Portfolio · Strategic Content Mapping
Content that follows the user, not just the page.
Before a screen is built, someone has to decide what belongs on it, where it lives, and how a user gets there. These projects show how strategic content decisions drive IA restructure — from sitemap to wireframe to hi-fi execution.
Strategic content mapping starts with the user, not the page
Every design decision I make starts with understanding what a user needs to know, when they need to know it, and what stands in the way. These projects show how I map that thinking before a single screen is built.
The Problem
Users needed more than a product list
Eco-conscious shoppers want to understand what they're buying and why it matters. A standard shop flow wasn't enough — the content had to earn trust before asking for a purchase.
The Mapping
Two personas, two entry points
Gina and Karen each approach the site differently. Mapping their Log-in, Sign-up, and purchase flows revealed where content needed to reassure, filter, and confirm — not just direct.
The Outcome
A flow that filters by values first
The Vegan Soap purchase flow places product filtering before browsing — a content decision that validates the user's values before the transaction.
User Flows
User Flow — Log-In / Sign-Up
User Flow — Gina Purchases Vegan Soap
The Problem
Users weren't just looking for diet tips
Research surfaced emotional and social needs — accountability, peer connection, diabetes management — that a standard recipe or coaching app wouldn't address.
The Mapping
Affinity mapping revealed three distinct user modes
Cards clustered around community-seeking, goal-driven task completion, and accountability/coaching. Each required a different content entry point and flow structure.
The Outcome
Three flows, one coherent content system
Journey maps for Brenda and Pam translated research findings into phase-by-phase content needs. User flows mapped exact decision points where the app's content had to guide or reassure.
Journey Maps
Brenda
Teacher working toward a Master's in Education
| Phase 1Explore the app | Phase 2Find community | Phase 3Enter chat room | Phase 4Announce potluck | Phase 5Potluck event | |
|---|---|---|---|---|---|
| Thinking | Will I find friends here who also manage diabetes? | Are there interactive groups nearby? Is the group active? | I want to feel the community before I dive in. | Could we meet at the library and post it on the events calendar? | Asked people to RSVP. One sponsor will provide drinks for diabetics. |
| Action | Explore app — community features, chat room, nearby support groups. | Browse and join groups. Find and join target group. | Introduce myself. Get to know new connections. | Find a date and room at the library. Ask mentors to come. | Host potluck. Connect with friends. Post results with photos. |
| Pain level | LowApp needs the right mix of community and goal-setting features. | MediumNeeds a solid community feature to find people with similar conditions. | MediumOfficial events would keep the community vibrant and active. | MediumA local Keto connection to create and support member events. | HighBuild relationships through public workshops and promotions. |
Pam
Young vegan business owner, mother of 3
| Phase 1Set goals | Phase 2Plan dinner | Phase 3Go to the store | Phase 4Prepare the meal | Phase 5Control portions | |
|---|---|---|---|---|---|
| Thinking | Plan vegan meals the family will eat. Want to make a vegan cheesecake for dessert. | I want to scan barcodes to make grocery shopping easier. | I want to scan barcodes and find foods that meet keto requirements. | Is there a video on how to make a vegan keto cheesecake? | Worried about automatically weighing portions — don't want to overeat. |
| Action | Go to Keto Me community and ask for keto-specific vegan meals. | Use the barcode scan feature to identify keto-friendly ingredients. | Find foods meeting keto requirements in the grocery store. | Keto coach sends instructional video links. Uses YouTube for step-by-step guidance. | Looks for app features or devices to help control portions. |
| Pain level | LowApp should confirm nearby stores carry what she needs ahead of time. | MediumNeeds vegan + vegetarian keto recipes with a built-in rating system. | MediumScan feature should surface carbs and sugars upfront — not buried. | HighNeeds hosted instructional videos organized by food type with step-by-step cookbooks. | HighPortion info should be built directly into app recipes. |
The through-line
"The map is never just for the designer — it's the first act of designing for the user."
Across three projects and three different product types, the same process holds: understand what users need to know, trace where that content lives, and design the path that gets them there without friction.