Building a content design practice at scale

As the sole UX writer in Tripadvisor's product org, I established the content design approach for a global product used by millions of travelers. Over three years, I built UX copywriting standards from the ground up, led end-to-end content design on milestone products, and shaped how our team approached content strategy overall: moving from ad-hoc copy requests to strategic content partnership. Throughout that time, I found success by focusing on building:

• Consistency across an ecosystem of design components and business verticals

• Strategic content strategy earlier in the product development process

• Scalable systems that would work internationally and across platforms

• Partnerships that bridged content, design, product management, localization, and legal.

As a capstone to my time at Tripadvisor, I created comprehensive catalog/library that lived in our Supernova-based Design System (and in Figma) for all teams to reference, which covered:

• Voice and tone guidelines for product that balanced Tripadvisor's own conversational brand voice with the voices of our community of travelers

• Component-level copy patterns for common UI elements (CTAs, error states, empty states, tooltips)

• Localization frameworks that accounted for cultural context, not just translation

You can see how this work comes to life in the projects featured below.

In-App Hotel Bookings

Crafting content from discovery to check out for Tripadvisor’s first fully integrated hotel booking experience within the mobile app.

Key content requirements:

• Building trust in a new commerce channel

• Designing transactions that balanced efficiency and transparency

• Creating scalable patterns for pricing, policies and cancellation terms

Tripadvisor Rewards

Launching a cash-back-based loyalty program that would increase engagement and repeat bookings across Tripadvisor's hotels and experiences.

Key content requirements:

• Communicate value clearly and compellingly

• Create habit-forming messaging across the consideration funnel

• Aligning the new earnings format with our existing user recognition features

• Crafting comprehensive FAQs and support content 

Ask Ollie

An AI-powered trip planning assistant that would help users discover destinations, activities, and hotels through conversational interaction.

Key content requirements:

• Defining Ollie's conversational personality and tone within Tripadvisor's brand voice

• Establishing guardrails for a brand new agentic experience content (accuracy, appropriateness, brand safety)

• Balancing helpfulness with transparency about AI capabilities and limitations

• Writing for edge cases: misunderstandings, out-of-scope requests, errors