Con Edison Content Design

 

To deliver simple, high-quality, user-centered content, I planned and edited content from concept to delivery. With clear goals and knowledge of appropriate existing content, I could:

  1. Share content features with the UX team to build content modules and templates that suited the content users needed.

  2. Build a hierarchical taxonomy to use across the site and during content design and copywriting

  3. Structure content into sections and pages to inform the site map

 

Content Templates and Modules

Having performed the content audits, and facilitated user and stakeholder research, I was knowledgeable of the content we had to work with and how it could be adapted and designed to help users. I worked with UX to formulate the 65 modules we would need and the 12 templates. See more about these in Development.
 
For example, rather than forcing users to hunt for program or department contact information within text paragraphs, a Contact Us module was designed. It can be personalized by department or team and featured on all relevant pages.

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Content Design and Copywriting

As the lead content strategist, I designed the content for all three sites: specifying appropriate modules, organized within the right kind of template and created content decks. Working with a team of three visual designers, I identified content and data for infographics, and supporting imagery.

My content design choices were focused on what customers wanted and mindful of our MVP goals.

For example, if customers want to know more about Con Edison, they want to know what the company does right now and its plans for the future. The old content offered a historical timeline of company history beginning in 1823 and ending in 1998!

 

Before

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after

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Building a Taxonomy

I needed to ensure we used customer-centric and accepted terms rather than business-centric terms. I researched and created a hierarchical taxonomy for content classification across the site using input from:

  • Con Edison commissioned Maslansky & Partners linguistics study

  • SEO research

  • User research

  • Competitive research

Taxonomy terms are used in front-end labels, H1 page titles, content, and faceted search. On the back-end, the taxonomy is also used for CMS content tagging.

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Reviews and approvals

The team reviewed all modules and templates during share-outs and revisions were made. During the copywriting process, both client product owners and a dedicated Con Edison copywriter reviewed copy and collected stakeholder feedback. All content went through a minimum of two rounds of revision and approval.
 
In the cases of some of the more complex sections, I held a collaborative review of the content page by page to have buy-in on the new structure and any reorganization or omissions.