Curious Verb
L. Suzanne Stockman
Netflix | Design System | Brand Messaging
This example from the Hawkins Professional Design System showcases a refined mission statement for Hawkins Pro, built on the team’s original messaging. The Hawkins Pro product designers created a strong foundational draft, and with that context in place, I refined the language to be clearer, more confident, and forward-thinking.
Original Messaging
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Opens with slightly negative language.
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The first line feels more persuasive than confident.
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The intro and mission statement are disconnected and would benefit from a more unified emotional direction.
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Overall, the core sentiments are strong and provide solid foundational context.
Updated Messaging
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Opens with confidence and clarity.
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Establishes a clear narrative flow: who we are, what we believe, and where we’re headed.
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I didn't include the term "design system" in the subhead to avoid repetition and confusion, since the user is already within the design system or the internal product.
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Ends with momentum and a forward-thinking tone.
Case Study
Meta: Facebook Music Newsfeed Unit
Netflix | Accessibility | Text-to-Speech Index
Following the launch of our Accessibility Toolkit and writing guidelines for creating text-to-speech strings, I received feedback from Content Design. The team, especially those new to accessibility writing, requested more resources (and encouragement). By presenting ways to acclimate and using friendly emojis (left), I helped all types of learners jump in with ease.
Netflix | Accessibility Checklist
After the launch of our Accessibility Toolkit, Content Design, Product Design, and Eng partners expressed apprehension about diving into unfamiliar accessibility standards. This example shows how simple messaging updates help users gain context and confidence.
F5 Product Page Redesign: Discovery to execution
F5 Positioning Brief | Cloud Campaign
