My agency experience taught me the value of a well-crafted brief. I collaborate closely with Product teams to understand business needs, product requirements, project priorities and define what is the role content plays. Most importantly, I focus on understanding why we're undertaking each initiative.

When I identify opportunities myself, I conduct audits and stakeholder interviews, and analyze both qualitative and quantitative data to build a compelling case for why we should pursue them.

I emphasise early organisational alignment by bringing all stakeholders onboard from the start. I create strategy outlines of high-level plans with key milestones and deliverables. This includes strategic stakeholder mapping, organisational content models, developing effective collaboration models, and ensuring transparent timeline visibility. And of course, this is when I begin conversations about how we'll measure success and validate our work along the way. In my experience, this helps avoid confusion and keeps projects moving smoothly.

Designing content can look different depending on the project. Due to my creative training, I like to begin with understanding the core story or idea we’re trying to tell our users. This ensure the experiences and systems we create have a connecting thread.

For product experiences, I collaborate with Product designers to run design sprints, develop the high-level UX strategy and journey, design content wireframes, craft narratives and write the UI content. I ensure the experience is accessible, implementable, inclusive, translatable and legally compliant.

For content systems, I design messaging frameworks, content guidelines, content patterns and components.

I work with Research on developing research plans to test prototypes and content, synthesise findings and plan next steps. I collaborate with Product to plan experiments on how to validate the success of the product. Based on the findings, I work with cross-functional teams to plan the next roadmap.