Use Case

Prior to engaging us, the American Red Cross website consisted of three different platforms hodge-podged together over 15+ years.

All attempts to adhere to standards for design components, information architecture patterns, and content style had long since been abandoned.

As my team and I worked to "lift-and-shift" the site, it became clear that the existing pages were not structured well enough to fit the rigid requirements of the new Adobe AEM environment. These requirements also meant creating needed a more intuitive way for Red Cross content producers to publish content.

Challenges

• Identify, extend, and create user journeys through the site to streamline and reduce friction along the marketing funnel
• Provide a unified information architecture + content strategy across the three organizational divisions' websites
• Identify recommendations and guidance for content governance work.
• Identify the most commonly visited and highest ROI-generating pages
• Reduce 100,000+ pages to a more manageable 150 pages
• Identify most common workflows between pages to understand how each persona typically moves down the funnel
• Identify the common content patterns based on user value, rhetorical messaging, business intent

Method

1. Conduct a true intent survey to identify visitor and donor personas
2. Identify common and distinct persona motivations, expectations and pain points
3. Use the above to create a content strategy that speaks to each persona
4. Leverage Adobe Analytics data to identify the highest-visited pages and pages most likely to lead to a donation