Guiding a product rebrand for new and long-time users
Context
Flip (formerly Flipgrid) is a free video discussion app where people connect, share ideas, and build community through short-form video. This work focused on the evolution of Flip as it expanded beyond education, balancing the needs of long-time educators with a new, non-educator audience encountering the product for the first time.
My role
I helped make the product easier to understand and navigate through clear language, intentional structure, and a consistent voice that maintained trust while supporting growth.
Making the first interaction clear and familiar
As the primary entry point for new and existing users, the site needed to clearly communicate what Flip is and guide the next step. The focus was on helping users feel oriented and confident from the start.
I partnered with design to streamline navigation and establish a clear visual hierarchy, reducing friction and supporting quick scanning.
A key decision was whether to keep legacy terminology like “join code.” Although I questioned its relevance for a broader audience, testing showed it was clearly understood by both groups, so I kept the term to preserve familiarity and trust.
Layering value without adding friction
As users moved down the page, the content was intentionally structured to stay lightweight and scannable while gradually expanding understanding. Sections were designed to introduce who Flip is for, reinforce credibility through social proof, and offer multiple clear entry points to get started without requiring deep reading.
Content was grouped into short, modular blocks with clear headings, supporting quick scanning while allowing users to dive deeper when something resonated.
Creating a human voice for scale
I led the development of Flip’s brand voice guidelines, defining how the product communicates across in-product experiences, marketing surfaces, and support content. The focus was on creating a voice that felt welcoming, expressive, and human while remaining clear and usable across a wide range of audiences.
This work established shared language principles, tone guidance, and writing patterns that enabled consistent decision-making at scale. The guidelines were built around real product moments, ensuring the brand voice supported clarity rather than competing with usability.
Impact
During a major platform and audience transition, the experience maintained clarity and continuity. Long-time users retained a sense of familiarity while new audiences could confidently onboard, allowing the brand to evolve without losing trust.