Traci Pate
Content Strategy, User Research, Communication
The challenge: Improve the online presence and user engagement for a small, NYC-based animal rescue organization using content strategy best practices and targeted user research. Note: This work was completed as part of the University of Washington's Storytelling and Content Strategy certificate program.
Additional constraints:
Tight timelines to complete real client work and corresponding assignments, on top of having a full-time job
Four-person project group lost a member before the midpoint
The design: We developed a comprehensive content strategy document, encompassing foundational elements such as mission, vision, values, and a core strategy statement. It included a voice and tone guide for consistent communication, detailed user research with interview findings, an affinity diagram, a primary user persona profile, empathy and user journey maps, and usability recommendations.
My contribution:
Client Acquisition and Management: Identified and secured the client. Managed client communications, including scheduling and attending all calls.
User Research Leadership: Conducted four of the seven user interviews. Created the first draft of the affinity diagram, persona profile, and empathy maps.
Usability Review and Content Design: Conducted a website usability review, created a content map for a new website, and designed the layout for the persona.
Graphic Design: Designed all graphics for the strategy document, as well as the persona profile, user journey map, and other elements.
Action Plan Development: Compiled next steps, actions, and priorities for the client.
Client Feedback: This will be instrumental as we begin implementing improvements. Your hard work is greatly valued, more than words can express.
Samples: A selection of pages from the full content strategy document.
Select each item to view the full image.
