Requirements vary from project to product, but sometimes content is allowed to be king and set guidelines for other UX processes and roles. In this example, the content was created early on, prior to wireframing, product selection, and designs. This allowed more room for creativity in curating content and eventually influenced the overall user experience.

The content I curated was taken into consideration during both the wireframe process and was also reflected in the final design as well. This specific project selling page had products previously curated due to the in-store component, but I wanted to expand on those pre-selected products in the digital experience by including more content that the user would find valuable, including how-to articles, tips, and videos. In the screens below, the wireframe accurately represents the content ideas I had.

This example showcases designs with final content, effectively demonstrating that content was pulled through from inception to final designs.

From the initial touchpoint to the final impression before leaving the page, the story helps the user down an inspiring and informative path with relatable and useful content. In this example, we have a category page that tells the story about how a brand can genuinely provide solutions.

I created thoughtful and intriguing headings throughout the experience, making sure to tie everything together and take the user on a unique journey of home improvement through digital catalog pages.

One problem we were challenged with was bringing our categories pages to life. I decided on not only utilizing quotes from actual users but also personifying the smart home products to address that challenge directly. The copy invokes relatable feelings with users and encourages trust and simplicity with all the new emerging tech. Trust and simplicity were essential to winning users over on the kitchen category page as well. When it comes down to kitchen renovations, users usually perceived it as a daunting task. However, quotes from users and telling their stories in a digestible format helped simplify that process.

This endeavor eventually led to a Best in Retail Kantar Award.

The Holiday Visualizer started as a typical holiday decoration selling page that you see year after year. I wanted to take advantage of our UX Designer's Photoshop skills and really allow our seasonal decorations come to life.

I sketched out the visualizer quickly in a notebook and positioned it as a way to not only customize your décor but also as a way to see it on your home and encourage purchasing the entire set. After getting my rough sketches to the UX Designer, I worked on complimentary copy to help the user experience this new tool. The holiday visualizer is another powerful example of how UX content doesn’t just mean words, but a healthy mix of imagery, words, and any other consumable content by the user.

The Mower Experience was an easy solution to a difficult task. In this project, we wanted to present information on how to maintain riding lawn mowers over the fall and winter seasons. The main hurdle was showing information specific to each mower, being that there were over 20 mowers, each with unique parts. Our solution was to create a visual filter to pinpoint the user's mower and have products linked to the mower selection, ultimately showing useful and relevant information to the user.

I partnered with a UX Designer to brainstorm ways that we can elevate the shopping experience for riding lawnmowers. Because of the large number of options, we knew that we would have to make it interactive, which was a fairly new selling technique for digital strategy. I worked on making sure the right copy and copy placement would set the users up for success. It had to play well with the designs created by my team members, but also provide enough instruction, encouragement and useful information for the users.