Content Strategy

IT Communications

October 2017 - August 2018

Translating Complex Information into Actionable, User-Friendly Content

Project Overview

This project created a centralized location for technical support content that enables and encourages self-help. The goal was to design an Information Architecture (IA) that delights users with easy-to-find, consumable content that they can trust. Why? Because it will cut down on technical support requests, which saves everyone time and money. With a background in technical writing, SEO, and digital content strategy, I have led content initiatives that enhance usability, engagement, and knowledge transfer. I specialize in structuring content ecosystems that simplify technical concepts and improve information accessibility for global audiences.

Problem Statement

The intranet for a global corporation lacked a centralized location for technical support content. As a result, customer support teams were overwhelmed, useful content was scattered across multiple intranet sites and local folders, making it difficult for users to find and engage with the information they need while 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

Impact

The new design helped bridge the gap between corporate identity and human storytelling, creating a web experience that invites users to engage with ExxonMobil’s commitment to sustainability in a more meaningful and approachable way.