Client X | Nomenclature & Taxonomy

Note: Due to an NDA, much of this work is redacted or modified for anonymity. I worked as a freelance content strategy lead at an agency, with a client within the health insurance industry. To view the work, please use the links to see redacted deliverables.

The Ask: I came in as a Lead Content Strategist investigate their internal and external friction with certain terminology. The project included a 150-page content audit, 3 stakeholder interviews, an employee survey, and a market survey.

The Approach: I investigated the selected terms from the client and tried find where users get stuck. The content audit included editorial, SEO, terminology, and persona-specific heuristics. The stakeholder interviews dove deeper into the crux of internal politics and governance. The surveys aimed to more deeply understand health insurance members and their pain points.

The Result: In our final deliverable, we were able to come up with a verdict for almost every term—backed with research and extensive proof.

The Win: This investigation included many different facets that came together for a comprehensive and clear deliverable. I'm proud that we delivered a clear presentation, with a strong foundation pulling together all the research findings.