XSight
UAE
Client: Digital labs, Majid Al Futtaim
Note: for confidentiality, some visual details have been redacted. Reach out to hear more about this project.
I led the content strategy for this project with the aim of developing a website platform that featured, and reflected, 4 business units’ needs while providing a holistic business solution to customers.
Working across the design and experience team, and engaging stakeholders via workshops and interviews allowed for multi-disciplinary collaboration and deep understandings of the business units and their products. This resulted in a content strategy that spanned macro, micro and editorial levels.
A snapshot from the proposed information architecture.
Challenge
- Bring together 4 different business units and their respective products to create one holistic web platform solution that will drive Majid Al Futtaim's digital transformation while building an engaged community of users that will keep coming back to use the platform.
- Understand the intricacies of the business units' products and create a hierarchy of information that not only serves business and user needs, but creates a consistent and accessible flow of information.
- Create a content strategy that supports the web platform solution for both MVP and post MVP.
A snapshot from the proposed information architecture.
My process
- Kicked off with content domain research. Competitor benchmarking, keyword and thematic research as well as user needs exploration and hypotheses setting helped me understand the landscape.
- Worked with the team to create a stakeholder interview template to get in-depth information about the 4 business units', their USPs, vision and their products.
- Held collaborative sessions with team members to get to know target users better; their motives, requirements, pain points were key hypotheses that informed my content strategy, too.
- Drew up a macro content strategy and micro content strategies for each of the storytelling pages, which then formed the structure for my web pages sketches. Each sketch was complete with copy guidance that provided the copywriter with direction.
- Created an information architecture that reflected the content solution.
Thematic and keyword research that informed our research.
Outcome
- Came up with a 3-sided content solution that showcased the business units' products, created a community hub based on thought leadership, and a clear point of benefit to encourage long-term user engagement.
- Delivered a content strategy at a macro, micro, and editorial level with clear content objectives, including ways to add value for user engagement and drive conversion, while contributing to the region's growth through active participation on the community hub.
- Set content foundations based on storytelling and driven by components and templates for smart content production.
- Sketched out the key 8 storytelling pages in low fidelity formats, before handing them over to the UX design team for prototyping.
Telling product stories
I face product design challenges with skill.
And I’ve got the curiosity and flexibility to match.