UI Content System 2.0
Creating consistency across DocuSign's product ecosystem
Overview
As DocuSign expanded its product portfolio beyond eSignature into CLM, Gen, Negotiate, and other offerings, inconsistent in-product content created friction for users navigating across the platform. The UI Content System 2.0 was developed to establish a cohesive, scalable framework for all in-product content across DocuSign's ecosystem.
This comprehensive content design system now serves as the single source of truth for content designers, information architects, product documentation teams, designers, engineers, and product managers working on DocuSign products.
The Challenge
Problems We Needed to Solve
- Inconsistent Voice & Tone: Different products used varying writing styles, from overly formal to too casual
- Component Confusion: No standardized guidance for writing buttons, errors, modals, tooltips, and other UI elements
- Accessibility Gaps: Content wasn't optimized for screen readers or users with different reading levels
- Localization Issues: Writing choices that worked in English created problems during translation
- No Central Authority: Teams lacked a shared resource for resolving content questions
- Scaling Challenges: As DocuSign grew, maintaining consistency across products became increasingly difficult
My Role & Approach
As Information Architect, I led the development of the content system's structural framework, working closely with content designers and cross-functional partners to create a comprehensive, easy-to-navigate system.
Information Architecture
Organized the system into three core sections—Foundations, Components, and Mechanics—with clear navigation and searchability
Taxonomy Development
Established consistent terminology standards across all products and component types
Cross-Functional Collaboration
Worked with content designers, legal, product, and engineering teams to ensure guidelines were practical and adoptable
Governance & Maintenance
Created workflows for submitting updates, reporting issues, and continuously improving the system
System Foundations
The system is built on nine core writing principles that guide all in-product content decisions:
Use Plain Language
Write like you're speaking with someone, not at them
Clear & Concise
Keep text short and simple for easy scanning
Scannable Content
Help users find what they need quickly
Active Voice
Emphasize who's doing the action
No Jargon
Avoid slang and idioms for global audiences
Skip Subjectivity
Avoid terms like "easy" or "quick"
No Latin Phrases
They don't translate well globally
Don't Use "Please"
Exception: when errors are our fault
8th Grade Reading Level
Ensure accessibility for all users
Component Guidelines
One of the system's core strengths is its comprehensive guidance for 15+ UI components. Each component section includes clear do's and don'ts, character limits, tone guidance, and practical examples.
Covered Components
Example: Error Message Guidelines
Errors are organized into three categories—system errors, user errors, and permission errors—each with specific guidance on tone and messaging.
✅ Do
- Write with a humble and empathetic tone
- Show a clear path to success
- Focus on specific solutions
- Use an understanding tone
❌ Don't
- Don't blame the user. Ever.
- Don't use alarmist language
- Don't say "sorry" or "oops"
- Don't use technical jargon
Example: Button Copy Standards
✅ Do
- Send Document
- Create Template
- View Report
- Save and Continue
❌ Don't
- Click Here
- Submit Form
- OK
- Please send the document now
Implementation & Adoption
To ensure successful adoption across DocuSign's global teams, I established clear processes for using and maintaining the system:
Discoverability
Created an intuitive structure with searchable sections and a clear table of contents, making it easy for teams to find what they need
Adoption Support
Worked with product teams to integrate guidelines into workflows, ensuring the system became part of the standard design and development process
Feedback Loop
Implemented a Slack-based workflow system for submitting questions, suggesting changes, and reporting problems, with automatic Jira ticket creation
Continuous Improvement
Established a rolling update process, incorporating team feedback and evolving needs while maintaining system integrity
Impact & Results
- Unified Voice: Established consistent tone and terminology across all DocuSign products (eSignature, CLM, Gen, Negotiate, and more)
- Improved Efficiency: Reduced decision-making time for content creators with clear, component-specific guidance
- Enhanced Accessibility: 8th-grade reading level standard and screen reader considerations improved usability for all users
- Localization Readiness: Content guidelines designed for global translation reduced localization issues
- Cross-Team Alignment: Became the shared language between content, design, engineering, and product teams
- Scalable Foundation: Created a framework that grows with DocuSign's expanding product ecosystem
"The UI Content System transformed how we work. Instead of debating content decisions in every meeting, we now have a shared reference that keeps us aligned and moving fast."
Key Takeaways
Systems Over One-Offs
By creating a comprehensive system rather than point solutions, we built a foundation that scales with the organization
Collaboration is Key
The system's success came from working across disciplines—content, design, legal, and engineering all had input
Accessibility First
Building accessibility into core principles ensures better experiences for everyone, not just edge cases
Living Documentation
A content system is never "done"—establishing feedback loops and update processes keeps it relevant