http://schlievert.com/work-avenue daily 1.0 2024-02-23 https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708458248034-YTGQHYD68UHWQT1L4UFZ/aarpdotorg_content%2Bprioritization.001.jpg Work - Structuring pages around user priorities For each template, I started with a high-level outline prioritizing content by user needs. These page prioritization maps show how lifestyle content (travel, fashion) would be prioritized by timeliness, while problem-oriented topics (retirement, nutrition) lead with the most actionable content, often evergreen how-to’s. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708459217402-JC4F4T6QT0FXNS5X7P2B/aarp_uxdia_topic_problem_specs.jpg Work - Capturing Content Intent (and specs) I detailed each content element in the annotated wireframes, including guidance for content creators, content intent, and character counts. While my counterpart in UX developed detailed wireframes and functional annotations. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708458166631-RC49ZQNQZINJTB5T5R9W/aarpdotorg_topic_retirement.jpg Work - Bringing the Experience to Life Finally, I wrote sample copy for each page and partnered with visual design to bring it to life. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/502e171a-6d54-4b8e-bd9d-4d45cb2c5d68/aarpdtoorg_strategic+framework.png Work - Make it stand out In discovery, I distilled three strategic opportunities for the AARP.org redesign, along with tactical design directives. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/3d5db55d-21ae-4a1d-aefd-344a071a211f/aarpdotorg_home_dzn+across+breakpoints.jpg Work - AARP Digital Design System The final, reimagined AARP.org experience https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/9cd8201f-9e71-45e3-9785-946d0ce1c723/aarpdotorg_module+mapping.png Work - Make it stand out Spreadsheets, not just for numbers. I mapped page components and component elements in one giant, source-of-truth spreadsheet for the design and dev teams. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/a6a80d69-ba11-407b-b36f-278829f6399e/aarprewards_discover+landing.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/fae724c9-1d3f-475a-8b70-f26558ee7d26/aarprewards_feature+img_gateway.png Work - AARP Rewards AARP, a membership organization for Americans 50+, had ambitious plans to turn its rewards program into a gamified behavior change platform motivating Gen X to get healthy, get saving, and generally get ready to get older. Oh, and they had an even more ambitious timeline–just 4 months. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708463412492-ND2CGKAFA7Z3OOT3KT17/aarprewards_voice_intro1.png Work - Voice & Tone Guidelines for Content Creators I developed a wry, playful voice for the program to match GenX’s sardonic sense of humor and make even difficult topics, like caregiving and finanical planning, feel approachable. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708463411637-IFRAA37YO5VIPHD1L6VL/aarprewards_voice_attributes2.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708463411590-H1HAT715CVNOHWG444TV/aarprewards_voice_scale3.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708463411021-M9GF8HNA292161LHTQKL/aarprewards_voice_tone.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708463411012-GY27A8BOD4R9X9IO8X5R/aarprewards_voice_moments4.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/f9c2fff2-f637-4ccc-8b86-e58d6a457b28/mailchimp_hub+landing.png Work - Mailchimp Small business content hub During pandemic shutdowns, small businesses struggled with small-scale digital transformation. Mailchimp had hundreds of resources to help entrepreneurs go digital. But, their expertise was fragmented across five different digital properties. No one, including internal stakeholders and search engines, could find all of their small biz insight. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/2d75a8c2-619f-43ae-a17f-f0b93f76d093/Mailchimp_hub_ecomm+landing.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708467190808-LV3BAAK99FTIQS4XRSTM/Mailchimp_taxonomy.jpg Work - Mapping Taxonomy across the Mailchimp Digital Ecosystem After inventorying and auditing content across the Mailchimp digital ecosystem, I reverse-engineered a visual map of their content facets and subject matter. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708467116774-FUCFZRGW33R5G9BAKXYO/Mailchimp_taxonomy_facets.png Work - Defining Taxonomy Facets After working with Mailchimp stakeholders to refine the taxonomy, I ultimately structured it around six key facets–subject matter being both the most important and most vexing. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708467078071-0JB14BVS109535M9I4XC/Mailchimp_taxonomy_subjects.png Work - Teasing out Subject Matter Most content touches more than one subject. So to help content creators accurately (and consistently) tag subject matter, I broke it down into a series of smaller, simpler questions. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708467090959-HJT0HJLTAP11OJJFL8VK/Mailchimp_hub_structure.png Work - Powering IA with Taxonomy The underlying, multi-faceted taxonomy allowed us to structure the content hub around digital touchpoints and tactics… https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708467078095-50AUQKJ0QD6R8HZKBICP/mailchimp_business+intent_topics.png Work ..as well as common small business tasks. https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1491834076909-7GL6MF3BGIPLQAN6L4W4/ov-milk-thumbnail.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1491836403113-AVJCWARXSHXH437I5QVJ/lf_main_thumbnail.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1491840333848-VZFIF4FAN8P49ZDBUJ9T/delta_kiosk.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708461210083-6YQTED1ODFQ6LD0WTZV0/aarpdotorg_feature+image.jpg Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708464162838-Z5RMGO22VV2YD8TB9JO1/aarprewards_feature+img_gateway.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1708466187386-Z4VLT0XJ4L3DOZ4GQ8H8/mailchimp_hub+landing.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1441129108737-J1CUDPTDWM6Y93A2B1RF/delta_app_tripdetail.jpg Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1441209366520-PJJWHWVW37YCPXS6T0AI/usps+holiday_thumbnail.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1441209404436-YSO7QTYL9YQL9JCMXJLU/embark+tumbnail.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1441210144963-YFD7OIT1YS29F72FL8N9/vw_owners+thumbnail.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1441211468458-547QID5ZIGCEVA0EUU51/borders_thumbnail.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1441212873961-EJ7CVZM1I2ABZ1O7NI75/disco_thumbnail.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1441214254982-CJ34TDU8KBWVZZ134R16/vitaminwater_thumbnail.png Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1441215522861-TLCNVCUAUIB7LNG44K07/usps+redesign_thumbnail.jpg Work https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/1441207547296-4USQ7FHU7FQMWL0KOTPB/leidos_thumbnail.png Work http://schlievert.com/blog-avenue daily 0.75 2025-05-08 http://schlievert.com/blog-avenue/2016/3/1/dubai-gffln monthly 0.5 2016-03-01 https://images.squarespace-cdn.com/content/v1/56d4a125e707eb7a02e4055f/1456863401711-L4GULCMN1HZJY6XAFAQY/image-asset.jpeg Blog - Dubai http://schlievert.com/blog-avenue/2016/3/1/budapest-wdca6 monthly 0.5 2016-03-01 https://images.squarespace-cdn.com/content/v1/56d4a125e707eb7a02e4055f/1456863715325-IZSY1YJXJS57RY8JXID7/image-asset.jpeg Blog - Budapest http://schlievert.com/blog-avenue/2016/3/1/paris-hzjk3 monthly 0.5 2016-03-01 https://images.squarespace-cdn.com/content/v1/56d4a125e707eb7a02e4055f/1456863897354-3K5CGNSC641EWCMIBK83/image-asset.jpeg Blog - Paris http://schlievert.com/about daily 0.75 2024-09-24 https://images.squarespace-cdn.com/content/v1/55e5c38fe4b06d934fdb1651/20ee338e-9e47-432b-b473-3c4dba8b2c2e/headshot_small.jpg about - Make it stand out Whatever it is, the way you tell your story online can make all the difference. http://schlievert.com/contact daily 0.75 2024-04-30 http://schlievert.com/resume daily 0.75 2024-09-17