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content strategy + editorial

the project:

Created a hub for managing Google privacy and security settings called My Account, and a site that answers important questions about privacy and security on Google.

The challenge:

According to a recent Pew study, over 9o percent of people care about the information that’s collected about them and think it’s important to control access to it. But only 9 percent actually feel they have much control over it. Google offers people lots of control over their information, but finding these controls and understanding the effect of utilizing them could be difficult. We needed to create an easy to access, unified privacy and security controls experience, along with some supporting education to help people understand what it all means and how it impacts their online experience.  

the approach:

In the early stages of this project, I helped refine the branding and content related goals for My Account and the educational site. I interviewed dozens of stakeholders from teams across the organization, including product, marketing, policy, engineering, and legal teams. And I maintained those relationships throughout the development of these projects, relying on these partners for fact checking, development, and approvals. The content strategy evolved out of an understanding of what mattered most to these partners, balanced with business goals and the needs of the people using our products. I planned for what level of content was needed, where it would be most effective, what format it should take, and how it should be supported by the larger structure of the site. Using this strategy as a foundation, I created messaging hierarchies, voice and style guides, and copy deck templates. Working with a team of writers, strategists, and stakeholders, I helped draft and edit copy that met the brand and strategy goals. 

the outcome:

Since its launch in June 2015, over 300M people globally have visited My Account, an over 300% increase in pre-launch traffic. And an average of 1M users visit the new privacy site every week. In a recent Time magazine article ranking privacy policies—assessing everything from design and tone to how many words writers tried to pack into each sentence—ours ranked #1. Internally, our teamwork was recognized with one of only four quarterly awards given by the SVP of marketing.

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the published stories: