Research Product Content
GE Appliances
WHAT PROBLEM WERE WE TRYING TO SOLVE?
People found navigating to products difficult and struggled to understand the differences between similar products. They were also confused by product features and specifications. Additionally, core product pages were not showing up on the first page in natural searches.
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Data analysis
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Information architecture
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Content development
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Website design
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Usability testing
MY INVOLVEMENT
WHERE DID WE START?
Consolidated all relevant product information into one location on the site. Reorganized all of the product content under the central product umbrella, giving more weight and priority to the key landing pages in search.
Redefined the way the business treated new product launches. The standard was to create stand-alone web pages that lived outside of the primary website. Pulling those back into the site and associating them with the central product line drove paid advertising and keywords directly into the product landing pages and provided users access to other critical product information. ​
IDENTIFIED NEW CONTENT OPPORTUNITIES & TEMPLATES
Researched call center data, keyword searches, and usability feedback to determine content opportunities by product line.​​ Collaborated with business teams and created a schedule for content development.
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Content improvements led to a 16% increase in page views within the first three months.
INTEGRATED RICH CONTENT WITH PRODUCT FEATURES
Designed a template that allows the display of images and videos with critical features on product detail pages.
Defined the process and rules for how the content would be loaded and displayed. Championed to get this process implemented across all product lines.