FRAMER
Intel Security True Key
Developed the product messaging and content strategy for a biometric password manager
Role
Lead Content Designer
Team
4 Product Designers, Visual Designer, Desktop & Mobile Engineering teams
Tools
Sketch, Confluence, Kanban
Overview
True Key by Intel Security is a biometric password manager used by 5+ million people to secure their passwords across desktop, web, and mobile apps.
With 3,000 data breaches and over 2.6 billion accounts hacked on average annually, we wanted people to understand how critical password security is and start using True Key to safeguard theirs.
Problem
The problem was to establish a unique brand voice and tone for True Key to distinguish it from Intel Security's legacy products because it was a new standalone product, unlike the rest of the suite. The voice and tone needed to be friendly yet knowledgable and aimed to simplify complex biometric security concepts so unfamiliar users could easily use them.
I needed to devise a product messaging and content strategy linking all product content back to key narratives. I also wrote and edited all product content based on the messaging guidelines and tested it for comprehension and conversion.
Approach
Product Marketing had done significant research about users' pain points concerning password security and management so I worked with them to identify key narratives that would form the foundation of our messaging strategy.
I then developed a messaging framework comprised of long, mid, and short-form messages highlighting different benefits that showcased the product's value. Benefits included simplicity, security, and a mix of both. I created content guidelines to clarify voice and tone.
From there, I ensured messaging narratives, voice, and tone were followed in the product, marketing assets, support forums, and social media pages.
When writing in-product and website content, I linked all copy to the established messaging themes so users would have a consistent experience at all points of the user journey.
Solution
I delivered a brand messaging framework and content guidelines for the product that was used by content designers, product designers, marketing, and product management across a bilingual organization.
Final Designs
Outcome
Consistent messaging, voice, tone, and correct grammar increased overall user satisfaction, including Google and Apple store ratings from 4 to 5 and 3.5 to 4.5, respectively. The NPS score increased from 60 to 71. Our user base grew 50% YoY and increased revenue by 12%.
Grace Donoso
2025