Fiat Chrysler Automobiles Site Redesign
Fiat Chrysler Automobiles, one of the largest automobile distributors in the world, wanted to standardize and streamline their brands’ websites: Alpha Romeo, Chrysler, Dodge, Fiat, Jeep, Mopar, and Ram Trucks. The goal was to migrate all of the websites to AEM (Adobe Experience Manager) using a collection of newly designed components for each site. This way, FCA could improve efficiency on their end by streamlining their authoring and management processes. They could also improve UX through an aesthetic and functional redesign that was the same for every brand. Throughout the redesign, different brands required different strategic support; Ram wanted to improve their commercial content while Jeep wanted to seamlessly integrate their new models’ features with the old. All brands, however, underwent an aesthetic and functional transformation. They became adaptive, responsive, branded, consistent, and robust with new content. SapientRazorfish developed SDP, a platform through which FCA achieved its design, content, and technology goals.
I was the Content Strategist on the account, SapientRazorfish’s largest marketing account. I created content matrices for each brand to assist the development team in migrating the sites to AEM using SDP components. These matrices included components for every page of the site, detailing the appropriate design decisions, copywriting, and platform integration. I was the liaison between creative decisions and content authoring, interpreting designs and translating them into AEM-friendly components. I also completed audits and provided recommendations for multiple brands’ redesigns with a focus on featuring the best content. These audits showed how to best integrate the new and old content—leveraging the new and improving the stale.
State Street Global Advisors Sales App
State Street Global Advisors called on SapientRazorfish to build an iPad app for their sales team to replace their pitch books and on-the-floor resources. The SSGA sales team envisioned the app as a straightforward tool to aid their conversations and leverage relevant content (mostly investment research and commentary). So, the goal was to streamline the sales team’s process of finding, packaging, and surfacing content in the most intuitive and efficient way. The iPad App is an internal digital experience that can replace or augment the sales team’s printed pitch book.
I was responsible for organizing and tagging the content most effectively as well as creating a content model for the developers. The content ranged from mutual funds to market insights to SSGA positioning pieces. After conducting stakeholder interviews and auditing the content, I created a concept definitions document for the design team, a taxonomy, and an associated tagging strategy. I then created a page-level content model for the development team to assist their buildout of the app. The content model served as a source of truth for every component of the newly designed pages; it captured each component’s elements and associated qualities for content authoring (ie. Field type, source, configure options, keywords, character counts, etc.). I provided support to the creative team through the design phase as well as to the development team during implementation.
MFS Site Redesign
MFS, formerly Massachusetts Financial Services, wanted to improve their internal global distribution sites during their migration to AEM. Previously, the distribution content lived on three separate sites, each with a unique structure and navigation. Sales material was duplicated across sites and communication across domains was limited. So, MFS wanted to figure out what content to keep, what content to get rid of, and what content to consolidate. Additionally, they wanted to standardize the distribution experience and create a singular site rather than three distinct ones. My job was to perform an audit of all the content and use the results as a foundation for the new streamlined site.
My job as the Content Strategist conducting the audit was to evaluate the relevancy and quality of existing content on MFS’ distribution sites. Through stakeholder interviews, research, and deep dives into the MFS content, I provided a collection of curated content for the future state distribution site. I conducted an initial content audit, which provided high-level recommendations and outlined a framework for migrating content to the new site. Criteria for quality content was based on location, distinction, problem-solving, business management, dependency, compliance, and relevance. I then completed a detailed content assessment (a “keep, edit, kill”) to determine next steps for the audited content. Lastly, I developed a taxonomy and accompanying tagging strategy by identifying new tags and keywords. I presented the findings to a number of MFS stakeholders, introducing our vision for the streamlined distribution site and fielding any concerns about the redesign.