Brand Simple
Category health tech, wellness, nutrition
Content design system development + copy guideline expansion
Challenge
Simple struggled with consistent copywriting and UX writing within their weight loss app and marketing communications. There was a bad habit of telling users to log items in their “Activity Tracker” when it was really called the “Movement Tracker.” Or writers would inaccurately explain to users where to find specific features.
The reason? Writers were sometimes misinformed, and existing copy guidelines were outdated.
Everywhere you went, there were small but glaring moments that were bound to confuse or frustrate users. I led the creation of the team’s first Content Design System and fresh copy guidelines for product features and scientific terminology so every writer could speak the same language—finally.
Role
Lead UX Writer
Content Designer
Brand Voice
Liaison between Product, Design, Copy, and Brand teams
Results
Reduced Figma comments and meetings by 40% previously spent debating UX writing, UI components, legal copy, and key product features.
Writing was reported more clear across the app, helping to lessen user cognitive overload and get users through steps faster.
Product feature naming and scientific terms (including specific nuances of how we spoke about them) were tracked and added to our copy guidelines, making it easy for writers to reference.
Best practices were locked in—no more forgetting which content and designs worked best for the brand.
“[Karina] played a pivotal role in shaping the guide, working seamlessly with both the copywriting team and other stakeholders to ensure consistency and clarity across the app and marketing content. Karina’s care and attention to detail throughout the project were truly appreciated and played a key role in the successful outcome.”
