Ubiquiti

I wear many hats at Ubiquiti, and advise nearly every arm of the company: product development, UX, e-commerce, marketing, support, even cybersecurity. It’s a demanding role that requires physical and mental flexibility in order to align all of those entities under a shared, in-house manual of style.

My first deliverable laid the foundation: Ubiquiti’s first-ever Copywriting Style Guide, a much-needed reference tool for our many product teams to align on communication strategy, in-app verbiage, device nomenclature, and copy processes.

I oversee guide implementation by facilitating multiple, concurrent design review cycles. This requires daily correspondence with numerous front and back-end teams around the world to pinpoint where copy should be aligned to guide standards, and where it must be augmented slightly to enhance the user’s comprehension and experience.

Ubiquiti has built a very diverse user base, ranging from smart-home enthusiasts to large corporations to the managed service providers that build their IT systems. To encourage adoption through ease-of-use, I work with QA and support personnel to improve user messaging across all channels, particularly in-app messaging.

Since Ubiquiti is so iterative, I also regularly advise marketing teams on how to reposition value propositions to reflect evolving functionality and target audiences.

To demonstrate ongoing product support and innovation, I regularly write and proofread blog posts, email sends, video scripts, and release notes for Ubiquiti’s offerings.