Content design and strategy
Zopa is the UK’s largest peer-to-peer lending service. It’s digital platform enables individuals to lend money to people without going through a bank.
Brief: improve customer experience, reduce customer service queries
Concept: explain the product clearly and accessibly and build trust in the brand
Why: improve customer experience and get more customers
How: maps all customer touch points, identify business and user goals, identify opportunities to improve experience (pain points and gaps), create user persona, refine website content (and align with other touch points), structure and functionality, ongoing testing and iteration
My role: UX design, content design, analytics, testing, IA (information architecture), SEO strategy, product management
Take a look at the Zopa website and, for the full end-to-end experience, try applying for a loan.
Race for Life 2013
Cancer Research UK’s Race for Life is a series of 5k or 10k women-only fundraising events, which are raising money for research to help beat all 200 types of cancer sooner.
Brief: create a content strategy that communicates all information about the event (product) and allows users to easily find answers to all the questions they have
Concept: simplify information, make information easy to find
Why: improve website performance (conversion) and reduce dependency on call centre staff
How: identify business messages and user goals, align to determine content hierarchy, design content and website structure
My role: content design, UX, analytics, testing, team management
Results: take a look at the Race for Life website. Plain English, clear easy-to-scan headers and logical structure of pages and IA. Also optimised for SEO and aligned with offsite marketing content (PPC, emails, etc).
The best place to find government services and information. Simpler, clearer, faster
Brief: content design in the run-up to the launch of gov.uk in 2012, the culmination of a project to streamline numerous government department websites into one single domain.
Concept: make information about government services and policies accessible to everyone digitally
How: Use analytics, SEO, taxonomy and Plain English to simplify large volumes of complex information, creating a service (website) that is easy to use and navigate, enabling users to find the information they need. The website is a responsive design that is accessible on any device.
Read more about my approach and process in this blogpost.
My role: SEO, content design (full cycle), taxonomy
Results: take a look at gov.uk