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Guideline

Built a comprehensive, interactive UX Writing Guide for Fubo designers and content creators

Product Build

Collaborated with stakeholders and designers on new product builds and launches

Brand Content

Evolved the fuboTV voice for digital product application, speaking to a broader audience base

Subscription-based streaming and live TV | 2021 

Fubo (formerly "fuboTV") first launched as a streaming alternative to cable for sports fans, and has since evolved into a more robust cord-cutting option. In addition to live sports, movies, shows and news are now a big part of Fubo's offerings. That said, some key product differentiators are built for sports fans.

 

I consulted with Fubo at an exciting time of new product launches:

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  • fuboTV Sportsbook

  • free-to-play gaming

  • new personalized home screen

  • integrated FanView/Multiview experience

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I was tasked with creating a scaleable, brand-specific UX Writing Guide to serve as a single source of truth within a new design system. As an added goal, I wanted to establish the value of UX writing inside the Fubo product building process as the Guide would become a self-serve resource for designers and engineers. To accomplish both goals, I collaborated directly with key stakeholders in Engineering, Marketing, Research and Gaming.​

Personalized Home Screen (example)

Image of fubo home screen

Algorithms that personalize a home screen can be complex, so this was a very collaborative process among designers, strategists and engineers. And with the rollout happening in phases, it was important to establish best practices for future iterations.

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Content carousel titles are clear, personalized and -- when appropriate -- on brand. I didn't want to get too cute with it, but touches like "Where You Left Off" instead of "Continue Watching" allow Fubo to come across as to-the-point, instructive and just friendly enough to make way for the watching.

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This syntax also mirrors and supports a carousel title further down screen "While You Were Gone," setting up a lexicon and tone.

UX Writing Guide

I worked closely with Fubo's Design System Team to create a robust UX Writing Guide that:​

  • communicates the value of UX writing in service to broader Fubo goals

  • provides evergreen guidance that can inform new and evolving features

  • includes comprehensive, practical guidance for flows, components, modalities and operating systems

  • speaks to UX writers, marketing writers, designers, engineers and just about anyone at the company who owns consumer-facing digital content

Sample writing guide pages:

Additional doings:​

  • leveraged existing documentation and stakeholder input to finesse and clarify principles, voice and style

  • strategized how to onboard others in best practices’ use and deployment

  • audited the product extensively to find additional opportunities for improvement and consistency

  • made joint decisions with design system owners on how writing and design leverage tight space together

  • participated in interviews for new hires for the Design System team

  • pressure-tested UX writing principles and guidance through in-product execution

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