content strategy : UX writing
An updated website to reflect a changing business
The Challenge
The projekt202 website was long out of date. It did not accurately represent the company’s services. Worse, the tone and angle were off: The prevailing narrative was about how great projekt202 was, not about how projekt202 could help enable client success.
The old projekt202 site didn't reflect the full breadth of the company's services
The old site focused heavily on explaining the inner workings of projekt202 -- far more so than demonstrating what projekt202 could help our clients.
Our Approach
Though this was an internal redesign project, we approached it just as we would have for an external client. We conducted user and stakeholder research to glean business and user needs.
Based on this generative research, we created experience principles, proto-personas, and a buyer’s journey. I used these artifacts to define the new voice and tone, create editorial principles, and inform the new information architecture. I also wrote all microcopy and longer-form content, such as work case studies.
Our Team
Experience Director, 2 Experience Designers, Research Strategist, Project Manager, and Content Strategist (yours truly)
My Contributions
Assisted research and synthesis.
Created and delivered executive-level presentations demonstrating concepts and progress
Created the site’s underlying information architecture and content strategy, including navigation, site structure, and site page templates.
Wrote all site micro- and long-form copy, including work case studies.
Content style guide and creation calendar
An overview of our research activities
An excerpt of the wall walk to keep stakeholders apprised of our findings
An excerpt of the buyer's journey map. I mapped target content & messaging & content formats to each part of the journey.
A sample navigation exploration: I created navigation models to reflect potential directions in voice, tone, and brand personality.
The Solution
What We Built: A brand new customer-focused site that reflected current offerings
The Results: Our internal “clients” — executive leadership and employees — were thrilled with the result of the new site. It better reflected our brand, offerings, and the tone we wanted to convey to potential clients.
Early indications were that the new website was better at converting leads. However, projekt202 rebranded to Stellar Elements post an acquisition — and changed the website — before significant data could be captured.