Waze Ads
While the Waze Ads solutions have evolved, the various web properties were not organized in a way the effectively communicated their value proposition and solutions. My goal was to consolidate all of the Waze Ads web properties into one website with a cohesive story as well as drive consideration and adoption among key audiences.
Key responsibilities
Content strategy
Information architecture
Guideline documentation
UX copywriting
First, I conducted an extensive content audit of Waze’s existing web properties. Waze had two separate websites, each advertising their ad solutions to different audiences. As part of the content audit, I documented the goal of the page and the intended target audience, along with the content type, page components, page title, and more.
From there, I was able to identify opportunities for consolidation as well as content gaps.
After the content audit, I conducted two content workshops with the Waze clients to prioritize previously identified customer outcomes along with the key audiences. These workshops were some of the first all-remote workshops conducted at Beyond, and were extremely successful.
As a result of the workshops, I was able to map the prioritized customer outcomes against the existing and proposed content from the content audit. This influenced the final information architecture for the site, along with the final content strategy for each page.
In additional to the overall site IA, I was also responsible for the content strategy of each page. For efficiency, I created 6 core page templates made up of both unique and reusable components. These page templates and components resulted in content models for each page within the Waze Ads website. These models were the basis of the wireframes created by the product designer and, ultimately, the final website design.
While I created the initial content for the website as guidance, the goal was for the Waze team to own content development moving forward. I developed editorial guidelines that leveraged Waze’s existing personas to support the Waze team with content creation for each target audience.
