Blip is an AI-powered platform that connects interactions into a single digital asset, helping companies build their own conversational experiences across their entire customer lifecycle - from marketing to commerce to customer care - on major messaging apps such as WhatsApp, Messenger, and Instagram.
With a global customer base that spans over 32 countries, manages over 160M active contacts, and creates over 365,000 chatbots, Blip’s team of 1500+ employees (over 60 of which are designers) coordinated across a wide product offering to deliver value to customers.
For Blip, the user-facing communication owned by product text was crucial: their product served multiple different personas depending on the product area, as well as managing content localized for Portuguese-, Spanish-, and English-speaking countries.
Despite the high volume of product text the team was handling, their process could have been more efficient, less time-consuming, manual, and error-prone. For each new design, designers, and writers manually copied all of the text in mockups into a new spreadsheet with columns for the 3 languages, which engineers then manually copied into string JSONs after significant review and back-and-forth.
Across multiple sources of truth, there was little trust that the written and translated text would enter development correctly. Writer Ana Luiza Souza elaborates, “The process was entirely non-scalable.”
The team brought in Ditto to function as a single source of truth for product text, from design to iteration to localization to development.
With Ditto, Blip is able to instantly sync text updates back to designs, without all the manual work of copying-and-pasting content between spreadsheets and Figma. At Blip, “the product designers bought into Ditto with the writers because they saw that the process was much more efficient when using it in their workflows.” From designers to writers, Ditto served as their “centralized history of content,” where they could easily search for and see the changes that were made.
The team is also able to organize all of their text into Ditto components (and component variants), allowing them to easily reuse text and translations. With their Ditto component library, the team is able to manage their strings, string IDs, translations, and have it all sync back to designs.
For Blip, Ditto drastically saves the team time and gives them confidence when shipping product.
After a year of using Ditto, the Blip team found that Ditto allowed them to write, proofread, and translate 48% faster compared to their previous process.
Coupled with the increased trust in product implementation, these time-savings — across writers, designers, and developers — quickly led to Ditto buy-in from IC to C-level roles within the organization.
Ditto also unlocked new workflows for the Blip team, enabling “co-creation,” where product designers are able to not only think about the content, but also where it exists, what prior iterations look like, and how they want to improve it — rather than text being written and reviewed in isolation from context.
