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Content designers often work in fast-paced environments where product managers – key stakeholders in these settings – are under pressure to deliver products with quick turnarounds. When things move fast, content design principles can take a back seat as delivery becomes the priority. Designers may be handed copy at the last minute for quick edits, raising a dilemma: Should they refine the copy as best they can within the constraints, or should they push back and advocate for content design principles?
Some may argue that a clear editorial style guide should prevent these situations. While a style guide provides authoritative direction, it may not cover nuances like specific UI components or personas for a particular feature. Additionally, without time to document decisions or reflect on processes, we can lose key insights and consensus in a flood of messages, making continuous improvement an uphill battle.
Having worked in a fast-paced fintech company under similar conditions, I’ve developed strategies to maintain copy governance, deliver impact beyond basic editing and drive ongoing improvements.
Before starting any large-scale content design project, content designers need some form of research or competitor analysis. The goal is to understand industry best practices and identify lessons that can be applied. Since every project is unique, slight deviations from the main editorial style guide are natural. Documenting research for a specific project provides a solid foundation for deciding on tone, vocabulary and rationale.
At the start of my projects, I establish a clear content direction by gathering insights on how competitors present their content. Concrete examples from the industry offer a benchmark and help refine our approach to stand out.
Once you have a strong grasp of industry standards and best practices, bring your insights to stakeholders. Present simple case studies and trends along with your rationale. It doesn’t have to be complex – screenshots with brief commentary can suffice. Ensuring that all stakeholders align on these findings prevents misunderstandings later. If team members change mid-project, documented research helps onboard new contributors quickly.
Some product managers may have fixed ideas about content based on product specifications rather than user experience. While product-specific terminology may make sense to internal teams, it can be jarring for everyday users.
As a content designer, your role is to bridge the gap between product specifications and user-friendly language. I use a method that involves listing all stakeholder-provided messages, sorting them by relevance to users and translating them into everyday language. This process clarifies what needs to be conveyed in specific wireframes.
When working with leadership, the focus may shift to hitting OKR targets or mitigating risks. In such cases, frame content decisions in terms of business impact – how incorporating best practices can improve conversion rates and drive revenue.
Additionally, always refer to documentation to support your recommendations. The copy team charter, editorial style guides, and project-specific guidelines should not only be detailed, but also evolve to stay relevant to market changes.
You may need to make compromises, such as incorporating compliance-mandated terminology or industry-standard terms. Be prepared to balance these requirements with user-friendly language to maintain a seamless experience.
Agile management emphasises that true learning happens when teams and stakeholders reflect on what worked, what didn’t and what can be improved.
Schedule two separate retrospective sessions – one with key stakeholders and another with the copy team – to assess the process. Use the first session to evaluate workflow efficiency and areas for refinement. Then, in the second, assess whether the copy performed as intended and whether customer feedback indicates necessary adjustments.
The goal of a retrospective is to identify opportunities for improvement and ensure that changes are implemented effectively. Document conclusions and create a list of actionable steps, tracking their impact over time. This structured approach enables teams to measure progress and refine processes continuously.
A successful retrospective fosters open, honest and inclusive discussions that focus on issues rather than individuals. As a content designer, facilitating these sessions may seem daunting at first, but maintaining an open mind, encouraging balanced discussions and focusing on solutions will set the right tone.
Content design is more than just editing text – it’s about ensuring that every word enhances the user experience while aligning with business goals. In fast-paced environments, proactive research and strategic discussions with stakeholders make a significant difference. By setting the scene with clear insights, fostering open communication and embracing continuous improvement, content designers can bridge the gap between users, products and the company’s bottom line. This requires strong rapport and a willingness to challenge outdated practices – but the impact is well worth it.
