The user profile thing – sliced, diced and reconstituted

The user profile thing – sliced, diced and reconstituted

In my time of working with agencies and creatives I’ve come to find that one of the first things that people want to create is audience profiles. At the best of times they’re woven out of formal research but they’re often (in my experience) conjured up using information from business owners or employees, perhaps some personal familiarity with the user group, and a dose of assumption. Read More

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Twenty tips and tricks for being a good project manager

I’ve been a project manager on multimedia projects for just over ten years. During that time, and through trial and error, I’ve learned various tips and tricks that help in making sure that projects come in on budget (or under), delight the client, stay on track schedule-wise, and finish with everyone still able to authentically smile at one another over a glass of bubbly.

For the first time openly admitted* and let loose, here they are:

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Assumption, the mother of all… (an ecommerce content strategy case study)

I recently completed a content strategy project (with my contractors, Exploded View) for an ecommerce client who runs one of the largest online yoga stores in the UK. The project was a first for me in that the content strategy was not attached to a website redesign but instead needed to be completed within the structure of the client’s existing website and ecommerce platform. Their website and ecommerce platform were far from perfect, a point readily admitted by the client, and so much of my work was centred on finding ways to make content production and output vastly more efficient and targeted even if it was that little bit limited by the existing site and system.

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A new Free Word website: my role as the content strategist and project manager

My often time contractors, Exploded View were asked during the first half of 2011 to propose for the redesign of Free Word’s website (launched in December 2011). I worked with Exploded View in writing the initial project proposal, and once the project was won, as the Project Manager, Content Strategist, and on various other bits.

The brief

Free Word are a free speech organisation based in London and were looking for a team to help them upgrade their website from a static and low-content site to something significantly more news- and content-heavy. They wanted a website which would present their global free speech work, the work of their residents and associates, and which would allow for, and to an extent encourage, ticket booking for their events. Because we were building for a mobile-loving audience of city slickers, campaigners, and activists, and because we wanted to deliver something which would see Free Word into the future, we developed a [tooltip title=”A website that is designed and built to automatically and appropriately adjust to the screen size it’s being viewed on whether mobile, tablet, TV, or desktop.”]responsive width design[/tooltip] website.

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Yogamatters: an ecommerce content strategy

Around the end of 2011 I completed a content strategy project for Yogamatters (via Exploded View). The project was not part of a website redesign (unusual for me) but focused on rethinking and redefining how Yogamatters were using their current media assets and content to represent their brand.

The project resulted in an extensive Tone of Voice and Style Guide document, including guidance on the use of imagery; a website audit and task list for improving current online content and user experience; and a document outlining overarching strategic ideas not only for digital but for print material too. As part of the project a content calendar was developed and the Yogamatters Facebook page was born.

I still meet with Yogamatters every now and again, when they call, to celebrate the things that have gone well, show them where they’re dropping the ball, and brainstorm how things can be improved still more.

What Yogamatters have to say…

“We worked with Kate to devise a content strategy that would inform, hone and improve our communications initiatives to better serve our business goals. For the duration of the four-month project, Kate was a highly organised, efficient and infectiously enthusiastic person to work with.

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Dear Spotify…

Sent to Spotify, 07h52, 1st November 2011:

Dear Spotify,

I‘ve been a Spotify user for around a year – it’s an excellent service. I do however think that you’re missing out on an opportunity to build and maintain a financial relationship with users like me, and thought to take 5 minutes to point it out.

I realise you must have some seriously intelligent brains looking after your business model, but I’m hoping you feel that user feedback is as valuable as I do.

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