Content design is often celebrated for its specialized expertise, whether we are perfecting on-screen interface copy or mapping a single product feature. But some of our most impactful work happens in the spaces between these isolated touchpoints. To thrive in 2026, we have the opportunity to evolve into "Full-stack" practitioners who design the entire lifecycle of a conversation, regardless of whether it's handled by a machine or a human.
In this session, I will demonstrate how stretching the "Full-stack content design" philosophy (pioneered by Beth Dunn) to include conversation design principles allows us to address critical business and user experience gaps. Using the launch of TELUS Expert Messaging (TEM) as a case study, I'll show how we moved beyond designing for individual screens to orchestrating a multi-channel CX transition.
We will explore how a unified content strategy-spanning automated callback flows, IVR-to-messaging transitions, and internal agent onboarding-successfully supported a volume of over 400,000 conversations. I'll also share how focusing on change management and "agent-assist" content was key to reducing average handling time by 6 minutes and boosting first-contact resolution by 9 points.
You'll walk away from this session with a blueprint for:
