Starting With the Strategy
Marking A Great !dea’s fourth evolution of Your Guide‘s content/ecommerce hybrid digital platform as it met its millionth consumer meant expanding the sitemap to embrace enhanced functionality. With this launch, the strategy needed a sitemap which encompassed all the regularly published articles and video content as well as new marketing content such as sweepstakes and special regional sales events. From this point, a more comprehensive content strategy document was drawn up to address content organization and funnels to purchasing process.
Identifying the Flow
With hundreds of articles and an expanding palette of functions, the site was broken down into page templates and zones through the wireframing process. By breaking the site into segments or reusable widgets, the site, which was built on WordPress, could use the content management solution’s technology to optimize dynamic content, reduce editorial staff time in entry and ensure SEO value. The process included dozens of wireframes for each device size (or breakpoint) for evaluation.
Applying the Brand
Provided by the agency of record, the site needed to embody the wireframes while feeling a part of the Verizon Wireless brand. The site was hosted on a subdomain of the Verizon Wireless site requiring a user’s engagement needed to feel seamless. Millions of users agreed and visited the site, many making purchases direct from the interface after accessing detailed tips, videos and information.
This iteration of the Insider’s Guide not only evolved the prior version of Your Guide but it folded in something called Verizon Insider, an event and engagement platform. Verizon saw the success of Your Guide‘s content/ecommerce hybrid and decided to bring in Verizon Insider‘s functionality which had been floundering. With the smooth integration and seamless user experience, engagement improved substantially, eventually prompting Verizon to bring the entire content platform onto its main corporate URL driving hundreds of thousands of users a day.