IBM
Hybrid Cloud
Challenge
The IBM Hybrid Cloud team had run an in-depth round of user testing to refine personas and journey maps. The team needed to revisit the design and content across all product offering pages in light of new learnings, with a priority on mobile optimization.
Strategy
We conducted a thorough content audit of the Hybrid Cloud pages and pulled analytics (including heat maps and scroll depth). We then hosted a workshop to establish measurement frameworks to set new business and user goals for each product page.
My role
Audited site content and graded content based on new measurement framework.
Helped synthesize feedback and stakeholder voices into measurable goals for new messaging.
Conducted interviews with product marketers to better understand technical depth of products and ensure no accuracies were being compromised with new content.
Created an easily shareable copydeck format to clearly present content changes to product marketers and directly ladder back to measurement framework goals.
Measurement frameworks were create for each page to level-set goals and user needs.
I worked with designers on content prototyping exercise, to make sure redesigns were aligned with new content.
Case studies and other content assets were reorganized and reordered to be meaningful “at-a-glance.”
Content was reorganized to be directly relevant to specific types of users, allowing visitors to more easily navigate to products relevant to them.
I collaborated with designers to create easily scannable product comparison charts for desktop and mobile.
Copydecks outlined how content aligned with measurement goals, and listed parameters for character length and module best practices.
