Usability Report: Abercrombie & Fitch

Over the course of seven weeks, I created a usability report for the Abercrombie & Fitch website, abercrombie.com. This extensive process began with a deep dive into the company history, current website content and a competitive analysis of their biggest competitors. From there, I created personas and scenarios to help guide my next few steps. … Continue reading Usability Report: Abercrombie & Fitch

Usability Testing: Abercrombie & Fitch

According to the textbook "Understanding Your Users", Usability testing can be defined as "the systematic observation of end users attempting to complete a task or set of tasks with your product based on representative scenarios" (Baxter, Courage, Cain, 2015). These studies are used to see how users interact with websites to make sure that the … Continue reading Usability Testing: Abercrombie & Fitch

Controversial Content Marketing: It’s A Great Idea

Creating content for a brand can be extremely competitive. Sometimes in order to stand out among hundreds of other pieces of content just like yours, you need to step outside the box and push the envelope a bit. First, we must address why controversial content is effective. Controversy brings out an emotional reaction from the … Continue reading Controversial Content Marketing: It’s A Great Idea

Content Strategy vs. Content Marketing vs. Content Creation

It is important to differentiate between the terms content strategy, content marketing and content creation. They are like different pieces of a puzzle that come together to create a full picture. Content strategy can be defined as "the ongoing process of transforming business objectives and goals into a plan that uses content as a primary … Continue reading Content Strategy vs. Content Marketing vs. Content Creation

Preparing for Success – The Most Important Step in Content Strategy

So you're looking to improve your content. How do you make sure that your plan is successful? Preparation, preparation and more preparation. When beginning a content strategy journey, the preparation before the project begins will make your life a lot easier. In the text, "The Content Strategy Toolkit", author Meghan Casey emphasizes the planning stages … Continue reading Preparing for Success – The Most Important Step in Content Strategy