Past
Projects
My Approach
My approach to content strategy emphasizes understanding the needs and behavior of the target audience and achieving the client’s purpose while incorporating UX best practices and web accessibility standards to create effective, high-quality web products.
Product: Child Welfare Information Gateway Page Updates and Maintenance
Project: Child Welfare Information Gateway
Role: I created strategic plans for existing childwelfare.gov pages. I reviewed analytics and user behavior, resolved broken links, researched content and resources, drafted text, and implemented SEO and UX/UI best practices.
The example below shows the most frequently accessed webpage on the childwelfare.gov site, How to Report Child Abuse and Neglect. After I implemented changes, information was easier to find and understand. Information from this page was subsequently used in Google snippets when users searched how to report child abuse and featured first on search engine results pages.
Product: National Child Abuse Prevention Month Website
Project: Child Welfare Information Gateway
Role: I led the content strategy, redesign, UX writing, and task management for the National Child Abuse Prevention Month website for 2021.
Main Concerns:
- The 2020 design was outdated.
- Users reported that the outdated look made them believe that the content was probably out of date too, reducing session time.
- Some components frequently broke and were not 508 compliant.
- The branding of the website did not match the branding of the awareness month; it was not easily identified as the official website for the Initiative on behalf of the Children’s Bureau.
- Users reported having difficulty finding the content that they needed.
- The website was not appearing in the Top 10 despite being a .gov.
- Some pages were nested deeply within the site, and users would not access them.
Improvements:
- A total redesign was completed on time, including rebranding that aligned with the national initiative.
- All featured components were 508 compliant.
- The design highlights the pages that users frequented the most.
- The responsive template was designed to improve usability for the audience (child welfare professionals) who usually accessed the site on mobile devices.
- A search box was added to help users navigate the site.
- New images were selected for a fresher feel.
- A web template was created that can be easily updated year-to-year to reflect the annual conference theme.
- Performance tracking was implemented to track user behavior, referral data, and digital marketing campaigns.
- SEO strategies were implemented, which resulted in the website appearing in the top 2 for relevant searches.
Product: Updated webpages for the National Center for Health Statistics, Disability and Health branch, Import Permit Program, and Research Data Center
Project: Centers for Disease Control and Prevention
Role: I strategized, analyzed, and migrated content from the old website to the new content management system. Strategic recommendations included plans for information architecture, SEO, taxonomy, and user interface using sitemaps, wireframes, and prototypes. Content was updated and consolidated to align with client goals.
