← all work
role:AI Content Strategy Consultantsystem:Structured Content & AEOstatus:shipped

Structured Content for AI Answer Engines

An article content model, schema mapping, and brand token system for a construction finance platform

Rebuilt how Briq's Insights library is structured, published, and parsed. Modeled the article as typed fields (subtitle, summary, stat callout, repeatable checklist, rich-text body) so a single record serves skimmers, deep readers, and AI answer engines without writing three versions of it. Moved every article out of JavaScript rendering into structured JSON with BlogPosting schema mapped onto fields the article already had. Specified the robots, sitemap, canonical, and metadata patterns so new articles inherit the standard instead of being hand-tuned. Wrote reusable content guidelines for AI-assisted drafting, ran a sitewide naming-convention audit to align product and marketing terminology, and published the brand itself as machine-readable tokens.

// behind the work

Component placement belongs to the writer, not to engineering — [stat] and [checklist] tokens position inline components anywhere in the body. The form warns on save when a token is missing and still lets the article publish.

A standard that holds at the moment of writing beats one that becomes a gate people learn to route around.

role:AI Content Strategy Consultantsystem:Content Production & Brand Systemstatus:in use by the client team

One Webinar, a Month of Content

A reusable AI skill and a machine-readable brand system, operated by the client's own marketing team

Built a content production system that Briq's marketing team runs without me. The skill holds the method: a mandatory extraction pass before anything gets generated, one idea per output, no hook reused across pieces, and a drip schedule so a single source carries weeks instead of a day. The Briq project holds voice, brand, and subject context, so the same procedure produces client-specific work rather than generic output. Published the visual brand alongside it as machine-readable tokens (JSON, CSS custom properties, a written style guide, and a rendered reference page) so what comes out stays on-brand without a designer in the loop. One webinar transcript becomes an article, a social carousel, and a set of static posts.

// behind the work

The method and the brand live in separate layers on purpose. The skill never mentions Briq; the project context never prescribes method. Either layer can change without rewriting the other, which is the reason the team could keep running it after the engagement ended (the thing that usually dies at handoff is a system where the two are fused).

role:Staff Content Designersystem:Governancestatus:published

Guardrails for AI UX Content

AI product writing guidelines for an enterprise SaaS platform

Led AI writing guidelines for an AI assistant and internally built agents. Partnered with Legal, Design, Product, Engineering, and Research to align on voice, tone, and trust standards. Defined POV guidelines and reusable content rules for AI prompts, responses, and edge cases. Used research findings to refine clarity, expectations, and error handling. Created a scalable framework other teams could apply across AI features.

// behind the work

The guidelines covered when to use first, second, or third person for the AI assistant, clear rules for disclosing AI interaction to users, and a reviewed-and-approved-by-Legal governance layer so other teams could adopt them safely across features.

role:Content Systems Leadsystem:Taxonomy & Governancestatus:live in production

TunedIn Content Taxonomy

Field-level schema: closed vocabulary, capped multi-value, and relational fields governing the audio_dramas and tv_shows tables.

Designed and govern the structured taxonomy powering TunedIn's discovery and recommendation system — closed vocabularies for genre and audience classification, capped multi-value fields for tone, and a relational recommendation field validated against a live reference table. Defined the rules for where the vocabulary stays closed (genre, audience age) versus where editorial judgment leads (themes), and built the extension model that governs how new values enter the system.

// behind the work

The youmayalsolike field is the clearest example of content structure directly powering product function — every recommendation is validated against a real reference table at write time, so a broken taxonomy can't silently produce a broken recommendation. Insert discipline (a mandatory three-step check-insert-update pattern) exists because a single-step insert was found to silently drop fields — the governance rule encodes a known failure mode, not a hypothetical one.

role:Content Designersystem:Onboardingstatus:shipped

AI Onboarding in Product

Interactive onboarding and content flows that improved first-use success

Owned onboarding content strategy for an AI assistant's first-time use. Created the content flow and onboarding structure across steps, wrote copy for static and interactive versions, and partnered with Design, Product, and Research to test and refine. Proposed evolving a static first-time-use card into a scalable, CMS-managed announcement system.

// behind the work

Designed an explorative — not linear — onboarding structure where two follow-up questions appear after each answer. The experience keeps expanding as new AI capabilities are added, so the surface grows with the product instead of aging out.

role:UX Writer + Content Strategistsystem:reference → Trust & Onboardingstatus:shipped — web + mobile

AI UX Content in Product (Web + Mobile)

Assist positioning, in-product explanations, and trust-building guidance across web and mobile

Wrote in-product copy that clearly explains what an AI assistant is and how it helps users accomplish tasks faster. Set expectations for AI behavior, including what it can and can't do. Partnered with Design, Product, and Engineering to align messaging across web and mobile. Iterated copy using research feedback to improve clarity and adoption.

// behind the work

Web copy included settings-level transparency — for example, flagging when the assistant only has limited project access rather than letting users assume full context. Mobile introduced a short onboarding carousel (welcome message, new tab location, capability overview, agent selection) so first-time use didn't rely on a single static tooltip.

role:Content Systems Leadsystem:Contentful Platformstatus:in production

Contentful as a Content Platform

Content modeling, governance, and scalable systems across AI, Onboarding, and Explore

Treated Contentful as a shared content platform enabling scalable, CMS-managed content across multiple product teams. Led content modeling, governance, and long-term structure to support growth, customization, and localization. Managed three Contentful spaces, set up roles, permissions, and publishing workflows so teams could update content safely without engineering support, and maintained a source-of-truth documentation system mapping all content models.

// behind the work

Content models spanned landing pages, product line categories, task containers, and task details — each broken into reusable Contentful components that other teams could compose into their own surfaces.

role:Content Designer + PMsystem:Internal AI Toolingstatus:released

Gemini Writing Assistant

AI tooling for scalable UX content design

Built an internal AI writing assistant that functions as a writing partner for UX teams — reviewing existing UI copy, explaining relevant guidelines, and generating improved drafts aligned to voice and tone. Connected it to shared source-of-truth documentation and added guardrails to keep suggestions on-brand and reusable. Designed outputs for error messages, empty states, AI assistant responses, and microcopy.

// behind the work

Built a structured evaluation rubric — voice adherence, tone adherence, AI personality adherence, clarity, helpfulness — with defined pass/fail criteria for each dimension so the assistant's output could be measured, not just felt.

role:Workshop Facilitator + Content Strategistsystem:reference → Storytelling Frameworkstatus:delivered

Scaling Vision Work with a Story Framework

Aligning teams and reducing rework through scalable storytelling

Designed and facilitated a storytelling workshop for the Design org to standardize how teams communicate product vision. Built a modular Figma template system (5, 10, and 15-minute formats) enabling teams to quickly create clear, structured vision presentations. Developed a cross-functional storytelling framework used across decks and product videos to ensure consistent narratives.

// behind the work

Established guidelines for AI-powered content creation within the framework, including how to use AI-generated voice and imagery responsibly in product storytelling. The underlying story structure — exposition, inciting incident, rising action, crisis, climax, denouement — was adapted from Donna Lichaw's storymapping approach.

role:UX Designer + Content Strategistsystem:Website Redesignstatus:launched

Chemonics International Website Redesign

A content-first redesign that clarified structure and storytelling

Served as UX Designer + Content Strategist on one of the organization's largest redesign efforts. Led content-first discovery including a full content audit and URL inventory, defined a clearer site structure and navigation approach, developed audience-focused content strategy grounded in user personas, and built a sitemap/flowchart to align stakeholders on site flow.