Website content overhaul

The site continually received new webpages and redirects to microsites without the removal of old copy. We audited the content to determine which pages to retire, consolidate, or keep, and reviewed those determinations with SMEs.

Having made content determinations, the content strategist and I built content strategy one-pagers to review goals, audience, and page determinations and expedite the interview process. This allowed us to work through all SME interviews in just a few weeks and retire 76% of the content.

We wanted to make sure that the goals of the website reflected the different users and not just our business goals. We identified the personas as college-aged donors, patients recently diagnosed with a disease, casual observers of the organization, and long-time fans and volunteers of NMDP.

This revealed that patient-facing content was cold and unsympathetic, donor-facing content was overwhelming and congested, and volunteer-facing content was underdeveloped and vague.

With the business goals and personas in mind, we made sure prospective donors were informed and directed through a clear content path to understand what donating entails. Patients could quickly access resources, and volunteers were presented with exciting, engaging opportunities.

Two gaps were content explaining legislative advocacy volunteer opportunities and content that engaged minority groups interested in donating. We built out content for legislative work and integrated content promoting inclusivity throughout the site.

We began by having several page templates developed with new brand components. I advocated for a design that promoted a content-first approach while keeping content length and design in mind.

The result was pill-shaped carousels displaying a combination of images and text. Images highlighting human engagement and connection emphasized the brand identity of connecting donors and patients for the sake of a cure.

At the time of the original case study, content was being built out for the site. Over 100 pages were being completely rewritten for clarity and rebranding. I was the sole writer for these pages, working with company directors to make edits as needed.

The team decided to forgo side navigation in the final design. This should be revisited as the goal is to reshape a clear user journey.

There was confusion about whether content should inform design or vice versa. I would encourage future content designers to advocate for content to be written first to aid the design process.

The project was approaching UAT. I recommended reviewing content to ensure that retiring so much material did not remove content that resonated with current users or undercut business processes.