Simplifying insurance shopping
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In short
Leading content and experience design across growth and core product teams.
Client
The Zebra
Services
Content Design
Product Design
User Experience
Leading content and experience design across growth and core product teams.
The Zebra
Content Design
Product Design
User Experience
The Zebra had hired a collection of 3 mid- to senior-level UX writers. But without a leader, the team lacked a strategic vision and standards for excellence that could drive customer and business impact.
As the first content design manager at the company, my first-90-days objective was to quickly build trust with my direct reports, my "first team", and our leadership.
So I worked with my designers to educate and empower through application. Together we set the foundations for work to come.
Data is the love language of The Zebra. But for all the generative research and quantitative data we had from extensive experimentation, we lacked visibility into the quality of our end-to-end experience.
The director of UX research and I changed that. With executive buy-in and stakeholder partnership, we evaluated our online and agency experiences across our customer segments, and aligned around core principles and benchmarks.
This empowered our squads of product managers, designers, and engineers to deliver in two-week sprints while keeping the big picture in mind.
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My team of content designers were embedded in squads across acquisition, core product flows, retention, growth, and internal tools.
They drove impact through optimizations and experimentations that drove millions of dollars in revenue, as well as 0-to-1 innovations that changed our business model.
Their work regularly received praise from other design leaders, engineering partners, marketing stakeholders, and the chief product officer, who said:
"The team is doing amazing with content. We’ve lacked there for years and they’re crushing it."
