A well-established engineering company had accumulated a massive library of resources over their 35 years of business. Over time, they had created thousands of resources and their site users were having a difficult time sifting through the content to locate the assets they needed. Knowing they were going to continue developing content on a regular basis, they turned to us to help them organize their existing assets in a way that was intuitive for users, creating a solution that was built to scale and would accommodate their growing library of content.
Following our SWIFT problem solving process, we started by adding structure to the issue at hand. We interviewed key stakeholders who interacted with the resource library on a regular basis to better understand the pain points of the current solution. We also took an inventory of all existing content to ensure the proposed solution included everything that belonged.
As a result of these findings, we developed a working hypothesis. Based on the feedback we received in the stakeholder interviews and what we uncovered during the content audit, we narrowed in on the primary objective of the resource library and used the client’s existing persona documentation to determine which personas the resource library was intended to serve. From there we established a comprehensive and exhaustive list of content types that belonged in the resource library, drawing clear boundaries around what would be included and what would not. This distinction was essential to upholding the integrity of the content strategy once it was implemented.
To test our initial hypothesis, we outlined user journeys and conversion paths for each key audience. We held those user journeys up to the information architecture documentation we created to ensure the taxonomy, content model and sitemap supported the objectives identified in our initial hypothesis. Once we confirmed the user journeys lined up with the technical documentation, we were able to create functional wireframes with confidence. These functional wireframes acted as a bridge between defining the content strategy and implementing it. These wireframes served as a blueprint for the client’s design and development team as we handed off the content strategy, passing the baton to the client for implementation.
The final result of the engagement is a well-organized resource library that contains a vast amount of content in a logical and intuitive way. Both the site users and the client administrators have benefited from the outcome of this project -- users are now able to easily find exactly what they need and the client has clarity on what types of content belong there and why. We call that a win-win.
Fox’s work on re-architecting our tag management system has made our analytics work much more streamlined and efficient. Now we can now consume data in a more digestible way, which fuels a more effective marketing strategy
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