https://karen-hewell.com/home daily 1.0 2024-02-01 https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/9227c47a-6f95-4079-8dea-986c2def8631/20210116-DSC01748.jpg https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/882abcf0-d396-431e-9383-ae847325d5dd/OOUX+badge+black.jpeg https://karen-hewell.com/content-design-method daily 0.75 2024-02-02 https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/d7153549-764a-4fe9-8094-6ff4f51bf5d3/ooux.png https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/fac6d4e5-9f61-44fa-b7af-738904c9db4d/noun-abstract-831633.png methodology https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/11839d66-5b29-4690-a9d5-02f8f9c65a61/noun-abstract-831624.png methodology https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/0fa26058-be31-48ff-9ba7-f6ede6b07991/noun-abstract-831641.png methodology https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/7673a021-4de2-4b4a-811f-ff43ab7688b7/noun-abstract-831623.png methodology https://karen-hewell.com/contact daily 0.75 2024-01-11 https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/82176ec2-d4c3-45e0-b1e1-1c68e718afc5/20210116-DSC00970.jpg https://karen-hewell.com/content-strategy-design-portfolio daily 0.75 2024-02-01 https://karen-hewell.com/content-strategy-portfolio daily 0.75 2024-02-01 https://karen-hewell.com/content-strategy-portfolio/southwest-gas-web-analysis monthly 0.5 2024-01-29 https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/09880c6b-be39-48f0-8763-1b36426bf0bc/Investis+_+Southwest+Gas+_+Content+audit+%283%29.jpg https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/a189992e-6e28-45aa-a9e6-6c457ecda3a5/Screen+Shot+2023-12-11+at+8.52.37+PM.png strategy - Southwest Gas Web Analysis This system model highlights the proposed relationships between core content types, with open questions highlighted in red. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/5cdf3db5-3fcb-46fc-a873-c7354e4c2207/Investis+_+Southwest+Gas+_+Content+audit+%282%29.jpg strategy - Southwest Gas Web Analysis This object map includes core content types with associated attributes (core content, metadata and CTAs) in order of priority. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/9ea17d01-ccc3-4380-8715-1a6665bdaf2b/Screen+Shot+2023-12-11+at+8.16.17+PM.png strategy - Southwest Gas Web Analysis This audit snapshot illustrates the qualitative analysis process and noun foraging when conducting a competitive audit. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/e7efe408-b1e8-4aa0-958a-895438995b20/Screen+Shot+2023-12-11+at+8.07.13+PM.png strategy - Southwest Gas Web Analysis This spreadsheet documents all audit findings and recommendations into a single location. This spreadsheet also included user intent and page types to guide visual design. https://karen-hewell.com/content-strategy-portfolio/mccombs-school-business monthly 0.5 2024-01-29 https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/e3c77831-f390-4011-8f72-b47fcddbafd9/Screen+Shot+2024-01-29+at+2.11.21+PM.png strategy - McCombs Web Operational Analysis This snapshot of the noun consolidation process demonstrates how findings from competitive and brand language audits informed the primary content types highlighted in the system model. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/67402b60-ad1c-487e-9fb9-7804ff8f4cb1/Simple+A+_+McCombs+_+ORCA+-+Object+instancing+V1.jpg strategy - McCombs Web Operational Analysis This snapshot of the noun instancing and consolidation process illustrates how I use actual brand examples to validate patterns identified during the noun foraging and consolidation process. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/62f2f285-0fda-4f28-8897-9cab62829874/Screen+Shot+2024-01-29+at+2.10.57+PM.png strategy - McCombs Web Operational Analysis This work-in-progress system model served as a vehicle for workshop questions and activities. This targeted approach to client interaction helped us document and validate our understanding of the client's domain. https://karen-hewell.com/content-strategy-portfolio/spear-digest-production-planning monthly 0.5 2024-01-29 https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/1706566126446-9BHW80STOO2VA2N1ETXL/Content%2BIdeation%2B1.jpg strategy - Spear Digest Production Planning This ideation sheet served as a central database for new article and content ideas, driven by keywords needed to improve ranking for high-value topics. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/1706566244384-SQRLZIV3D1HI3M3XVDR4/Content%2BIdeation%2B3.jpg strategy - Spear Digest Production Planning The content ideation sheet also included information about SEO requirements, including "spot zero" tactics for our rich video content. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/1706566332348-0QL713CC8PZ4EJE3488H/CTA%2BMapping.jpg strategy - Spear Digest Production Planning This mapping document was part of an effort to optimize our existing set of infographics and eBooks by including related CTAs within that content. This not only improved ranking of the host content, but also improved conversions with this increased traffic. