As account content strategist for the California Travel and Tourism Commission, I provided numerous optimizations and content solution designs to improve user experience and conversion, including:
- An optimization audit providing direction for upgrading the site's core content offerings
- A global taxonomy that created a consistency of presentation across the site's numerous international versions, while allowing distinct content offerings to match the different interests of different markets. I also specified recommended initial content offerings and information architectures for each market's site.
- Editorial guidance for programming "lifestyle" material that created far more engagement than the overwhelming "sites and vendors" info-bits that previously characterized the site.
