Roadmap for the future of copy

Role Lead UX Writer

Company Booking.com is one of the world’s leading digital travel companies, ~24,000 employees

Context I identified the opportunity to be more proactive and visionary in defining what the future of copy craft looked like as opposed to being reactionary to the community, design and the business. Our community was maturing, we finally had a team of seniors and the business was moving and changing quickly.

Contribution Working closely with my co-principal and the senior copywriters, I led the development of our first copy roadmap and vision statement. By analyzing the path towards the stated business goals and understanding the needs of the craft I was able to synthesize high-level objectives that seek to bridge those gaps and keep us competitive. Our roadmap themes were: achieving a unified voice wherever users find us, craft excellence and scaling our copy systems. I also helped identify the right owners for each objective based on their skills and interests. I worked closely with one of our seniors to evaluate and evolve our objectives. I met regularly with objective owners to align and give feedback.

Impact The roadmap tackled high level objectives that serve as a north star to our craft and community. It gave copy leadership an understanding of gaps and opportunities for higher quality craft and scalability. It empowered copywriters with a vision and visibility of initiatives which has reduced the number of duplicate efforts and serves as a filter through which new ideas can go through to ensure maximum impact and direction. The roadmap also had a multiplying effect as it was a growth opportunity for senior and core copywriters.