LG MAL
Shipped 2023
SaaS
End To End
♦︎
TL;DR
Driving Consistency & Efficiency with LG’s AI Content Verification Platform
ROLE
PRODUCT DESIGNER
TEAM
PM, ENGINEERS, TECHNICAL WRITERS
Duration
DEC 2023 - JUL 2024
PROBLEM
Awkward phrasing and grammar mistakes in the product UI weren’t caught before launch, causing users to lose trust in the product’s quality and damaging the overall brand experience.
SOLUTION
After the internal audit, I expanded the scope to design a new internal SaaS tool that lets teams search, verify, and store content to improve quality and consistency across the entire writing process.
IMPACT
The system caught 134 errors—nearly three times more than manual reviews—and cut revision time by 50%, proving its impact in improving content quality and delivery speed.
♦
CHALLENGE
“Feels like a dumb AI translated another language into English.”
Google user review
As LG aimed to build a stronger premium presence in the U.S., poor UX writing started showing up as a real problem. Awkward phrasing, grammar mistakes, and inconsistent formatting were frustrating users and making the products feel less polished than they should.
An internal audit revealed that the label creation and verification process was overly manual and complex, with fragmented workflows across global teams leading to frequent inconsistencies and quality gaps.
This led our team to ask:
“How might we make product content more consistent and clear, so users don’t feel confused or disappointed when using our products?”
♦
SOLUTION OVERVIEW
I set out to build a solution that improved user-facing content quality while making the process easier for internal teams.
The focus was on simplicity, with a clean, intuitive interface that anyone could understand at first glance while addressing three key needs our internal stakeholders emphasized: easy search, automated verification, and one unified space to store all guidelines and exceptions.
SEARCH
VERIFY
STORE
The Verify tab allows employees to review entire label, leveraging Busan University AI to catch minor grammar errors and ensure compliance with brand UX writing guidelines.
Employees can access the latest style guide across all HQ divisions in one platform, eliminating the need to track down document owners for product term details.
Employees can quickly look up past label examples by typing a word, phrase, or branded term, making it easy to stay consistent with brand standards and accurate terminology.
01.
RESEARCH
First, I needed to understand why so many label errors were slipping through and going unnoticed before product launch.
SEARCH
VERIFY
REFERENCE
KOREA HQ
HEEJAE
Product Designer
“I’m not fluent in English so I want to look at past labels for reference because I worry about making grammar mistakes, but it’s really hard to find them.”
PAIN POINT
US HQ
MEGAN
Technical Writer
PAIN POINT
"I don't have time to version control my edits. I often end up sending contradictory changes, and it's really embarrassing."
KOREA HQ
JUNG HO
Product Manager
PAIN POINT
"Since different teams manage the label lists and own rules it’s hard for me to find the latest version for reference. "
Interviewed
10 employees across LG Korea & US HQ
Shadowed technical writer in Chicago R&D to understand verification process.
Analyzed 300+ labels reported to have errors
From the interviews I realized, designers, writers, PMs and QA all used different guidelines, work flows and verification criteria. Content bounced between teams via the classic email on separate excel attachments...oy, often duplicating review cycles.
The manual process came with other major side effects. Many employees weren’t fluent in English but couldn’t use translation tools because of company policies, and past label examples that could have been helpful references were buried in long email threads, making them almost impossible to find.
Looks crazy, I know.
02.
SCOPE
Based on the research results, I pushed to expand the project beyond a simple UX writing guideline update to design a new 0–1 verification tool to improve collaboration and efficiency across teams.
I wanted to address two critical gaps:
No universal guidelines or single source of truth: Collect, organize, and unify data from different teams into one shared system.
No single tool to support quality content creation: Build a simple platform employees can use to reference past work, automate verification steps, and manage everything related to label creation in one place.
Original Scope
UX writing guideline
0-1 Verification tool
Expanded Goal
Known Issues
Lack of Universal UX writing guidelines
Inconsistent label verification results
Access to past label examples
of similar products or services
Newly Discovered Issues
Language proficiency
No technical tools or support provided for consistent results
No access to past label examples
Manual verification process
affecting results consistency.
Phase 1: Collect data and create universal UX writing guideline
Phase 2: Build verification tool MVP to test on internal stakeholders