Challenge

A site that was unable address 80% of its traffic (consumers looking for a credit card) and needed to improve the journeys that fulfilled the primary purpose of the site (e.g., become a Visa merchant); better telling the brand story.

Solution

A new website featuring clear segmentation along all user journeys; better fulfillment for consumers, vastly-improved brand story content, mapped to the periphery of task-oriented pages.

What I did

Site audit, stakeholder interviews, gap analysis, editorial calendar, complex cross-linking strategy, content vendor management and oversight, copy approvals, page outlines, component mapping, migration plan, redirect matrix.