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Michelle Jackson-Blackwell
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Certified UX Writer, Certified Usability Architect, Certified Business Analyst
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I led content design & strategy for a spicy topic
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The challenge
0-to-1 project. Taking a top Wish app search query (across the majority of its geographies btw) and designing a one-stop shop showcasing sexual wellness. Aligning a team around a big company bet, a new business vertical, to capture market share of an $80B industry.
The content
Sexual wellness. The World Health Organization states sexual wellness is key to health and wellbeing. I had to figure out the best way to talk about it.
Content strategy, design, and execution. From product naming to content testing -- with messaging across the customer journey, platforms, and various touchpoints. Creating clear, consistent UI language, end-to-end, that could increase daily active users, buyers, and GMV.
My role: Staff Content Designer
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What I did
Content design & strategy: I created goals around content and messaging to guide collaboration, brainstorming, and content exploration. I created content for a sensitive topic, from end to end across the customer journey, and worked with the content team to brainstorm and critique ideas.
Elevate product experience with tone: Within the existing brand voice and brand identity, I designed the tone variation for how to talk to customers about Wish After Dark.
Cross-functional collaboration: I joined a cross-functional team to decide how to integrate sexual wellness content into the existing experience. I worked with the content team to brainstorm a product name, and the localization team on global translation. I worked with UX research to test the experience with users.
UX writing: I wrote microcopy for social media, notifications, tooltips, taxonomy, navigation, menu settings, page banners, landing pages, in-app education, merchandising, and more.
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UX content strategy
Content goals. The brand voice (playful, human, friendly, clear) was a great foundation. Within brand voice, I set the tone for Wish After Dark. I documented goals for messaging, guidelines, and constraints. The tone is celebratory, empowering, and positive. Never shameful, judgmental, sleazy, or gross. I wrote inclusive and respectful microcopy.
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Fun with tone
Messaging. As a starting point for content iteration, my early explorations included a list of microcopy strings to ideate on this "spicy" topic.
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UX writing & microcopy
End-to-end. I wrote microcopy from end-to-end across the customer journey. Social media, trust signals, tooltips, menu settings, taxonomy, and more.
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Product naming
Collaboration. Together with the content and copywriting teams, we brainstormed over 100 names and discussed the top contenders with executives and stakeholders. Our Marketing VP chose Wish After Dark, an approach that worked for both the in-app experience and marketing campaigns. Seen in the Wish app, on Meta ads, and other platforms.
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Localization
Translation for globalization. Wish is available in 62 countries and 34 languages. I worked closely with the Globalization team for localization input. In languages and cultures where Wish After Dark doesn't translate, we chose Adult Zone for the name.
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Partnering with UX research
Data insights. I worked with UX research on a test plan for an unmoderated test with 15 participants. We learned actionable insights on content, trust signals, visuals, and more.
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The outcome
Launched in under 6 weeks.
Collaboration, feedback, & effective communication with cross-functional stakeholders, including executives, product management, product design, UX research, brand marketing, globalization, & graphic design teams made it possible to research, write, test, iterate, & launch in under 6 weeks.
Results (first quarter after launch):
Exclusive contract with MindGeek
4% of GMV
1.8% of weekly unique buyers
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What I learned
Have a point of view.
It's always important to be able to communicate a content design point of view. Understanding business requirements, relying on UX writing best practices & style guidelines, & having a point of view are key to defending content design choices when working with cross-functional teams.
Placing real content into the design early always helps to discover functional requirements and open questions that cover the entire user experience - from both an interaction design and content design perspective - so the design solution meets user needs and business goals.
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© 2026 jacksonblackwell.com
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