategy to action immediately.

My strategy focused on:
  • leveraging existing app components
  • launching a tiered succession of awareness and education messaging
Picture
Iterate & Test
Partnering with product design, we created prototypes in Figma
and shared with users and stakeholders for feedback.

Picture
Picture
Picture

Results

  • On-time launch
  • 32% conversion
  • 45% adoption rate
  • 9% increase in device usage

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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