Case Studies

REEF’s product design team was conducting a unification project and tasked with combining multiple and disparate B2B client platforms into one: REEF Cloud.  

While the team had multiple UX designers and product managers, they had no content strategy to drive consistency within the new design system across the unified platform or UX writing resources to execute.

The approach required both strategy combined with hands-on execution. Strategically, it involved traditional content strategy including stakeholder interviews, a content audit, assessment of platform and artifacts, and getting a firm understanding of the business model and its complex ecosystem. From an execution standpoint, I was embedded within the product team and participated in design planning, reviews and UX writing. 

• UX Writing
• Stakeholder Interviews
• Card Sorting
• Content Audit and Content Design Framework
• Documented Glossary and Taxonomy
• UX Writing Style Guide 
• Resourcing recommendation and hiring support

• Resources for the product design team to elevate their content even when a UX writer was not available. 
• Forged relationships between product, marketing and design. 
• Rationale for the team to hire a full-time UX writer to support the day-to-day. 

The Center for Food Integrity (CFI) needed to redesign its website – the primary digital presence and a critical component in helping the organization clarify its mission of building trust in today’s food system, promote its key strategic focus areas, and reach its primary business objective of driving membership growth.

 It all needed to be done on a very tight scope of work that required cross-functional collaboration within an agile methodology.  

Using an agile approach collaborating with UX and Design, the content strategy work included:

• An approach for articulating CFI’s story, strategic focus areas, and contributions across the food/ag value chain.
• A simplified and clearer way to navigate the site and aid in discovery.
• Planning and content creation of 4 key web pages, plus templates flexible enough for the large portfolio of content.
• Guidelines for assessing and optimizing content for migration.

• Research & Insights
• Content Strategy
• Information Architecture
• Content Templates
• Content Outlines
• Content Performance Analysis & Benchmarking
• Content Inventory & Matrix for Audit
• Audit Criteria & Scoring Model 
• Content Migration Playbook

The project was delivered on time and on budget to a satisfied client. The client was excited about the structure and story of their new site, confident they could audit, assess and migrate their content with the training and playbook provided, and assured they could reach their overall business goals.

 ArcXP is a SaaS company with an agile experience platform that enables publishers, broadcasters and enterprise clients to drive their content programs - and their businesses - forward.

The client’s demand-gen email program “wasn’t working,” but because they had scaled their content program to multiple verticals and personas, and had a fragmented approach to content planning, creation and measurement, they didn’t know what they needed to do or where to start. Additionally, the business wanted to layer in product-specific messaging and target its three primary segments at the persona level. 

A crawl-walk-run approach was adopted to achieve the desired outcome: a strategic and persona-driven email program that would drive product awareness and convert leads into MQLs, SQLs and customers.

Armed with the email sequence, topics, email creative and content types, I examined performance through the lens of content’s role in the marketing funnel. 

• Content Performance Analysis
• Funnel-Based Hypothesis
• POV on Metrics by Content Type and 
• Email Journey Workshop
• Comprehensive Email Journey Flow
• Content Audit 
• MVP Topics and Sequence
• Content Reuse Recommendations
• Product Content Recommendation

A strategic and measurable content approach for messaging and content reuse that's driving  deeper engagement and conversion metrics.