UX/Content Strategy

Don’t you love “before-and-after” comparisons? I sure do. And I am very proud to share a product I conceptualized that represents a fusion of content strategy and user experience. (Click the video play button to see an animated comparison.)

As a content strategist with the College Board, I noticed their Contact page was not just overwhelming – it lacked customer-centricity. Rendering as 54 “cards of information” requiring 17 scrolls to navigate its entire length, it contained random means of contact, such as phone, email, fax, forms, and websites with no logic or order to the presentation of information. In other words, if you didn’t know exactly where you needed to turn for assistance, you could be easily lost…and frustrated.

I teamed with a group of web engineers, user experience specialists, customer experience leads, and program owners to reimagine the entire approach. The resulting product accelerated the customer’s ability to quickly identify their contact point, enhanced customer satisfaction and contact routing, and saved the organization thousands of dollars in reduced call wait times.