03 · Content standards
Built a scalable content design system for cross-functional teams
Empowered 200+ cross-functional partners by transforming fragmented content into a scalable design system with clear standards and gamified adoption.
829
Pieces audited
565
Pieces updated
18%
Drop-off reduced
200+
Active users of the guide
- Role
- Founding Content Designer
- Company
- Quartz Network
- Markets
- 🇺🇸🇬🇧 US and UK
- Launch
- 0 → 1
- Status
- Shipped
Gap in social infrastructure
During the pandemic Quartz Network moved from events to software. Products shipped fast, with no shared content structure or voice, and the experience fragmented. I joined six months after launch, audited every piece of content, and built a style guide that scaled across all three product verticals.
Keep, edit, discuss, or delete?
First...
- ...I established a detailed inventory of a significant portion of the website's content for all three products
Second...
- ...I audited each piece of content, deciding whether to keep, edit, discuss, or delete content
- Then, led discussions on pieces marked “Discuss” ensuring alignment among stakeholders on product terminology
829
pieces audited
565
pieces updated
41
dev tickets submitted
18%
drop-off rate reduced
Rewrote microcopy
User story
- New users are prompted to contact CSM to activate the account before platform access.
Before
After
Reasoning
- Assumed knowledge: The message assumes user understanding of terms like “Quartz Network Solutions” and “Campaigns” without onboarding.
- Contradictory directions: The body copy and CTA conflict about contacting the CSM
Stakeholder feedback
- Not suitable for the UK audience: “Don't mention full potential” because our UK audience doesn't have access to this feature and may feel left out.
Impact
Customer activation increased by 7%
Established guidelines
Confirmation dialogs got a repeatable shape: ask the question, describe the consequence, encourage proactivity, use the same verb as the title on the decision, and always leave a way out.
Gamified adoption
As a Notion doc the guide was overlooked by everyone but five people on Product. A Friends-themed trivia challenge on product terminology plus two company-wide workshops turned it into a cheat sheet 200+ people use regularly.
Next steps
- Build an advocacy team of trained style guide champions
- Run an internal survey to measure effectiveness and track usage over time
Learning
A little competition goes a long way. Letting people play the trivia sparked genuine interest in terminology while exposing how hard content decisions really are.