Bringing a company magazine online to reach more than 130,000 associates
& making sure the digital strategy is worth the investment
Macy’s Coast to Coast was designed to bring associate publications from print to digital, allowing for a major content overhaul for the web as well as development for more interactive features. This required an intensive content strategy based on user feedback — coming from print where there was virtually no tangible feedback of reader engagement.
My Contributions
Trends Research on Online Publications
User Surveys
Content Audit
Card Sorting
Content Development
Wireframing
Card Sorting
Card sorting is meant to find out how users think content should be organized. You create your cards (pages of content) and set up categories that they can be placed into. Then, the user organizes the cards as they see fit. You can also set it up for users to edit categories.
Card Sorting Results
Before we event went to readers, discovery on all previous print content led to running card sorting internally and with our clients. We needed to recreate the publication’s information hierarchy now that the content would be digital. In doing so, features and functionality of this new interactive publication also began to build out.
Wireframes
From a content perspective, organization and design had to be clean and concise in order to adopt a formerly offline audience. In terms of branding, the online publication needed to yeild a crisp, fashionable, aspirational vibe.
