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OUR WORK

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Project 1: AI Content Standards

As AI features expanded at DocuSign, we noticed a problem. There was confusion and inconsistency in how we discussed AI. We began by gathering feedback and found:
 

  • Unclear guidance

  • Fragmented terminology

  • A disjointed user experience
     

From there, we created a cross functional team with product, design, IA, marketing, and legal, to tackle these issues. First, we aligned on when and how to reference AI and adapted our voice and tone. The group coalesced around standardized key terms like AI-assisted and AI-generated. This led to creating a shared framework grounded in three core values:
 

  • Be transparent

  • Be human

  • Focus on value
     

This enabled DocuSign to rollout consistent AI experiences.

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Project 2: Advanced Recipient Routing (ARR)

When we launched Advanced Recipient Routing (ARR), it had powerful logic—but no one was using it. Through research, we uncovered that users found the feature confusing. They worried they wouldn't set it t up correctly. We worked with product, design, and research to redesign the experience from the ground up.

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We started with moderated studies to understand users' mental models and natural language. Based on findings, we simplified key terms—replacing "conditional recipients" with “routing rules” and “routing groups". We used entry points as well to help clearly explain the feature.

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With clearer terms and language, we helped boost usage increased by 135% within a month. The changes didn’t just improve ARR—we created a foundation to scale future logic features.

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Project 3:Product Hierarchy   

We  introduced a product hierarchy framework in order to:
 

  • Improve our customer service

  • Unify our product offerings

  • Support cross-functional teams
     

 

The team created a mapping tool with built in logic to review product hierarchy. This became embedded support in DocuSign's release process. 
 

The tool allowed  for program and product managers to:
 

  • Self-classify  for efficiency

  • Guide the product hierarchy classification decision

  • Simplify and speed up product hierarchy review 

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We continued to simplify the product hierarchy definitions. This made it easier for our partners to understand and classify release items.

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Project 4: Scaling SEO Search with Smarter Taxonomy

We led a taxonomy overhaul to improve content discoverability and support SEO. We wanted to give it better structure, clarity, and scalability . Through research, we identified key search behaviors. Then, we aligned the taxonomy with how users naturally look for information.

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With product and design, we defined intuitive categories, built logical hierarchies. We continued to iterate based on feedback. The result?
 

  • Faster content discovery

  • Improved search performance

  • A stronger user experience
     

All driven by clear, consistent language and taxonomy.

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