Quick snapshot
Role: Lead Content Strategist
Team: UX Designer · Product Manager
Duration: Sept 2023 – March 2024
Summary
A system-level content strategy initiative to reduce layout chaos, scale reusable templates, and enable non-UX teams to independently build Medical Specialty pages — without sacrificing clarity or consistency.
Key impact
Standardized 40+ Medical Specialty pages with 2 scalable templates
Reduced layout variants from 35+ to 2
Created guidance now embedded in 45+ component configurations
Overview
The Medical Specialties section of uwmedicine.org had grown over time without centralized standards, leading to inconsistent UX, design debt, and operational inefficiencies. I led a content strategy initiative to build reusable, accessible templates and plain-language documentation so stakeholders outside the UX team could confidently build and maintain their own pages — within system-approved constraints.
The Challenge
01
40+ pages had conflicting layouts, outdated patterns, and inconsistent hierarchy
02
35+ layout variants created confusion and duplicated UX work
03
Non-UX stakeholders relied heavily on designers for routine edits and builds
My Role
Audited and categorized all existing Specialty pages
Collaborated with UX and PM to identify universal patterns and pain points
Created reusable Figma templates with inline copy guidance
Authored usage documentation to help non-writers build clear, consistent pages
Integrated the guidance into our shared design system and CMS documentation
Process
1. Audit + Pattern Discovery
Mapped and analyzed all existing page layouts, identifying 2 repeatable templates that covered 95% of use cases.
2. Stakeholder Collaboration
Partnered with UX, PM, and marketers to align on business needs and ensure solutions worked across clinical and comms teams.
3. Documentation + Self-Service Enablement
Created copy block libraries, component usage rules, and plain-language instructions — focused on accessibility, hierarchy, and reuse.
4. System Integration
Added the guidance into our component library and CMS, giving future authors clarity on what to use and how.
Results
Bonus: The system is now being considered as a model for additional high-volume content areas across uwmedicine.org.
Final templates
