Our work
The breadth and depth of work we can bring to bear
There’s much to explore here. amongst the Rubicon CX work example available. Take your time, download the examples that are relevant to your needs, and learn how we approach content and experience. Deliverable examples are grouped according to the deliverable types: Content Audits & Assessments, Strategy Playbooks & Roadmaps, Content Models & Taxonomies, and Governance Models & Workflows.
Don’t hesitate to contact us with any questions. Thank you.
CONTENT EXPERIENCE: Audits & assessments
There is no user experience without content
We can inventory and audit the current state of your content to identify opportunities that will lead to actionable recommendations and a content strategy playbook or roadmap.
NASCAR Content Assessment (PDF, 42 pages)
A comprehensive audit of NASCAR.com identifying content gaps, redundancies, and strategic opportunities before $15M+ digital transformation. Shows our audit methodology for high-traffic, high-stakes sites.
Use this if: You’re auditing a major digital property before redesign or CMS migration.
A discovery artifact from an audit of a automotive parts retailer e-commerce site.It includes stakeholder interview findings and a store walk to understand taxonomy on the ground.
Use this if: You’re auditing a major digital property before examining how your content can best serve your business and. it. customer’s needs..
CONTENT EXPERIENCE: recommendations, guidelines & playbooks
Content-led design recommendations and execution tactics
We provide north-star guidance around the desired future state of. content for redesigns and re-imaginings of digital properties and their utility.
NASCAR Content Recommendations (PDF, 31 pages)
Strategic content recommendations for NASCAR.com’s digital transformation. Presents persona-driven content strategies and a comprehensive content model framework to consolidate NASCAR’s fragmented digital ecosystem into a cohesive fan experience, including. the foundation forpersonalization.
Use this if: You’re developing persona-based content strategies for a major digital platform redesign, need to rationalize a fragmented multi-site ecosystem, or want to see how content recommendations map to customization/personalization features across different audience maturity stages.
NASCAR Editorial Guidelines with Voice and Tone (PDF, 28 pages)
A comprehensive editorial style guide for NASCAR.com establishing brand voice across 10 attributes derived from five fan experience pillars. Covers voice and tone methodology, digital writing best practices, naming conventions, and detailed usage guidelines for interface elements, error messages, and content formatting.
Use this if: You’re establishing voice and tone guidelines for a large-scale digital platform, need to translate brand attributes into practical editorial rules, or want to see how voice characteristics map to specific content types and UI patterns across a complex digital ecosystem.
Credit Card Company Content Strategy Recommendations (PDF, 132 pages)
A comprehensive content strategy assessment and recommendations for a global credit card company’s digital ecosystem transformation. Addresses stakeholder pain points through assessment of analytics, SEO performance, and stakeholder interviews. Delivers recommendations across three pillars: content experience (increase engagement), content delivery (ensure usefulness and freshness), and content governance—all grounded in brand experience principles.
Use this if: You’re auditing and transforming a fragmented multi-site enterprise digital ecosystem, need to align disparate business units under unified content standards, or want to see how to translate brand positioning into actionable content strategy recommendations that bridge corporate messaging, local market needs, and operational efficiency goals.
Wine and Spirits Distributor Content Strategy Readout (PDF, 104 pages)
Phase 1 content strategy transforming a national wine and spirits distributor from transactional catalog to content marketplace. Includes content/taxonomy audit of PIM, e-commerce content model, taxonomy extending to brand/customer/sales classifications, governance framework, and editorial guidelines. Identifies gaps in user-facing content (tasting notes, ratings) and third-party integration needs.
Use this if: You’re transforming a B2B e-commerce platform from purely transactional to content-driven, need to operationalize content strategy from audit through governance for a product-centric business, or want to see how to extend product data into full content ecosystem supporting discovery, personalization, and B2B2C content marketing alongside core commerce functions.
Technology Company Content Strategy Playbook (PDF, 30 pages)
Editorial guidelines and a playbook for help and support solution page templates featuring voice scale framework across eight attributes. Defines content pillars for help mode users, two page layouts, component-level usage guidelines, and media usage best practices.
Use this if: You’re creating structured content systems, need tactical guidelines for translating brand voice into component-level editorial rules, or want to see how to build consistency across modular content templates while maintaining user-centric problem-solving focus for frustrated users seeking quick solutions.
Research Hospital Content Strategy Playbook (PDF, 30 pages)
A comprehensive page-level content strategy playbook for for a research hospital digital experience. Establishes voice and tone framework balancing Rational attributes with Emotional attributes using an experience filter and voice scale. Delivers general usage guidelines plus component-specific guidleines and content strategies for each page type. or template.
