Content design and strategy

Zopa 2014

Zopa responsive website screenshots

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

Race for Life website multi devices

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).

RFL content

———- 2012

gov uk mobile view of website

The best place to find government services and information. Simpler, clearer, faster

Brief: content design in the run-up to the launch of 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 inside content desktop