The Lowes.com team was developing a new product to help homeowners plan projects, select interior décor, complete projects, and maintain their homes.
The Team
I worked with product, marketing, various SMEs, and UX.
Product provided business goals and marketing provided details on the target audience.
I worked with the UX team to understand user personas, scenarios, and the needs and goals of our target personas.
Product also helped identify the top home improvement projects for the audience and I met with SMEs to understand the products and services Lowe’s offered for each project type.
As Sr Content Strategist, my role was to develop a content strategy that delivered the right content when the customer needed it to help them plan and complete their home improvement projects.
Approach & Deliverables
With the overarching goals and vision as my guide, I created an inventory of the content, mapped content to the customer project lifecycle, identified gaps, and proposed solutions designed to deliver dynamic, targeted content for key home improvement projects.
The Content Strategy
Below is a collection of documents produced at various stages of the project to communicate the vision, the gaps, and proposed solutions.
Identifying gaps
Content strategy
Meaning and meta data
Bringing it all together
