As one of the 1st CDs at WhatsApp, I worked on scores of features for WA's Consumer and Business apps, and (Enterprise) Business Platform, with a focus on monetized features, commerce tools, payments, and integrity functions.
Working in close collaboration with multi-functional teams, I provided end-to-end content design and UX content, including: entire flow UX content, naming and terminology, new user upsells and onboarding experiences, alerts & errors, consent gates, integrity enforcement experiences, and more. I often established 0-1 foundational content for new features that was built upon by subsequent CDs, or informed related features.
I established improved localization processes to translate base English-language copy into WA's large range of locale-languages.
I was also a Content Crit Lead, a Content Standards Lead (including developing content guidance integrated into design components library), a Term (bank) Entry Reviewer, and frequently a mentor and guide for new team members.
(Selected projects & sample links below)
Isolated mocks for updating of business-user advisory - moving noted content from "red" to "green" placement
Selected PROJECTS & SAMPLES
Marketing messages - I supported this paid messaging Business app feature from launch, with content design including naming recommendation, entry-point content and strategic framework, comprehensive UI content for message creation, scheduling, audience selection, billing, performance metrics, and pre-made Templates to support quick creation of quality messages.
Payments - I supported the multi-region launch of features by which users can send and receive money on WhatsApp, providing comprehensive content across all involved flows and surfaces. I later established content for Orders and Invoices that was foundational across consumer & business surfaces, and delivered content for numerous India region updates, including Scheduled & Requested payments, Invites for growth, and QR-scan discovery optimization that led to 300% increase in user adoption.
Integrity enforcement - I supported functions that keep WhatsApp safe from bad actors by restricting or disabling their usage on the Business Platform and Business and Consumer apps, including initiating and expanding foundational content terms and patterns for spam, scam, and commerce policy violation enforcements (account restrictions), as well as Integrity signal-gathering "customer / message satisfaction survey" functions. I also created content for "consent gates" where users could opt-in / out of various data-sharing or business messaging interactions.
Premium Business Tools - I supported launch of this collection of subscription-based tools for Business app users (view content brief: end to end feature walk-thru prepared for localization team), including assignable multiple devices (allowing user team-members to all use one account) and custom WA web-link/page, as well as later Premium's integration with Meta Verified (blue check mark) subscription.
Account safety and defense - I provided UI content for feature that stops spoofers from stealing a user's account. (View content brief giving end-to-end orientation of flow & content for localization)
Catalog - I supported upgrades of this Small Business app digital storefront where businesses can present their offerings, including adding Collections, video, and variants, and naming recommendations for cart, shopping (catalog access) button.
Directory - I supported 0-to-1 pilot of this in-app local businesses listing, to help businesses get found and contacted by consumers (press). Included business-oriented upsell & onboarding, listing set up, and consumer-facing browsing and geolocation consent.
Native Click-to-WhatsApp Ads - I supported launch of feature by which Business app users can natively create ads to bring new customers from Facebook and Instagram to WhatsApp. (View associated In-app Education framework: topics / content to help users get more out of CTWAs.)
Work typically involved:
- "Comps" audits of features, functions - both external (competitive) and internal Meta (comparable).
- end-to-end UX content, with annotations & rationale, for upsells (value propositions & positioning), onboarding, flow UI content and progression, alerts & errors, associated notifications, emails, and more.
- developing terminology, patterns, and naming recommendations for new and updating content.
- managing, prioritizing and addressing inputs and feedback from SME Content forums (e.g. Privacy, Metrics, Consent, Localizability), partners (Design, Product, WA Content), and reviews from stakeholder (Legal, Product, Leadership, etc.)
- documenting and socializing content considerations, progress, reviews, decisions.
- facilitating hand-offs to Engineering/build, and Localization.
