“Go to the people. Live with them. Learn from them. Love them. Start with what they know. Build with what they have. But with the best leaders, when the work is done, the task accomplished, the people will say "We have done this ourselves".” - Lao Tzu

Edelman Digital

Consultant – Product Development, Product Strategy + UX/IA

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Edelman is the leading independent global PR firm, applying public relations to building consumer brands.

For a number of key accounts, I have provided product strategy and created site specifications, wireframes, and proof-of-concept prototypes.  Below are examples of services provided for these accounts.

Registration Optimization and Community Engagement

For the a national voluntary health agency focused on raising awareness for women’s heart health, I performed a site usability audit and pinpointed areas where the user flow could be optimized to increase registration numbers and toolkit usage. We focused on improving the registration process, reducing the number of steps from three pages to one easy sign up page. Post-registration, the users was then linked to a page which drove them toward using the tools on the site.

Information Architecture

For the nutrition marketing arm of the leading organization in dairy nutrition research, education and communication, I worked with the team to provide full site architecture to meet the goal of creating an authoritative, cohesive, focused and engaging digital presence by making improvements to the site look and feel, functionality and visibility.  The existing site was difficult to navigate, with important information buried several levels deep.  We cleaned up the organization of the site, ensuring that site was only four levels deep and that users could navigate easily throughout the site.  We also folded in content from two other sites and the newsletter to create a central destination for dairy marketing and research inquiries.

Client Pitches et al.

I have also participated in client pitches as well as created website prototypes, wireframes and fully annotated information architecture documentation for other Edelman clients, including the world’s largest online marketplace and the world’s leading agricultural technology company.

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