Content Strategy & Information Architecture

Reimagining a financial services company's website journey

My agency was stuck, unsure about how to get moving on the big project of completely rethinking the prospect journey within our client's website. I jumped in and handheld the project step by step: leading a card-sorting exercise, wireframing pages in accordance with a website backend that I was only able to catch glimpses of during client screenshares, troubleshooting with the client's web team (while translating for my coworkers), identifying and tracking links to existing content that needed to be redirected or retired, and ensuring my team's strategic goals were met throughout the process.

Creating options for an email nurture campaign

My resume, if you've seen it, references a ludicrously complex email campaign with manual logic that got a massive amount of engagement when it was finally rolled out. This isn't that one (but I can show you those diagrams sometime if you want a headache).

For one of our next nurture campaigns, for the same company but a much smaller business unit, I knew we needn't overcomplicate things. I proposed two potential email journeys, along with the topics and content assets to feature in each, to go along with the overall concepts I collaborated on with a writer. I can't say what the results ultimately were, because I left to a new agency not long thereafter, but the client was pleased!

Auditing competitor content and proposing opportunities

I'd done a few competitor content and branding reviews previously, but this time my agency wanted to expand its involvement with its Fortune 25 tech client and asked me to consider opportunities for new work we could propose that would be valuable to both parties. Without a large bucket of hours available, I rapidly did manual assessments of publicly available competitor materials, and over the course of a slide deck I presented my observations and provided examples of standout competitor content to support my suggestions for potential new bodies of work.

Alas, typical Big Tech internal restructuring led to the disappearance of the product for which this work was done, but we continued to refer to the piece for context and ideas we could use for other clients.

A photo from the initial card-sorting exercise and a portion of the corresponding page wireframe, built by designers based on my mockup.

One of the two proposed email nurture journeys.

One of the closing slides of the competitor audit deck.