Process & Practice / Case Study

Content Democratization

After our team was reduced to just 3 content designers, those of us left had to act fast to stand up tools and processes to support democratization and keep content delivery on track.

The Challenge

Designers and PMs had varying comfort with content creation.

Without dedicated content support, we had to equip designers and product managers with tools and train them quickly while maintaining best-in-class quality and on-time delivery.

AI adoption was no longer optional – it was the only solution. We had to build tools within a matter of days to ensure we didn’t miss a beat in meeting deadlines.

Navigator AI app builder showing the Client Apps Copy GPT setup with role, category tags, description, and system prompt

AI Tool

Client Apps Copy GPT

I used Rocket’s in-house AI builder to create an app dedicated to our client-facing product experiences. This is what 20+ designers would use for content creation for their designs.

  • My system prompt explained the tool's role, core tasks, and products it supports to keep outputs on-brand and accurate
  • Content standards, component rules, product content best practices, and standout examples were baked directly into the model's prompt to ensure quality
  • Within a week after the re-org, 20+ designers had the tool to craft content drafts

Figma Plugin

Inkwell

After successfully launching the app, I knew we could take this a step further. I worked with our Design Technology team to build a custom Figma plugin to streamline the content creation process.

  • Brought AI prompting and content outputs directly into Figma – no context switching required
  • The plug-in collected contextual clues within a design and flow to improve content recommendations
  • Immediately earned praise from the design team for how much it simplified their workflow
Inkwell Figma plugin showing AI content evaluation results and side-by-side headline recommendations alongside a live design frame
Slack message from a designer: "been using it all day!!! soooooo helpful, great work @danonken @cwoodward @willhobick and anyone else I am missing!!"

Review Process

Content Review request form in Slack showing fields for request title, description, Figma link, priority, due date, and feedback method
Content review tracker board with requests organized by status: In Queue, In Review, Discussing Feedback, and Review Complete

Upskilling

Rose, thorn, bud upskilling workshop with sticky notes evaluating the new content approach for positives, concerns, and opportunities
Content Essentials guide covering style, formatting, grammar rules, best practices for product content, and tips for successful writing
Prompt Library showing AI prompt templates for content requests, screenshot-based reviews, and general best practices
Your role vs my role slide defining that designers create first drafts and submit for review while the content designer serves as editor-in-chief

Process

Review Process & Upskilling

I personally upskilled our design teams with hands-on workshops while rolling out a review process to maintain oversight (without becoming a bottleneck to delivery).

  • Led workshops with each core team to gauge their comfort with content design, discuss unique voice/tone considerations for their spaces, and practice using Client Apps Copy GPT
  • My Slack-based review process provided a touchpoint for me to shape content and designs before we handoff for implementation
  • For bigger projects, I successfully set the expectation that I needed to be included early and often to shape the content strategy

The Outcome

In the first 6 months, 56 unique projects went through our content review process. This means we crafted effective content for 56 features/enhancements with 1 dedicated content designer.

22

designers submitted requests

4.6/5

avg quality score of AI outputs

100%

delivery by due date

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