LEGALZOOM LIFEPLAN:

Streamline and Diversify: UX Content Delivery Flows
\
Objective Problem Statement:
Establish natural language taxonomy & production consistency for writable internal assets (content files) and develop optimized engagement direct- response deliverables in Salesforce Marketing Cloud(CMS)
I. PROJECT ROADMAP
  • Conducted ROT Analysis to gain general purview of content landscape.

  • Systematically prioritized goals re: trajectory of stakeholder's desired outcomes.

  • Used shared stakeholder observations to begin formulating end- user personas(B2B).
    • II. USER RESEARCH
  • Integrate meta-analytical, best- practice research re: producing B2C engagement content oriented towards health/wellness benefits space [Gap Analysis/Competitive Analysis; Demographics; Market Landscape; Cultural Trends; Metadata]

    • III. AUDIT: Triggered Emails & Engagement Content
  • Refined end-to-end triggered email flow simulating Agile life-cycles optimized for, respectively, activations and goalpoints

  • Repurposed offline engagement assets & standardized general content asset guidelines (e.g., RFPs, White Papers, Event Guides)
    • IV. RESULTS: CMS Implementation & Copy Testing
  • Repurposed transactional emails with an above-the-fold design revolving around concise calls-to-action

  • Structured & optimized engagement email templates in Salesforce Marketing Cloud (SFMC) CMS

  • Developed engagement email campaigns & test sending parameters

  • Synthesized key Analytics/Metrics for Scrum