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In 2018, I was hired by The City of Miami to transform a dense and confusing website into a user-friendly platform, modeled like modern news sites.
They'd intentionally sought-out a copywriter with a journalism background, who could take on the task from a marketing and editing point-of-view. Over the next three years I oversaw the entire Content Management System (OpenCities/Granicus) and created a user-centric "Digital City Hall". Strategies included:
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Condense thousands of pages of outdated text into simplified, visually appealing content with a user-centric philosophy.
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Meet with every City department to understand their processes and services.
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Use content mapping to translate services into simplified copy, step-by-step instructions & digital forms.
2. Conduct a full inventory of existing content to redesign the information architecture.
3. Remediate PDFs for ADA compliance or replace with HTML, when possible.
4. Conduct UX/UI events and digital trainings for employees to teach best-practice digital writing styles.
5. Examine site analytics and digital content trends and adjust accordingly.
Writing =User Experience Design
BEFORE:
Users had to sift through drop-downs with topics, projects, and divisions to figure out how to do complete their task.
AFTER:
Actionable services, one topic per page, concise step-by-step instructions, and attractive design.
CLEAR, ACTIONABLE TITLE & HEADLINE
SHORT, BULLETED INSTRUCTIONS BASED ON UPDATED DATA & DIGITAL BEST PRACTICES
BUTTONS NAME THE ACTION, RATHER THAN USING "CLICK HERE"- ADA COMPLIANCE
"CLOSE THE LOOP" - DETAIL THE FINAL STEP AND SET EXPECTATIONS - GREATLY REDUCED PHONE CALLS & COMPLAINTS
Department Pages
Before: Dense, confusing text. No clear "how" or "what".
After: Information architecture.
After: Attention-grabbing titles that clarify action.
Content Mapping
Before:
No instructions or context, just links to unknown documents.
During: Work with steakholders to identify steps and pain points.
After: Write a concise page using the clarified process and digital best practices.
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