In addition, to completing a Level 3 Certificate in User Experience User Interface at City Lit, I am currently undertaking the Content Design in Government: Getting Started from Future Learn and Government Digital and Data.
Case Study – Adelina the Artist
Situation
Adelina is an artist whose only online presence is her Instagram page. She wants to increase her reach to a wider prospective audience of potential buyers of her work, interact with that audience and get feedback. To do this, she wants to create a portfolio website with the help of her son.
Task
I was tasked with creating written content for Adelina’s website and suggesting a template for the website which could be replicated by her son.
Action
I conducted an interview with Adelina to find out about her journey as an artist and her preferred mediums, as well as her brand, image and how she wants to be perceived. This interview also revealed who her current audience is and who are the new people she would like to reach. In addition, I asked about the type of language she would like on the website by finding out her preferred level of formality and complexity in language and the words that others would use to describe her.
From this interview, I created a six-page website on a website builder app with each page populated with written content. This included a biography, personal quotations, and short descriptions of her pieces in the Portfolio and Shop pages.
By applying the principles of ‘Writing in Plain Language’ and by running my words through readability calculators, I ensured that the level of the language was simple enough for the average internet user to understand.
During a follow up interview with Adelina, she said that she was advised by another artist that a website is not strictly necessary and she should be able to make do with her Instagram page.
I pivoted and repurposed the written website content to social media copy. I created two posts with the same copy in order to do A/B testing on my page with my followers. The benefit of using social media was the ability to get immediate feedback using a poll in the stories on the style, tone and vibe of the posts I created for Adelina.
Result
The result was positive, with Adelina being extremely happy with both styles of social post that I had created. In addition, 75% of respondents said that the posts made them want to find out more about the artist.
The next step is to create a content plan and posting schedule for Adelina using all the copy I have developed.
Toni Sekinah 