AT&T asked us to develop a minisite to support the launch of the U-verse television product in a limited test area, and to support the national launch announcement at the Consumer Electronics Show.

Our solution was to develop a site in Flash to provide a more interactive and engaging experience. The design was based on some established guidelines (colors, fonts, etc), but we added interest through photography, rollovers and Flash animation. In addition, we revised client-supplied rough content to adopt our recommended tone.

The business was very happy with the site as it helped generate positive press for the national announcement of the new product offering.

Research showed that 2005 would be a pivotal year for gamers to make the leap from gaming within the house to gaming online. To promote their high-speed Internet product specifically to gamers, SBC wanted to create unique web destination to be accessed from gaming-related sites. To appeal to the gaming community, we created a minisite that speaks to gamers in their language, with game-like visuals and interactive rollovers.

In 2002, Discover Card decided to undertake a complete redesign of their online Account Center. While little new functionality was added, all existing functionality was reviewed, analyzed and improved. Personas were developed and used to guide the design process throughout the project. As the only content strategist on the year-long project, I was involved with every page and process in the Account Center. Additionally, as a Project Lead, I managed the creative execution and production of several subprojects including the redesign of the online statement, personal information, security information and more.

In 2005, SBC wanted to test a market-specific site in the San Diego community. There were two primary goals of the project:
1) Increase awareness and accessibility of SBC services to San Diego community
2) Reduce traditional phone line loss in the San Diego area

To meet these goals, we developed a minisite that provides relevant and helpful content to current and potential customers in the San Diego community. In addition to providing details about SBC products in San Diego, the site illustrates how SBC supports the community and its customers in the community.

The Cashback Bonus program is the keystone of Discover Card. As the credit card with the first real cash back program, Discover Card understood that the program should get special consideration online. In 2004, they set out to improve the visual design and usability of the online Cashback Bonus redemption site.

The client wanted to develop an up-to-date Web presence with increased functionality on a limited budget, and felt confident that internal resources would be able to create site content adequately for the redesign and into the future.

Objectives

• Develop a content strategy solution that addressed budgetary issues without compromising the vision of the site and the quality of the content
• Use content strategy principles to mitigate the risks of content being developed outside of the redesign effort

• Developed a detailed content matrix that addressed every page in the site
• Established a tone of voice for the site and developed a content style guide to be used for the redesign and into the future
• Developed content for key pages to help guide other content development
• Provided content consultation and editing services throughout content development

• Client was able to contain costs while developing a clear, unified online voice
• Client received the materials and training to continue to evolve the content on the site

Chamberlain, Inc., a manufacturer and distributor of access products (garage doors, security access systems, etc.), wanted to understand how they could use email to promote their business to consumers. To educate the client, we developed a comprehensive email strategy. The strategy document outlined the basics of email development and provided a 6-month test plan.

The second phase of the project involved consulting on design and copy for the emails, sending the emails and determining and analyzing tracking data. The examples shown below demonstrate the improvements that the client was able to make based on our limited recommendations.