Designing a customer-facing content enablement toolkit
Making onboarding, education, and troubleshooting resources easier to find — and easier to use
The context
Over time, Backlog and Cacoo built up a lot of genuinely helpful customer-facing resources: Learn content, setup guides, workflow education, and Help Center articles.
The problem wasn’t quality. It was accessibility.
Customer-facing teams often needed to solve the same customer problems repeatedly — onboarding, first-time setup, common workflows, “how do I…?” questions — but the best resources weren’t centralized. Finding the right link was often dependent on individual memory, ad-hoc searching, or asking someone who “knew where it lived.”
When content is hard to find internally, teams don’t stop needing it — they just recreate it in real time.
The problem
High-quality resources existed, but there wasn’t a single place customer-facing teams could rely on.
That created predictable friction:
teams spent time searching across multiple sources
guidance varied depending on who responded
the same content requests repeated across teams
strong self-serve pathways existed, but weren’t consistently used
What was missing wasn’t more content — it was a usable enablement layer.
What I owned
I created an internal Customer-Facing Content Enablement Toolkit to centralize and standardize the best learning and setup resources for customer-facing teams.
I owned the toolkit end-to-end, including:
identifying which existing resources were highest leverage for onboarding and product success
organizing those resources into a centralized internal hub
structuring the toolkit so teams could quickly match common customer needs to the right content
writing or refining supporting context so the toolkit could be used without additional explanation
ensuring it functioned as enablement infrastructure — not just a list of links
What the toolkit included
The toolkit centralized resources intended to support:
onboarding and first-time setup
common workflows and use cases
feature education and adoption guidance
troubleshooting and self-serve support pathways
internal consistency around which resources teams should rely on in customer conversations
The goal was to help teams guide customers toward proven self-serve learning paths — instead of reinventing the same explanations each time.
How it worked in practice
Customer-facing teams could use the toolkit to:
quickly locate the best existing content for a customer’s situation
share consistent onboarding and learning paths across Sales, Support, and Customer Success
reduce time spent searching across scattered sources
route customers to self-serve content that supported adoption and troubleshooting
This made the content ecosystem more usable internally — and made the customer experience more consistent externally.
What this enabled
This project created internal structure for using content as customer enablement infrastructure.
It supported:
more consistent onboarding guidance across teams
easier access to proven workflows and educational resources
clearer internal “source of truth” for what to share with customers
a repeatable way to match customer needs to the right learning assets
It didn’t require new tools or a major overhaul — it was a practical system built on top of content that already existed.
What this shows about how I work
This case study reflects the way I approach content beyond acquisition:
I treat content as something teams should be able to rely on, not rediscover
I design for reuse, consistency, and self-serve enablement
I build systems that reduce friction and prevent repeated work
I focus on operational clarity — making the right thing easy to find and easy to use
When content becomes dependable internally, it becomes more effective externally — because customers get clearer guidance, faster.