Designing a content strategy to streamline web content creation, and an achievable approach to execute it

Research, UX, content strategy


Auckland Transport's content team needed to establish a streamlined content strategy for web content creation. I conducted user research to help understand where in the journey the content strategy needed to prioritise.

Problem statement

What are they key user journeys on the Auckland Transport website and where do users need support?


For the content strategy to prioritise key areas of the website, I conducted stakeholder, business and user research to uncover the key user journeys and where content can support them

My key responsibilities as the user researcher were to lead:

As support to the Content Strategist, I also:

Key findings

Through the research I was able to identify how users expected to receive instructional information and be supported to complete a task, ultimately allowing them to self- serve.

Research findings

  • Users struggled to find key information
  • Key information was presented too late in the journey
  • Poor page structure means key information is missed
  • Inconsistent language causes confusion
  • Users lack trust in the information
  • Key information isn't centralised

How they informed the content strategy

  • Implement a clear heading structure
  • Design priority pages
  • Highlight key information and reduce other content
  • Separate task based and information based content
  • Consistent terminology
  • Provide information that enables informed choices
Poorly written and structured content decreased the trust that users’ have with Auckland Transport. This trust being broken before users even began their tasks caused frustration and impacted usability.

Auckland Transport team needed a plan to implement the content strategy, and so we co-designed a road map plan.

After the content strategy was written, the client needed a plan to implement it. I designed a road map through several roadmapping workshops to build the roadmap and give the client team a tangible plan to implement the content strategy. These were collaborative workshops with the client team so they could influence the tasks and have a sense of ownership.

Considerations for the roadmap

I designed a comprehensive road map that broke down the tasks that the content team needed to achieve to implement the road map, and the collaborative approach that we took to designing it allowed the roadmap to contain actionable and achievable tasks that the content team were well prepared for.

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