New feature naming and framework
Create a scalable, globally-informed naming system for Zoom's presenter view modes.
Create a scalable, globally-informed naming system for Zoom's presenter view modes.
Role
Lead content designer
Goal
Create a scalable, globally-informed naming system for Zoom's presenter view modes.
Stakeholders
Product design, Localization, Marketing
Zoom needed to name a new set of presenter view modes, each with distinct UX and emotional context. I led the naming process from framing through global validation, partnering closely with localization to ensure names would resonate worldwide.
Early strategy discussions revealed how design hierarchy could affect the overall naming process. Without a clear framework, teams risk naming in isolation, leading to inconsistent terminology, poor localization fit, and missed opportunities for coherent storytelling across the product.
Zoom needed to name a new set of presenter view modes, each with distinct functionality, UX goals, and emotional context. The names had to work across product UI, marketing, and multiple languages. Without a structured approach, teams risk naming in isolation, leading to inconsistent terminology, poor localization fit, and missed opportunities for coherent product storytelling.
We needed to answer several questions early:
This wasn't just a creative exercise. It was a strategic, collaborative process that required framing, structure, and global validation to land on names that would scale.
My approach focused on treating naming as a strategic system, not wordplay. I began with framing and territory exploration, built a structured matrix for evaluation, and partnered with localization early to validate options before locking in. Collaborative decision-making came last, informed by clear criteria and global input.
I collaborated with product and design leads to understand the functionality, UX goals, and emotional context of each view mode. We also explored the information architecture of the layout, which drove how we should name the modes and their hierarchy.
Key questions included:
From there, I developed four naming territories to explore a broad range of conceptual directions:
| Opt. | Basis | Example Terms |
|---|---|---|
| 1 | Content Delivery | Dual Frame, Projector, Immersive |
| 2 | Participant View | Showcase, Front Row, Stage |
| 3 | Content Size/Style | 50%, 75%, 100%, Icon |
| 4 | Broadcasting Terms | Eyeline, Feature, Standup |
To evaluate naming performance, I created a structured matrix that included:
This matrix gave stakeholders a transparent way to compare naming options across functional and brand criteria.
To ensure our names would resonate worldwide, I partnered closely with Zoom's localization team, not just at the end but as a key part of the exploration process.
Together, we contracted native translators across multiple priority languages to evaluate our short-listed names. Their role wasn't just to translate the words. They assessed:
This early localization review gave us invaluable insight and helped us flag names like "Standup," which didn't translate well in most languages, or options that lost all contextual meaning without visual cues. Their input directly informed which names moved forward.
Outcome: We didn't just land on names that worked in English. We landed on names that could scale globally without sacrificing clarity or tone.
I facilitated a naming workshop with cross-functional stakeholders (design, product, marketing, and localization). Together, we evaluated names based on:
Through this, we eliminated terms like "Standup," which tested poorly across many languages, and percentage-based names, which lacked emotional resonance or clear visual meaning.
Outcome: We landed on a principal feature name, "Presentation Style," and a set of mode names that were clear, globally scalable, and aligned with Zoom's voice.
The final naming system included forward-looking options like Fireside Chat, Podium, and Group that future-proofed the system.
Naming is one of the most visible yet least forgiving areas of product language. When names are inconsistent, unclear, or culturally misaligned, users feel uncertain, and uncertainty erodes trust. By treating naming as a system with framing, structure, and global validation, this work improved clarity while creating a reusable playbook for future feature launches.
Strategic naming balances clarity, tone, design integration, localization, and user empathy.
Strong naming is not just creative. It's deeply collaborative.
Involving localization early in the naming process ensures conventions scale globally and stay meaningful across markets.
Strategic naming balances clarity, tone, design integration, localization, and user empathy. A main learning from this work: localization should drive naming conventions for scalability. This project delivered a reusable framework for future naming work and proved that strong naming is deeply collaborative.
Clarity at scale
"Presentation Style" served as an accessible umbrella term for users globally.
Room for growth
Forward-looking options like Fireside Chat, Podium, and Group future-proofed the system.
Localization drives scalability
Involving localization early in naming ensures conventions scale globally and stay meaningful locally.
Flexible usage
Adaptable use in both product UI and promotional materials.