Challenge: Connect the dots from big idea to functional site
Code and Theory UX experts generated a U.S. website strategy for Sunbrella, a family-owned performance fabric company. The big-idea strategy reimagined the way textile engaged audiences. Sunbrella would have a dynamic brand and e-commerce experience for B2B and B2C users.
But to bring this strategy to life they needed to connect the dots from big idea to functional system. In 10 weeks, with support from Code and Theory's Director of Content Strategy, I needed to:
Structure content to deliver on the new product experience.
Define an editorial strategy to grow users’ affinity for Sunbrella.
Solution: Build the connections between the dots
Discovery: Understand designs, users, strategies and content
To achieve these objectives, first, I needed to learn the domain. I dove into existing user research, data sets, wireframes, task flows as well as digital and brand strategy work. This analysis built my understanding of business goals, user needs and technical requirements. I then partnered with my Director to plan and lead a series of client workshops to ensure we correctly tracked business and user needs.
We also audited existing article and brand story pages to refine our understanding of Sunbrella’s editorial content. This activity unearthed high-performing pieces, content gaps and SEO opportunities. To see how we could best join their new site strategy and editorial content, we mapped content journeys for Sunbrella's target users.
Ideation: Develop information architecture and editorial guidelines
Using the outputs from discovery, I built a comprehensive information architecture to guide Sunbrella's development team. These guidelines distilled 19,500+ lines of data into 15 integrated content types to power the site strategy.
We then authored a set of editorial strategy documents to steer content creation and migration efforts for the new site. This set included our content audit results, a message architecture, a playbook to support editorial thinking over time and a content planning and execution calendar.
Path to the solution: Teams, activities and tools
Client team engaged
Chief Marketing Officer
Senior Global Brand Director
Art Director
Marketing Communications Manager
Marketing IT Manager
Code and Theory teams engaged
Creative Strategy
Production
Technology
Design
Copy
Data, Analytics, Research, and Testing
Activities executed
Quantitative and qualitative analysis
Content auditing
Client workshops
Content journey mapping
Message architecture development
Content playbook creation
Content type definition
Taxonomy design
Tools used
Google Docs and Sheets
Microsoft Excel
Keynote
Screaming Frog
Result: See Sunbrella launch their new site
We equipped the core client team with guidelines to make the imagined site a reality. (You can see our information architecture work in action while browsing fabrics.) Each guideline—architectural and editorial—aimed to help Sunbrella craft more flexible, sustainable and impactful content. For even more detail, check out Code and Theory’s featured case study.
For me, this project offered a valuable lesson in taking the time to build a shared language with client partners. To ensure we delivered solutions that balanced business and user needs effectively, we needed to tackle complex concepts together. Our collaboration only proved fruitful after we reserved the time to build collective terms and understanding. At the end of our partnership, this shared language would help the client team carry out the strategy successfully.