B2B · LEAD PRINCIPAL CONTENT DESIGNER · CURRENT
Ingram Micro Xvantage
Ingram Micro Xvantage is a B2B ecommerce platform that gives resellers and IT partners a single place to browse, quote, and purchase technology products and services from Ingram Micro's global catalog. As the founding content designer, I define and drive the vision, strategy, systems, and tooling to evangelize content design across the enterprise.
AI
Problem
AI agents in Xvantage were being built in silos across more than a dozen domains, so no two agents spoke or behaved consistently. It's no wonder trust was the biggest barrier to adoption, both internally and with customers.
Solution
My first big bet in this role was standardizing AI agent personas across Xvantage, defining one consistent personality and voice for all agents to use.
- First, I defined how Ingram Micro's existing voice and tone tenets (always honest, somewhat geeky, and extra empathetic) should flex specifically for AI and conversational experiences.
- From there, I created 2 layers of guidelines: one in the guardrails and one at the evaluation level. I built a system prompt specific enough for AI to understand and follow, yet generic enough to work across every agent and use case, and lightweight enough not to drive up latency. This was the first system prompt the UX team had ever created, and much of the work was educating on why this was the right approach, as it lives outside the normal release cycle, so content standards can be updated instantly across every agent without waiting on a code release or re-deploy.
- I pitched the approach to the AI Council of Excellence, who signed off and gave content design access to sync the prompt as a constitutional layer across every agent, and to formally add it to the release gates in the Agent Development Lifecycle (ADLC).
- As part of the release gate, I built 5 content-based evaluation items, giving teams concrete test prompts and ideal outputs to measure agents against.
Impact
This work made content design a required, non-optional stage in AI agent development at Ingram Micro, and established the single voice and tone standard now governing all 15 agents in production. It also gave us the credibility to start getting UX more involved in the ADLC overall.
Content Design Playbook
Problem
As one content designer supporting a UX org of 30 designers and 10 UX researchers, I couldn't be in every room or review every piece of content myself. Designers were eager for support, so I quickly needed to document the long-term strategy for building the program and what it would actually look like day to day for them.
Solution
The Content Design Playbook was the first step in formalizing my strategy and giving me a way to evangelize it. Here's how I approached it:
- First, I defined the mission, vision, and 8 guiding principles behind every content decision, including usability over everything, the 5 Cs (clear, concise, conversational, consistent, customer-centric), and treating voice as identity, not style.
- I then mapped the full scope of what content design owns at Ingram Micro, from in-app copy and content systems to AI/LLM content, accessibility and localization, system communications, help and support, and product storytelling, giving stakeholders a clear reference for what to bring to content design and what not to.
- I built a 3-part strategy for building the discipline and scaling it as a systems-led function: audit existing content to find real gaps, define the standards and systems needed to close them, and build enablement infrastructure so those gaps do not reopen.
- I documented the operational details that removed guesswork, including prioritization, intake and triage, and expectations for designers, all aligned with leadership so the practice could run consistently from day one.
Impact
The playbook became the vehicle for evangelizing content design as a strategic function across the enterprise, giving leadership and stakeholders a clear line of sight into the practice's scope, standards, and operating model. It remains the source of operational truth for how content design runs at Ingram Micro
