Understand what Latinos need from the site.
I interviewed affiliate organizations and clients and learned they want fast facts.
Biggest insight:
Users don't want to be told what to do. They want all the facts so they can make their own informed decision.
Get the team and stakeholders speaking the same language.
I used branding and style guidelines to help all stakeholders make decisions faster and keep messaging consistent.
Emphasize that users what to be informed, not impressed.
I drew from published policy reports to create concise copy that drove action rather than touting the organization's accomplishments.
Prioritize and organize information so users don't have to hunt.
I chose substance over style (just this once), employing an inverted-pyramid style and bulleted lists to honor the users' need to get the information the need without browsing.
I wrote new copy for more than 30 pages, including page copy, microcopy, tooltips, and error messages.
I refined and further removed jargon thanks to beta readers from affiliate organizations who provided crucial user feedback.
I prioritized immediate copy fixes but also championed the creation of reusable content templates.
I standardized content blocks so translators could easily adapt them for a later-launched Spanish site.
