Con Edison Discovery
As content strategy lead, and the only content strategist on the project until the Design phase, I defined how content should realize our project goals.
Content Audits and Research
Identifying content opportunities through: content audits to assess the state of Con Edison’s digital services, comparative analyses, and gap analyses
The audits revealed we had to consider over 4,000 HTML pages, more than 2,200 PDFs, more than 100 forms, over 20 calculators, and 50 videos across the three sites to either revise and migrate or remove.
Content was evaluated by asking:
Who is the audience?
Does the content have “ROT”? (Is it redundant, outdated, or trivial)
Can we revise the content to make it relevant?
Is the content required by state or federal regulations?
Content Analytics
I requested content analytics from the Con Edison team – and learned only 50% of the site was tagged and internal search logs were not available. Using the data that was available, we hypothesized that customers care most about paying their bill, stop/start service, and contacting Con Edison.
Initial User Research Interviews
Taking our hypothesis about the content customers cared about, I worked with the strategy lead and UX lead to plan user research exercises, facilitated by Sachs.
As one part of their participation, we tested top-level navigation organization and label nomenclature based on our customer hypotheses. Overall, users confirmed they cared most about:
Paying their bill
Stop/start service
How to reduce their energy costs
Defining the MVP
Once we had research findings, I represented content in stakeholder interviews and helped facilitate four Con Edison stakeholder MVP sessions. By bringing diverse teams together, we established common editorial goals and priorities.