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/754f990c-c0f1-4254-9ac1-391660edcde3/Digest+Editorial+Staging+Calendar.PNG strategy - Spear Digest Production Planning This editorial calendar included information about an article's status, author, type, format and publication date. It served as a collaborative production environment between content creators and our front-end developers. https://karen-hewell.com/content-design-portfolio daily 0.75 2024-02-01 https://karen-hewell.com/content-design-portfolio/session-termination-flow monthly 0.5 2024-02-01 https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/ba329f3b-c76f-450c-899d-5963ec19719a/Screen+Shot+2022-09-16+at+7.46.40+PM.jpg https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/62c5c21b-098c-40da-b1d4-6938fc9ed3ee/Screen+Shot+2022-09-16+at+7.47.47+PM.jpg design portfolio - Session Termination Flow The initial modal language was complex and confusing. It was unclear to users what this information meant, why it mattered and what they should do. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/00611f20-2737-4b1c-bad4-49248798aa3a/Screen+Shot+2022-09-16+at+7.51.36+PM.png design portfolio - Session Termination Flow I performed "rapid content modeling" to get a sense of the information included in this modal and determine which attributes were crucial to the flow. From here, I was able to make structural changes to the modal design. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/2f87ae97-5521-4a96-b643-5675781bb2b7/Screen+Shot+2022-09-16+at+7.46.40+PM.png design portfolio - Session Termination Flow The final modal had clearer language, fewer words overall and only two CTAs, which were visually cohesive. https://karen-hewell.com/content-design-portfolio/schematica-io-landing-page monthly 0.5 2024-02-01 https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/9eb4c643-22c6-47b7-a162-936f25f9fb45/Schematica.io+ORCA+Analysis.jpg https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/7a9ec4a6-375c-4466-8646-361b6a5870b6/Schematica.io+ORCA+Analysis.jpg https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/aa5356d9-5d6f-4f23-bd1a-81fcdb2cc730/screencapture-schematica-io-app-product-realcontent-2024-01-30-08_22_18.jpg https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/34dca6eb-1290-4d7a-9313-14f7d569a86d/screencapture-schematica-io-app-product-realcontent-2024-01-30-08_22_18.jpg https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/d7445cf9-e42f-4878-8933-6b265b879f30/Screen+Shot+2024-01-31+at+11.31.16+AM.png design portfolio - Schematica.io Landing Page We started with a simple domain model to understand how the Plugin / Product content type worked within the larger brand ecosystem. This step drew insight from both a brand and a competitive audit to identify patterns in language and structure within the product domain. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/1590adbf-edcf-4aab-a805-6afa0e4073fb/Screen+Shot+2024-01-31+at+11.30.45+AM.png design portfolio - Schematica.io Landing Page Within the Product content type, we found local content types that, when mapped together, told a clear yet flexible story about the value of the product. This served as a basis for creating a Features and Benefits taxonomy that we could later use to test which combinations of these content types performed best. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/5c64517b-323d-4087-bb99-a999276ff6a0/Screen+Shot+2024-01-31+at+11.30.21+AM.png design portfolio - Schematica.io Landing Page Once we validated our basic content types within the system and the Product itself, I moved onto mapping the attributes associated with each of these content types. This served as an outline for defining attribute formatting and potential metadata/controlled lists like dates, types, and version IDs. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/4b021c01-037a-4b4a-b87a-755090d15b74/Screen+Shot+2024-01-31+at+11.30.34+AM.png design portfolio - Schematica.io Landing Page Next, I worked with some examples of page content to determine the best content pattern for the Feature and Benefit content type. My goal was to create strings that would sound cohesive and coherent, even when swapped out for different "versions" to test. Using our previously defined content model, so we were able to generate this content with AI and edit from there. This would later serve as a method for rapid A/B testing and continued optimization. https://images.squarespace-cdn.com/content/v1/623d1ab880c098572d2c7cf5/1d11efe6-b069-4207-a98f-96802cacf758/Screen+Shot+2024-01-31+at+11.31.04+AM.png design portfolio - Schematica.io Landing Page Our last step prior to wireframing was to determine how this landing page would fit within the existing brand website. We knew product adoption would ultimately be driven by CMS partnerships, so I designed an experience that allow more flexibility between the Product content type and the Integration content type. Plus, I added an optional "promo" landing page for the Partnership itself, since this would likely be a major traffic driver with additional content types like Event, Resource and Testimonial.