Use this if: You’re building a research or academic medical center digital experience, need to balance technical/scientific credibility with emotional connection to mission, or want to see how to operationalize voice and tone into precise component-level specifications across complex page templates serving multiple scientific audiences.
CONTENT DELIVERY DELIVERABLES
All content needs to be managed and tagged
No experience will succeed unless it can be easily delivered. To this end we create create content models to inform system design to ensure that the content author experience is easy to use. We also create taxonomies and metadata specifications to drive personalization and improve site search (as well as providing SEO lift).
Strategic content architecture document for NASCAR.com’s digital transformation. Presents a comprehensive content model, component library, and metadata framework designed to consolidate NASCAR’s fragmented digital ecosystem into a unified, personalized fan experience across Sprint Cup, Nationwide, and Camping World Truck series.
Use this if: You’re engineering a large-scale content model for a new platform, need to see how structured content enables personalization at scale, want examples of metadata-driven content reuse across multiple contexts, or are designing component libraries that support both editorial workflows and dynamic personalization.
Hotel Company Enterprise Taxonomy Presentation (PDF, 55 pages)
A comprehensive taxonomy framework and governance model for a global hotel company’s digital ecosystem, demonstrating enterprise-scale content architecture across multiple brands, systems (CRM, DAM, DMP), and stakeholder groups. Illustrates the “Create Once, Publish Everywhere” (COPE) methodology with practical implementation through TripExtras destination pages and activities planning tools.
Use this if: You’re designing taxonomy for multi-brand organization, implementing a Digital Asset Management system, or establishing governance for enterprise content operations across regional teams and diverse stakeholder groups. Particularly valuable for understanding how to structure metadata that serves both guest-facing experiences and internal operational efficiency.
Hotel Company Enterprise Taxonomy (.xls, 5 worksheets)
A production-ready enterprise taxonomy with five hierarchical levels (L1-L5) covering 12 main groupings. Includes detailed content attributes and metadata specifications for editorial content types (articles, blog posts, etc.), plus a complete cities reference list (4,956 locations) and CRM documentation for channel engagement mapping.
Use this if: You need a working example of multi-level, multi-brand taxonomy structure, are defining metadata schemas for a CMS implementation, or want to see how taxonomies support both guest-facing experiences and back-end operations (DAM tagging, segmentation, content classification). The spreadsheet shows practical taxonomy management including synonyms, related tags, phased implementation flags, and QA notes..
Hotel Company DAM Metadata Specification (.xls, 3 worksheets)
A comprehensive Digital Asset Management (DAM) system specification defining folder structure across 11 asset types and 62 metadata attributes organized into four categories, and Technical/Structural . Includes MVP phasing, required field indicators, and auto-population logic for system-generated values.
Use this if: You’re implementing a DAM system for a multi-brand organization, defining metadata schemas for digital asset libraries, or establishing governance for creative asset management. Shows practical balance between user-entered and system-generated metadata, rights management workflows, and how to structure folders for brand-based asset hierarchies with campaign/product organization.
CONTENT GOVERNANCE DELIVERABLES
The processes and roles
required to keep things up to date
Without governance the other pillars that provide for a great experience fall apart. Working with you, we can determine the best content governance model for maintaining and optimizing the performance of your content, including all online and offline editorial processes. This also includes detailing the roles required. The deliverables provided below include a full governance model recommendations including roles and responsibilities and process, and editorial workflows, that include detailed authoring and review steps.
University Governance Model (PDF, 78 pages)
A comprehensive content governance framework to support a university-wide website redesign. It defines what content governance is, why it matters, and how it should operate across a complex, federated organization. The deck details governance models, recommends a federated approach, and clearly defines roles, responsibilities, decision rights (RACI), and workflows. It also covers platform changes, site structure updates, editorial processes, legal and emergency workflows, and ongoing audits to ensure content quality, consistency, and strategic alignment over time.
Use this if: You need a practical, end-to-end example of how to operationalize content governance for a large, distributed organization. Useful when designing governance for a CMS migration or redesign, clarifying ownership across central and departmental teams, documenting approval workflows, or establishing ongoing audit and optimization practices. It’s particularly valuable as a reference model for federated governance, role definition, and scalable editorial processes.
Technology Company. Governance Model and Workflows (PDF, 63 pages)
Provides the findings and recommendations from an evaluation of UX content tools, processes, and workflows. It identifies key challenges across roles, processes, tooling, and style—particularly inconsistent workflows, unclear ownership, and fragmented tool usage. The readout recommends a standardized, scrum-at-scale operating model with clearer roles and RACI, consistent use of JIRA and Figma, defined editorial workflows, sprint cadence, KPIs, and right-sized team structures to improve efficiency, quality, and speed to delivery.
