Multi-device
content strategy
Meta's wearables portfolio was expanding. Each product had its own content patterns, its own terminology, its own way of referring to devices. As users started owning multiple devices, the experience was going to fracture. I built the strategy to prevent that — before it was on anyone's roadmap.
Not on anyone's roadmap.
But on mine.
Meta's wearables portfolio was expanding: smart glasses, a smartwatch, and a shared companion app that needed to support both. Each product had its own design team, its own content patterns, and its own way of referring to devices, features, and settings. As users started owning multiple devices, the content experience was going to fracture.
There was no multi-device content strategy. Nobody had written one. It wasn't on anyone's roadmap. I had no dedicated PM support, no engineering resources, and no explicit mandate. I had to prove the value while building the thing.
Build alignment
before the crisis.
I proactively identified the problem and started building alignment before it became a crisis. I facilitated cross-team communication between smart glasses CDs, smartwatch CDs, engineering, and localization to establish shared standards.
I created a unified strategy for how we refer to devices across the ecosystem — when to use the generic name, the branded name, or a custom/personalized name. I mapped where these references appeared (OOBE, pairing, settings, notifications) and documented the rules for each context.
I worked with localization managers to identify where inconsistencies were already causing problems and built guidance to prevent future drift. I also introduced dynamic string logic for personalized device names and mapped edge cases across OOBE, pairing, and settings for i18n, privacy, and delight.
The first multi-device
content strategy in the org.
Covering generic, branded, and custom naming conventions — with rules for every surface where device references appear: OOBE, pairing, settings, notifications.
Logic for personalized device names using profile or account names — so the experience adapts to the user's context without requiring manual content updates.
Alignment documentation to ensure consistency across markets — preventing the same concept from being translated differently depending on which product it appeared in.
Reduced tech debt.
Improved dogfooding.
The strategy was adopted across the wearables org and aligned with PMM standards. It resolved existing content bugs in the companion app that were confusing dogfooders. The naming conventions improved onboarding efficiency and set a precedent for system-wide consistency.
Engineering acknowledged the long-term value directly — calling it a "proper foundation for building robust, scalable experiences" that reduces engineering tech debt down the road. The strategy was piloted in Wearables with a planned Meta-wide rollout.
"Despite not being a part of the H2 roadmap, Ashlee recognized the importance and prioritized efforts to develop guidance on multi-device content support. Her contributions enabled us to resolve the 'glasses' content bugs to improve the dogfooding experience. Longer term, this lays a proper foundation for building robust, scalable experiences. Doing this properly today reduces efforts down the road — one reason being less engineering tech debt."
— Nishil Shah, Engineer