Red Hat UXD

Written Style Guide

October 2019 – December 2019

I created Red Hat's first UXD Written Style Guide, which currently serves as a resource to help UXD content creators maintain consistency and brand alignment across all content channels. The style guide defines the UXD brand's style, voice, and tone, and it includes writing tips, best practices, and general writing guidelines. ​

To introduce the style guide to the larger UXD team, I delivered in-person trainings across various Red Hat offices. 

Red Hat UXD

Site Page Redesign

February 2019 – March 2020

I worked with our Digital Marketing team to redesign our Red Hat UXD site page, transforming it into a fresh, on-brand space for our team to communicate who we are

and why we matter. I wrote all the page copy and contributed to layout and design decisions. 


Skills Matrix


July 2018 – December 2018

To give HubSpot Academy content creators more actionable, personalized feedback—both qualitative and quantitative—I created the Writing Skills Matrix. This matrix is a scoring system that defines major areas of writing, the skills in each area, and how the editor and content creator can work together in addressing these skills in their writing.


This form of specific, actionable, and metric-based writing feedback led to higher content quality, less time needed for editing, and lowered localization costs. 


User Blog Revamp


February 2019–July 2019

I transformed the HubSpot User Blog into a diverse, multi-faceted channel for education and enablement. This involved:  

  • Researching our readers and providing the right content to them. 

  • Hiring freelance editors to work on customer stories.

  • Sourcing volunteer editors to work on internal articles. 

  • Sourcing writers with diverse skills and various perspectives to regularly contribute articles. 

  • Building a reporting framework from scratch to measure the blog's role in influenced tool usage (enablement) and HubSpot Academy content engagement (education). 

This effort led to an increase in views, subscribers, email metrics, product usage, and HubSpot Academy users.

Editorial Team Development

January 2019 – September 2019

To keep up with growing content creation, I built and managed a team of freelance editors and a freelance designer on HubSpot Academy. This allowed the team to continue creating content at a fast pace without sacrificing quality or brand authenticity. The freelance team also helped us reach our content goals for accessibility and localization.

Knowledge Base

Content Audit

December 2017 – April 2018

I worked with technical writers and product managers to conduct a content audit and revise the user experience of HubSpot's Knowledge Base. I revamped content organization and streamlined technical documentation so that content became easier to find, use, and maintain.

© 2020 by Abigael Jamie Donahue

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