Senior UX Writer
Content Strategy
Creation of new service line - Nov. 2021 launch
Background
UW Medicine develops a new specialty that never existed before – treating those who have recovered from a COVID-19 infection but still have lingering symptoms.
I created all content from scratch, in consultation with my SMEs (subject matter experts). My biggest challenge was to convince them to use more ordinary language – for example "Post-COVID-19" instead of "Post-acute sequelae of COVID-19" and words like "body, mind and mood" instead of "physical, cognitive and psychological."
As always, empathizing with the patient is key. Getting COVID-19 is scary enough but continuing to have symptoms after COVID-19 can make you wonder if you will ever fully recover.
What I did
* Competitive research
* Content strategy
* Stakeholder contact
* All writing
* Page design
Content Audit: Northwest Hospital website
The Northwest Hospital website was retired in early 2020. I was solely responsible for assessing all content (1000+ pages) and recommending next steps.
What I did
* Decided what content to integrate into the UW Medicine website
* Consulted with stakeholders and subject matter experts
* Recommended content placement and cross-linking strategies
* Recommended relevant redirects for remaining URLs
* Worked with web operations to coordinate content migration
Once I wrangled my spreadsheet into shape, a project that seemed overwhelming at first instead became elegant. A content audit is the best way to give content its due – retiring content that no longer serves its purpose and refreshing what remains.
Content governance: Template for closed clinics
Before
I discovered that clinics that closed were simply being deleted from the website. I recognized that removing the page altogether was bad user interface – and a missed opportunity. We needed visual and content cues on the page to funnel users to related UW Medicine clinics.
What I did
* Recognized the problem
* Discussed the issue with stakeholders
* Recommended solution
Our UX Designer took the baton from here and worked with developers to create a closed clinic template.
After
What I did
I suggested that we begin developing a COVID-19 testing page even before testing was available to the public. It was easy to predict that people would want a COVID-19 test once it became available. And did they ever! In the height of the pandemic, the page became the most trafficked page of the website.
I collaborated closely with our Program Manager (responsible for locations) to develop this page. And I worked closely with clinical operations to keep it up to date.
