My role & process.

As the content strategist on this website redesign project, I needed to learn everything I could about the client. I started with stakeholder interviews, data analysis, target audience info, competitor research, and content auditing. Through my work, I concluded Easton’s current information architecture paired with clunky UX, inconsistent messaging, and lack of CTAs was prohibiting them from growth.

I outlined my content strategy goals for the project and began my second phase of work: new site map, messaging guidelines, journey mapping for different target audiences, content layout recommendations, UX priorities, SEO recommendations, content creation suggestions, and content migration plan. All of that enabled me to work closely with the client and my team to solidify our overall project game plan.

Once solidified, I collaborated with the design and development teams to ensure we were meeting UX and functionality goals. We worked together to build the new site that drastically catapulted Easton Town Center to where and what they wanted to be - a destination.