— PROJECT NAME
Vertical pages revamp
— WHAT I DID
Web and mobile UI copywriting
Review UX design wireframes
Advocate for SEO optimization
Winter 2021 – Summer 2022
As part of the Meta Web Design team, I collaborated with EMEA stakeholders to redesign 7 legacy Vertical pages on our Meta for Business site (MFB).
Presenting critical industry-specific content for our business audience, they are: Automotive, Consumer Goods, eCommerce, Entertainment, Finance, Retail and Technology.
CHALLENGE: The pages had outdated design and copy, which disrupted the user experience and did not adhere to the company brand guidance.
SOLUTION: My team and I strategized on the pages' user journey, rewrote copy to follow Meta's style guide and leveraged a more interactive, flexible page design.
I then spearheaded content strategy by creating a user journey (below). I considered how users land on a Vertical page and strategized what types of content would benefit them there, which helps continue their journey through our MFB site.
Meta's company voice strives to be a determined optimist. In each Vertical page's copy deck, I included the list of SEO keywords to implement and reviewed copy edit recommendations to adhere to Meta's brand voice guidelines:
1. Keep wording concise — 74.5% of our site's users browse our site on mobile and 25.5% on desktop in 2021.
2. Be "people-first" by featuring insightful research-backed content and avoid jargon — people are looking for immediate results to solve their issue.
3. Write for readers everywhere — I collaborated with EMEA, LATAM and APAC stakeholders to ensure copy is localized and content is accessible to all.
My user journey influenced the page's information architecture, by organizing the various types of content (i.e.: news articles, case studies, newsletter) into sections with the end user in mind.
As each Vertical page may have different needs, the new page design template is slightly flexible, yet maintains a sense of uniform structure. It allows for some sections to be moved around the page while others have fixed placements — to cater to each page owner's needs and target audience.