I started with a full audit of the e-commerce experience, mapping customer journeys across the major purchase paths and using user data to identify where people were getting stuck or dropping off. The audit surfaced something unexpected: most of the friction points weren’t not big issues or errors, and they were not at checkout. They were small but compounding inconsistencies in how certain information was conveyed across the experience that could lead users to distrust the app overall.

Solution

To identify and correct those issues, I created a customer journey map to visualize what customers needed to know at each stage of the experience, what questions went unanswered, where copy errors caused confusion. This became the shared reference point for all 16 product teams — a way to make content decisions feel grounded in customer behavior rather than team preference.

I developed content guidelines and made them available in formats the various teams most often used (ie, Figma, Confluence). I clarified user flows, structured content for scannability, and rewrote copy and CTAs. For example, I replaced generic “Add” buttons with clearer “Add to Cart.” Why it mattered: Action clarity builds confidence and speeds decisions, reducing drop-offs in high-intent moments. I made changes to copy and CTAs for accessibility.

I then worked with the various product and design teams to prioritize and assign the work within their sprints and established regular check-ins to ensure progress.

Outcome

Nearly all recommended changes were completed within three months. In our second semiannual audit, we found 80% fewer errors across the experience. More meaningfully, by reducing friction and streamlining flows, the content work contributed to a 21% growth in online sales that year — a result that made the case for treating content quality as a product investment, not a cleanup task.

Semiannual audits became a standing practice from that point forward, ensuring the improvements held and the guidelines continued to be applied consistently as new teams and features were added.