Quick snapshot
Summary
A system-wide content strategy framework built to align teams, standardize guidance, and support scalable, inclusive UX writing across UW Medicine’s digital ecosystem.
Key impact
Referenced in 25+ projects in the first 3 months
Used by 5+ cross-functional teams to guide strategy and standards
Reduced content review cycle time by ~30%
Now used in onboarding and training across the UX content team
Overview
As uwmedicine.org scaled to support more clinics, specialties, and system-level goals, content fragmentation became a risk to clarity, trust, and operational efficiency. I led the creation of a unified Content Strategy Playbook — a modular, system-level guide that defines how we write, who we write for, and how we measure success.
This living resource helps teams produce accessible, aligned, and user-first content — without reinventing standards for every project. It has become a central tool for onboarding, triaging requests, and cross-team collaboration.
The Challenge
01
No centralized standards or shared goals for digital content
02
Style, tone, and editorial decisions varied across teams
03
No clear metrics framework for measuring content success
My Role
Structured and authored the playbook’s five core sections
Synthesized inputs from brand, SEO, accessibility, analytics, and design systems
Led alignment workshops and async reviews across 10+ stakeholder groups
Designed modular sections that could function as training, reference, and strategy foundation
Integrated inclusive language principles and WCAG 2.1 accessibility standards
Positioned the playbook as both content infrastructure and governance tool
Process
1. Define the Compass
Mapped business goals to content objectives for four key audiences: Patients & Families, Medical Professionals, Job Seekers, Students & Faculty.
2. Codify the Standards
Established rules for tone, accuracy, accessibility, review, and legal compliance — balancing flexibility with clarity.
3. Build Measurement Models
Developed frameworks that connect KPIs, metrics, and measurement methods (analytics, heuristics, user feedback) for each core audience.
4. Establish Core Principles
Authored values-based guidance around inclusion, health equity, voice, and content consistency — aligned with brand and accessibility teams.
5. Collaborate + Launch
Facilitated cross-functional reviews, integrated stakeholder feedback, and released the playbook in modular, digestible chapters.
Results
Outcome
Detail
“This gave us a shared language for content. It’s become our team’s source of truth.” — UX Lead, Design Systems
Takeaways
01
Scalable content systems require both shared values and clear workflows
02
Standards succeed when they're built with flexibility and real-world context
03