I defined a unified system for product communication based on message intent, urgency, and persistence giving teams a clear way to decide how and when to communicate.
This included:
• A system grounded in intent, urgency, and persistence
• Standardized interaction patterns (banners, toasts, modals, walkthroughs)
• Reusable components for consistent implementation across teams
This work created a repeatable system for launching, guiding, and supporting product changes, improving consistency across teams and reducing one-off communication decisions.
As adoption grew, a new problem emerged: messaging became easier to create, and easier to overuse at scale.
Teams increasingly relied on interruptive patterns, raising the risk of user fatigue and reduced effectiveness.
While the framework improved consistency and scalability, it revealed the need for stronger governance: defining when messages should be used, how long they persist, and how they are tracked across different users, roles, and product areas.
This shifted the work from designing a system to shaping how communication is managed over time.
I audited existing messaging across the platform and mapped patterns by intent, urgency, and placement.
From there I:
• Identified inconsistencies across products
• Defined standardized usage guidelines and principles
• Established a scalable system of reusable components
• Next steps: worked with the team on tracking and governance
I partnered with Product and Engineering to operationalize the system through reusable components, documentation, and design guidelines.
The framework scaled across multiple product areas, enabling teams to communicate in a more consistent and structured way.
Building the system solved inconsistency but revealed a new challenge: overuse. This shifted the work from designing components to defining governance, including when to communicate, how often, and how to measure impact.
It pushed me toward designing systems that guide behavior over time.