wyRiwyg >> Portfolio

Content Strategy for Verizon

Business challenge
The content on Verizon’s site selling Internet services was sketchy and needed more pizzazz to increase sales. I was hired to help create the content strategy for a total redesign. Our main challenge was the size and complexity of the project—working with an outside design agency, multiple IT, CMS, SEO and Web analytics teams, product line managers and marketing and lawyers in 6 states and 3 time zones, building a 30+ page
e-commerce site on a tight deadline in a highly competitive, fast-moving business environment.

What I did
My main job was coordinating delivery of copy, images and multimedia from the design agency and Verizon stakeholders to internal IT and CMS teams. I spent much of my time writing and editing copy and managing stakeholder reviews of multiple copy and interaction design documents. I also facilitated development of Web analytics reporting and SEO for the redesign and consulted on numerous interaction design decisions.

Impact
My main contributions were in writing, editing and project management--facilitating cross-team communication, tracking issues and coordinating content reviews.

High points:

Leading negotiations with stakeholders and the agency to eliminate content about Internet equipment that would have been too expensive to manage post-launch.
Writing 2 high-level articles that introduce users to Verizon’s FiOS (fiber-optic) and DSL technology - see "Writing Samples" (right).

Ongoing work (post-launch)
Since the new Internet site launched, I've continued to write and edit, collaborated on numerous user experience improvements, and produced several new product sub-sites.

User research
I conducted a usabiilty study (3 days, 8 users) that informed substantial improvements to Verizon.com's front-end design. I also wrote and managed production of an online survey that's now providing a wealth of information about users' content needs.