The Challenge

Lowe’s content across digital products had grown increasingly inconsistent in tone, structure, and accessibility. Teams were reinventing patterns, interpreting standards differently, or making content decisions in silos, leading to wasted time and uneven customer experiences.

The Process

I audited 300+ examples of UX copy across product teams to identify patterns, gaps, and inconsistencies. From there, I partnered with design, brand, and accessibility to define shared principles for voice, tone, structure, and clarity. Each section of the playbook was prototyped, tested with real teams, and refined to ensure it felt intuitive and easy to adopt.

The Impact

The playbook became a unified content system used across product teams. It aligned voice and tone, strengthened accessibility practices, standardized patterns, and empowered teams to make decisions on their own. To ensure the guidelines could scale, I integrated them into a ChatGPT-powered assistant—giving designers real-time guidance and freeing content designers to focus on strategic work.

Here are a few examples of the types of guidelines I created: