Showing the people behind the products: Storytelling for Microsoft’s IT SHowcase

Showcasing the product, process, and people behind our work

Microsoft inspired that inspire writers to use data to inform their work, design with inclusivity in mind, and conquer from within.

The Details

Role: Content Creator Intern

Team: Mary Segesta (manager) and Lukas Velush (mentor)

Duration: Summer 2018

Skills: Feature writing, pitching, interviewing, corporate storytelling

As much as I love being the tech industry, it’s always about people at the end of the day. I wanted to intern at a place where I could tell stories that were about people first and foremost. I did this in Core Services Engineering and Operations (CSEO), the IT branch of Microsoft that creates tools for employees that are used to complete tasks like booking a shuttle, scheduling time off, or viewing benefits.

In my role as a content creator intern, I wrote articles for IT Showcase, a storytelling platform for IT professionals and IT decision makers who want to learn from how Microsoft creates and manages its internal tools. The site receives approximately 3 million views per year and hosts approximately over 300 artifacts such as technical content and feature stories focusing on people, not just the products or services they use. 

  IT Showcase homepage

IT Showcase homepage

Over the course of 3 months, I pitched, wrote, and edited 6 stories that focused on accessibility, user experience design, and the importance of representation in the tech industry. I strived to own end-to-end content creation as much as possible from identifying sources and conducting interviews to being the creative director for the photos and graphics included with each story.

My role was to:

  • communicate Microsoft’s process for developing IT tools in an inclusive and accessible way.

  • advocate for my content and convince stakeholders of my content’s value

  • be a story-listener who amplified the voices of the people I interviewed.

In my stories, I was challenged to ensure that I accurately communicated the technical details of how our organization manages software in a way that focused on people, not just products.

Pitching and inFluencing stakeholders and members of the leadership team

My writing process started with pitching my story ideas in our team’s editorial operations meeting where I would the story, audience, impact, and connection to CSEO’s mission to create end-to-end experiences.

When pitching stories, I focused on creating an empathetic connection with my team members. For example, one of my stories, “Paving a path to human-centered design in the heart of Microsoft,” focused on how CSEO was building a new design and research team that would redesign products based on employee needs, expectations, and pain points. I knew that everyone on the team used tools for reporting time off or booking a shuttle at some point, so my pitch began with an explanation of how there were 1,600 tools across Microsoft, each with an entirely different user experience. My team members recognized the value of highlighting the tough parts of the culture change and the actionable steps that people took to ensure buy-in.

I wanted to advocate for diversity and inclusion stories, which is why I pitched a series of profiles that focused on being a woman of color in CSEO. When pitching it, I led with a simple notion,

“You can’t be what you can’t see.” 

I went on to explain that IT Showcase needed more content that empowered and highlights the accomplishments of women of color and other underrepresented minorities within CSEO.

Here’s a note from one of my colleagues about my pitch:

Just wanted to drop you a note to say thanks for pitching your stories / blogs yesterday at EdOps!  In the short time you have been with us, I have been super impressed with the gravitas of stories you are proposing – all really impactful, relevant and so very important to tell in today’s world.  Please keep championing your stories … and keep doing what you are doing in the short time you are with us! 

Ultimately, my team members approved my pitches in Editorial Operations, which meant that I was ready to start interviewing people!

Learning to write for IT professionals by going to the experts

After receiving approval for my stories, I worked with my subject matter experts, or interviewees, to understand what motivated them to work on their projects. My approach was to lead with the experience of my sources, so I focused on pulling out quotes from the interview and framing them in my narrative. 

I also used follow-up interviews as an opportunity to take photos of my subject matter experts, which you can see below. I also worked with a graphic artist to create graphics that would complement my story on user-centered design:

Visuals and graphics for my stories on IT Showcase

Writing is rewriting

The most important lesson I learned from this internship is that writing is re-writing. Once I crafted a draft my story with all of my quotes in it, I used a text-to-speech tool to read each draft out loud to me. This enabled me to identify sections that needed stronger connections to sound like a cohesive story. Finally, I completed review cycles with sources to ensure the accuracy of my descriptions of their work.

Final stories

When being ‘selfish’ about using Microsoft products gets personal

  Cory Joseph, a software engineer and accessibility lead with a passion for empowering every Microsoft employee, sits with Vine, his guide dog. (Photo by Jim Adams | Showcase)

Cory Joseph, a software engineer and accessibility lead with a passion for empowering every Microsoft employee, sits with Vine, his guide dog. (Photo by Jim Adams | Showcase)

For Cory Joseph, ensuring accessibility is personal. As a person with a visual impairment, Cory Joseph is committed to ensuring that Microsoft lives its mission to empower every single person on the planet, starting with its employees. He does this by holding developers and designers accountable to create inclusive and accessible products.

Tricia Fejfar (at right), the leader of the Studio Team in Core Services Engineering and Operations (CSEO), walks through a storyboard with Mary Gansallo, a design developer on the Studio Team. (Photo by Jim Adams | Showcase)

Culture change is hard, especially at a company like Microsoft where people have been building the tools the same way for a while. Tricia Fejfar, the leader of the Studio Team in Core Services Engineering, is changing the way people develop tools for Microsoft employees by building a Studio team of researchers and designers who put people first.

Helen Valmeo-Yang (at left), a senior engineering program manager in the Consumer Marketing and Sales Engineering team, participates in a meeting with DeShawn Ellis, who works on IT Service Operations on her team. (Photo by Aleenah Ansari | Showcase)

This story chronicles the story of Helen Valmeo-Yang, a senior engineering program manager with a passion for helping Microsoft sales associates spend more time with customers. She also talks about how her cultural values inform her work.

Katina Reece (at right), an engineering program manager, talks with Bryan Griffin, an engineering lead for Azure policy and governance in CloudMS Services.

In a story of faith, representation and belonging, Katina Reece, MSEE, PMP, LSSBB, MTA, ITIL, CSM, shared her journey as a woman of color in the tech industry.

My stories were shared across a range of internal channels at Microsoft, including MSW, a central hub for employee stories. Additionally, my interviewees shared these stories on their personal social media and LinkedIn profiles.

A final word

This role gave me my first taste of working on storytelling at a tech company. It made me realize a few things:

  • I love listening to people’s stories, and I’m grateful that people trust me enough to share the most vulnerable parts of themselves.

  • As a writer at a tech company, I am expected to advocate for my discipline and my work. This has strengthened my ability to articulate the value of my writing by influencing stakeholders and communicate the value of storytelling for the business and organization.

  • The most important measure of success is ensuring that my sources feel well-represented in the story and want to share them with their own communities.

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I hope that my presence in CSEO and IT Showcase leaves a legacy where I tell stories that truly empower underrepresented voices, and I hope these will be the beginning of more stories that focus on people of color and underrepresented minorities. I also hope that my article demonstrated the impact of telling stories about people, not just the products they use.