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Questionnaire for Spotlight #Issue 10 with Aladrian Goods

"Spotlight" is our latest series featuring in-depth, straightforward, no-fluff, zero-BS Q&A sessions. Here, we engage with seasoned professionals and fresh voices in content design and user experience (UX) to streamline knowledge and explore uncharted territories, talking about struggles, daily challenges, tool sets, and their impact on products and business success.

We are eager to get your input on content design and UX.

Thank you, Aladrian! 🖤

Can you describe your typical day as a Content Design Manager at Intuit?

What are the primary software tools you rely on for your daily tasks while managing and collaborating with other teams at Intuit, such as the design, engineering, and marketing teams?

Intuit has become a huge global financial technology platform with many products under its umbrella, such as Mailchimp, QuickBooks, Proconnect, and TurboTax. How does this diversity make your job challenging in terms of switching between different tones of voice? How do you keep up with these variations, and what pitfalls do you encounter?

Oh boy, this is going to be a long one; Intuit has a well-structured and beautifully written content design style guide (contentdesign.intuit.com). Did you work on that project? Can you share more about how it was developed from the ground up? Was it a team initiative to consolidate the brand tone of voice across all teams? Additionally, how is it being used— is it deeply integrated into your process, or do you reference it mainly to ensure you’re on brand? Does it limit your creative flair when writing?

As the person in charge of Content Design teams, who are the main collaborators you interact with regularly, including roles like UX Designers, Developers, Content Designers, and Project Managers?

Could you describe the interplay between content and design in your team's process? How are both elements integrated into your workflow? Additionally, within the content-design dynamic, which takes precedence or sets the direction—is it content leading design, or vice versa?

How engaged are you and your team in UX research? Do you actively participate in or help conduct interviews and other exercises? Or are you primarily receiving the final results in deck format with data? Could you provide more details on this and how it affects your work?

How do you infuse empathy into your content design process, particularly when crafting content for Intuit's products and services, and what strategies or techniques do you use to gather meaningful feedback from users and iterate on content accordingly during the design process?

Could you elaborate on your approach to translating user research findings into actionable content strategies that effectively address users' needs and pain points, and how do you navigate the integration of content design within broader UX strategies, ensuring coherence and effectiveness across various touchpoints within a product or service?

How do you navigate the challenge of balancing creativity with data-driven decision-making in content design-- including considerations for emerging technologies like generative AI-- to ensure that your content is both engaging and aligned with business objectives and how do you see content designers adapting and leveraging these technologies to enhance their workflows and deliverables while maintaining a human touch in content?

As Content Design Manager of a global company like Intuit, how do you oversee content worldwide? Is localization part of your responsibilities? Can you elaborate on how it works, from validating the copy and ensuring the localization matches the region (e.g. English🇺🇸/ Spanish🇪🇸) to pushing it to code? And what tools do you use for that?

Considering your involvement in educational initiatives, such as tutoring at CareerFoundry, how do you see the role of mentorship in nurturing aspiring content designers, especially in adapting to industry demands and technological advancements?

In your role at Intuit, do you collaborate with the legal team to navigate regulatory frameworks and ensure compliance with applicable laws and regulations? If so, could you share insights into how these collaborations influence the content design decisions and overall user experience strategy?

It is common for UX teams to skip the research phase to save time waiting for UX researchers to prepare and deliver their results in a presentable format that they can reuse. What's your take on this?

Content designers are typically involved at the very end. They are provided with a hi-fi prototype and asked to improve the copy. What kind of problems and difficulties does this process make?

Finally, at Punkt, we are revolutionizing the UX industry by building the Content-First UX Platform where Content Designers and UX Writers co-lead the product UX/Design decisions alongside Design/ Engineering/ Marketing/ PMs, etc. A Content-First UX approach will fix too many daily issues most product teams deal with. What would you add to that?

👋 This is not a question :)

It's mainly a promotion section where people can find you.

Feel free to add anything you would like. At the
end of the interview, people can learn more about you. (Drop
URLs, could be portfolio, LinkedIn, twitter, podcast) *

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