Content Strategy

Translating Complex Information into Actionable, User-Friendly Content

Project Overview

October 2017 - August 2018

This project began with a documentation problem but quickly revealed a deeper issue: teams lacked a shared language for how to share information and communicate expectations. I led the initiative to assess, restructure and relaunch our internal knowledge ecosystem. We went from scattered and inconsistent to structured and usable, making life easier for both new hires and long-time employees.

TL;DR

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Objective: Create a scalable, user-friendly internal documentation system to reduce confusion and improve cross-team communication
Role: Led UX strategy, conducted content audits, restructured taxonomy and developed governance for long-term sustainability
Approach: Partnered with internal stakeholders to audit content, map user pain points, design templates and establish clear content ownership and workflows
Solution: A centralized, streamlined knowledge ecosystem with defined structure, intuitive navigation and sustainable governance
Impact: Reduced time spent searching for documentation, improved onboarding and team efficiency and empowered teams with reliable, usable content

Problem Statement

Content existed. Findability didn’t.

The intranet for a global corporation lacked a centralized location for technical support content. As a result, customer support teams were overwhelmed and useful content was scattered across multiple intranet sites and local folders, making it difficult for users to find and engage with the information they needed to function on their jobs. Meanwhile, the company was suffering opportunity costs related to redundant workflows and major losses in productivity. The challenge was to develop a cohesive content strategy that would:

Streamline and organize information across a centralized platform to improve findability, usability and manageability for stakeholders across the enterprise
Restructure content for clarity, making complex technical information more digestible and engaging
Identify personas, pain points and customer journeys that would improve usability and address real-world frustrations and reduce friction

My contributions

By implementing structured content ecosystems, SEO best practices and a clear information architecture, I helped transform ExxonMobil’s content approach - reducing friction, improving engagement and making critical information more accessible to global audiences.

Implemented a goal-oriented content strategy that shaped thoughts and behaviors while addressing pain points and points of friction
Created a new information architecture and website schema mapped to personas and common user journeys
Created technical documentation and UX/UI copy that is concise, friendly and intuitive.
Led content migration and restructuring in Sitecore, improving findability and formalizing a new information architecture

Phase 1: Audit & Discovery

Goal: Understand the scope of content issues across teams

Conducted stakeholder interviews and surveyed internal teams
Audited existing docs for accuracy, consistency, and usage
Identified pain points in findability and version control

Phase 2: Structure & Taxonomy

Goal: Design a usable and scalable system for documentation

Developed a consistent information hierarchy
Created templates for common doc types
Built a new taxonomy based on user needs and search behavior

Phase 3: Governance & Workflow

Goal: Make good documentation sustainable

Defined roles and responsibilities for content owners
Created an internal workflow for creating and updating docs
Trained teams on how to use and maintain the system

Phase 4: Rollout & Training

Goal: Launch the system with minimal disruption

Led training sessions across departments
Created internal guides and how-to videos
Established feedback loops to catch issues early

Phase 5: Optimization

Goal: Improve and scale the system post-launch

Measured usage and adoption through internal analytics
Refined structure based on user behavior and feedback
Created a playbook to support future scale and growth

Impact

A smarter approach to internal comms that saved time, reduced frustration and helped real humans do their jobs better.

This project reminded me that content isn’t just about communication, it’s about culture. When teams know where to find what they need and trust that it’s accurate, they work with more confidence and less friction. Small systems changes can create a big shift in how people feel at work.