Content Database
Introduction
At a maternity apparel company without a dedicated UX team, my responsibilities ran the gamut - but all had the shared goal of increasing efficiency and saving money.
One of my favorite projects was the content database, which grew out of a few smaller projects.
After noticing a number of inconsistencies across different media, including the e-commerce site, the print catalog, apparel hang tags, and advertisements, I was concerned that these issues could lead to consumer confusion and frustration, as well as unnecessary work to resolve each error. (In the case of incorrect apparel hang tags, unnecessary printing costs were incurred each time an error was discovered.)
With approval from the CEO, I worked independently on the following efforts:
A distributed document of intellectual property, outlining the company’s patents and pending patents, as well as their trademarked or registered products and terms.
A full audit of the brand’s product descriptions, on both the e-commerce site and the printed wholesale catalog.
A pre-launch product copy form to ensure approved copy was used on the website and all printed materials.
The goal was to create centralized reference materials that would make it easier for staff to do their jobs while offering a clear and consistent consumer experience.
Project Collaborators
The smaller independent projects grew to include other departments:
With members of the marketing team, we turned the IP document into a full usage guide.
With members of the executive team, sales, marketing, design, and e-commerce teams, we reviewed and rewrote all of the product descriptions for the website and catalog, and decided to incorporate FAQs on a number of product pages. We also fleshed out the pre-launch product copy form to ensure that accurate information would be used on the website, catalog, one-sheets, and hangtags.
With the head of customer service, we reviewed the FAQ section to prepare for the addition of questions and answers on product pages. The project grew into a full update of the section to fully address consumers’ needs and concerns. Copy for the new section was handed off to the e-commerce team.
And finally, with the head of e-commerce, we turned the usage guide and new product descriptions into a full content database. (After reviewing options, he chose to use Notion as our platform.)
Process
Part 1: Usage Guide
The objective was to have a reference guide for all trademarked, registered, patented, and patent-pending products, names, and terms.
In addition to intellectual property, the guide grew to include messaging, official names (products and medical terms), glossary of product materials and features, and grammar conventions.
Part 2: Product Description & FAQ Overhaul
To create one central reference center of product information, we completed the following tasks:
Compiled product copy from the site and reviewed for accuracy with members of relevant departments.
Determined new accordion-style sections (to prevent overwhelming the user with too much text) and rewrote each product description.
Although user personas were not created at this time, priorities were determined after examining search queries, purchase patterns, conversations on the company’s social media channels, and customer service inquiries.Reviewed and updated the FAQ section.
We ran a frequency report of searched questions, and then reorganized, removed, and added questions, rewriting answers to reflect the updated copy on the site and decisions made for the Usage Guide.
Part 3: Creating a Database in Notion
The head of the e-commerce department decided to use Notion as a central reference platform so it could be easily accessible to everyone in the company.
Initially a home for the Usage Guide and new product descriptions, more and more company information was added, including a directory and other company details.
Maintenance: Pre-Launch Product Copy Form
To avoid confusion and error moving forward, a form was created to establish official copy for the website, one sheet, apparel hang tags, and catalog.
Result
The work that went into streamlining the product descriptions and FAQs helped provide clarity for the consumer, as seen in decreased questions and complaints for Customer Service.
The database itself serves as a living resource, contributing to employee efficiency, helping to prevent discrepancies, and contributing to accurate information and on-brand messaging
Some of the images on this page were recreated (using Notion and Photoshop), since I had limited access to original files.