website redesign
A small, owner-operated company hired an agency to redesign its 20-year-old website. The company specializes in recruiting participants for qualitative research studies. I joined the redesign team as its content strategist.
Content inventory
I began by creating a content inventory of the website. Documenting the website in its existing form allowed me to experience the company as a user would. I would learn about the company first through its website.
Stakeholder interviews
Next, I interviewed the owners. I asked them about the website: its target audiences, what they hoped it could do for them, must-haves, and exemplary models. But more than that, I elicited stories about the company’s founding, the daily rhythms of their work, and what sets them apart from competitors.
User research
After that, I carried out user research. I prepared discussion guides and conducted interviews with six current and potential partners (researchers as well as study participants). The interviews began with exploratory questions about processes, relationships, and challenges. I dug deeper when website-related themes came up. I collaborated with the team lead to summarize key findings.
Deliverables
Finally, I crafted a content plan for the website. This included:
Sitemap: displaying information architecture and navigation
Homepage wireframe: sample content before visual design
Page plans: description of all page content and scoping for further work
I also developed recommendations for brand framing. I provided language that could be reused for a variety of marketing materials to differentiate them from competitors.
Sitemap
Homepage wireframe
Page plans
Next steps
Given the opportunity, I would have conducted usability studies following the website’s build to optimize the website’s content strategy. I would identify high-priority areas for the business and develop research questions. Then, I’d design qualitative and quantitative studies — user interviews and surveys — to gather data on how user’s interact with the website, how they respond to messaging, and any gaps in comprehension. Using this information, I would propose improvements to the website.