CSUSIPC: site merger and redesign
The challenge
Merge 2 e-commerce sites into 1 and give it a refresh with a redesign while maximizing data and digital marketing efforts.
To make it happen, I conducted a content audit, built a sitemap, and developed a customer journey. Before carrying out the content strategy, I shared multiple solutions for CSUSIPC to choose from to keep their non-profit forging ahead.
SERVICES Project management, digital strategy, content audit and inventory, sitemap, information architecture, analytics tracking, style guide, content templates, email marketing strategy
PROJECT Improve the overall look and feel of CSUSIPC’s online storefront. Attract medical and therapeutic client-base with elegance and clarity.
STRATEGY Simplify copy with plain language, deprecate expired course pages, and bring the Institute up to date.
RESULTS The Institute was able to make their course offerings more attractive to increase revenues.
Visit the site →
The solution
Content audit
Over a 2-week period, I audited CSUSIPCs 2 live e-commerce websites into a single spreadsheet.
Manually organized page titles, URLs, site level, and more
Assessed what pages needed to be deleted, updated, or merged
Presented findings to executives
Content inventory
When the audit was complete, I designed a new content inventory and navigation taxonomy to increase course wayfinding.
Grouped pages based on industry standards and courses being offered
Updated course categories into an improved taxonomy
Redesigned navigation and created a federated search solution for course findability
Sitemap
Now that the executive team had agreed up on the content inventory, I took next steps to revamp the sitemap and product’s voice and tone.
Structured the new sitemap to visualize site
Applied new taxonomy
Researched and designed updated navigation
Customer journey map
To help secure funding for the redesign, I created a customer journey map that spanned the site, payment processor, and registration system.
Researched current user flow and laid out ideal UX
Vetted multiple payment processor companies with team
Authored documentation to make case for redesign
Content style guide
Alongside my re-write of the content, I developed a style guide based on industry standards, best practices, and healthcare terminology regulations.
Conducted competitive analysis of style guides (academic and analogous)
Included voice and tone, formatting, punctuation, and content patterns
Google Analytics and Google Ads
To help the executive team understand their web traffic, I set up Google Analytics and Data Studio along with Google Ads for marketing promotions.
Added Google analytics tracking to site
Built a 3-page dashboard on Data Studio
Cleaned up Google Ads (saving the Institute $4000~/month) and launched 2 new ad campaigns for upcoming courses
Email marketing templates
To update the email marketing templates and match their branding to the new site, I designed content templates for an email marketing strategy.
Researched marketing objectives to help develop email marketing strategy
Input 10+ email templates to meet requirements for various purposes
Implemented uniformity with branded emails and instructed communication specialist in their usage
Content model and UX writing
To enhance the UX, I invented 11 foundational content models based on the info customers needed and re-wrote the site content.
Constructed reusable info architecture, content patterns, and content strategy for 130+ pages
Wrote page content with a holistic narrative
Brought important info to the forefront such as licensing requirements and credit hours
Matched meta data to new page content for improved SEO
Writing sample
Removing any unnecessary info and leaving what would help customers make a decision, I wrote all of the course pages using content design best practices.
