Content Strategy & UX Samples
Here’s some of my best work providing brand storytelling content, UX, strategy, and more.
Santa Clara Law
As the Digital Media Team Lead, I oversaw and contributed to several projects enhancing storytelling on our website.
This included front-end content strategy, such as developing audience personas, user journeys, site content, style guidelines, and new page templates. But it also included back-end content strategy such as structure content, information architecture, content models, and more.
While leading digital media, I originated, planned, and managed an enterprise WordPress site migration from an on-premise to cloud-based server.
UX-Focused Website Design
As one of my first projects with Santa Clara Law, I applied my content strategy expertise to develop a content-focused redesign of the site.
Read more about how this approach was critical to the long-term success of our site.
NCIP Site Redesign
Northern California Innocence Project (NCIP) wanted to enhance the way they told their organization’s story. Their compelling work deserved great storytelling, but they were under deadline to finish before a major fundraising event.
About Us: A Bold Vision
Through a collaboration with the SCU development team, I worked to create a microsite for the upcoming Howard S. Alida S. Charney Hall of Law. Our team worked together to identify strategic priorities, define a content structure that served those priorities, and craft messaging that shared our story.
Santa Clara Law Admissions Funnel
As one of my earliest projects with Santa Clara Law, I worked to apply a conversion-focused approach to the Admissions experience. The team worked to identify audiences, needs, and interests. Then I crafted messaging with the help of the Admissions team members. Our funnel approach (borrowed from the ecommerce space) helped improve overall applications and exceed expectations in a down year.
Practically Unhackable by Intel
Safe browsing education for consumers. I worked with an agency team to develop content around Intel’s Practically Unhackable campaign. Though the site is no longer live, here are the topics I covered.
Malware
How do you get malware? It usually starts by clicking something you shouldn’t have. Be careful where you click.
Safe Browsing
You can never be sure that a link in an email is safe to click, even if it looks like a friend sent it to you.
Ransomware
You may have heard about “ransomware” on the news, but what is it?
Website Content Strategy and UX
I’ve worked with over 50 clients to enhance their organizational storytelling through great content strategy. From planning site content from the beginning to rebranding to developing site wireframes, I’ve provided a broad range of services to help my clients deliver powerful experiences to their users. Here are some of my recent projects worked on recently.
Ardusat
Providing hands-on science experiments, coding lessons and more, Ardusat enhances STEM curricula. I helped the team identify target audiences, clarify their organizational messaging, and develop website content.
English Major’s Guide
A personal passion project, this site leads English majors into the unfamiliar world of professional development. The challenge was offering simple navigation to a variety of fields and interests held by my audience. I solved this problem by combining web design elements and an easy-to-follow structure.
HomeShare
The HomeShare team had a great service, but no website to tell their story. I worked closely with the founder to craft their messaging, make website wireframes, and write their entire website copy to show visitors what HomeShare can do for them.
Adraba
The Adraba team knew they needed better website messaging, but they had no idea where to begin. I provided content strategy consultation to help them develop the right information architecture for their site. Then I worked with their subject matter experts to translate their ideas into compelling web content. Through our work, we turned complex engagement models into simple-to-understand concepts for prospective clients.
Content Process & Samples
Over my years of experience creating web content, I’ve developed a process that successfully leverages subject matter expertise. For example, though I may not be an expert on constitutional law, I know how to work with constitutional law experts to create compelling web content on the subject.
Here’s my basic process:
- Measurable Goals: Every project should begin with measurable goals in mind. Are we trying to improve brand awareness? If so, how are we going to measure this? Do we want a specific number of registrations for an event, or perhaps visitors to a web page? Another way of framing this is, “What problem does this content need to solve?”
- Research: Once we understand the purpose of a project, I’ll interview team members and subject matter experts. I’ll also perform my own research as needed (a way my grad school experiences comes in handy). This allows me to create authoritative content that performs better than “faking it.”
- Outline/Mockup: When research has started, I’ll create a highly-detailed outline (for content) or live website mockup using Bootstrap/WordPress (for web design or digital media storytelling).
- Feedback Round 1: I’ll send the outline or mockup to the appropriate team members or subject matter experts. This enables me to get detailed feedback during a stage when it’s easy to implement big changes. (For example, if we need to change directions, it’s much less dramatic to do so now than if we had created a fully produced draft.)
- Draft 1: Based on the feedback, I’ll revise my work and produce a first draft of the deliverable.
- Feedback 2: With the draft created, I’ll solicit more feedback from team members to get specific suggestions on microcopy, design elements, and other items. We’ll also review to see how well this meets our measurable goals, even running some basic tests if necessary.
- Final Deliverable: Based on the second round of feedback, I’ll ship the final deliverable to your team and get working on the next project.
Using this process, I’ve created a lot of web content. Here’s a list of samples.
- Santa Clara Law – Replacing Justice Scalia: A Series
- Santa Clara Law – Apple’s Fight with the FBI: Santa Clara Law Students Weigh In
- Entrepreneur Magazine Online – Apps and Programs That Will Reduce Office Stress
- Marketing Adept – Millennial B2B Buyers are on the Rise: 6 Ways to Adapt Your Strategy
- Velaro – Why Live Chats Are More Effective than Phone Support
- Velaro – Why Customers Love Live Chat
- Replicon: 23 Ways Professional Service Firms can Stop Revenue Leakage and Increase Profits
- Patriot Tech – Desktop as a Service vs. VDI: What’s the Difference?
- Novell – Do We Need to Reinvent Email in 2015?
- The Huffington Post – Are Tech Hubs Driving Up the Price of Real Estate?
- The Huffington Post – Why Corporate Retreats Need to Make a Comeback
(There are many, many more examples available upon request.)