Use this if: You need a concrete example of how to operationalize UX writing and design within an agile, product-led organization. This is especially useful for aligning UX writers, designers, product managers, and engineering around shared tools (JIRA, Figma), defining roles and accountability, standardizing editorial and review workflows, and establishing measurable KPIs. It works well as a reference for scaling UX content operations and reducing friction in complex enterprise environments.
NASCAR Workflows (PDF, X pages)
Defines end-to-end editorial and content workflows for NASCAR.com, covering how content is created, reviewed, approved, translated, moderated, and published across CMS, DAM, and VMS platforms. It clearly outlines roles , system responsibilities, assumptions, and notification rules. Detailed flow diagrams map common scenarios. and module-level workflows for key pages to ensure consistency and speed at scale.
Use this if: You need a concrete, production-ready example of editorial workflows for a large, content-heavy digital platform. This is especially useful for CMS/DAM/VMS implementations, defining role-based permissions, documenting approval paths, or aligning newsroom-style publishing with brand, legal, and marketing constraints. It works well as a reference for operationalizing content governance, training teams, and translating abstract governance principles into executable, system-level workflows.
Copywriting, UX Writing & content marketing
Bringing it to life for your users
Once all the other pieces are in place to ensure the continual, smart delivery of content, that content has still be to created—either through editing existing content, as determined during a content audit or assessment or by creating brand new content based on the gap analysis from earlier phases.
This includes such things as continually maintaining a blog to keep content fresh, meeting an editorial calendar for product launches, and generally keeping content current, relevant, and on brand as part of the overall maintenance process. And then, once the content has been created, using social platforms to activate the content and amplify its reach.
The examples provided provided below span the of content creation activities, including page copy and downloadable assets.
Dell Technologies
From 2021 to 2022, Rubicon CX supported Dell Technologies with various types of UX and copywriting support. First, we helped populate the UX copy for the Dell Design System 2.0 (Dell Design System 2.0). Specifically, we wrote the copy for the following components: Breadcrumb, Divider, Footnote, Modal, Overlay, Select, Tabs, and Text Area.
This included working with designers to understand the features of each component and foundation to document them for using in designing and creating Dell’s digital properties.
During this time, Rubicon CX also wrote vision copy for roadshows to help sell digital concepts internally, including a fleet management application and a next generation (NextGen) customer facing experience to help users keep their computing experience optimized. The copydecks for each are included below (unfortunately without visuals because of client non-disclosure agreement):
Cerence
For the better part of 2020, Rubicon CX supported Cerence, the leader in providing AI solutions within your vehicles. First, we helped with a repeatable product-launch content creation process. This resulted in a number of successful product launches supported by content on the web, both as page copy and downloadable PDFs. We focused on the product section and created content to support approximately 75% of the content that is currently live at Cerence.com, including the copy and fact sheets (below) in the following product areas:
Core Technologies
Cloud Services
Voice & Beyond
Mobility Platforms
Platform Developers
The downloadable PDF fact sheets prepared by Rubicon CX can be found below.
SELECTED CLIENTS
- Academy Sports & Outdoors
- ADT
- Adobe
- AIG
- Alethia
- BB&T (now Truist)
- BBVA
- Benjamin Moore
- BF Goodrich
- Boehringer Ingelheim
- Boston Scientific
- Brighthive
- Carnival
- Carter’s
- Cigna
- CerencE
- Cherokee Nation Entertainment
- Coca-Cola
- Craftsman
- Dell Technologies
- Genesis
- Genuine Parts Company
- The Home Depot
- IHG
- John Deere
- J.P. Morgan-Chase
- Kennesaw State University
- Mastercard
- MD Anderson Cancer CenterMichelin
- NASCAR
- Nieman Marcus
- Oakstone CME
- Protective
- Southern Glazer’s Wine & Spirits
- St Jude Research Hospital
- Target
- Universal Orlando Resort
- UPS
- Victorinox
- Whole Foods Market
DROP US A LINE
Where we work
We are located in Atlanta, but are well accustomed to doing business in a number of different times zones, ranging from IST to PST.
Office hours
Monday to Friday: 8:00 AM to 6:00 PM (EST)
Saturday: By appointment
Sunday: Closed
Contact details
Address: 1437 McPherson Ave. SE, Atlanta, GA 30316
Phone: +1 404.550.4561