Content strategy for Verizon Telecommunications

Business challenge
I was hired to help create the content strategy for a total redesign. Our main challenge was the size and complexity of the project—working with an outside design agency, multiple IT, CMS, SEO and Web analytics teams, product line managers and marketing and lawyers in 6 states and 3 time zones, building a 30+ page
e-commerce site on a tight deadline in a highly competitive, fast-moving business environment.

What I did
I spent most of my time writing and editing copy and managing stakeholder reviews of wireframes and visual designs for Verizon’s residential Internet section (FiOS, DSL). I also helped facilitate Web analytics reporting and SEO for the redesign and consulted on various user experience decisions.

My main contributions were in writing, editing and project management–facilitating cross-team communication, tracking issues and coordinating content reviews.

High point:

  • Writing 2 articles that introduced users to Verizon’s FiOS Internet and DSL (“High Speed Internet”) technology.

Ongoing work (after November, 2008 redesign launch)
After the new Internet site launched, I continued to manage and develop content for Verizon’s two Internet products; led or collaborated on hundreds of user experience improvements; and co-produced several interactive demos and new product pages, including sub-sites for FiOS Digital Voice and Verizon Wi-Fi.

User research
My user research focused on improving Verizon ‘learn’ content.

  • I designed and conducted a usability study (3 days, 8 users) that informed a variety of improvements to Internet section content and interaction design.
  • I wrote and managed production of an online survey that returned much valuable information about users’ content experience (findability, comprehension).
  • I successfully advocated for adding basic content metrics to analytics reports (Omniture) – average time spent and average # pages viewed in targeted ‘learn’ sections.

Work samples