The vision

Time for a brand polish. The digital experience needs to support engagement and conversion. I joined as a content design consultant and member of the brand development team.

Content design & strategy. Brand voice, functional + emotional UI language that converts, and a custom AI prompt with context engineering the client can use to generate content within the structure of standards and guidelines. My content strategy addresses business goals and the user need for an intuitive experience, including a redesigned information architecture.

UX content design & strategy:
There was no unified approach to UX content or a style guide. I defined a content-first approach, based on user research and data analysis, plus my own competitive analysis and subject matter research on the target audience. I defined and documented content standards and UX writing guidelines.

AI content strategy:
I created a plan for future content, providing a custom AI prompt with a framework trained on the new brand voice, tone, and style guidelines the client can use after I move off the project.

Brand voice & tone:
The existing messaging sounds like internal business language. I changed that. I designed a brand voice and crafted UI language that's personal, meaningful, and empowering.

Information architecture:
The information structure needs to function as an intuitive and cohesive unit. I designed a navigation system and information architecture to support interaction, business goals, and user needs.

Content hierarchy & storytelling:
Starting with the Home page as an anchor, I clarified the story of the organization -- leading with the business goal and structure for users' mental model of a nonprofit.

UX writing & microcopy:
I crafted and wrote conversational UI language from the audience's perspective, for a mobile responsive experience, and provided a blueprint for the client to continue the conversation with the audience.

Cross-functional collaboration:
I joined the brand development team and I collaborated with the researcher, product designer, engineer, founder, & leadership.

Content audit


• Experience doesn't tell nonprofit's story
  
  
• Visual design is outdated
  
  
• No defined brand voice; inconsistent messaging
  
  
• No clear, cohesive content strategy
  
  
• UI language uses internal business terms
  
  
• Nav menu is not intuitive, frustrating, hard to use
  
  
• Content hierarchy lacks important information
  
  
• Programs, services, news, & events are unclear
  
  
• NYC map & social posts take valuable screen real estate
  
  
• Information architecture unclear, info hard to find, experience hard to navigate
  
  
• No clear tutor and mentor paths
  
  
• Onboarding is confusing
  
  
• Unclear how to use essential features like login & registration
  
  

NEW! Content design


• Experience
  Starts a conversation with target audience
  
  
• Brand voice
  New brand guide includes voice/tone guidelines
  
  
• Navigation
  Menu surfaces paths to primary business goals (Be a Tutor, Be a Mentor), key info for users (News & Events), all types of students (Learners)
  
  
• Information architecture
  Structure provides clarity & context based on pain points, user needs, business goals
  
  
• Storytelling hooks
  Engages nonprofit audience, provides context, leads with business goal
  
  
• Content hierarchy
  Clearly labeled sections, headers, and themes address wayfinding; matches mental model for a nonprofit
  
  
• UI language
  Written in user's language for context, engagement, conversion; clarifies programs & offerings; goal-driven CTAs encourage action
  
  
• Content standards
  Style guide for cohesive, consistent messaging
  
  
• AI content strategy
  Custom AI prompts based on content design
  
  
• Growth
  Onboarding tutors & mentors, signing up learners, registering for events, & becoming a partner
  
  

The outcome

A conversation with the audience
In addition to the visual brand polish, implementing content design and strategy means the experience can now speak in one consistent, conversational voice, along with an AI content strategy that can be used for future content needs.

The navigation and information architecture can support both the business goal of attracting tutors and mentors, plus the user need to understand how to navigate the experience. The content design engages users and surfaces important information they want to see. UX writing on headers and subheaders provides the wayfinding users asked for in user testing.

Even small word choices like ("About Us" vs "About") and ("Partner with Us" vs "Partner") meet the brand voice guidelines (community-focused, friendly). Functional + emotional messaging speaks to this audience, supported by a new brand voice and tone.

What I learned

Stay curious about the target audience
When you're deciding how to effectively communicate through words, your approach to human-centered design matters. Initially, I was told the target audience was students, but in talking with the founder I learned it was volunteers.

To engage an audience and write for them, you must understand who you're targeting, what they struggle with, and what they need. Be curious. As a consultant, a large part of my effort alongside crafting a voice was subject matter research about communities with limited resources.

From talking to the founder & executive director, I discovered the client had a different primary business goal than communicated by the project owner. Conversion was about volunteers, not students. To meet the KPI, I had to quickly pivot from the original direction. Ask questions early and often.