Ownership

I did a content audit across 13 different markets and reviewed the analytics to identify key pages and search terms relevant to each market. I reviewed 29 automotive competitors and 20 from out of sector to define the best-in-class principles for owners of a product.

Alongside the audit and analysis, I had many stakeholder calls to understand the different owner products and services. I created a document with over 200 user stories that focused on all the user requirements through the lens of an owner. Each user story was categorised into one of the 4 user epics that focused on a different stage in the owner’s customer journey. This exercise allowed us to identify all the requirements needed to create the information architecture and develop page descriptions.

Having defined all the user requirements, I was able to build out a robust sitemap of over 50 pages that allowed for market flexibility and for any future enhancements.

Dealing with so many stakeholders, this exercise allowed us to get an agreement with the client on the role of the page, the content we needed to create and the market requirements. This also worked as a page brief for our copywriter to work with, alongside the wireframes.

All of this led to multiple fully annotated wireframe decks that we presented to the client. Feedback was then implemented, and I worked with a copywriter and designer to fully flesh out these pages.

I worked with a designer and copywriter to complete all pages across desktop, tablet mobile.