Case Study: Content Strategy
Here are some examples of how I have been able to use UX principles to engage clients and teams during different phases of the product life cycle.
PROBLEM STATEMENT #1: How might we structure editorial content to allow the user to easily navigate through the experience?
A travel start up had been partnering with a visual design agency to design the look and feel of their site but they did not have a firm structure for the content for the site. With such stunning visuals and engrossing story-telling it was critical to design an information architecture that allowed the types of content to maintain their unique voice while also being flat enough to maximize findability. Conducting informal card sorts and in-person white board sessions with the client allowed me to provide recommendations based on the priority they assigned to content types in a way that satisfied their business needs as well as supported their editorial vision. Once the high-level structure was agreed upon, I created a site map that I used to focus our continuing conversations.
PROBLEM STATEMENT #2: How might we incorporate Products into our existing IA for launch?
Mid-way through the development process for our 1.0 release, the client came back to us with a challenge. After internal discussions they had decided to pivot from a purely editorial focus and asked for guidance on how to include their bespoke travel packages and destination bookings. They had work-shopped a revised site map that would create as many as 4 new pages and 4 new sub-pages.
In my role as client contact and product lead I needed to diplomatically solve the client’s needs while also following the design strategy that we had presented at the initial hand off from the design agency.
In order to do this I created a series of low-fidelity annotated wire frames that proposed consolidating the 4 new pages and 4 sub-pages into two top-level pages with CTAs that opened a modal window with data capture. This proposal allowed for contextual functionality based on the user’s location within the site’s content that would drive users to either sign up for more information or drive them to the product subscription flow. After discussing internally the client agreed to this approach and thanked us for understanding the goals of their pivot while maintaining the voice of the brand through an emphasis on their editorial content.
The client was able to leverage these wireframes and the product strategy we provided based on competitive and comparative research into a successful negotiation with their senior leadership that allowed us to continue developing the flatter, more accessible architecture we stood behind while incorporating the new functionality required in order to satisfy the client’s business needs.
Very light usability testing was conducted using our prototyped UI and the findings bore out our recommendations. We had satisfied our MVP requirements and the client was pleased with the solution from a business as well as creative, in this case editorial POV.