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.

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
  

Iterate & Test
Partnering with product design, we created prototypes in Figma
and shared with users and stakeholders for feedback.

Results

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