FAILURES AHEAD

STRONG OPINIONS

THIS WON’T END WELL

How we destroyed content design Jonathon Colman Senior Design Manager, Intercom

How we destroyed content design @jcolman

How we destroyed content design go.inter.com/destroy

What Happened

What Went Wrong

But Why?

Eight core Problems

one No focus

two No context

three No one knows what you do

four Less depth of work

five Less opportunity for product impact

six Less opportunity for career growth

seven Unequal pay

eight Burn out

5 Less opportunity for product impact 2 No context 6 Less opportunity for career growth 3 No one knows what you do 7 Unequal pay 4 Less depth of work 8 Burn out 1 No focus

How We Destroyed Content Design

t n e t n o c h t i w s m e l b o r p n g i s e d d n a t c u d o r p e v l o s t ’ You can

It’s hard to tell where content ends

It’s hard to tell where content ends and design begins

1 One product at a time, no more office hours 2 Full-stack content design 3 Equal accountability for all designers 4 Equal pay across design

Trade-offs & Implications

Coda

Kelly O’Brien Content Designer London 🇬🇧 go.inter.com/kelly

Meredith Castile Senior Content Designer San Francisco 🇺🇸 go.inter.com/meredith